Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.
42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.
SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior.
From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.
With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.
REimaginging the Retail Store: GlobalShop 2011 PresentationLeo Burnett
Alan Treadgold (Head of Retail Strategy for the Leo Burnett Group) and Bryan Gailey (Retail Design Director for Arc Worldwide) recently presented at GlobalShop 2011 in Las Vegas the headline findings from Leo Burnett / Arc's REimagining the Retail Store research program.
This keynote presentation was delivered to over 600 conference delegates, and was recognized as one of the most impressive presentations at the event.
Winning Pricing Strategy is the talk I delivered at the 2nd Asian Annual Reserve Conference, KualaLumpur, Malaysia. Enjoy, if you have a question feel free to catc me......
Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.
42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.
SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior.
From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.
With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.
REimaginging the Retail Store: GlobalShop 2011 PresentationLeo Burnett
Alan Treadgold (Head of Retail Strategy for the Leo Burnett Group) and Bryan Gailey (Retail Design Director for Arc Worldwide) recently presented at GlobalShop 2011 in Las Vegas the headline findings from Leo Burnett / Arc's REimagining the Retail Store research program.
This keynote presentation was delivered to over 600 conference delegates, and was recognized as one of the most impressive presentations at the event.
Winning Pricing Strategy is the talk I delivered at the 2nd Asian Annual Reserve Conference, KualaLumpur, Malaysia. Enjoy, if you have a question feel free to catc me......
During Social Media Week 2011, Saatchi & Saatchi Wellness hosted "Convergence: How Social Commerce and Mobile Change the Way We Make Decisions and Shop." The agency was joined by The Mobile Culture, 8th Bridge, Spa Week, and Haute Look to share this presentation.
iCitizen 2010: Go with the Flow: What the Real-Time Web Means for MarketersResource/Ammirati
Though variously defined, the experience of the real-time web is easy to recognize. Static, page-based web sites are giving way to streams, feeds and sidebars of audio, video and just-published content, much of it pushed by real-time information delivery platforms. Plumbing the potential of this dynamic digital world means supporting consumers' desire to know what others are thinking and doing right now. Brands must learn how to identify memes in order to enhance social networking referrals and buzz, as well as strategically distribute their content and commerce to reach the right people when it counts. Kelly will crisscross the new mobile, social, and distributed ecommerce terrains, and zero in on the vast marketing opportunities and challenges that come with them.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
A day in the life of a wine consumer by eWinery SolutionsMike Meisner
eWinery Solutions provides software solutions to the wine industry to help them excel in their day to day activities and sell more wine direct to consumer. Learn how the typical life cycle works for a wine consumer, and how our software helps wineries succeed in their day to day activities.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Will Branding Ever Matter in the Cannabis Industry?Evergreen Buzz
Does branding matter in weed, read this https://cannabis.net/blog/opinion/the-billion-dollar-cannabis-industry-debate-does-branding-really-matter-in-the-future-for-canna
During Social Media Week 2011, Saatchi & Saatchi Wellness hosted "Convergence: How Social Commerce and Mobile Change the Way We Make Decisions and Shop." The agency was joined by The Mobile Culture, 8th Bridge, Spa Week, and Haute Look to share this presentation.
iCitizen 2010: Go with the Flow: What the Real-Time Web Means for MarketersResource/Ammirati
Though variously defined, the experience of the real-time web is easy to recognize. Static, page-based web sites are giving way to streams, feeds and sidebars of audio, video and just-published content, much of it pushed by real-time information delivery platforms. Plumbing the potential of this dynamic digital world means supporting consumers' desire to know what others are thinking and doing right now. Brands must learn how to identify memes in order to enhance social networking referrals and buzz, as well as strategically distribute their content and commerce to reach the right people when it counts. Kelly will crisscross the new mobile, social, and distributed ecommerce terrains, and zero in on the vast marketing opportunities and challenges that come with them.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
A day in the life of a wine consumer by eWinery SolutionsMike Meisner
eWinery Solutions provides software solutions to the wine industry to help them excel in their day to day activities and sell more wine direct to consumer. Learn how the typical life cycle works for a wine consumer, and how our software helps wineries succeed in their day to day activities.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Will Branding Ever Matter in the Cannabis Industry?Evergreen Buzz
Does branding matter in weed, read this https://cannabis.net/blog/opinion/the-billion-dollar-cannabis-industry-debate-does-branding-really-matter-in-the-future-for-canna
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Our retail vision is global, our voice international.Davide Gaeta
Unprecedented times, where consumers are more demanding and seek a deeper emotional connection to Brands. There has been a major shift from product transactions, buying and selling to integration. All this has been driven by social connection. 40% of people spend more time socialising on the internet than sharing face to face. Virtual visibility is our new currency – don’t share, don’t care attitude. Online is the new oxygen. Consumers today want access to products at any time.
A few things you need to know about digital marketingAna Andjelic
This is the presentation I gave at IdejaX conference this past weekend. I focused mostly on the overall approach characteristic to digital marketing that often gets lost when people talk about it.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
Our Chief Creative Officer, Alfredo Muccino, recently spoke at the annual Retail Conference organized by the Center for Retail Excellence at the University of Wisconsin, Madison. The title of his presentation was "Retail is a lot like dating," and its premise is that relationships lead to more sales, higher profits and better loyalty than simply focusing on short term transactions. We're attaching a PDF which includes facts and figures supporting the benefits of building relevant brand experiences, along with a few select case studies and tips. Feel free to download and share, We are hoping it inspires brands to create meaningful and interesting experiences at retail.
This paper defines the concept of “interactive e-commerce,” as illustrated through the rise of Pinduoduo. Interactive e-commerce can be broadly understood as an integration of consumer-facing elements of user experience: recommendation, community and entertainment - enabling supply-side optimization to offer increased value to the consumer.
BPN Istanbul Technical Consumer Goods Market Research BPN
GfK TEMAX®, an index developed by GfK to track the technical consumer goods market released its Q4 2014 report for Turkey.
The findings of the report are based on surveys carried out on a regular basis by the retail panel of GfK.
Congratulations to our office in Peru, Media Connection. BPN, for bringing home our 1st Two Cannes Lions Awards!
Click the awards to see playlists to see all the award-winning work that won GOLD at Cannes Lions 2013.
BPN's brand character is the explorer and our core values are courage of our convictions; +one, see what others don't; currency of influence; and built from fundamentals.
2. TECTONIC SHIFT:
Forget consumers. Forget customers.
Today it’s about the shopper.
C2C:
Consumers aren’t just talking to each other,
they are selling, trading, advising one another
INCONSPICUOUS CONSUMPTION:
Increasingly retailers and shoppers
are finding ways to lighten the load
MAN-SUMERISM:
The rise of male shopping behavior
4. two states:
using & deciding
What drives shoppers to say “yes”?
USING: DECIDING:
5. rise of shopper marketing
$50B
ANNUAL SHOPPER MARKETING
AND GROWING
source: GMA/Booz
6. re-aligning around digital
shopper realities
Percentage of
brand marketers 67% 54%
who think:
need a more formalized need to establish better
process to measure digital planning processes for
shopper effects DSM campaigns
80% 45% 42%
excited at the new getting more data with better linkage
opportunities to DSM than with traditional between media results
measure DSM marketing efforts and sales results
source: SHS Digital Shopper Marketing Benchmarking Interviews of CPG Executives, 2011
7. the real purchase funnel
The real purchase funnel is chaos. But increasingly, we can reveal
where shoppers go at each stage of the purchase journey- and
identify where the greatest patterns are to engage them along their
decision path.
• Each green line represents one
individual shopper
• Clearly, shoppers do not behave in
programmed, linear modes
• Shopper path is NOT a funnel
8. the real purchase funnel
Brands must understand
the most common
purchase paths READ
CONSUM-
ER COMPARISON
REVIEW
Entry points reveal ONLINE
SHOPPED
ONLINE
where shopping begins
SPOKE
WITH
SPOUSE
Circles indicate most
used information sources
RECEIVED
SALESPERSON
Color indicates degree DEMO
of influence of information USED A
SEARCH
VISITED RETAILER /
sources ENGINE
STORE WEBSITE
10. the ecology of shopper dialogue
Social media has re-written the rules of trade, opening up a world
where shoppers can buy, sell, and trade... to each other.
B2B & B2C,
meet C2C
11. smart shopper platforms
Access to information is making shoppers smart – really smart.
Knowldege sharing sites are increasing in sophistication and number.
Forget Google or Wikipedia- these sites are the future of decision
making, accessible by shoppers at every step of the purchase journey.
Here, Decide.com tells
shoppers if they should
purchase or wait for
prices to drop.
Fooducate rates food
products based on
nutritioinal and expert
information.
12. consumer curated catalogue
Burgeoning photo sharing site Pinterest has been called a place to
“shop without money.” But it’s also a self created consumer catalogue
and showroom.
13. next gen marketplace
Online craft site,
Etsy has provided
artists and
craftmakers with a
thriving marketplace
to sell their goods.
Smart retailers like
WestElm are inking
deals to bring online
shoppers to their
stores by featuring
and selling Etsy
artist goods. Etsy is the 58th most popular website in
the USA
source: appapeal.com
14. pop up retail 2.0 “The maker economy
allows amateurs to
seamlessly become
A confluence professionals and test
their concepts before
of trends has investing in brick-and-
mortar.”
produced a thriving Nicholas Russel
CEO, Ephemeral Labs
“pop up” economy.
Whereas previously
pop up stores
and kiosks were
the domain of big
brands seeking
to expand their
foot print, today
they are led by
entreprenurial
mini-preneurs.
15. disintermediating brands
Shoppers aren’t just talking to each other about brands,
they are creating their own products and services - and
disintermediating brands in the process.
On any given night in NYC,
social travel site, AirBnb
has more rooms booked
than the largest hotel in
NYC.
- over 10 million nights booked
- 192 countries
- 168 million Social Connections
source: airbnb.com
16. C2C: the new sales force
San Francisco start up, Quri
enables brands to tap a
nationwide, shopper-powered
mobile field force that intends
to be a scaleable solution for
brands to measure and optimize
in-store. mobile computing + geo location + shopper field force = real time intelligence
Needle is a promising
Fan-sourcing Sales Platform that
recruits and trains passionate
brand fans to provide real-time
sales support via the cloud.
18. loyalty, brand equity,
“keeping up with the joneses”...
What do they all have in common? They are all casualties of
the recession and the need for people to re-evaluate what
matters most. Inconspicuous consumption, where maximizing
resources is a primary driver of purchase decisions, is the reality.
average monthly two in five three in 10 one in four have
spend on shoppers respondents cut cut back on
groceries up $27 purchasing more back on bakery prime cuts of
from 2007 to store brand or items, candy, meat/seafood
2011. generic items desserts and
magazines/books/
DVDs
$27
source: MaxPoint Interactive, conducted by 3IGInsight
19. eco packaging
Reinforce differentiators. In
unexpected places. Ketchup
is ketchup… and a way to
conserve resources.
Puma’s sustainable shoe box
and reusable bag looks cool
and saves:
- 8,500 tons less paper
- 20 million Megajoules
of electricity
- 1 million litres less of fuel
oil used and 1 million litres
of water
- 275 tons of plastic
20. store brand equity
More than half of grocery shoppers now regularly
buy store brands across all categories of groceries.
Strong perception of store brand quality and fewer think store brands for those on tight budget
2008 2009 2011
good alternative 71
to name brands 74
74
quality as good 63
as name brands 65
65 the one exception:
usually extremely good 67
Pet Food
value for the money 70
69
some are higher quality 33
than name brand 37
38
for people on tight 20
budgets and can’t 18
afford the best 17
don’t feel 11
comfortable 11
serving to guests 11
source: Nielsen Homescan Panel Views Survey
21. recycling at retail
Thrifty IS mainstream.
Goodwill Industries and Savers are aggressively expanding
nationwide, causing reluctant retailers to take notice.
- Number of resale shops has
increased by 7% in past year
- Goodwill hit $4 billion in
revenue in 2011 (10%
growth since 2007)
- 20% of people shop in thrift
stores regularly, compared
with 14% in 2008
source: USA Today
22. invisible but powerful
Retailers are using lightweight and invisible technologies like
Euclid Elements to better able their sales associates to engage
with their best customers.
Saks Fifth Avenue teamed up with
start up Euclid Elements to create a
smartphone app that would be loaded
on associates’ phones and would
identify when loyal shoppers (who
had opted in) entered the store, and
would tell the associate where in the
store they were located using the
customer’s mobile wifi signal.
23. loyalty is not a free t-shirt
Shoppers want more than just free ‘stuff.’ Savvy retailers and brands
are shifting from extrinsic to intrinsic rewards - rewarding all shopper
interaction, instead of just purchase.
average number of loyalty
programs per US household:
18 8
less than half are active:
Most loyalty members are unsatisfied with the value of loyalty programs
(grocery/drug most satisfied at only 42%).
THE NEW LOYALTY:
SOCIAL
CURRENCY
A VOICE
IN BRAND
EXCLUSIVE DECISIONS
VIRTUAL ACCESS
GOODS
PROGRAM
OPT-IN
RECOGNITION/FAME
source: Colloquy: The Art and Science of Building Customer Value, April 2011
25. recessionary residuals
While the job market for men has recently improved, the
lasting effects of the recession, have altered the traditional
“provider” paradigm.
At the height of the recession, unemployment
was more than 2% higher for men3
of women out-earn
39%
men women
their male spouses1
10.4 10.5
9.4
8.6 8.4 8.3 8.1
8.1
6.1
5.4
4.6 4.6 4.7 4.5
80% of men are
OK with it2
2006 2007 2008 2009 2010 2011 2012
sources: 1: Bureau of Labor Statistics, May 2012; 2 Men’s Health ManScan Study, conducted in
partnership with GfK Roper Reports, released March 2012; 3: Bureau of Labor Statistics
26. “renaissance man” revisited
Whether by choice or need, being exposed to new roles such
as child care, shopping and household activities has created
a new generation of men who embrace their new roles and
the impact they can make.
40% 44% 86%
of men are the primary of men say they of men agree being a
grocery shopper in equally share in man = doing what is
the household1 house cleaning2 necessary to keep the
household running3
sources: 1: KSDK, St. Louis, MO study released Feb. 2012; 2: Men’s Health ManScan Study, conducted in partnership with GfK
Roper Reports, released March 2012; 3: Spike Network’s “State of Men” study, released April 2012
27. beyond the 9–5 grind
Men increasingly evaluate their successes in life in areas
beyond career and finance.
feel their LIFE is the feel their FINANCIAL
same or better than situation is the same or
67% it was prior to the 42% better than it was prior
recession to the recession
source: Spike Network’s “State of Men” study, released April 2012
28. men shop differently
“Subscription Commerce” sites such as Trunk Club, Mr. Porter and
Manpacks address men’s expanded interest in style and grooming,
while P & G is setting up “Man Aisles” within physical stores. All
focus on conveniently solving a need.
SHOPPING ACTIVITY:
functional
PURPOSE:
solve a problem/need
PRIORITIES:
convenient, informative
29. men don’t just shop.
they buy.
Whether by choice or obligation, men are doing more shopping
than they have in the past. Disenfranchised no longer, they are
empowered by technology and a growing recognition of the
contributions they make.
average spent increase in men’s clothing increase in men’s facial
“yesterday” in stores, gas sales last year2: care sales last year…
stations, restaurants, yes, facial care3:
or online1:
8%
$59 $81 2%
11%
WOMEN MEN WOMEN’S MEN’S
sources: 1: Gallup, June 2012; 2: IBM Global Business Services, 2012; 3: NPD Group
30. men research,
women share
Males use more sources on average than females, but tend
to share less than females after purchase.
MALES (n=2004) FEMALES (n=2999)
average source node
usage: 17% 15%
average number
used: 11.6 10.2
SMOT participation
i.e. sharing information
about purchase with 56% 61%
F&F or via Facebook,
Twitter, etc:
source: Shopper Sciences, Google ZMOT study, 2011
31. marketing to men
At home and in store... men are increasingly shopping for themselves
and their families. Empowered by technology, men have embraced
mobile and social media to conveniently inform their decisions.
MAKE IT EASY:
research price online
Shopping is need based for most men. 72% before making
The process should be simple and direct. a purchase1
BE INFORMATIVE:
Product info, reviews, comparisons, more likely than
availability and store information. 26% women to scan a
barcode in store2
HAVE FUN, BUT DON’T INSULT:
A recent Huggies campaign backfired
men are favoring digital
for implying Dads were unfit parents.
sources—and not their
76% televisions—when
looking to be entertained3
sources: 1: Spike Network’s “State of Men” study, released April 2012; 2: Scanbuy, 2012; 3: AskMen.com “The Great Male Survey” May to July 2012
32. LIZ ROSS DOUG JOHNSON
President, North America SVP, Customer Experience & Shopping Insights
BPN BPN
101 E. Erie, 10th Floor 101 E. Erie, 10th Floor
Chicago, IL 60611 Chicago, IL 60611
312-799-4101 312-799-4104
Liz.Ross@bpnww.com Doug.Johnson@bpnww.com