Presented by: Mini Kalivianakis, Client Solutions Director and Partner in SKIM | Rotterdam Scott Garrison, Manager in SKIM | London The omni-channel nature of the modern consumer decision journey means that both manufacturers and retailers need to adapt from old ways of thinking. Consumers are finding value in both online and offline channels; both of these must remain primary points of emphasis. In their presentation, Mini and Scott will go over some of the implications of the complex consumer decision journey and how we can better adapt our strategies to connect with consumers. Find out more https://goo.gl/n4obNK

1. Understanding the impact
of the omni-channel consumer
decision journey

2. In Europe, online retailers are expanding
14 times faster than conventional outlets
Mature markets
Online sales
9.5% or more of domestic retailing
Online sales
6.5% - 9.5% of domestic retailing
Mid range markets
2

3. 3
Adapting to an Omni-channel
Sales Environment
In the past companies needed
to optimise their sales only in
“real stores”
Now it becomes crucial to optimise the
assortment also for the different online
retail channels and to think about both
online and mobile devices
PAST
In-store optimisation
CURRENT
Cross-platform
optimisation

4. Both manufacturers and retailers need
to adapt in order to stay relevant
4
Digital strategyIn-store strategy

5. From the 1st moment of truth
to a zero moment of truth
5
PAST
1st moment of truth
CURRENT
Zero moment of truth

6. Key learnings have come from a
number of different methodologies
6
Decision
Journey Mapping
Self Declared Behavioural
Passive
Monitoring
A – Z
Scenario Testing
Data
Integration
A
B
Z

7. 7
5 Key Learnings that can help you
manage your presence across the
consumer decision journey
Online &
Offline
Tipping
Point
Multiple
Touch points
Content
Control
Price
Comparison

8. Consumers shop offline when:
8
Learning 1: Consumers exhibit different
reasons to shop online versus offline
Immediate
needs
For convenience
(already in / near the
store, etc.)
Want to experience
the product

9. 9
Learning 1: Both channels are important to
provide a comprehensive decision journey
Need to
save time
Wider selection
of products
Consumers shop online when:
For convenience
(can shop at any time)

10. 10
Learning 2: 1/3 of consumers reach their
tipping point at their first touch point
Especially when
shopping online,
the zero moment
of truth (ZMOT)
is crucial

11. 11
0%
2%
4%
6%
8%
10%
12%
1 4 7 10 13 16 19 22
ProbabilityofChoice
Order in the Search List
While it has become less important than it was
10 years ago, the #1 organic listing is still
clicked on most often (32.8%)
Learning 2: Search positioning
can often be the first touch point
HIGH
SEARCH
POSITIONING
INCREASED
VISIBILITY
CUSTOMER
CONSIDERATION
!

12. Learning 3: On average, consumers still have
4 touch points before making a purchase
Ask friends
& family
Product
information at
specialty retailers
User-generated content
(videos on YouTube,
reviews, etc.)
Online
searches
12

13. 13
Learning 4: Products clearly showing the
product have higher probability of choice
Online there is more freedom to play with creative imagery
13
ONLINE
Help shoppers see the benefits
of your product
BRICK & MORTAR
There is only the “real product”
Fresh
cream
Fresh
cream
500 g

14. 14
Learning 5: Price comparison engines give
the opportunity to attract new customers
Google Shopping

15. Learning 5: Good reviews
command a higher price
15
-80%
-40%
0%
40%
80%
120%
160%
5 6 7 8 9
Impactonpreferenceshare
Average review score
base price
+10%
+20%
If your review score
increases with 2.5, you
can increase your price
with 20% without losing
preference share

16. 16
5 Key Learnings that can help you
manage your presence across the
consumer decision journey
Consumers
view online
& offline
channels as
complementary
paths, meaning
both should be
given equal
importance
It is vital to
understand the
first potential
consumer
touch point,
to ensure you
capitalise on a
key opportunity
to win their
favour
There are a
plethora of
potential touch
points across
decision
journeys, and
understanding
which are most
important can
signal where to
focus efforts
and budget
Many content
constraints that
exist in a
physical store
are eliminated
online, giving
an opportunity
to better
manage what is
communicated
Price is
continuing to
grow in
importance, but
there are ways
to alleviate
pressure to
avoid entering
a constant
pricing war

17. Scott Garrison
Manager
Based in London
Tel: +44 208 222 7714
Twitter: @ScottDGarrison
Mini Kalivianakis
Director Client Solutions & Partner
Based in Rotterdam
Tel: +31 10 282 3551
https://nl.linkedin.com/in/kalivianakis
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup