Evolution of the Path to Purchase

1,718 views

Published on

Jason "Retailgeek" Goldberg presents "Evolution of the Path to Purchase", at the CrossView CrossChannel executive summit in Chapel Hill North Carolina, on 4/23/2012

Published in: Business, Self Improvement
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,718
On SlideShare
0
From Embeds
0
Number of Embeds
83
Actions
Shares
0
Downloads
32
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Evolution of the Path to Purchase

  1. 1. Evolution of the Path to Purchase Jason Goldberg Vice President of Business Strategy & Customer Experience jgoldberg@crossview.comConfidential © 2012 CrossView, Inc. All rights reserved.
  2. 2. Ready? Set… CrossView.com 2
  3. 3. Go! Blue Blue Blue Blue Blue Red Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue Blue CrossView.com 3
  4. 4. Blue Blue Blue BlueBlue Blue Blue BlueBlue Blue Blue BlueBlue Blue Blue BlueBlue Blue Red BlueBlue Blue Blue Blue CrossView.com 4
  5. 5. Video Slide http://www.youtube.com/watch?v=oSQJP40PcGI CrossView.com 5
  6. 6. Which sells more jam? CrossView.com 6
  7. 7. 3% Conversion Rate 30% Conversion Rate CrossView.com 7
  8. 8. CrossView.com 8
  9. 9. CrossView.com 9
  10. 10. CrossView.com 10
  11. 11. Amazon 9% Walmart 27%Steak62% Sears 2% CrossView.com 11
  12. 12. CrossView.com 12
  13. 13. Not Quite the Average: An Empirical Study of Web Use – Harald Weinreich, Hartmut Obendorf, Eelco Herder, & Matthias Mayer CrossView.com 13
  14. 14. Not Quite the Average: An Empirical Study of Web Use – Harald Weinreich, Hartmut Obendorf, Eelco Herder, & Matthias Mayer CrossView.com 14
  15. 15. CrossView.com 15
  16. 16. CrossView.com 16
  17. 17. CrossView.com 17
  18. 18. CrossView.com 18
  19. 19. CrossView.com 19
  20. 20. CrossView.com 20
  21. 21. CrossView.com 21
  22. 22. Know Price Free Shipping No 15% No 30% Yes Yes 70% 85% CrossView.com 22
  23. 23. Path to Purchase It used to be so easy… CrossView.com 23
  24. 24. Traditional Funnel Awareness Familiarity Consideration Purchase Loyalty CrossView.com 24
  25. 25. Awareness CrossView.com 25
  26. 26. Familiarity CrossView.com 26
  27. 27. CrossView.com 27
  28. 28. Consideration CrossView.com 28
  29. 29. Purchase CrossView.com 29
  30. 30. Loyalty CrossView.com 30
  31. 31. Customer Journey CrossView.com 31
  32. 32. CrossView.com 32
  33. 33. CrossView.com 33
  34. 34. CrossView.com 34
  35. 35. CrossView.com 35
  36. 36. CrossView.com 36
  37. 37. CrossView.com 37
  38. 38. CrossView.com 38
  39. 39. Web Store Mobile Web Store Direct MarketingMobile POS Call Center Mobile Self-Service Retail Interactive Retail POS CrossView.com 39
  40. 40. “Multi-channel consumers spend82% more per transaction than acustomer who only shops in store.” – Ian Geddes, Lead Retail Partner, Deloitte LLP CrossView.com 40
  41. 41. “We know that 60% of our U.S. store sales are influenced by our customers’ experience on bestbuy.com and 40% .of the products we sell online are picked up in-store.” – Brian Dunn, Former CEO, Best Buy CrossView.com 41
  42. 42. “ 90% of our customers research online at least occasionally before purchasing in-store.” – Karen Hoguet, CFO, Macy’s CrossView.com 42
  43. 43. “ 52% of those buying a TV in-store at Fnac (French CE Retailer) had previously used the internet for research. – Google “Offline Shoppers who Research Online Spend More” study CrossView.com 43
  44. 44. “ 76% of consumers researched online prior to purchase during the holiday season.” – Google 2012 Post Holiday Recap CrossView.com 44
  45. 45. – Traqline Survey CrossView.com 45
  46. 46. “ 21% of internet transactions involve research in-store.” – Ian Geddes, Lead Retail Partner, Deloitte LLP CrossView.com 46
  47. 47. Web Influence Sales $1 = $5 $1 = $10 $1 = $60 CrossView.com 47
  48. 48. CrossView.com 48
  49. 49. CrossView.com 49
  50. 50. CrossView.com 50
  51. 51. CrossView.com 51
  52. 52. CrossView.com 52
  53. 53. Zero Moment of Truth CrossView.com 53
  54. 54. Zero Moment of Truth CrossView.com 54
  55. 55. Zero Moment of Truth CrossView.com 55
  56. 56. Zero Moment of Truth A busy mom in a minivan • looking up decongestants on her mobile phone as she waits to pick up her son at school. An office manager at her desk • comparing laser printer prices and ink cartridge costs before heading to an office supply store. A student in a cafe • scanning user ratings and reviews while looking for a cheap hotel in Barcelona. A winter sports fan in a ski store • pulling out a mobile phone to look at video reviews of the latest snowboards. A young woman in her condo • searching the web for juicy details about a new guy before a blind date. CrossView.com 56
  57. 57. Old Consideration Tree Price Brand Size CrossView.com 57
  58. 58. Old Consideration Tree Price Brand Size CrossView.com 58
  59. 59. New Consideration Tree Price Social Proof Size CrossView.com 59
  60. 60. Awareness – Rand Fishkin SEOMoz CrossView.com 60
  61. 61. Familiarity – Rand Fishkin SEOMoz CrossView.com 61
  62. 62. Consideration – Rand Fishkin SEOMoz CrossView.com 62
  63. 63. Consideration CrossView.com 63
  64. 64. Consideration CrossView.com 64
  65. 65. Purchase – Rand Fishkin SEOMoz CrossView.com 65
  66. 66. Purchase – Rand Fishkin SEOMoz CrossView.com 66
  67. 67. Loyalty – Rand Fishkin SEOMoz CrossView.com 67
  68. 68. Customer Journey CrossView.com 68
  69. 69. Customer Journey CrossView.com 69
  70. 70. Customer Journey CrossView.com 70
  71. 71. Customer Journey CrossView.com 71
  72. 72. The Future CrossView.com 72
  73. 73. What should I do differently today if… I believe that 20% of our sales will soon come from digital retailing – and that 80% of our sales will be heavily influenced by it? CrossView.com 73
  74. 74. What should I do differently today if… I believe more than 70% of all shopping activity and half of all internet activity will be from a mobile device? CrossView.com 74
  75. 75. What should I do differently today if… I believe the customers will not make a purchase without social proof? CrossView.com 75
  76. 76. What should I do differently today if… I believe that customers will have perfect price transparency? CrossView.com 76
  77. 77. Video Slide http://www.youtube.com/watch?v=a6cNdhOKwi0 CrossView.com 77
  78. 78. for your time & interest. Jason Goldberg VP of Business Strategy & Customer Experience jgoldberg@crossview.com CrossView.com 78
  79. 79. Special Thanks to Our 2012 Sponsors:Confidential © 2012 CrossView, Inc. All rights reserved.

×