The document discusses significant shifts in consumer behavior, focusing on increasingly complex customer journeys, heightened expectations, and changes in interactions with brands. It highlights the importance of understanding customer behavior, the necessity of effective measurement, and the impact of real-time support on purchasing decisions. Marketers are encouraged to adapt to these changes by effectively meeting customer expectations and fostering collaboration among internal teams.

1. Consumer Behaviour – The Changes you Need to
Know about and How to Respond
Damien Bennett, NMPi

2. 1
All human actions have one or more
of these seven causes:
1. Chance
2. Nature
3. Compulsions
4. Habit
5. Reason
6. Passion
7. Desire
-Aristotle

3. 2
Areas of Focus
1. Increasingly complex
customer journeys
2. Greater customer
expectations
3. Changes in customer’s
interactions with brands

4. 3
Research
Consideration
Purchase
1. Increasingly Complex Customer Journeys
Marketers have historically seen the customer journey as a funnel
• Broadcast
• OOH
• Prospecting display
• Generic search
• Retargeting
• Email
Customer Journey
Funnel:
Channel

5. 4
In fact user journeys are complex and unpredictable
1. Increasingly Complex Customer Journeys

6. 5
comScore (2015)
The majority of UK internet users use both desktops and mobile to go online
1. Increasingly Complex Customer Journeys
Desktop Only Multi-Device Mobile & Tablet Only
23% 72% 5%

7. 6
Apadmi (2015)
11% of people in the UK shop in-store, via the website and via the app of their favourite
retailer
1. Increasingly Complex Customer Journeys
Store
App Website
11%
55%
2%
1%
22%
8%1%

8. 7
When making purchases over £20, UK shopper currently use an average of 2.2 sources of
research
1. Increasingly Complex Customer Journeys
51%
22
%
17%
6
%
Retail Sites
Manufacturer Sites
Blogs
Social Media
Savvy (2015)

9. 8
Mobile plays an important role in driving in-store revenue
1. Increasingly Complex Customer Journeys
36%
37%
Of consumers who are looking up
products on their mobiles
ultimately make their purchase in-
store
(xAd, 2015)
Of UK purchases which begin on
mobile convert in person
(xAd/Telmetrics, 2014)

10. 9
Shoppercentric (2016)
Mobile activity plays a wider number of roles in people’s customer journeys
1. Increasingly Complex Customer Journeys
60%
52% 51%
49%
35%
28%
11%
Consider Inspiration Research Find Share Buy After Sales
Activities on Smartphone

11. 10
Innovation becomes the norm increasingly quickly
2. Greater Customer Expectations

12. 11
2. Greater Customer Expectations
Speed of delivery is essential to younger consumers
90%
86%
Of 18-24 year olds would shop online
more often if they were in control of
more convenient delivery options
Econsultancy (2015)
Of 18-24 year olds say that delivery
options are a key factor influencing
their choice of retailer when shopping
online
Econsultancy (2015)

13. 12
Consumers abandon baskets for a variety of reasons
2. Greater Customer Expectations
54%
40%
33
%
30%
“Changed
mind”
Delivery costs
More
consideration
Check for
cheaper price
Yes, several times,
63%
Yes, once, 14%
No, 17%
I don't
remember,
7%
Percentagte of Consumers Abandoning Checkouts
eDigital Research (2015)

14. 13
eDigital Research (2015)
64% of UK online shopper would purchase more if real-time support was readily available
3. Changes in Customer’s Interactions with
Brands
Yes, definitely, 18%
Yes, probably, 46%
Probably not, 19%
Definitely not, 1%
Don't know, 15%
Would you purchase more if real-time support was available?

15. 14
Speed is cited by customers as the most important
3. Changes in Customer’s Interactions with
Brands
21%
23%
25%
46%
56%
68%
Contact in extended hours
Friendly agent
Single point of contact
Contact an agent instantly
Contact for free
Quick response
What are the most important criteria for
online customer service?
eDigital Research (2015)

16. 15
eDigital Research (2015)
43% of live chat users expect a response within one minute
3. Changes in Customer’s Interaction with
Brands
7%
10%
21%
35%
43%
Email
Social Media
Web call back
Phone
Live chat
% of Consumers Expecting a Response Within One Minute

17. 16
Ofcom (2015)
75% of UK internet users read online reviews
3. Changes in Customer’s Interaction with
Brands
76%
80% 80%
73%
76%
60%
58%
33%
47% 46%
39% 38%
25% 24%
16-24 25-34 35-44 45-54 55-64 65-74 75+
Reading and Writing Online Reviews by Demographic Group
Read Write

18. 17
Areas of Focus
1. Increasingly complex
customer journeys
2. Greater customer
expectations
3. Changes in customer’s
interactions with brands

19. 18
How to Respond
1.Understand our customer’s journey
2.Reach our customers with the right message
3.Meet customer expectations
4.Encourage positive advocacy

20. 19
How to Respond
1. Introduce effective
measurement
2. Meet customer
expectations
3. Bring internal teams
together

21. 20
Experian, April 2015
Most multichannel advertisers are still reliant on basic attribution methods
1. Introduce Effective Measurement
70%
30%
How do you attribute revenue to channels?
First or last touch Fractionally allocate

22. 21
1. Introduce Effective Measurement
Simple Complex
• Not de-duped
• Inconsistent sources
• Last click wins
• De-duped
• Consistent source
• Last click wins
• De-duped
• Consistent source
• Attributed
• De-duped
• Consistent source
• Attributed
• Cross device
• Omnichannel
• Customer data
2 3 41

23. 2222
In order for attribution to be successful solution to be effective it must:
1. Introduce Effective Measurement
 Be purpose-built for measuring the performance of media
 Be able to track all top media-driven channels, including Organic Search
 Allow both click and impression tracking
 Give full visibility of the top conversion paths
 Be able to provide granular detail on performance (i.e. keyword level for Paid Search)
 Be able to integrate with media management technology

24. £
23
Becoming Aware
Researching
In-Market
Re-engagement
1. Introduce Effective Measurement
• Reach
• Brand search uplift
• Ad Recall
• Social engagement
• New visitors
• Cost Per New Visitor
• Bounce rate
• Time on site
• Pages viewed
• Revenue
• ROI
• Store visits
• Per session value
• Lifetime value
Customer Stage KPIs

25. 24
Forbes (2015)
79% of UK retailers have no way for customer to publicly rate and review their service
online
2. Meet Customer Expectations
Rate and review
service, 19%
No rate and
review service,
79%
Retailers With a Rate and Review Service

26. 25
47% of adults say they have had an issuer with delivery over the past 12 months
2. Meet Customer Expectations
Yes, 47%
No, 53%
Over the Past 12 Months Have you Experienced Issues
With Delivery?
JDA (2015)

27. 26
As internal teams we often behave like “The Blind Men and the Elephant”
3. Bring Internal Teams Together

28. 27
To be successful we need to kill our internal silos
3. Bring Internal Teams Together
Target
Creative Brand Social Web Acquisition PR
CEO, CFO, COO

29. 28
How to Respond
1. Introduce effective
measurement
2. Meet customer
expectations
3. Bring internal teams
together

30. Any Questions?