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Mobile In-Store  Retail Research Google Shopper Marketing M/A/R/C apr 2013
 

Mobile In-Store Retail Research Google Shopper Marketing M/A/R/C apr 2013

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Mobile In-Store  Retail Research Google Shopper Marketing M/A/R/C apr 2013 Mobile In-Store Retail Research Google Shopper Marketing M/A/R/C apr 2013 Presentation Transcript

  • Mobile In-Store ResearchHow in-store shoppers are using mobile devicesApril 2013
  • Google Shopper Marketing Agency CouncilThe Google Shopper Marketing Agency Council is a group of recognized shopper marketing experts, well-known for advancing clients brands along the digital path-to-purchase.  This group, in collaboration withGoogle, seeks to ignite digital thought leadership among Shopper Marketers.  The council is focused ondriving digital shopper thought leadership, cultivating insightful research, and developing transformationaltoolkit solutions for marketers.  Follow us on Google+ for more information.Core Council members include:Research created in conjunction with:CCharlie AndersonSVP Shopper Marketing, Project WorldwideHeidi FrosethSVP, Target Team Leader, Catapult/RPMBrian KristofekPresident & CEO, UpshotTina ManikasEVP, Global Retail Officer, DraftFCBMike PaleySVP Shopper Marketing & Experiential, The Marketing ArmMatt EgolPartner, Booz DigitalBeth Ann KaminkowPresident & CEO, TraceyLockeKen MaddenEVP, Head of Digital North America, OgilvyActionMorgan McalenneySVP, TBWA/Digital Arts Network, The Integer Group
  • 02 Note: Weights applied to reflect the demographic profile of U.S. smartphone owners based on 2012 MRI data.Background: Research collaboration with Google, M/A/R/C Research, and top shoppermarketing agencies to uncover the role & opportunities for mobile in the shopping experience.QualitativeUsed to inform quantitative:QuantitativeTiming: Q4 20121,507 smartphone owners who use mobile devices forshopping, completed a 3 part survey for a shopping trip.General Habits & ProfilingIn-Store ActivitiesShopping Trip ReflectionsShop-alongethnographies5Bulletin Boards4Self-Ethnographies20Timing: 2012Q3Methodology
  • 03Frequent smartphoneshoppers, defined as:1. Use mobile to assist in shoppingat least once a week.2. Agree highly:“Use my mobileto make everydaytasks easier.”“Use my mobileto researchproducts.”“Routinelylook for newmobile apps.”Methodology17%79%of smartphoneowners are‘smartphoneshoppers’Standard smartphoneshoppers, defined as:Using a smartphone to assistwith shopping at least once amonth or more.62%
  • 04Key TakeawaysMobile search is thestarting point.Instead of going directly to asite or app, 82% of shoppersuse search engines forbrowsing productinformation while in-store.The retail landscapeis evolving for all industries.Mobile use in stores is not category specific- Nearly 2/3 of baby product shopperscompare prices in-store.Smartphones aretransforming the in-storeshopping experience.8 in 10 smartphone shoppers usemobile in-store to help with shoppingShoppers who usemobile more,spend more in-store.Frequent mobile shoppersspend 25% more in-storethan people who onlyoccasionally use a mobilephone to help with shopping.
  • 19Research SectionsSection 1Mobile influences thepath to purchase &increases basket sizesSection 2Mobile empowersshoppersSection 3Shoppers rely onsearch for productinformationSection 4Shoppers use mobiledevices across allproduct categories
  • Mobile influences thepath to purchase &increases basket sizes
  • 21 Please check how you used your smartphone for pre-shopping. N=1507of smartphone shoppers use theirphone for pre-shopping activities58%Find location/directions57%Browse44%Make pricecomparisons44%Find hours43%32% 31% 30%Find where specificproducts are sold19%Find productavailability in-store31%Find productreviewsFind promooffersFind productinformationUse to makeA purchase90%
  • 05 Base: smartphone shoppers (n=1,507)Please check how you used your [smartphone] while shopping inside the physical store.84%of smartphone shoppersuse their devices to helpshop while in a store
  • 06 Please check how you used your [smartphone] while shopping inside the physical store.We’re seeing this across categories….AppliancesIn-store smartphone use for any shopping activityGroceryBaby CareElectronicsHouseholdCareHealth &BeautyApparelPet Care 71%80%81%86%87%87%89%97%(102)(137)(203)(206)(187)(198)(1375(99)
  • 07 Base: smartphone shoppers (n-1,507)In total, approximately how much time did you spend on shopping related activities for [CATEGORY] on your mobile device while in the store(s) you visited?15+per store visitminutesAlmost halfuse mobile for
  • 08 During your shopping trip, about how much did you spend in total for [CATEGORY]?Shoppers who use mobile more, buy moreHealth & Beauty$30AppliancesElectronicsHousehold Care$45$250$350$161$215$40$50Standard Smartphone ShoppersFrequent Smartphone ShoppersMedian Basket Size% increase+50%Median Basket Size% increase+40%Median Basket Size% increase+34%Median Basket Size% increase+25%(198)(102)(206)(187)
  • 09 Base: use smartphone in-store (n-1,480)At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee?“Self-help” is becoming the new norm1in3shoppers use theirsmartphones to findinformation instead ofasking store employees
  • 23 Base: use smartphone in-store . At any time during your shopping experience, did you use your mobile device tofind information or answer questions that you would have otherwise asked a store employee?In some categoriesthis “self-help” trenddramatically increasesAppliances55%Electronics48%Baby Care40%Household Care39%(99)(102) (203)(135) (185)
  • Mobile empowersshoppers
  • 25 Base: smartphone shoppers n=1507. In general, what three things do you like most about using your mobile device to assist you in shopping?Benefit of using mobilephone for shoppingConvenience andsavings are leadingdrivers of mobile useSaves meTime51%Saves meMoneyMakes LifeEasier44% 42%
  • 10 Base: smartphone shoppers (n-1,507)Please check how you used your smartphone while shopping inside the physical store.Cost savings are important to in-store consumersand so is finding your business53%Make price comparisons39%Find promotionaloffers35%Find hours36%Find location/ directions
  • 26 Please check how you used your [smartphone] while shopping inside the physical store.In-store price comparisons are the most commonshopping activity across all categoriesAppliances74%ElectronicsBabyCareHouseholdCarePet CareHealth &BeautyApparel Grocery70% 62% 58% 51% 46% 44% 36%In-store smartphone use for mobile price comparisons(375)(102) (206) (203)(198)(187) (99)(137)
  • Shoppers rely on searchfor product information
  • 28 Base: Use smartphone to perform activity when shopping. Which of the following resources did you use for {activity} in the physical store?82%of shoppers use searchengines when browsingproduct info in-store
  • 11 Base: Use smartphone to perform activity when shopping. (n=486) Q: Which of the following resources did you use for {activity} in the physical store?Consumers choose search as their #1 in-storeresource to help research productsSearch Engine82%62%StoreWebsites50%BrandWebsites21%StoreApps20%DealWebsites
  • 29 Base: Use smartphone to perform activity when shopping. Q: Which of the following resources did you use for {activity} in the physical store?Consumers choose searchas their #1 in-store resourceSearch Engine72%50%StoreWebsites30%BrandWebsites25%ComparisonSites21%ScannerAppsSearch Engine63%59%StoreWebsites38%BrandWebsites36%DealWebsites35%Promonotificationfrom emailor textMake price comparisons Find promotional offersFind where productsare soldSearch Engine73%67%StoreWebsites39%BrandWebsites24%StoreApps17%BrandApps(374) (794) (654)
  • 12 Base: Total Respondents; n=1507.Q Do you prefer to use mobile web sites or apps while shopping for [CATEGORY] using your mobile device? QWhy do you prefer to use [mobile web sites/apps] while shopping for [CATEGORY] using your mobile device?Mobile sites are preferred overapps by in-store shoppers65%PreferMobileSites35%Prefer Apps
  • 14Implications for businessesMobile marketing isn’t anoption; it’s an imperativeMobile can be used toget customers to thestore and can help keepthem thereMeet the showroomingchallenge head-onRecognize the pivotal roleof mobile to your overallmarketing strategy2341
  • 15Mobile marketing isn’t an option;it’s an imperativeIn-store shoppers are looking for product information and they’re turning to theirmobile device to find it. The mobile device, always on and always with shoppers,is one of the biggest influencers in the store today; it presents tremendousopportunities for marketers across industries to connect with potential customers--wherever they are,whenever they’re searching for your products.
  • 16Mobile can be used to get customers tothe store and can help keep them thereAllow customers to find yourbusiness on mobile.In addition to having a mobile website, businessesshould use it to prominently display retaillocations and phone numbers..Own the digital shelf.Make it easy for shoppers to find productinformation, promotional offers, or otherinformation about your businesson their smartphones when in-store.Adapt your marketing messageto the consumer’s context.Taking into account things like location, time ofday and device allow you to reach people withmore relevant messages.
  • 17Embrace mobile use in-store.It’s going to happen, so find a way to takeadvantage of it. Having a wide inventory ofecommerce products, store maps, and productinformation QR codes are just some of the waysto connect with mobile users.Improve the in-store experience.Offering expert service from salespeople orinteractive product demos can help distinguishyour in-store experience from online shopping.Have a strategy to address pricecomparisons.Using price match guarantees, stocking uniqueproduct bundles, and creating store specificbrands and products are just some of the stepsthat businesses can take.Meet the showroomingchallenge head-on
  • 18Recognize the pivotal role of mobileto your overall marketing strategyOwn the shelf by allowing consumers toresearch and purchase your productswith a mobile device.Shoppers often need more information to make apurchase decision and mobile search is their gateway.Start to measure new conversion types.Today’s devices offer more ways than ever forcustomers to interact with your business. Customersthat initially find you on mobile can transact on a website or app, purchase over the phone, or visit yourphysical store. Develop strategies to accuratelyattribute these actions to your mobile marketing.
  • Shoppers use mobiledevices across allproduct categories
  • 31 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=375Shoppers use mobile phones in-storewhen shopping for apparel43%Make pricecomparisonsFind promooffersFind location /directionsFind hours43% 34% 34%
  • 32 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store].. N=206Shoppers use mobile phones in-storewhen shopping for electronics70%Make pricecomparisons51%Browse45%Find productreviews45%Find hours42%Find productinformation42%Find location /directions40%Find promooffers35%Find where specificproducts are sold32%Find productavailability in-store
  • 33 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=102Shoppers use mobile phones in-storewhen shopping for appliances75%Make pricecomparisons73%Find productinformation64%Find promooffers62%Browse58%Find hours53%Find productreviews46% 45%Find location/directions41% 38%Use to make apurchaseFind where specificproducts are soldFind productavailability in-store
  • 34 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=198Shoppers use mobile phones in-storewhen shopping for health & beauty46%Make pricecomparisons42%Find location/directions40%Find promooffers43%Find hours35%Browse
  • 35 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=187Shoppers use mobile phones in-storewhen shopping for household care58%Make pricecomparisons41%Find location/directions36%Browse34%Find promooffers32%Find productinformation
  • 36 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=99Shoppers use mobile phones in-storewhen shopping for pet products58%Make pricecomparisons
  • 37 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store]. N=137Shoppers use mobile phones in-storewhen shopping for baby products62%Make pricecomparisons42%Browse39%Find location/directions37%Find promooffers37%Find hours
  • Mobile In-Store ResearchHow in-store shoppers are using mobile devices© Copyright 2013 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.