Digital Revolution and Consumer Behaviour

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Whirlpool EMEA presents: Digital School, Lesson 8: Change in Purchase Behaviour. In this lesson we will understand the new “Consumer behaviour” theories.

Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

It attempts to understand the decision-making processes of buyers, both individually and in groups.

As a consequence of the digital revolution the consumer behaviour is changing, so we need to understand the new Customer Journey!

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Digital Revolution and Consumer Behaviour

  1. 1. LESSON 8 change in purchase behaviour
  2. 2. Introduction In this lesson we will understand the new “Consumer behaviour” theories. Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It attempts to understand the decision-making processes of buyers, both individually and in groups. As a consequence of the digital revolution the consumer behaviour is changing. 2
  3. 3. the old buYing process AWARENESS INTEREST This was the “old” model: a linear path from the first “contact” with brand to the final purchase act . EVALUATION COMMITMENT LOYALTY VIEW TV OR PRINT AD GO TO STORE 3 COMPARE OPTIONS CHOOSE BEST OPTION BUY ITEM ALIGN WITH BRAND
  4. 4. SITUATIONS Today customers get in touch with brands in various situations - be it relaxed at home or in a hurry while travelling. They may live in a big city or in a small town where the next retailer is miles away. 4
  5. 5. the customer journey The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize their interactions with services. People get in touch with brands on different “touchpoints”, analog and digital, during different times of the day. Home Travel Work Retail Work MOBILE COMPUTER TV RETAIL PRINT RADIO OOH 5 Travel Social Home Bed
  6. 6. the new path DOWNLOAD IPHONE APP WATCH VIDEO ON PHONE SEARCH Customers are now smarter, and the path is more complicated! COMPARE SHOP ONLINE LIKE US ON FACEBOOK WATCH YOUTUBE COMMERCIAL There are so many different touchpoints and the path is no longer linear. BUY ITEM DEMO PRODUCT IN STORE VIEW PRINT AD WATCH TUTORIAL SHOP ON WEBSITE READ REVIEWS READ BLOG VIEW BANNER AD 6
  7. 7. The purchase path (european analysis) START RESEARCH 61% } } 61% PURCHASE } The path can start online or offline, and then the experience is often “cross channel” as you can see from this graphic. CONTINUE RESEARCH } ( Forrester 2009, Depicting European Shoppers’ Complex Purchasing Decision Path ) 7 28% 72%
  8. 8. A new theory: ZMOT We have seen in the previous lesson how the digital revolution has changed the way we live. Based on this big change, Google has developed The “zero moment of truth”: a new way to rethink the marketing model. In this video you can follow Jim Lecinski, Managing Director in Google, to explain this new theory. http://www.youtube.com/watch?v=PzNbPLD-V2Y 8
  9. 9. A new theory: ZMOT ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potencial boyfriend) you’re thinking about trying or buying. I’m sure you know what I mean - you probably do web searches like this every day. 9
  10. 10. A new theory: ZMOT BUT... Would it surprise you to know that a full 70% of Americans now say they look at product reviews before making a purchase? 10
  11. 11. A new theory: ZMOT BUT... Or that 79% of consumers now say they use a smartphone to help with shopping? 11
  12. 12. A new theory: ZMOT BUT... Or that 83% of moms say do online research after seeing TV commercials for products that interest them? 12
  13. 13. The automotive market consumer behaviour An infographic Digital has changed the purchase path for auto shoppers. As premarket, in-market, and post-market phases have evolved into a cycle of constant consideration, brand loyalty can be won or lost at any point. This infographic demonstrates the impact of these changes, and illuminates some of the key moments of brand influence. See this infographic in full here: http://goo.gl/rO2tD 13
  14. 14. Looking at the future What about the younger generation? Teens and young adults are always connected. In fact, 92% are using more than one device at a time. So, how's a marketer to stand out with this over-stimulated group? To shed some light on this we've gathered important facts about which devices they're using and how they're using them. http://goo.gl/Hb8ac 14
  15. 15. It’s not just about google! Consumer behaviour is changing thanks to other social networks! 15
  16. 16. consumer behaviour on facebook 52% of americans over 18 spend at least one hour a week on Facebook 16
  17. 17. consumer behaviour on facebook People interact with their favorite brands on Facebook far more than other social networks 17
  18. 18. consumer behaviour on facebook A recent study by Sociable Labs which included 1088 online shoppers revealed that social sharing is as helpful as Google search in shopping. Social Sharing is a Vital Activity for Discovering What to Buy 62% of online shoppers read their friends product related comments on Facebook. 18
  19. 19. consumer behaviour on facebook Social Sharing Causes Consumers to Act 49% 75% of shoppers who read social sharing comments have clicked on the product link in their friends’ Facebook posts, taking them to the product page on a retailer’s website. 48% 23% 17% 53% of the shoppers who have clicked through to the retailer’s site. 19
  20. 20. consumer behaviour on facebook In this infographic you can find interesting data about the new consumer behaviour on Facebook. Download the infographic here: http://goo.gl/p4EEN 20
  21. 21. consumer behaviour on facebook Most twitter users are selective about brands they follow; 79% follow fewer than 10 brands 21
  22. 22. consumer behaviour on facebook Twitter users are frequent online users overall; 50% go online more than once an hour 22
  23. 23. consumer behaviour on facebook 60% of followers say they’re more likely to recommend a brand to a friend after following 23
  24. 24. Thank you! What’s next? In the next lesson We are excited to share with you 10 hot trends including examples of brands and businesses that are already putting them into practice. 24

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