Multi Device Opportunity63% of shoppers used multipledevices during online Christmasshopping in 201267% of online shoppers feel “havingaccess to multiple devices makes iteasier for me to shop”More devices means more shopping- people with two or more devices shop in upto 50% more retail categories
Customer Journey ComplexityStart Purchase24 hours for 23% of purchasers19 days for 48% of purchasers39 days for 71% of purchasersUK Nielsen Clickstream Study – all verticals
The high street is not dead…Over 85%ofsales still occuroffline(but 2 out of 3 buyers research online)Sources: Forrester 2012, Consumer Commerce Barometer Q3 2012
ResearchOffline OnlinePurchaseOnlineDigital ConvertorsResearch offline beforebuying online, often forconvenience.True OnlinersCompletes all stages of thepurchase process online.OfflineTrue OfflinerCarries out all steps of thepurchase process throughoffline channelsROPO ShoppersResearches and comparesprices before buying offline.GfK Euromonitor 2011ROPO customers are the biggestsegment
ResearchOffline OnlinePurchaseOnlineDigital ConvertorsResearch offline beforebuying online, often forconvenience.True OnlinersCompletes all stages of thepurchase process online.OfflineTrue OfflinerCarries out all steps of thepurchase process throughoffline channelsROPO ShoppersResearches and comparesprices before buying offline.GfK Euromonitor 2011ROPO - 57%True Offline - 31%True Online - 8%Digital Convertors - 4%ROPO customers are the biggestsegment
0% 10% 20% 30% 40% 50% 60% 70%I buy online after looking in storeI buy in store after looking onlineFood Clothing Electronics Home Improvements TelecommsROBO is just as common in someareasThe Retail Revolution – Interone.de
ROBO customers• A bricks and mortar retailer’s nightmare:– The store takes the costs, the website claims thesale.• More return rights due to distance selling laws• Drivers of ROBO:– Complexity drives customers in store– Cheaper due to comparison– Time to make their decision– No sales pressure
Successful retailers will bringsthe two worlds togetherBringing the best of offlineonlineBringing the best of onlineofflineTry it on for sizeFeel it/experience itHow will it ACTUALLY lookHave it nowRange of available optionsEase and convenience ofpurchaseTime to browse in comfortEase of comparison
The world of direct responseadvertising has changed…OfflineOnlineSalesDMSEOTVRadioPressPPC
StimulusThe new world is a bit morecomplicated…OnlineSalesDMSEOTVRadioPressPPCBrand PreferenceOfflineReviewsSocialMediaYoutubeContentBlogs
So what does this mean for youas retailers?• You need to work out what this means foryour business, there is no one size fits all• Understand how your customers are usingdevices and channels and meet their need• You are on a journey, small steps will getyou there and help you learn
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