DIGITAL SHOPPINGThe Topline on OnlineNikhil SharmaVice President, Shopper InsightsJosh GoldmanGlobal Leader, Digital Measu...
Todays presenters     Nikhil Sharma       Josh Goldman       Vice President,      Global Leader,      Shopper Insights   D...
Digital Shopping: The Topline on Online 1    Digital influence on shopping 2     Considerations for marketers 3    Guideli...
Digitalinfluence on  shopping                                                              4                              ...
Digital is widely pervasive in the UnitedStates today ONLINE                                      MOBILE                  ...
While shoppers continue to interact with traditional forms ofmarketing, many are also digitally engaged while shopping % o...
Shoppers are digitally engaged to varying degreesdepending on the products that they buy  31%   of ALL purchase           ...
Digital usage in shopping will increase: 70%+ shopperswant to shop with digital engagement in the future % of shoppers acc...
Mobile shopping is also increasing, and shopping appsare among the fastest growing categories of mobile apps    Number of ...
Is impulse purchasing declining? No…but newtactics required to influence shoppers                                         ...
What services are expected; where can you    stand apart?Online Circular                                                  ...
To develop an effective digital strategy, marketers mustinfluence decisions along the entire ‘path topurchase’            ...
Considerationsfor Marketers                                                               13                              ...
Shopper marketing tactics changing       CUSTOMIZATION         AUTHENTIC                            ENGAGEMENT          PR...
Retailers like Safeway are personalizing and integratingvalue-added content leveraging their ‘just for u’platform         ...
Brands can add value to existing purchase journeys anddrive pre-store choices in their favor by leveraging digital        ...
Brands can also trigger new purchase journeys                                        +50% higher                          ...
Mobile devices enable personalization by deliveringdigital content consistent with shoppers’preferences    Likelihood Top ...
Social media and consumer reviews ‘levelthe field’ for smaller brands                                           Impact of ...
Marketers need to focus on the ‘right shoppers’                                         Shopper Segments                  ...
… engage shoppers with the ‘right message’       Diapers                                     Coffee                 Laundr...
…via the ‘right medium’                      An increasing complex landscape provides                       consumers with...
Digitally engaged shoppers can be very rewarding -both for manufacturers and retailers              Average Category      ...
Guidelinesfor success                                                            24                                      D...
Winning principles for digitalshopper marketing            1    Discriminating tastes            2    The digital ‘new mat...
Roadmap for success                           BUILD ORGANIZE TO                                   COLLABORATE             ...
What now?        1   Action over perfection        2   Find your shopper first        3   Identify a decision to influence...
Q&AThank you for attending•If you have follow-up questions or want more information, please contact your Nielsen Professio...
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Digital shopping - The topline on Online

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The digital dynamics of researching and buying – and the influencing opportunities they create along the "path to purchase" – will be key topics in this exciting webinar. Join us as we explore the digital shopping landscape, with guidance and insights provided by Nielsen subject matter experts. We will provide an overview of the current state of digital shopping while also addressing key trends and business issues, among them:

How does the online shopping 'journey' differ from the in-store shopping 'trip'?
What is the impact of online visits to online – and offline – sales?
Which categories offer new engagement opportunities taking advantage of digital channels?
How can differences in online vs. mobile activity be leveraged to optimize ROI?
Which 'fundamental' practices can be used as guidelines without becoming a 'one size fits all' strategy?

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Digital shopping - The topline on Online

  1. 1. DIGITAL SHOPPINGThe Topline on OnlineNikhil SharmaVice President, Shopper InsightsJosh GoldmanGlobal Leader, Digital Measurement
  2. 2. Todays presenters Nikhil Sharma Josh Goldman Vice President, Global Leader, Shopper Insights Digital Measurement 2 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  3. 3. Digital Shopping: The Topline on Online 1 Digital influence on shopping 2 Considerations for marketers 3 Guidelines for success 3 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  4. 4. Digitalinfluence on shopping 4 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  5. 5. Digital is widely pervasive in the UnitedStates today ONLINE MOBILE SOCIAL Americans People with with Mobile People On Internet Access(1) Phones(2) Facebook(3) Average Online Time Per Month(1) Minutes Spent on of Mobile Subscribers Social Networks with Smart Phones / or Blogs(1) 5 Tablets(2) Source: (1) Nielsen Netview, Oct 2011 Digital Shopping (2) Mobile Insights, Q4 2011 (3) Facebook S1 Filing, Feb 2012 Copyright © 2012 Nielsen. Confidential and proprietary.
  6. 6. While shoppers continue to interact with traditional forms ofmarketing, many are also digitally engaged while shopping % of shoppers accessing sources ‘Weekly’ while shopping 0 10 20 30 40 50 60 70 Mailed Paper Home Newspaper Nearly twice as many Paper in-store shoppers read a Retail e-mail retailers email than Store site w/computer paper circulars in-store Social More than 30% of shoppers researching Store site w/tablet online while shopping Smartphone Kiosk In store TV c 6 Print Digital Other Source: Nielsen Digital Circulars Survey, Q2 2011 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  7. 7. Shoppers are digitally engaged to varying degreesdepending on the products that they buy 31% of ALL purchase Non-CPG Categories 67% Consumer Electronics & Technologydecisions involve some 38% Entertainment Items & Content online or mobile activity 34% Health Supplements and Choices 25% of all CPG purchase CPG Food Categories 34% Non-Alcoholic Beverages CPG Non-Food Categories 38% Baby & Child Care decisions are 19% Packaged Food 26% Beauty & Personal Care influenced by some online or mobile 18% Fresh Food 18% HH Cleaning & Detergents activity 7 Source: Nielsen Shopper Benchmark Survey – Q2 2011 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  8. 8. Digital usage in shopping will increase: 70%+ shopperswant to shop with digital engagement in the future % of shoppers accessing sources ‘A Lot’ or ‘Somewhat’ in Future Direct Mail 87 Newspaper 86 In-store 86Store Website using Computer 75 ~60% today Emails from retailers 72 Millennials Index = 114 Store Website using Tablet 59 Social media site 37 ~10% todaySmart phone or mobile phone 31 Millennials Index =176 In-store kiosks 43 Televisions in the store 42 8 Print Digital Other Source: Nielsen Digital Circulars Survey, Q2 2011 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  9. 9. Mobile shopping is also increasing, and shopping appsare among the fastest growing categories of mobile apps Number of People Engaged Fastest Growing App Categories In Mobile Shopping (Q3 2010 – Q3 2011) 23 Million Smart Phone 147% Users 13 Million 100% Scanning App users in Dec ’11 5 Million Tablet Users 82% 9 Source: Nielsen Mobile Insights – M:Shopping 30 Day Activity,Q3 2011 Digital Shopping Source: Nielsen Mobile NetView, December 2011. Mobile scanning apps included are Barcode Scanner, ShopSavvy, QR Droid, RedLaser, Price Check by Amazon, ScanLife, QR Reader, Copyright © 2012 Nielsen. Confidential and proprietary. and Consumer Reports Mobile Shopper
  10. 10. Is impulse purchasing declining? No…but newtactics required to influence shoppers Q: What are top ways you use information? Shop Their List Impulse Compare ‘My’ ‘My’ New item Coupons Any sale Browse Store Other items Sales item info info Prices Newspaper    Paper at home    Retailer email    Store site (computer)    Store site (tablet)    Social    Kiosk    10 Source: Nielsen Digital Circulars Survey, Q2 2011 Digital Shopping Source: Nielsen Homescan Copyright © 2012 Nielsen. Confidential and proprietary.
  11. 11. What services are expected; where can you stand apart?Online Circular 93% Expected Site Product 81% Filters Shopping List 81% & RecipesActive Twitter 78% Feed Circular #1 74%Search Result YouTube w/ 63% ContentMobile-friendly 56% siteCircular Email 44% Subscription Circular 44% Search Ads Circular via Facebook 41% Differentiate Circular Item 22% Search Ads 11 Source: Nielsen analysis Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  12. 12. To develop an effective digital strategy, marketers mustinfluence decisions along the entire ‘path topurchase’ 12 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  13. 13. Considerationsfor Marketers 13 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  14. 14. Shopper marketing tactics changing CUSTOMIZATION AUTHENTIC ENGAGEMENT PRECISE LOWER COST SEGMENTATION 14 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  15. 15. Retailers like Safeway are personalizing and integratingvalue-added content leveraging their ‘just for u’platform Its all about me 15 Source: Safeway Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  16. 16. Brands can add value to existing purchase journeys anddrive pre-store choices in their favor by leveraging digital Search Engine Shopping Text List Ad Landing Circular Page 16 Source: MyWebGrocer Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  17. 17. Brands can also trigger new purchase journeys +50% higher click-through rate for brand search campaigns using ‘on sale’ messaging in their ad. 1 out of 7 Shoppers who reached the Lightbox added a brand product to their online shopping list 17 Source: MyWebGrocer Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  18. 18. Mobile devices enable personalization by deliveringdigital content consistent with shoppers’preferences Likelihood Top 10% Redeemed Demographics of Pilot Participants Over Bottom 10% Index of Pilot App Downloaders to US iPhone Overall, 2011 Nielsen Mobile Coupon Pilot, 2011 135 123 95 71 100 Age: 18-35 36-49 50-65 66+ 143 Children in 68 100 Household: Yes No 18 Note: Redemption results are preliminary and will be updated at Digital Shopping the pilot’ is finalized Copyright © 2012 Nielsen. Confidential and proprietary.
  19. 19. Social media and consumer reviews ‘levelthe field’ for smaller brands Impact of Ratings & Friends Brand Advocacy 19 Source: Amazon.com Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  20. 20. Marketers need to focus on the ‘right shoppers’ Shopper Segments Based On Attitudes Toward Experimentation SATISFIED & TRENDSETTERS SEDENTARY Love to keep ahead of whats happening…Love trying new Dont generally waste their time trying to keep up with new things…Often tell others about them things…Know what they like, and Demographic Skewsdont have to keep trying everything • 25-49 new • Children/Teenagers in Demographic Skews Household • 60+ • More Affluent • Live Alone • Less Affluent OCCASIONAL TRIALISTS Usually keep up with whats happening… Don’t go out of their way to try every new thing Demographic Skews • 50-59 • Live With Spouse/Partner • Middle Class 20 Source: Nielsen Category Shopping Fundamentals Research, Q4 2011 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  21. 21. … engage shoppers with the ‘right message’ Diapers Coffee Laundry Detergent Trendsetters Trendsetters Trendsetters 23% 22% 74% 45% Digitally 43% Digitally Digitally Engage Engaged Engaged d Searching for Browsing Searching for 1 Coupons 1 Online 1 Coupons Reading a Looking for Comparing 2 Flyer/Circular 2 Deals 2 Prices Looking for Searching for Reading a 3 Deals 3 Coupons 3 Circular/Flyer 21 Source: Nielsen Category Shopping Fundamentals Research, Q4 2011 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  22. 22. …via the ‘right medium’ An increasing complex landscape provides consumers with a wide array of choices ONLINE MOBILE SOCIAL IN-STORE Website E- Emails Printable Digital Search/ Mobile Text Mobile Reviews Social Kiosks QR / Circular Coupons Maga- Display Coupon Message Apps Media Bar zines Ads Codes          Searching1 for Coupons2 Reading a Flyer/      Circular3 Looking for Deals           Weigh IMPACT vs. FEASIBILITY of above tactics to optimize digital platform 22 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  23. 23. Digitally engaged shoppers can be very rewarding -both for manufacturers and retailers Average Category Average Trip Spending Spending (Per Household - $) (Per Household - $) +27% $263 $41 $207 +36% $30 (1) (1) 23 Source: Nielsen Analysis of Homescan Online Data, Q4 2011 (1) Define based on actual visitation to baby care websites (e.g. diapers.com) Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  24. 24. Guidelinesfor success 24 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  25. 25. Winning principles for digitalshopper marketing 1 Discriminating tastes 2 The digital ‘new math’… 1 + 1 = 3 3 A new ‘digital shelf’ emerges 4 Create advocates, not mercenaries 25 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  26. 26. Roadmap for success BUILD ORGANIZE TO COLLABORATE MEASURE FOUNDATIONAL SUCCEED & ACTIVATE IMPACT INSIGHTS Choose Where to Build a Dedicated Proactively Tackle Clearly Define Win and Understand Shopper Insights Retailers’ Most Success Metrics and Decisions on ‘Path to Team Difficult Issues KPIs Purchase’ Measure Learn From Add Category DepthDevelop Flexible and Effectiveness with Shoppers at Every to Retailers’ BroadEfficient Frameworks Shoppers and Retail Opportunity Knowledge Partners 26 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
  27. 27. What now? 1 Action over perfection 2 Find your shopper first 3 Identify a decision to influence 4 Experiment across platforms 27 27 Digital Shopping MOBILE & ONLINE: INSIGHTS INTO CROSS PLATFORM BEHAVIOUR | FEB 2012 Copyright © 2010 © 2012 The© 2012 Nielsen. Confidential andproprietary. Copyright The Nielsen Company. Confidential and proprietary. Copyright Nielsen Company. Confidential and proprietary.
  28. 28. Q&AThank you for attending•If you have follow-up questions or want more information, please contact your Nielsen Professional Services Representative.•If you are not a current Nielsen client, please contact us by phone or email: Phone: 800-553-3727 email: CPGSolutions@nielsen.comOR if you have any questions regarding the content of this webinar, you can also contact: Nikhil Sharma, email: nikhil.sharma@nielsen.com Josh Goldman, email: josh.goldman@nielsen.com 28 Digital Shopping Copyright © 2012 Nielsen. Confidential and proprietary.
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