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Co-presented with Mars Petcare on "Disrupting the habitual consumer decision journey" at the OmniShopperOmniShopper


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In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.

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Co-presented with Mars Petcare on "Disrupting the habitual consumer decision journey" at the OmniShopperOmniShopper

  1. 1. Disrupting the Habitual Consumer Decision Journey Habitual Research Disruption Purchase
  2. 2. New realities of consumer behaviors in this digital age 2
  3. 3. 3Source: SKIM Research of US consumers engage digital touchpoints although about two-thirds of purchases are made in stores Offline buyers made their purchase decision online >70% 1/3
  4. 4. becomes a research hub Amazon wins in product related search while Google leads in general search Consumers often go directly to retail websites 4
  5. 5. 5 More volumes will go online Growth of millennials especially as they become parents Stores have been closing and some consumers are going exclusive online However, some retailers stay omnichannel and actually grow stores (e.g. ULTA)
  6. 6. Digitally native brands go offline; Stores will look different 6 Future Stores • Smaller formats or even just pick-up locations • Shopper experience-centric e.g. Amazon Go I don’t think retail is dead. Mediocre retail experiences are dead. - Neil Blumenthal, Warby Parker “ “
  7. 7. 7 Constant change in the retail world
  8. 8. Getting the journey insights right 8
  9. 9. Our POV: Framework Precedes Methodology The Planned Journey The Ecosystem JourneyThe Habitual Journey The Patient-Centric Click here to learn more
  10. 10. 10 Disrupting the Habitual Decision Journey Research Disruption Purchase Habitual Journey Double Check
  11. 11. 11 In CPG, “grab-and-go” doesn’t necessarily mean autopilot. “Double check” moment happens Source: SKIM Research
  12. 12. 12 Online-dominant consumers tend to switch more often than offline- dominant consumers. 1.5-2X more touchpoints than habitual journey with different touchpoint patterns & needs Source: SKIM Research
  13. 13. Engagement is different post-purchase are engaged in post- purchase activity following disrupted journeys 13Source: SKIM Research >60%
  14. 14. Adopt designer mentality Activate journey insights to design best-in-class experiences 14
  15. 15. 15 Socializing Upfront alignment including external alignment to get buy-ins Live the customer journey
  16. 16. 16 Cross- functional workshops Bite-size actionable insights along multiple phases of research Granular data allows brand, category and retailer specific stories Synthesizing
  17. 17. Rapid Test & Learn 17 Cross-functional team (account team, shopper marketing, insights, retailer IT) Involve research partners to establish agile research processes
  18. 18. 18 Establish digital content guidelines HERO Images BRICK & MORTAR There is only the “real product” ONLINE Help shoppers see the benefits of your product Fresh Cream 500 g
  19. 19. Mobile First Research Solutions Swipe Choose Explain A B “ LikeDon’t Like 19
  20. 20. 20 Knowledge gaps between eComm and in-store eComm assortment and bundling Promotions Turnkey solutions for digital content test
  21. 21. Future Battleground 21
  22. 22. 22 Knowledge leadership in emerging delivery systems Establish knowledge leadership in emerging delivery systems (e.g. Click & Collect, Instacart)
  23. 23. 23 Keeping up with emerging shopping technologies Amazon Echo Show Google Home Apple HomePod
  24. 24. 24 Takeaways Focus on the disrupted journey Adopt the designer mentality to activate journeys Omnishopper dictates Omni experiences Be prepared to be disrupted
  25. 25. Alex Zhu Sr. Manager Decision Journey Mapping at SKIM Tara Colalillo Sr. Manager Shopper Insights – eCommerce at Mars Petcare Nikki Smathers Client Solution Manager SKIM @alexxgzhu