International Digital Shopper Trends
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International shopper insights- Paul Porter
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International Digital Shopper Trends
- 6. 3.42 billion internet users, 46% global reach 2.31 billion social media users, 46% 3.79 billion unique mobile users, 51% 1.79 billion mobile social users, 27%%
- 9. 83 percent of customers said they would rather deal with a person to solve a customer service issue than get digital help accenture
- 15. DIGITAL SIGNAGE E-TAILER INCENTIVE & CRM ACTIVATION SHOPPER INFLUENCER PLATFORMS IN-STORE MOBILE TOOLS DIGITAL SHOP IN SHOP ONLINE SHOPPER LOYALTY TOOLS SHOPPER WORD OF MOUTH TOOLS DIGITAL PROMOTIONS
- 16. Personalisation
- 22. Shopper Power
- 31. THANK YOU!
Editor's Notes
- There are over 7 billion shoppers in the world, with an estimated 4 billion extra by the century end In a world of 7 billion shoppers there are Macro and Micro trends, the next 30 minutes will examine some of the big and small changes in behaviour that brands and retailers need to understand How do we keep up with the demand? How do retailers and brands meet an extraordinary growth in shopper demand along with many new ways of purchasing. In the next 30 minutes or so I will try and go through three key trends that if you embrace you will see the benefit from . . .
- digital is just a media, and like any other media, shoppers will constantly filter it, use it and reject it Of course, it is massively important because it allows personalisation and immediacy, but often shoppers reject messaging. When is it appropriate to use digital platforms and why does it not currently work in-store?
- These figures are going through the roof. There are 7 billion active mobile phones in the world. We all use digital as part of our shop, but very few use only digital to shop We need to understand that for many shoppers, mobile and digital platforms are a welcome distraction to shopping rather than a facilitator or and aid Internet and Social Media growing at 10% per year, mobile phone at 4%, social media at 17% per year
- And in the middle east
- Unfortunately shopper’s rarely shop with such a big smile Digital is yet to establish any real presence at point of purchase in grocery and CPG, where so much of the shop is rooted in habitual and subconscious prompts. Where digital can succeed is in higher ticket, more considered purchases Unfortunately, some retailers see digital as a replacement for human interaction…
- Interactive jewellery display from MIT students which shows what the item of Jewellery looks like on – why not just try it on?
- Some stores are becoming completely digitally based - such as Argos in the uk, which was famed for dreadful customer interaction and which digital interaction has improved
- Tesco Korean store . . . Why not just stock the shelves?
- All Saints have in store display, sizing and ordering I fond this disappointing. Reinforcing the disappointment of not having items in stock. Also why would a shopper go in store to order something on line. The connection between the digital and bricks and mortar stores is rarely seemless . . . Other than when used for pick up or drop off of goods
- Westfield in it’s two London centres have embraced digital in every sense and have tried to create an integrated experience, with platforms supporting events and pop up stores within the centre.
- Some thoughts on what is the right digital media to use a long the shopper journey
- Shoppers want personalisation, they want retailers and brand to understand what they need and will respond by showing greater affinity and interaction with your retail outlet and brands To succeed communication must relevant, or Shoppers will have an adverse reaction to brands and retailers that bombard them with inappropriate messaging, eventually ignoring everything that comes their way Why personalisation . . . I use Share a Coke as an example of the best global shopper activation in recent years and with personalisation at it’s heart. Despite Coke troubles this was a game changer shifting product volumes by 5% across global markets, and activated across multiple platforms
- Personalisation doesn't have to cost much… Starbucks do it brilliantly and simply in thousands of stores globally everyday. They could easily give you a number, but somehow this feels a little better
- But it’ll cost you a lot if you get it wrong Shoppers are very swift to sharing bad news and bad service, even the trivial staff need to stay on script and not use it as outlet for their frustrations
- It’s not just small ticket items. Some brands that have championed ubiquitous conformity are now offering personalisation as a premium, status driven service, that adds value and raises brand perception. Adidas Originals with their designer service Engraved personal messages on Apple ipads Levis - The home of the one style fits all jeans – The 501 – now has flagships stores personalising designs for shoppers And even the McDonalds, is allowing shoppers to personalise their meals (for a premium)n in Australia
- So what is the key to personalisation? Better knowledge To meet shoppers need for personalisation we have to go back to the shopper journey and really endeavour to understand the shopper motivation at each step Shopper Journey Models can get complicated, very quickly (although shoppers find shopping comes quite naturally),
- There still seems to be a disconnect between the desire to drive personal messaging and the activation we see. What appears to be happening is a break between different marketing disciplines and the ability to accurately track and understand customer behaviour on their path to purchase Ultimately when a ‘single shopper view’ can be achieved then retailers will be able to deliver a seamless, personal dialogue
- In some markets there have been a succession of health and ethical scares that have led to a collapse in shopper confidence in what brands and retailers offer. Instead shoppers have turned to each other for advice and recommendation as to what and where to buy. How can trust be regained? Some examples of
- From Hormone mimicking drugs in Campbell’s soup To only horse in hamburgers And Kentucky Fried Rat It is just too easy to go through a list of food shocks around the world, what is interesting is that all these scares were shared and discussed on social media sites, alerting news media, which in turn forced de-listings and policy change by brand owners and retailers But shoppers appear to have reached a point where they have had enough. Some retailers and brands have let their shoppers down so frequently that it is questionable if they can ever fully recover
- Shoppers are increasingly saying not only ‘no’ but more importantly ‘why?’ Is it necessary to have 11 spoons of sugar in this drink, and why haven’t you been honest about it. What technology has enabled is for shoppers to share these stories easily and quickly
- Shoppers are not only questioning the contents of products but also the production process More shoppers are asking the question “How?” How can a £3 t-shirt make its way to Central London and who is the poor guy, or more likely child, who has to produce it for a poverty wage? As we become increasingly aware of the impending environmental tipping point, the sourcing and production of goods becomes far more central to shopper purchase decisions
- Shoppers are talking and listening to each other, rather than brands and retailers They scrutinise and dissect and then share what they think . . . And thousands more are listening every month Some larger brand companies are also either creating their own or sponsoring these sites
- Retailers can help themselves by cutting out simple but highly damaging pricing errors Are multi buy mistakes genuine oversights or a deliberate effort to deceive?
- Nestle, makers of Quality Street have reduced the size of their Christmas Tin regularly of the course of the last few years . . . While maintaining the same price point Ultimately this has led to sharp declines brand affinity and trust
- But there are brands and retailer out there who are taking incredibly positive steps to engage with shopper concerns and issues They are embracing twitter, Facebook, Instagram and other social platforms to engage in genuine dialogue. Even when things have gone wrong they take positive steps to correct mistakes . . .and the result is surprisingly good . . .shoppers will forgive and not switch shops if they are seen to be heard and responded too
- So to summarize I’ll leave you with the key thought that really to do nothing is no longer an option Understand your shoppers by exploring how they shop – get a SINGLE CUSTOMER VIEW Appropriate digital platforms will go hand in hand with a closer, more personal relationship And ultimately this creates dialogue, a mature and respectful relationship between brand and retailers on wht side and shoppers on the other, which in turn drives brand love and then brand sales, keeping everyone happy