#Think Big- Pool Corp
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#Think Big- Pool Corp

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This seminar focuses on helping independent pool retailers understand the tools consumers are using during the shopping experience. ...

This seminar focuses on helping independent pool retailers understand the tools consumers are using during the shopping experience.
Key Take-aways:
*CBCG offers ways to train and develop sales associates to sell in order to meet consumers’ needs.
*Help retailers learn how consumers are researching brands today
*Teach them how to create sales approaches that turn browsers into buyers and help create brand loyal customers for years to come.

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#Think Big- Pool Corp #Think Big- Pool Corp Document Transcript

  • Think Big Shopping Isn’t What It Used To Be January 8 - 9, 2013 Dallas, TX 3 Ways To Obtain A Copy of Today’s Presentation 1. Log On To Our Facebook Page: www.facebook.com/CBCGroup Post a comment: Think Big in #2014 2. • 3. Go to Slideshare.net Search: Think Big - Pool Corp Email CBCG: social@cbc-group.net Creative Business Consulting Group – Lynn Switanowski 25 + Years Retail Industry Experience Fortune 500 Sales and Marketing Executive; Business Strategist Experienced Brand Manager And Marketing Executive Developer Of Successful Marketing And Social Media Campaigns Contact Information: (617) 437 -9191 Email: lynn@cbc-group.net Creative Business Consulting Group www.cbc-group.net 1
  • “Hugging Your Customer” Has Changed Dramatically in 2014 Shopping Isn’t What It Used To Be . Today’s Consumers Want To Be Served • Retailers Must Make Shopping Convenient • Consumers Already Know Which Products And Brands They Need Before They Enter The Store • Consumers Have Formulated Opinions By Consulting Family, Friends And Strangers. Today’s Consumers Want To Be Known • They Want A Personalized Shopping Experience Tailored To Meet Their Needs And Preferences. It’s Their Top Priority – (2011 and 2012) Social Media Channels Are A Rich Source Of Information And Influence • 50% Of Consumers Who Follow A Brand On Social Media Submit Their Own Comments • 40% Are More Loyal To Brands They Have Engaged With Online Creative Business Consulting Group www.cbc-group.net Consumers Have Changed As Well.... The Household Is “Virtual • Consumers Are Shopping For a Wider Range Of Family Members (Mutigenerational Households) Incomes And Shopping Attitudes Are Diverging • 20% - 25% Of Consumers Search For Sale Goods And Only Buy What They Need (Regardless Of Affluence or Attitude) Consumers Listen To Their Families And Friends First • Consumers Talk To Relatives And Friends • Read Independent Reviews When They Want To Know More About A Product • Only 18% Of Consumers Rely On Retailers And Manufacturers Information To Make Purchase Decisions *BIA/Kelsey Group 2012 Creative Business Consulting Group www.cbc-group.net 2
  • Purchase Decision Influences Are Different Between Generations Creative Business Consulting Group www.cbc-group.net Consumers Have Changed How They Research Products • 90% Of Consumers Are Now Researching Products And Future Purchases Online* • Half (45.9%) of US online shoppers researched products in-store, only to ultimately buy online* • 42% Are Using Comparison Shopping Engines To Research Purchases On Average Consumers Are Looking At 7.9 Different Sources For Product Information BEFORE Making A Purchase February 2012 ClickIQ Creative Business Consulting Group www.cbc-group.net Consumers Are Using Mobile Devices To Influence Purchase Decisions And Behavior 40% Of Smartphone Owners Use Their Phones For Instore Price Comparisons64% Of Smartphone Owners Are Now Using Their Mobile Devices To Shop Online Smartphones Will Influence 19 Percent ($689 Billion) Of U.S. Retail Store Sales By 2016* 2012 Deloitte Retail & Consumer Spending Survey, Creative Business Consulting Group www.cbc-group.net 3
  • Show Rooming Can Be Costly In 2 Ways; Lost Sales and Product Wear And Tear Competition is Fierce for Customer Purchase Dollars • Customers Use Price Comparison Tools And Software While In A Brick And Mortar Retail Location The Leading Mobile Retail Activities Among People Using Smartphones: 1.Find A Store (33%) 2.Compare Prices (21%) 3.Look For Deals (20%) Creative Business Consulting Group www.cbc-group.net Know What Tools Your Customers Are Using To Compare Prices While They Are In Your Store *BIA/Kelsey Group 2012 Creative Business Consulting Group www.cbc-group.net Learn What Comparison Tools Your Customers Are Using To Help Combat Show rooming Creative Business Consulting Group www.cbc-group.net 4
  • Price Check by Amazon • Free Price-check App That Lets Users Search By Scanning A Barcode, Snapping A Picture Or Saying Or Typing In The Product Name • Available For IPhone And Android Users On Other Platforms, Including Blackberry And Windows, Can Use The Amazon Mobile App, Which Offers The Same Pricechecking Capabilities, But Requires An Extra Click Or Two To Access Them Among Other Features In The App.) • The Catch With Both Amazon Apps, Of Course, Is That They Only Check Prices On Amazon. *BIA/Kelsey Group 2012 Creative Business Consulting Group www.cbc-group.net Google Shopper • Google Shopper App Is Available For The IPhone And Android Phones • Lets Users Scan Product Barcodes And Compares The Price With Other Listings In Google’s Database • Since This Is A Google Product, Each Listing Features Detailed Descriptions And Reviews, And It Has Directions And Contact Information For Nearby Stores Built Into It • Google Offers Available On the AppPeople In Select Cities Can Find Promotions Going On Near Them. *BIA/Kelsey Group 2012 Creative Business Consulting Group www.cbc-group.net The News Is Not All Bad - Consumers Are Still Looking For Personal Interactions • Shoppers Are Still Seeking Satisfying In- Store Experiences—it’s Just How And When They Decide To Open Their Wallets That Has Changed • 63% Of Smartphone Owners Who Use Devices For Comparison Purposes WANT to Buy Goods In A Store • Consumer In-store Mobile Activities Add To Rather Than Take Away From, In-store Sales • Smartphone Users Are 14% More Likely To Convert In A Store Than Non-smartphone Users 2012 Deloitte Retail & Consumer Spending Survey Creative Business Consulting Group www.cbc-group.net 5
  • A Successful Business Today Must Communicate Via Multiple Message Points Differentiate Your Pool Store From The Competition – Engage Your Customers to Grow Your Business Creative Business Consulting Group www.cbc-group.net Create Enhanced Customer Service Programming With Educated Associates • Train Sales Associates To Help Customers With The Decision Making Process • Educate Associates On ALL Products • Provide Customer Opinions On Products (Showcase Online Reviews) • Stress The Benefits Of Immediate Delivery Vs. Online Shipping Fees And The Hassles Of Returns/Exchanges For Online Sales • Know the Price Comparison Tools That Customers Are Using • Equip Sales Associates With In-Store Technology to Improve/Enhance Shopper Experience (Tablets, etc.) • Price Match If Appropriate Creative Business Consulting Group www.cbc-group.net 6
  • Use Multi-channel Marketing Techniques To Capture Customers At Their Point of Engagement • Incorporate Online And Mobile Technology Tools Into Marketing And Advertising Platforms • Using Mobile Technology To Better Serve Customers (In-Store w/Employees and To Customers With Location Programs) • Use Google To Run Unique Search Ads Based On Proximity To Your Location • Offer Discounts Or Coupons For Brands If A Purchase Is Made In-store In Your Search Copy • Create Facebook Offers For In-store Purchases Only *BIA/Kelsey Group 2012 Creative Business Consulting Group www.cbc-group.net Use Innovative Merchandising Programs To Engage Customers On A Consistent Basis Merchandising • Creative/Interactive Displays Are Key Advantage To In-store Experience • Optimally Display Products To Enhance Shopping Experience Creative Business Consulting Group www.cbc-group.net Use Innovative Merchandising Programs To Engage Customers On A Consistent Basis Merchandising • Creative/Interactive Displays Are Key Advantage To In-store Experience • Optimally Display Products To Enhance Shopping Experience Coupons/Exclusive Offers • • • • • Encourage/Incent Shoppers To Buy Immediately Downloadable QR Codes Google Shopping Paid Ads Retailmenot (IPhone App) Offering Coupons Facebook Offers Creative Business Consulting Group www.cbc-group.net 7
  • Use Innovative Merchandising Programs To Engage Customers On A Consistent Basis Merchandising • Creative/Interactive Displays Are Key Advantage To In-store Experience • Optimally Display Products To Enhance Shopping Experience Coupons/Exclusive Offers • • • • • Encourage/Incent Shoppers To Buy Immediately Downloadable QR Codes Google Shopping Paid Ads Retailmenot (IPhone App) Offering Coupons Facebook Offers Location Based Marketing Programs • Offer Programs/Deals That Incent Customers To Make In-store Purchase • Train Your Staff On How To Find These Applications While They Are Working With The Customers To Insure Purchase Conversion Creative Business Consulting Group www.cbc-group.net Integrate Mobile Into Your Brick-and-Mortar Store Experience When Shoppers Search For A Store Name Or Category Online, They Expect To See The Following: • A Map With Directions • A Phone Number That They Can Easily Click-to-call • Special Offers That Match Their Location • Information About Products Offered: • Features And Benefits • Shipping Information • Special Offers (Coupons) • What Does Your Store Deliver with your Mobile Online Experience? • Is your Website Mobile and Tablet Friendly? Mobile Assistance To Customers Might Also Be A Map, A Shopping List, A Personal Shopper, A Salesperson And A Product Finder All At Once. Creative Business Consulting Group www.cbc-group.net Retailers Will Succeed When They Engage More Effectively With Sophisticated Consumers Creative Business Consulting Group www.cbc-group.net 8
  • Creative Business Consulting Group www.cbc-group.net 9