PAGE
00/00/00005/6/2010
Engaging and Activating Digitally
Enabled Shoppers Along the
Purchase Decision Journey
Presentatio...
Conventional Wisdom
70% of purchase decisions are made in-store.
Source: Zero-Moment of Truth: Redefining the Consumer Dec...
65%always shop from shopping lists
Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
Sources: G2/Allrecipes.com Today’s Recipe Box Study, April 2010; IRI 2009; “Planning to Make Unplanned
Purchases? The Role...
PAGE
The Rise of the Digitally
Empowered Shopper
Three Converging Forces
The Google
Mindset
24/7
Connectivity
Social
Media
1. Research, Research, and More Research
Source: Consumer Packaged Goods Survey, Prospecitiv, Jan 2008
Conventional Wisdom
Consumers only research big ticket items...
2. Social Media
Sources: Edelman Trust Barometer, Nielsen
90% trust the opinions of friends who have used
the product.
Only 25% of consume...
“The explosion in Consumer
Generated Media over the last couple
of years means consumers’ reliance on
word of mouth in the...
The
Conversation
Prism
3. 24/7 Connectivity
Mobile is the connective tissue.
51.4%
33.2%
50.1%
64.0%
Global AverageBoomersGen XGen Y
Q: “Did you use your mobile phone for any shopping activities duri...
Recipe Searches:
49%
Shopping Lists:
38%
Coupons:
9%
2/3 of smartphone owners are
using them in the grocery store
(59% for...
PAGE
The Purchase Decision
Journey
Consumers are moving outside the purchasing
funnel, changing the way they research and buy
products.
AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY
Go to
store
View TV
or print
ad
Compare
options
Choose
best
option
Buy ...
TO A PURCHASE DECISION JOURNEY
See TV
and OOH
ads
Research
product
View
video
Visit a
store
Purchase
product
Send
mobile p...
“The shift in consumer decision
making means that marketers need to
adjust their spending and view the
change not as a los...
Inspiration
Community
Solutions
Information
Maximizing
Commitment
Consumers
experience the
brand
Consumers evaluate the
en...
PAGE
The Digital Toolkit:
Research and Planning Utilities
Content Distribution
Social Shopping Tools
Location Based Market...
PAGE
The Digital Toolkit:
Research and Planning Utilities
Pre-Purchase
Point of Purchase
Pre-Purchase
Point of Purchase
Pre-Purchase
PAGE
The Digital Toolkit:
Content Distribution
KitchenDaily > Dinner Tonight
A meal for every night of the week
Campbell's
For Wednesday, April 28
Ranchero Macaroni Bake...
Pre-Purchase
Point of Purchase
Pre-Purchase
Experience
Pre-Purchase
Point of Purchase
Pre-Purchase
Point of Purchase
Point of Purchase
Point of Purchase
Point of Purchase
PAGE
Digital Toolkit:
The Social Side of Shopping
Point of Purchase
Should I pair with flats or heels?
I'm a sucka for sequins ... so obviously when I scored this vintage purple
sequins dres...
Point of Purchase
Point of Purchase
Reflection
Experience
Reflection
PAGE
The Digital Toolkit:
Location Based Marketing
Source: MMA/Luth Research , Mobile Consumer Briefing, March 2010
Consumers are interested in allowing their phone to
autom...
Pre-Purchase
Point of Purchase
Pre-Purchase
Point of Purchase
Pre-Purchase
Point of Purchase
PAGE
The Digital Toolkit:
Attaching Digital Content to Objects
33
Barcodes reveal the secret lives of objects.
Pre-Purchase
Experience
Reflection
Pre-Purchase
Point of Purchase
Experience
Pre-Purchase
Point of Purchase
Pepperidge Farms MilanoPepperidge Farms Milano
CookiesCookies
download barcodedownload barcode
8 scans8 scans
9 bits9 bits...
PAGE
The Digital Toolkit:
Augmented Reality
Pre-Purchase
Pre-Purchase
Pre-Purchase
PAGE
Bringing it to Life:
CoverGirl
Consumers search for
information to help
plan their shopping trip
Consumers survey the
store, search for
products and sele...
PAGE
Takeaways
1. Know who your shopper is.
2. Think about the total path to purchase.
3. Integrate channels and retailers into the mix.
...
PAGE
Thank You
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
Digitallyenabledshoppersmay2010 100506074649 Phpapp01
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Digitallyenabledshoppersmay2010 100506074649 Phpapp01

  1. 1. PAGE 00/00/00005/6/2010 Engaging and Activating Digitally Enabled Shoppers Along the Purchase Decision Journey Presentation to PMA
  2. 2. Conventional Wisdom 70% of purchase decisions are made in-store. Source: Zero-Moment of Truth: Redefining the Consumer Decision Making Process, IRI, October 2009 New Data More than 80% of purchase decisions are now being made outside the store.
  3. 3. 65%always shop from shopping lists Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
  4. 4. Sources: G2/Allrecipes.com Today’s Recipe Box Study, April 2010; IRI 2009; “Planning to Make Unplanned Purchases? The Role of In-store Slack in Budget Deviation”, Journal of Consumer Research, August 2010 Only 26% of shopping list items are branded. 24% of grocery purchases are unplanned. Three in four shoppers plan for those unplanned purchases.
  5. 5. PAGE The Rise of the Digitally Empowered Shopper
  6. 6. Three Converging Forces The Google Mindset 24/7 Connectivity Social Media
  7. 7. 1. Research, Research, and More Research
  8. 8. Source: Consumer Packaged Goods Survey, Prospecitiv, Jan 2008 Conventional Wisdom Consumers only research big ticket items online. Reality 70% research everyday grocery products online.
  9. 9. 2. Social Media
  10. 10. Sources: Edelman Trust Barometer, Nielsen 90% trust the opinions of friends who have used the product. Only 25% of consumers believe advertising is a credible source of product information? 70% trust opinions posted online.
  11. 11. “The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.” Jonathan Carson, President of Online International, Nielsen
  12. 12. The Conversation Prism
  13. 13. 3. 24/7 Connectivity Mobile is the connective tissue.
  14. 14. 51.4% 33.2% 50.1% 64.0% Global AverageBoomersGen XGen Y Q: “Did you use your mobile phone for any shopping activities during the past two weeks?” All Countries N=4534 !"#!$!%&'((")%!*)"!*+,'%-!-./0"!*%!+/1"+2!34567!*%!,')"!,*-8)"!%&'((")%!39967!-'!8-/+/:"!-&"/)! ,';/+"!(&'#"%!<')!/#"%-')"!%&'((/#=")"+*-">!*0-/?/-/"%@ Emerging Retail Technologies Assessment Mobile Phone Shopping Activity –by Age Group
  15. 15. Recipe Searches: 49% Shopping Lists: 38% Coupons: 9% 2/3 of smartphone owners are using them in the grocery store (59% for iPhone owners) (46% for iPhone owners) Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
  16. 16. PAGE The Purchase Decision Journey
  17. 17. Consumers are moving outside the purchasing funnel, changing the way they research and buy products.
  18. 18. AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Go to store View TV or print ad Compare options Choose best option Buy item Join/align with brand FROM A FUNNEL…
  19. 19. TO A PURCHASE DECISION JOURNEY See TV and OOH ads Research product View video Visit a store Purchase product Send mobile pic Upload pics of purchase Read Facebook feeds Customize a product Website experience Discuss product online Interact with rich media ad Create/ upload video with an ecosystem of shopper touchpoints
  20. 20. “The shift in consumer decision making means that marketers need to adjust their spending and view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions” The Consumer Decision Journey, McKinsey Quarterly, June 2009
  21. 21. Inspiration Community Solutions Information Maximizing Commitment Consumers experience the brand Consumers evaluate the entire experience, solidify opinions and share with others Consumers seek information that will influence purchase Consumers survey the store, seek out products, and select brands for purchase The Purchase Decision Journey
  22. 22. PAGE The Digital Toolkit: Research and Planning Utilities Content Distribution Social Shopping Tools Location Based Marketing Attaching Digital Content to Objects Augmented Reality
  23. 23. PAGE The Digital Toolkit: Research and Planning Utilities
  24. 24. Pre-Purchase
  25. 25. Point of Purchase
  26. 26. Pre-Purchase Point of Purchase
  27. 27. Pre-Purchase
  28. 28. PAGE The Digital Toolkit: Content Distribution
  29. 29. KitchenDaily > Dinner Tonight A meal for every night of the week Campbell's For Wednesday, April 28 Ranchero Macaroni Bake Mac 'n' cheese lovers get a boost with Pace Salsa and a crunchy topping of tortilla chips. Cook it! Chicken Tortilla Soup Chicken broth gets a Grilled Broccolini Thyme, garlic and red chile flakes make goes great with... Newsletter RSS Twitter Facebook follow us Advertisement dinner tonight articles 10 Mexican Recipes 4/25-5/1SatFriThuTueMonSun Wed Mail Talk to Us You might also like: Slashfood, ParentDish and More Main Recipes How-To Get Cooking Chefs & Experts Dinner Tonight Holidays & Parties My Tools Search for Recipes Recipes Articles Sign In / Register Pre-Purchase
  30. 30. Pre-Purchase Point of Purchase
  31. 31. Pre-Purchase Experience
  32. 32. Pre-Purchase Point of Purchase
  33. 33. Pre-Purchase
  34. 34. Point of Purchase
  35. 35. Point of Purchase
  36. 36. Point of Purchase
  37. 37. Point of Purchase
  38. 38. PAGE Digital Toolkit: The Social Side of Shopping
  39. 39. Point of Purchase
  40. 40. Should I pair with flats or heels? I'm a sucka for sequins ... so obviously when I scored this vintage purple sequins dress for $26 I HAD to get it. It was 50% off!!! Should I pair it with flats or heels? And should they be NON sequin? Sammydvintage submitted 2 days ago. 42 64 pts. 0 bonnna submitted about 11 hours ago 16 pts. 0 erstwhilestyle submitted about 24 hours ago 40 pts. AshleyJeanne 250 Not a member? 82% 63% 75% 75% 84% 83% 35% 42% 64 % HEELZ! Sammy you're so cute! Definitely needs to be above the knee. Or you could make it a mini, throw on some black cage heels and a black (vintage) boyfriend blazer over it. :-) Point of Purchase
  41. 41. Point of Purchase
  42. 42. Point of Purchase
  43. 43. Reflection
  44. 44. Experience Reflection
  45. 45. PAGE The Digital Toolkit: Location Based Marketing
  46. 46. Source: MMA/Luth Research , Mobile Consumer Briefing, March 2010 Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications or mobile coupons. 10% of cell phone owners use mobile location services at least weekly (e.g., map or mobile service that automatically detects location). (63% for iPhone owners) 50% of those who notice ads while using location-based apps take some action.
  47. 47. Pre-Purchase Point of Purchase
  48. 48. Pre-Purchase Point of Purchase
  49. 49. Pre-Purchase Point of Purchase
  50. 50. PAGE The Digital Toolkit: Attaching Digital Content to Objects
  51. 51. 33 Barcodes reveal the secret lives of objects.
  52. 52. Pre-Purchase
  53. 53. Experience Reflection
  54. 54. Pre-Purchase Point of Purchase Experience
  55. 55. Pre-Purchase Point of Purchase
  56. 56. Pepperidge Farms MilanoPepperidge Farms Milano CookiesCookies download barcodedownload barcode 8 scans8 scans 9 bits9 bits Most recently at: 10 East 40th StreetMost recently at: 10 East 40th Street LocationsLocations Scan this barcode to see all the attached bits.Scan this barcode to see all the attached bits. ImagesImages NicoleWNicoleW 25 days ago25 days ago flagflag NicoleWNicoleW 25 days ago25 days ago flagflag RexRex 22 days ago22 days ago flagflag Rita WheatRita Wheat 21 days ago21 days ago flagflag CommentsComments NicoleWNicoleW 25 days ago25 days ago flagflag We all gathered today for post-lunch Milanos!We all gathered today for post-lunch Milanos! Rita WheatRita Wheat 22 days ago22 days ago flagflag Lunchtime!Lunchtime! LoboLobo 22 days ago22 days ago flagflag My personal philosophy: Eat a Milano a day and joy will follow.My personal philosophy: Eat a Milano a day and joy will follow. Rita WheatRita Wheat 21 days ago21 days ago flagflag Has anyone tried the orange ones? Love orange and chic combo.Has anyone tried the orange ones? Love orange and chic combo. Pepperidge Farms Milano Cookies Barcode HomeHome Get the appGet the app Download barcodesDownload barcodes Get stickersGet stickers Get productsGet products Bit streamBit stream Our BlogOur Blog TwitterTwitter PressPress Point of Purchase Experience Reflection
  57. 57. PAGE The Digital Toolkit: Augmented Reality
  58. 58. Pre-Purchase
  59. 59. Pre-Purchase
  60. 60. Pre-Purchase
  61. 61. PAGE Bringing it to Life: CoverGirl
  62. 62. Consumers search for information to help plan their shopping trip Consumers survey the store, search for products and select brands for purchase Consumers experience the product after bringing it home Consumers assess the experience and share with others
  63. 63. PAGE Takeaways
  64. 64. 1. Know who your shopper is. 2. Think about the total path to purchase. 3. Integrate channels and retailers into the mix. 4. Innovate wisely. 5. Measure and evaluate.
  65. 65. PAGE Thank You

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