The Consumer Path to PurchaseJohn ThekanadyClient Services DirectorKantar Media Compete
Digital Insights are in our DNA                                                                Strategic partnerships     ...
Data Data Everywhere...                   The Consumer Path to Purchase
Data Data Everywhere…                        The Consumer Path to Purchase
How Can We Turn…   Data complexity   Business advantage                       The Consumer Path to Purchase   5
Online Advertising Alone has Hundreds of Data Points…                                             Title of the presentatio...
This Challenge Involves 3 Familiar Steps…  Insight               Strategy                             Execute             ...
Distilling Insights From a Large Amount of Data Points…                                      The Consumer Path to Purchase...
For Example…            We would like to engage you to             conduct an audience profiling          study which will...
Background Context...             Global Ecommerce is             expected to rise from           $630bn this year to $930...
Nearly a Third Prefer to Shop Online rather than Instore                                  Sales           27%             ...
Case Study             The Consumer Path to Purchase
The Business Question…        Should client invest more into     upgrading & enhancing their website      experience or sh...
Every Purchase Starts with a Journey…                                        Title of the presentation   14
The Framework Applied: A Sportswear Case Study       Understand the influence of the internet on         how the training ...
About 1 in 3 Online Athletic Footwear Shoppers Favour        Online Purchasing Versus the Traditional Store               ...
Purchasers Approach the Online Space Differently if TheyIntend to Use it for a Purchase     Q13: What types of research di...
While Both Online and In-Store Purchasers GravitateToward Manufacturer and Retailer Websites…  Which of the following onli...
…The Timing and Purpose for Visiting these Sites VariesBased on Where Consumers Ultimately Purchase     Thinking about you...
After the First Visit to the Client Site, Most Purchases are              Seen on Retailer or Pure Plays       Purchase Pa...
Consumers Purchasing on the Retailer Channel Seek More       Product Information than Other Buyers                Product ...
A Snippet of our Recommendations…Shoppers Brand.com                             Retailer/PP site             InstoreInstor...
In Summary…              The Consumer Path to Purchase   23
Thanks…John Thekanady – Client Services Directorkantarmedia.compete.com/          twitter.com/CompeteUKPlease visit our si...
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Kantar Compete - the consumer path to purchase

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Kantar Compete - the consumer path to purchase

  1. 1. The Consumer Path to PurchaseJohn ThekanadyClient Services DirectorKantar Media Compete
  2. 2. Digital Insights are in our DNA Strategic partnerships The industry’s largest consumer-centric panel Connecting the dots Founded in 2000, • Most granular data joined Kantar in 2008 Fastest-growing digital • Industry experts insights company The Consumer Path to Purchase 2
  3. 3. Data Data Everywhere... The Consumer Path to Purchase
  4. 4. Data Data Everywhere… The Consumer Path to Purchase
  5. 5. How Can We Turn… Data complexity Business advantage The Consumer Path to Purchase 5
  6. 6. Online Advertising Alone has Hundreds of Data Points… Title of the presentation 6
  7. 7. This Challenge Involves 3 Familiar Steps… Insight Strategy Execute The Consumer Path to Purchase 7
  8. 8. Distilling Insights From a Large Amount of Data Points… The Consumer Path to Purchase 8
  9. 9. For Example… We would like to engage you to conduct an audience profiling study which will be combined with our sub-conscious brand perception research and the social favourability research to create a complete picture of the x car buyer Title of the presentation 9
  10. 10. Background Context... Global Ecommerce is expected to rise from $630bn this year to $930bn in 2013 Retail space has increased over 200% from 40m sqm in 2002 – 130m sqm todaySource: WPP consumer insights The Consumer Path to Purchase 10
  11. 11. Nearly a Third Prefer to Shop Online rather than Instore Sales 27% 29% I shop more online than I do in the shops I shop more instore than I do online 44% I shop online & in store equallyKantar Media Compete Shopper Intelligence Report Q3 2010 The Consumer Path to Purchase 11
  12. 12. Case Study The Consumer Path to Purchase
  13. 13. The Business Question… Should client invest more into upgrading & enhancing their website experience or should they explore deeper partnerships with retailer sites in order to increase sales? The Consumer Path to Purchase
  14. 14. Every Purchase Starts with a Journey… Title of the presentation 14
  15. 15. The Framework Applied: A Sportswear Case Study Understand the influence of the internet on how the training shoe shopper makes purchase decisions online and in-store Clickstream Survey The Consumer Path to Purchase 15
  16. 16. About 1 in 3 Online Athletic Footwear Shoppers Favour Online Purchasing Versus the Traditional Store Why do you prefer to purchase athletic footwear online/in-store? (G4) Prefer Online Purchasing (n=398) Prefer In-Store Purchasing (n=693) Better prices 60% Prefer to try out the product in person 88% Easier to shop on a computer 60% Product shipped directly to me 60% Cost of shipping is too high 33% Easier to compare prices 59% Prefer to get items immediately rather 32% Better selection than waiting for shipment 54% Free shipping 53% Better prices 16% Faster shopping experience 45% Access to a salesperson 12%I can find out more about he product online 37% The Consumer Path to Purchase 16
  17. 17. Purchasers Approach the Online Space Differently if TheyIntend to Use it for a Purchase Q13: What types of research did you perform prior to making this purchase? (n=436) I visited a store to see or try on the 71% footwear 20% 59% I looked for information online 55% I saw an advertisement for the 21% footwear 14% I spoke with friends or family I fisited 20% a store 15% In-store Purchasers I read an article or professional review 13% in a magazine or other publication Online Purchasers 8% 4% I didnt perform any research 24% The Consumer Path to Purchase 17
  18. 18. While Both Online and In-Store Purchasers GravitateToward Manufacturer and Retailer Websites… Which of the following online resources How INFLUENTIAL was each of the did you use/visit to shop for this athletic following on your decision-making footwear? (Q14: n=436) process? (Q 15: Top 2 Box Score, 5 point scale, n=60-255) 61% 75% 59% 57% 68% 61% 63% 42% 54% 50% 42% 44% 15% 16% 13% 15% 3% 1% 3% 3% Brand Retail Fitness Consumer Video Social websites websites websites generated websites Network Brand websites Retail websites Fitness websites Consumer-generated reviews websites reviews Online Purchasers Instore Purchasers Online Purchasers Instore Purchasers 18 The Consumer Path to Purchase
  19. 19. …The Timing and Purpose for Visiting these Sites VariesBased on Where Consumers Ultimately Purchase Thinking about your most recent athletic footwear purchase, when did you use each of the sources when deciding WHAT to buy? (Q16: n=163-190) Manufacturer/Brand Websites Retail Websites 41% 48% 39% 31% 31% 30% 30% 23% 27% 24% 15% 20% 14% 14% 6% 8% When I started to When I was When I was When I was When I started to When I was When I was When I was shop for athletic exploring products making product making the final shop for athletic exploring products making product making the final footwear I might buy comparisons decision about the footwear I might buy comparisons decision about the purchase purchase Online Purchasers Instore Purchasers Online Purchasers Instore Purchasers The Consumer Path to Purchase 19
  20. 20. After the First Visit to the Client Site, Most Purchases are Seen on Retailer or Pure Plays Purchase Path Share After First Client Site Visit Share of paths leading to conversion one week after initial visit to Client site 37% 35% 6% 6% 4% - Department Stores - Manufacturers - Pure Plays - Retailers The Consumer Path to Purchase 20
  21. 21. Consumers Purchasing on the Retailer Channel Seek More Product Information than Other Buyers Product Visits One Week Prior to Purchase Timeline of product visits as a share of all product visits one week before channel conversion, 52% 50% 45% 37% 23% 24% 21% 23% 21% 19% 15% 16% 13% 14% 14% 14% 4-7 Days Before 2-3 Days Before Day Before Same Day Department Stores Manufacturers Pure Plays Retailers The Consumer Path to Purchase 21
  22. 22. A Snippet of our Recommendations…Shoppers Brand.com Retailer/PP site InstoreInstore Inspiration: incentivise to purchase Volume footfall, price Purchase: POS info on how to on site, ensure easy comparison: increase share research/purchase next purchase on return/exchange process of shelf, depth of content brand site, investigate click to store optionsOnline Use them but generally have an idea Volume footfall, price One fifth try on in store and purchase of what they want: incentivise to comparison: increase share at an online retail site: make returns purchase on site of shelf, depth of content and exchange process easier online Title of the presentation 22
  23. 23. In Summary… The Consumer Path to Purchase 23
  24. 24. Thanks…John Thekanady – Client Services Directorkantarmedia.compete.com/ twitter.com/CompeteUKPlease visit our site to access our Shopper Intelligence Report: kantarmedia.compete.com/news The Consumer Path to Purchase 24

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