The Shift in Retail
You can find me on
Twitter: @netlash
TheShift in Retail ?
E-commerce in Belgium is still small...
Photo Credit: Dawn Huczek via Compfight cc
Source: creamoda.be
3%the share of total Retail sales in Belgium
Growth of online shoppers and online sales is
limited.
Photo Credit: c_ambler via Compfight cc
Growth
International : +8%
B...
Sales in Belgium
17%
2010 2012
6%
16%
Bron: Consumer Barometer - TNS, IAB and Google.
The shift in retail is real - but not in online
sales.
Online research (BE)
2010 : 25%
2012 : 51%
Photo Credit: Rich Ander...
51%
Online research in Belgium prior to purchase
Online research +
104%
25%
2010 2012
Source: TNS, IAB and Google » Consum...
We’re running (far) behind in online sales.
We’re running behind in online research - but we’re taking
giant steps forward...
Focus on research
Photo Credit: Rich Anderson via Compfight cc
Marketers that base their
decisions about marketing spend
on...
Big shift
For the first time ever the majority of
purchasers does online research before
purchasing.
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online pop...
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online pop...
“Laten zien!!”
“Ik zal eens googelen om te
zien of ik een foto kan vinden”
Horizontal picture and text
Home was a condo on the fifteenth
floor of a filing cabinet for widows
and young professionals. T...
1. Shift from online shop
to inspiration
Short textThere is no“1 door” anymore
Source: Google Analytics - Random retail klanten - exclusief direct verkeer
50% 40%
but more and more people
enter directl...
now what?
The only page on your website...
Advise
BookBook
Shoes
InspireConnect
Use
Cross-sell
Story
made by...
designer
Bron: Baekdal » E-commerce in the connected ...
‣ move away from pure transaction
‣ use your site to connect and inspire
1. Shift from online shop to inspiration
Online vs offline?
Today≈ copy.
Front = Focus on inspiration
The consumer has no idea what he/she wants.
selection
inspiration
Refinement = inspiration = selection
The consumer has no idea what he/she wants.
inspiratie
selection
Selection = inspiration < selection
The consumer has no idea what he/she wants.
selection
inspiration
Buy = sale + up-sell
The consumer has no idea what he/she wants.
sale
up-sell
Random shopping?
We start from the same funnel, where
visitors enter through the front door, and
are gradually led to the ...
Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013
90%of the customers know what they want before th...
Source: PwC US » Multichannel shopping survey
‣ ervaring, kennis en netwerk opdoen
‣ beperkt risico
‣ It was not my intent...
Social e-commerce
A store on a social channel
Stimulating sales through sharing
BRAND
PRODUCT
2. Shift from paid to earned/
owned
VERSUS tekstWebsite
VERSUS
Branded communication Non-branded communication
Website
VERSUS
Branded communication Non-branded communication
PAID MEDIA OWNED & EARNED MEDIA
Website
‣ paid: above, banners,“interruption marketing”
‣ owned: own website, SEO
‣ shared: own facebook page etc.
‣ earned: consu...
3. Shift from shop to product
consumer
Select your shop
location
delivery
Choose your products
Pay online
Get product
SHOP
PRODUCT
Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013
90%of the customers know what they want before th...
SHOP
PRODUCT
consumer
Find store
location
Choose product
Pay online
Get product
Select store
consumer
Find store
location
Choose product
Pay online
Get product
Select store
‣ SEO: product based, not brand based
‣ don’t force customers in your logistic box
3. Shift from shop to product
4. Shift from silos to multichannel
Bron: The Zero Moment Of Truth
Multi-channel consumerpath
Multi-channel consumerpath
YouTube
Social media
Blogs &
niche sites
Online shops
No longer a difference between online & offline
A Wijs-example: paths to conversion
Adviseer
BookBook
Inspire
Connect
Gebruik
Expand
Vertel
Combine, not“silo-plugin”
‣ be where your customers are
‣ buyers market, not sellers market...
4. Shift from silos to multichannel
5. Shift from silos to closed loop
‣ connect your channels
‣ use data, not gut to make decisions
‣ CRM!
5. Shift from silos to closed loop
6. Shift to mobile
If you say social, you say mobile
Source: Baekdal.com
self-fulfilling prophecy
Mobile = Smartphones & Tablets
Mobile ≠ Smartphones & Tablets
Mobile = verb
Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice,
freedom of time and freedom of place.
Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice,
freedom of time and freedom of place.
it ...
Facebook
Monthly active users (MAUs)
1.15 billion
Mobile MAUs
819 million
Bron: Facebook; June 2013
Mobile?
71.27% of Facebook users use Facebook
ALSO mobile.
I am not Facebook.
Source: Think with Google
Smartphones are being used everywhere...
Bron: Tom-Bowmam; BBC Worldwide » IAB ThinkDigital » Mei 2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
TV Computer Smartphone Tab...
Facts en figures in Flanders
Smartphone owners 38,5%
Mobile data subscription 35,7%
Tablet owners 27,7%
Bron: Digimeter » M...
Bron: Google » Mobile in store
What do we search?
Retail
35% 31% 59% 37% 32%
12% 21% 10% 14% 5%
This is what happens in your showroom...
Husband in the showroom
Chair?
Order online?
Delivery?
Wife at home
Even in your showroom, your consumers are doing
research...
Camera reads emotion.
5. Data at hand
Doug Straton, Unilever
Mobile is the glue,
Between online and offline.
Bron: Nielsen’s Consumer 360 conference
‣ mobile is not a gadget, it’s a way of thinking
‣ you’re LATE!
6. Shift to mobile
1. Shift from online shop to inspiration
2. Shift from paid to owned/earned
3. Shift from shop to product
4. Shift from si...
Download the complete
whitepaper with trends, facts
and figures.
FREE
http://wijs.be/nl/downloads/
de-shift-in-retail
Are you
ready
toShift ?
Conversation
Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
The Shift in Retail
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The Shift in Retail

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Retail is shifting. You need 6 shifts in your thinking as a retailer to adapt to this.

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  • http://goo.gl/Q9yoaJ 'If you are a website owner then let’s face it – all you need is a best quality references from the pages which contain the most ethical and helpful information of your industry. Yes Search engines love link from the pages which contains quality content and I'll providing the best quality links pointing towards your site. Article submission service is the best to way to generate more and more references which boost your search engine ranking and provide you the unlimited opportunities to mark new sales as it drive the maximum potential costumers towards your site. Articles are the most lethal tool for website promotion, as an ethical campaign it can have extraordinary long term effect in sales. Effective article marketing is an investment in your business!' http://goo.gl/Q9yoaJ
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The Shift in Retail

  1. The Shift in Retail
  2. You can find me on Twitter: @netlash
  3. TheShift in Retail ?
  4. E-commerce in Belgium is still small... Photo Credit: Dawn Huczek via Compfight cc
  5. Source: creamoda.be 3%the share of total Retail sales in Belgium
  6. Growth of online shoppers and online sales is limited. Photo Credit: c_ambler via Compfight cc Growth International : +8% Belgium : +6% Bron: CCB 2010 en 2012
  7. Sales in Belgium 17% 2010 2012 6% 16% Bron: Consumer Barometer - TNS, IAB and Google.
  8. The shift in retail is real - but not in online sales. Online research (BE) 2010 : 25% 2012 : 51% Photo Credit: Rich Anderson via Compfight cc
  9. 51% Online research in Belgium prior to purchase Online research + 104% 25% 2010 2012 Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
  10. We’re running (far) behind in online sales. We’re running behind in online research - but we’re taking giant steps forward! Belgium België was de grootste groeier wereldwijd op vlak van online onderzoek verrichten, op uitzondering van Israël en Nederland.
  11. Focus on research Photo Credit: Rich Anderson via Compfight cc Marketers that base their decisions about marketing spend on online purchase shares, are likely to make the wrong decisions. Profound changes in consumer behaviour remain largely unseen when focusing on purchase only. Google
  12. Big shift For the first time ever the majority of purchasers does online research before purchasing.
  13. Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population 26% 26%25% 44% online 56% offline 2% online 98% offline 80% offline20% online Where do Belgians buy? Offline research only Off & online research combined Online research only Difference between off & online purchase RESEARCH PURCHASE PURCHASE PURCHASE
  14. Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population 26% 26%25% 44% online 56% offline Online research only Online research only Difference between off & online purchase RESEARCH PURCHASE
  15. “Laten zien!!” “Ik zal eens googelen om te zien of ik een foto kan vinden”
  16. Horizontal picture and text Home was a condo on the fifteenth floor of a filing cabinet for widows and young professionals. The walls were solid concrete. A foot of concrete is important when your next-door neighbor lets their hearing aid go and have to watch game- shows at full volume. Source: when no source, leave this blank.
  17. 1. Shift from online shop to inspiration
  18. Short textThere is no“1 door” anymore
  19. Source: Google Analytics - Random retail klanten - exclusief direct verkeer 50% 40% but more and more people enter directly on the product level. 1/2 comes in through the front door,
  20. now what? The only page on your website...
  21. Advise BookBook Shoes InspireConnect Use Cross-sell Story made by... designer Bron: Baekdal » E-commerce in the connected world
  22. ‣ move away from pure transaction ‣ use your site to connect and inspire 1. Shift from online shop to inspiration
  23. Online vs offline? Today≈ copy.
  24. Front = Focus on inspiration The consumer has no idea what he/she wants. selection inspiration
  25. Refinement = inspiration = selection The consumer has no idea what he/she wants. inspiratie selection
  26. Selection = inspiration < selection The consumer has no idea what he/she wants. selection inspiration
  27. Buy = sale + up-sell The consumer has no idea what he/she wants. sale up-sell
  28. Random shopping? We start from the same funnel, where visitors enter through the front door, and are gradually led to the checkout. ... We assume that the connected consumer has no idea what he or she wants!
  29. Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013 90%of the customers know what they want before they go into the store. Comeos
  30. Source: PwC US » Multichannel shopping survey ‣ ervaring, kennis en netwerk opdoen ‣ beperkt risico ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? Through social networks inspiration and expertise a minority shops social
  31. Social e-commerce A store on a social channel Stimulating sales through sharing
  32. BRAND PRODUCT
  33. 2. Shift from paid to earned/ owned
  34. VERSUS tekstWebsite
  35. VERSUS Branded communication Non-branded communication Website
  36. VERSUS Branded communication Non-branded communication PAID MEDIA OWNED & EARNED MEDIA Website
  37. ‣ paid: above, banners,“interruption marketing” ‣ owned: own website, SEO ‣ shared: own facebook page etc. ‣ earned: consumers talking about you! 2. Shift from paid to earned/owned
  38. 3. Shift from shop to product
  39. consumer Select your shop location delivery Choose your products Pay online Get product
  40. SHOP PRODUCT
  41. Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013 90%of the customers know what they want before they go into the store. Comeos
  42. SHOP PRODUCT
  43. consumer Find store location Choose product Pay online Get product Select store
  44. consumer Find store location Choose product Pay online Get product Select store
  45. ‣ SEO: product based, not brand based ‣ don’t force customers in your logistic box 3. Shift from shop to product
  46. 4. Shift from silos to multichannel
  47. Bron: The Zero Moment Of Truth Multi-channel consumerpath
  48. Multi-channel consumerpath YouTube Social media Blogs & niche sites Online shops
  49. No longer a difference between online & offline
  50. A Wijs-example: paths to conversion
  51. Adviseer BookBook Inspire Connect Gebruik Expand Vertel Combine, not“silo-plugin”
  52. ‣ be where your customers are ‣ buyers market, not sellers market... 4. Shift from silos to multichannel
  53. 5. Shift from silos to closed loop
  54. ‣ connect your channels ‣ use data, not gut to make decisions ‣ CRM! 5. Shift from silos to closed loop
  55. 6. Shift to mobile
  56. If you say social, you say mobile
  57. Source: Baekdal.com self-fulfilling prophecy
  58. Mobile = Smartphones & Tablets
  59. Mobile ≠ Smartphones & Tablets Mobile = verb
  60. Mobile ≠ Smartphones & Tablets Mobile = verb A combination of freedom of choice, freedom of time and freedom of place.
  61. Mobile ≠ Smartphones & Tablets Mobile = verb A combination of freedom of choice, freedom of time and freedom of place. it is about being able to do all those things, without the need to plan ahead.
  62. Facebook Monthly active users (MAUs) 1.15 billion Mobile MAUs 819 million Bron: Facebook; June 2013
  63. Mobile? 71.27% of Facebook users use Facebook ALSO mobile.
  64. I am not Facebook.
  65. Source: Think with Google Smartphones are being used everywhere...
  66. Bron: Tom-Bowmam; BBC Worldwide » IAB ThinkDigital » Mei 2013 0% 5% 10% 15% 20% 25% 30% 35% 40% TV Computer Smartphone Tablet ochtend middag avond Newsconsumption throughout the day
  67. Facts en figures in Flanders Smartphone owners 38,5% Mobile data subscription 35,7% Tablet owners 27,7% Bron: Digimeter » Mediatechnologie- & ICT gebruik inVlaanderen; Wave 5 » Augustus - September 2012 23,5% 14,8% 2% +64% +141% +1285% 20122010 evolution
  68. Bron: Google » Mobile in store What do we search? Retail 35% 31% 59% 37% 32% 12% 21% 10% 14% 5%
  69. This is what happens in your showroom...
  70. Husband in the showroom
  71. Chair? Order online? Delivery? Wife at home
  72. Even in your showroom, your consumers are doing research...
  73. Camera reads emotion.
  74. 5. Data at hand
  75. Doug Straton, Unilever Mobile is the glue, Between online and offline. Bron: Nielsen’s Consumer 360 conference
  76. ‣ mobile is not a gadget, it’s a way of thinking ‣ you’re LATE! 6. Shift to mobile
  77. 1. Shift from online shop to inspiration 2. Shift from paid to owned/earned 3. Shift from shop to product 4. Shift from silos to multichannel 5. Shift from silos to closed loop 6. Shift to mobile 6 shifts YOU should make
  78. Download the complete whitepaper with trends, facts and figures. FREE http://wijs.be/nl/downloads/ de-shift-in-retail
  79. Are you ready toShift ?
  80. Conversation
  81. Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275
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