More Related Content Similar to eMarketer Webinar: How Marketers Are Meeting the Challenges of Always-On Shopping (20) eMarketer Webinar: How Marketers Are Meeting the Challenges of Always-On Shopping1. January 23, 2014
How Marketers Are
Meeting the Challenges
of Always-On Shopping
Presented by:
Noah Elkin &
Yoram Wurmser
eMarketer, Inc.
Sponsored by
©2014 eMarketer Inc.
2. Agenda
Reaching consumers across blurring lines
The state of always-on shopping
Marketing to the “always shopping” consumer
Twitter Hashtag – #eMwebinar
©2014 eMarketer Inc.
5. … and it’s driven by mobile
2 hours 21 minutes
19.4% of daily
media time
2 hours 19 minutes
19.2% of daily
media time
Source: eMarketer, July 2013
©2014 eMarketer Inc.
6. In a digital landscape defined by an
ever-expanding number of screens …
Smartphones
Phablet
Phablets
Wearable
Wearable Technology
Technology
Social Machines
Social Machines
Connected
Consoles
Connected Consoles
Ambient Surfaces
Ambient
Surfaces
Connected Cars
Connected Cars
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8. One result: As marketers and retailers, we
must operate in a world of blurring lines
©2014 eMarketer Inc.
9. What Are the 5 Primary
Implications of Blurring
Lines?
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10. 1. The notion of the consumer is shifting
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11. 1. The notion of the consumer is shifting
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13. 3. Online is a persistent state
It’s no longer a distinct condition
characterized by sitting in front of a PC
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14. 4. Today’s path to purchase is a lot less
linear …
… and a lot more like an infinite loop
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15. 5. “Everywhere commerce” adds up: 2014
global B2C ecommerce will top $1.4 trillion
The US represents the single largest
ecommerce market, with nearly
one-third of global sales in 2014
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17. Keep in mind: We’re still scratching the
surface of the ecommerce opportunity
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18. Smartphones play a key role in driving
always-on commerce …
Smartphones serve as the fulcrum
between digital and physical retail
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19. … even if tablets generate far higher
on-device sales
Tablets will
account for
two-thirds of
US retail
mcommerce
sales in 2014
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©2014 eMarketer Inc.
21. Even if consumers aren’t consciously
shopping, they are still shopping
“Smartphone use is more or less
continuous. [It] doesn’t say anything
about whether the use has anything to
do with shopping, but it does mean that
[it has] a large part of the consumer’s
mind share during that shopping
mission. The shopping trip starts earlier
and ends later than it used to.”
—Nick Hodson, partner at Booz & Co.
©2014 eMarketer Inc.
22. In other words …
… shopping is about state of mind as much as
intent and physical location
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25. Marketers can help their own cause by
facilitating the research process
Tools such
as a wish list
can help
retain
shoppers as
they move
from one
screen to
another
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26. Part of being in consideration mode
means staying attuned to ads and offers
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27. The alwayson shopper
is also the
anywhere
shopper
Location
targeting is a
key mobile
marketing
opportunity
©2014 eMarketer Inc.
28. Rain = bad hair = opportunity for Pantene
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30. Keep in mind: Purchase decisions are
often made before entering the store
Locationbased ads
may lose
effectiveness
once a
customer is
in a
brick-andmortar
setting
©2014 eMarketer Inc.
31. Research continues in-store: Is this a
threat or opportunity for retailers?
40% of US adults showroom, but only a
small percentage actually buy from an online
competitor while in-store
©2014 eMarketer Inc.
32. Some retailers
have tried to
embrace
showrooming
Best Buy has
made efforts to
use it as an
opportunity to
attract eyeballs
and dollars in
its stores
©2014 eMarketer Inc.
33. Think of mobile as a potentially valuable
tool for keeping purchases in-store
“Mobile is kind of this seamless glue.
The purchase process and
consideration have become more
meandering, and we’re using mobile as
the thing that jumps into those places.
The big thing is not to think of mobile
as just shopping on the go. Mobile is a
tool for in-store.”
—Johnna Marcus, director of mobile and digital
store marketing
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©2014 eMarketer Inc.
34. Some
improvements
are as simple
as integrating
coupons and
loyalty
programs
Sephora’s app
lets customers
ditch plastic
loyalty cards
and have a more
personalized
experience
©2014 eMarketer Inc.
35. Retailers are
taking steps
to improve on
the in-store
experience
Lowe’s is
thinking about
how its
customers shop
and where to
address their
pain points
©2014 eMarketer Inc.
36. Others aim for deeper integrations of the
mobile, social and in-store experience
Example: Cartwheel by Target
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37. Apple’s iBeacon technology gives retailers
multiple in-store engagement options
These include everything from micro-location
marketing to scan-and-click checkout
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Image courtesy of AppleInsider
©2014 eMarketer Inc.
38. … and can let
consumers
check out
anywhere
Walmart is
rolling out an
app feature that
lets shoppers
scan items for
purchase as
they browse the
store
©2014 eMarketer Inc.
39. Even at checkout, consumers still want
choices on fulfillment
Toys R Us lets online buyers pick up in-store —
but the opportunities are wider
©2014 eMarketer Inc.
40. Takeaways
2014 will be the year retailers reckon fully with
a world of “always engaged” consumers.
Consumers’ research about product decisions
now extends along a seamless continuum from
home to work to store.
– This means tailoring messages to reach users who may
raise their hand at any point in the purchase process.
The key to connecting with always-on
shoppers lies in offering multiple options, from
purchase to pickup to payment.
– Retailers should focus on customer pain points and
how smartphones can address them, especially
in-store.
©2014 eMarketer Inc.
41. COMMERCE TRAFFIC AGGRESSIVELY CHANGING LANES
Market
trends
2012 Actual
2014 Projected
Source: Cross Section of Digital River client traffic representing a variety of products and services
2014 figures are projections
43. COMMERCE-AS-A-SERVICE
TOOLKIT FOR TODAY TO FUTURE PROOF COMMERCE FOR TOMORROW
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46. Q&A Session
Learn more about digital
marketing with an eMarketer
corporate subscription
How Marketers Are
Meeting the Challenge
of Always-On Shopping
Around 200 eMarketer reports are published
each year. Here are some recent ones you
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Key Digital Trends for 2014
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Cross-Platform Attribution: A Status Report on
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Noah Elkin
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You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Sponsored by
The State of Omnichannel Retail: Retailers Playing
Catch-Up with Consumers
Tablets and Apparel: Fashioning a Role in Mobile
Commerce
The Luxury Consumer: Shoppers Lead Brands to
Digital Channels
To learn more: www.emarketer.com/corporate
800-405-0844 or webinars@emarketer.com
©2014 eMarketer Inc.