Rob Weatherhead = Retail in Focus SASCon 2013

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Some insight into the modern day retail consumer and some trends both on and offline.

Some insight into the modern day retail consumer and some trends both on and offline.

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  • 1. Consumer trendsin retailRob WeatherheadDigital Operations DirectorMediaCom@RobWeatherhead
  • 2. Retail is complex…65% ofpeople move betweendevices whileshopping online50% ofpeople researchonline purchaseofflineSources: Google/ipsos Sept 2012, Nielsen clickstream studies 2011, Consumer Commerce Barometer Q3 2012
  • 3. 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
  • 4. Customer Journey ComplexityStart Purchase24 hours for 23% of purchasers19 days for 48% of purchasers39 days for 71% of purchasersUK Nielsen Clickstream Study – all verticals
  • 5. 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
  • 6. Google & M/A/R/C Research90% ofpeople usetheirsmartphone forpre-shopping58% 57%44% 44% 43%32% 31% 31% 30%19%
  • 7. Google & M/A/R/C Research84% ofpeople usetheirsmartphoneto help themwhilst in store97%89% 87% 87% 86% 81% 80%
  • 8. What are they using it for?
  • 9. Google & M/A/R/C Research1 in 3 shoppersuses theirsmartphone to findinfo instead of askingshop staff
  • 10. ResearchOnlinePurchaseOffline
  • 11. 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
  • 12. 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
  • 13. And they are more valuable
  • 14. ResearchOfflineBoughtOnline
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. What aboutmeasurement?
  • 19. The world of direct responseadvertising has changed…OfflineOnlineSalesDMSEOTVRadioPressPPC
  • 20. StimulusThe new world is a bit morecomplicated…OnlineSalesDMSEOTVRadioPressPPCBrand PreferenceOfflineReviewsSocialMediaYoutubeContentBlogs
  • 21. 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