Consumers Are Showrooming and Webrooming Your Business, Here's What That Means and What You Can Do About It. How AI is Streamlining Marketing and Sales
The total presentation is based on two pdf and discusses two different scenarios of e-commerce and the digitalization of the online market system.
The first pdf is
Consumers Are Showrooming and Webrooming Your Business, Here's What That Means and What You Can Do About It
The second pdf is
How AI is Streamlining Marketing and Sales
The pdf are described with proper survey statistics and relevant examples.
Although there has been a steady growth in multichannel retailing, few studies examine how different channels of information search affect customers’ purchase behavior. As the retailing industry evolves toward multichannel or omnichannel retailing, customers may use one channel to search for information and purchase in another channel. For example, customers can get product information in a brick-and-mortar retail store and then purchase a product online, referred to as “showrooming.” Alternatively, customers may go online to search product information but then go to a brick-and-mortar retail store to complete their purchase, referred to as “webrooming.” Besides, customers can evaluate product attributes by touch and feel the product in the store and they can simultaneously get additional information using an online search at the brick-and-mortar retail store, and then make a purchase decision in the brick-and-mortar retail store or in the online channel.
In this study, we compare the effect of offline information sources (e.g., advertising/direct marketing, conversation with friend or family) and online information sources (e.g., online advertising, email marketing) on customers’ purchase behavior in both online and offline channels. In addition, we also examine the influence of in-store online information search on in-store and online purchase behavior. We test our conjectures by using data from more than 700 respondents of the 2014 National Technology Readiness Survey (NTRS), who have made personal purchase for a various types of products where the total amount of the transaction was at least $50 in the past 3 months.
We find that offline information source is positively and strongly associated with the likelihood of purchasing in a brick-and-mortar retail store, but we see a significant negative association between use of an online information source and probability of purchase in a brick-and-mortar retail store. These results elucidate the importance of channel consistency between information search and purchase. Interestingly, we find counterintuitive evidence of showrooming and webrooming behavior: while in-store online search has significant and positive correlation with in-store purchase behavior, in-store online search decreases the probability of purchasing online. These results provide new insights for customer behavior in multi-channel settings and provide implications for designing marketing interventions.
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
We surveyed eCommerce Managers and CEOs from European countries and prepared the report based on their experiences and our knowledge.
What are the business trends that are going to revolutionize the eCommerce market?
What are the most important technologies to invest in next 5 years?
Why 2017 is the Year of the Bot?
Are marketplaces really worth to invest in?
NRF 2019: 5 Secrets to Omnichannel and Retail SuccessApplause
Top brands compete almost solely on the strength of their customer experience. For every brand, that experience means something different.
Discover how leading retail companies like eBay, John Lewis, and Walmart ensure the experiences they provide are flawless across every customer touchpoint, device, and location to grow sales and customer loyalty.
Emerging trends in ecommerce marketing for 2017– Adam Bowser reviewChris Bowser
There are many shifts occurring in ecommerce for 2017 and beyond. Specifically, trends emerge in the realms of technology, content marketing and web designing that influence ecommerce.
Although there has been a steady growth in multichannel retailing, few studies examine how different channels of information search affect customers’ purchase behavior. As the retailing industry evolves toward multichannel or omnichannel retailing, customers may use one channel to search for information and purchase in another channel. For example, customers can get product information in a brick-and-mortar retail store and then purchase a product online, referred to as “showrooming.” Alternatively, customers may go online to search product information but then go to a brick-and-mortar retail store to complete their purchase, referred to as “webrooming.” Besides, customers can evaluate product attributes by touch and feel the product in the store and they can simultaneously get additional information using an online search at the brick-and-mortar retail store, and then make a purchase decision in the brick-and-mortar retail store or in the online channel.
In this study, we compare the effect of offline information sources (e.g., advertising/direct marketing, conversation with friend or family) and online information sources (e.g., online advertising, email marketing) on customers’ purchase behavior in both online and offline channels. In addition, we also examine the influence of in-store online information search on in-store and online purchase behavior. We test our conjectures by using data from more than 700 respondents of the 2014 National Technology Readiness Survey (NTRS), who have made personal purchase for a various types of products where the total amount of the transaction was at least $50 in the past 3 months.
We find that offline information source is positively and strongly associated with the likelihood of purchasing in a brick-and-mortar retail store, but we see a significant negative association between use of an online information source and probability of purchase in a brick-and-mortar retail store. These results elucidate the importance of channel consistency between information search and purchase. Interestingly, we find counterintuitive evidence of showrooming and webrooming behavior: while in-store online search has significant and positive correlation with in-store purchase behavior, in-store online search decreases the probability of purchasing online. These results provide new insights for customer behavior in multi-channel settings and provide implications for designing marketing interventions.
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
We surveyed eCommerce Managers and CEOs from European countries and prepared the report based on their experiences and our knowledge.
What are the business trends that are going to revolutionize the eCommerce market?
What are the most important technologies to invest in next 5 years?
Why 2017 is the Year of the Bot?
Are marketplaces really worth to invest in?
NRF 2019: 5 Secrets to Omnichannel and Retail SuccessApplause
Top brands compete almost solely on the strength of their customer experience. For every brand, that experience means something different.
Discover how leading retail companies like eBay, John Lewis, and Walmart ensure the experiences they provide are flawless across every customer touchpoint, device, and location to grow sales and customer loyalty.
Emerging trends in ecommerce marketing for 2017– Adam Bowser reviewChris Bowser
There are many shifts occurring in ecommerce for 2017 and beyond. Specifically, trends emerge in the realms of technology, content marketing and web designing that influence ecommerce.
The Global Challenge to Reinvent the Last Mile in Retail: Insights From Sains...National Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
ANITA BALCHANDANI, Partner, OC&C Strategy Consultants
BERTRAND BODSON, Chief Digital and Marketing Officer, Sainsbury's Argos
Omnichannel is one of the most abused buzzwords in retail. But, in a world of digitally connected consumers, developing and implementing a solid omnichannel strategy is critical to the long-term success of a retail business.
During this webinar featuring Sucharita Mulpuru-Kodali, one of Forrester’s most distinguished analysts, we’ll review the most fundamental considerations of an omnichannel strategy, including:
- Setting realistic goals and expectations for your organization
- Building out a step-by-step plan with manageable phases
- Deploying best practices while managing to a budget
- Leveraging core order management functionality to pull the strategy together
You’ll walk away with valuable insight and practical information that will guide your omnichannel goals and investments.
NRF 2019 has confirmed that online and offline experiences are becoming one, putting the consumer at the center of all retail practices. In this report, we decode the main takeaways from NRF 2019.
Discover what the Retail industry will look like in years to come!
People have changed the way they purchase things. Rather than going to the nearest store to research and make a purchase, customers now prefer to research online and then buy in-store, or vice versa. With the increasing popularity and use of mobile technology, people expect buying things from wherever they are and whenever they want to.
6 Secrets to Omnichannel and Digital SuccessApplause
With a myriad of digital touchpoints in which customers and brands can interact – in-store, web, mobile and more – organizations must provide a cohesive and holistic experience at every turn of the customer journey. Omnichannel can be tricky to master, but once you do, you'll reap the rewards of customer loyalty, increased sales and an improved customer experience.
Uncover key findings from Applause's Retail Quality Report. We analyzed the digital and omnichannel experiences of over 50 top global retailers, where we discovered more than 3,000 bugs on production ecommerce sites and the cost severe bugs can have on your bottom line.
Retailers need to understand how to target customers in the right way and customers need retailers to understand them and offer them something at value all the time. OmniChannel retailing is the ultimate solution for retailer to connect with their customers and provide them with outstanding customized experience.
Join our Social Learning Network:
http://www.openthinking.ae
Content Jam 2014 - Lauren Freedman - Does Conversion Matter?Orbit Media Studios
Lauren will tackle the conundrum of conversion. As consumers connect via multiple channels, retailers face greater challenge in securing sales but ultimately measuring conversion behavior. Rather than focus on a “number,” her session will tackle how to trend conversion up sharing hard-learned lessons from 20-years of retailer selling. Topics will include:
Retail Conversion Trends-Industry Averages and KPI Highlights from the e-tailing group 2014 Merchant Survey
Conversion Challenges in the Age of Mobile
Tips to Drive Conversion up and Hazards to Avoid that Cause Abandonment
How Data Will Replace Discounting: Lessons From Uber, Point 93 and Orchard MileNational Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
JENNIE BAIK, CEO and Co-Founder, Orchard Mile
SAMANTHA ZIRKIN, CEO, Point 93
GARRETT VAN RYZIN, Head of Marketplace Optimization Advanced Development, Uber
Criteo’s analysis of shopping data from Q4 2015 demonstrates that mobile leaders grew their share of transactions faster than average in a world where mobile devices are at the center of the connected consumer.
Top retailers see double the growth in mobile’s share of transactions, widening the gap with average retailers in the space.
Nearly four-in-ten consumers shop on multiple devices and complete those purchases on a mobile device almost a third of the time.
Dedicated shopping apps dwarf the mobile web at all points on the path to purchase, from browsing products to the sale itself.
Japan, UK and South Korea continue to lead the globe in mobile transactions, and smartphones are driving that growth.
Omnichannel IS:
A commitment to delivering a seamless, compelling and personalized shopper experience, regardless of where or how your customer is engaged with you
The Global Challenge to Reinvent the Last Mile in Retail: Insights From Sains...National Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
ANITA BALCHANDANI, Partner, OC&C Strategy Consultants
BERTRAND BODSON, Chief Digital and Marketing Officer, Sainsbury's Argos
Omnichannel is one of the most abused buzzwords in retail. But, in a world of digitally connected consumers, developing and implementing a solid omnichannel strategy is critical to the long-term success of a retail business.
During this webinar featuring Sucharita Mulpuru-Kodali, one of Forrester’s most distinguished analysts, we’ll review the most fundamental considerations of an omnichannel strategy, including:
- Setting realistic goals and expectations for your organization
- Building out a step-by-step plan with manageable phases
- Deploying best practices while managing to a budget
- Leveraging core order management functionality to pull the strategy together
You’ll walk away with valuable insight and practical information that will guide your omnichannel goals and investments.
NRF 2019 has confirmed that online and offline experiences are becoming one, putting the consumer at the center of all retail practices. In this report, we decode the main takeaways from NRF 2019.
Discover what the Retail industry will look like in years to come!
People have changed the way they purchase things. Rather than going to the nearest store to research and make a purchase, customers now prefer to research online and then buy in-store, or vice versa. With the increasing popularity and use of mobile technology, people expect buying things from wherever they are and whenever they want to.
6 Secrets to Omnichannel and Digital SuccessApplause
With a myriad of digital touchpoints in which customers and brands can interact – in-store, web, mobile and more – organizations must provide a cohesive and holistic experience at every turn of the customer journey. Omnichannel can be tricky to master, but once you do, you'll reap the rewards of customer loyalty, increased sales and an improved customer experience.
Uncover key findings from Applause's Retail Quality Report. We analyzed the digital and omnichannel experiences of over 50 top global retailers, where we discovered more than 3,000 bugs on production ecommerce sites and the cost severe bugs can have on your bottom line.
Retailers need to understand how to target customers in the right way and customers need retailers to understand them and offer them something at value all the time. OmniChannel retailing is the ultimate solution for retailer to connect with their customers and provide them with outstanding customized experience.
Join our Social Learning Network:
http://www.openthinking.ae
Content Jam 2014 - Lauren Freedman - Does Conversion Matter?Orbit Media Studios
Lauren will tackle the conundrum of conversion. As consumers connect via multiple channels, retailers face greater challenge in securing sales but ultimately measuring conversion behavior. Rather than focus on a “number,” her session will tackle how to trend conversion up sharing hard-learned lessons from 20-years of retailer selling. Topics will include:
Retail Conversion Trends-Industry Averages and KPI Highlights from the e-tailing group 2014 Merchant Survey
Conversion Challenges in the Age of Mobile
Tips to Drive Conversion up and Hazards to Avoid that Cause Abandonment
How Data Will Replace Discounting: Lessons From Uber, Point 93 and Orchard MileNational Retail Federation
Presentation from Retail’s BIG Show, January 15-17, 2017.
JENNIE BAIK, CEO and Co-Founder, Orchard Mile
SAMANTHA ZIRKIN, CEO, Point 93
GARRETT VAN RYZIN, Head of Marketplace Optimization Advanced Development, Uber
Criteo’s analysis of shopping data from Q4 2015 demonstrates that mobile leaders grew their share of transactions faster than average in a world where mobile devices are at the center of the connected consumer.
Top retailers see double the growth in mobile’s share of transactions, widening the gap with average retailers in the space.
Nearly four-in-ten consumers shop on multiple devices and complete those purchases on a mobile device almost a third of the time.
Dedicated shopping apps dwarf the mobile web at all points on the path to purchase, from browsing products to the sale itself.
Japan, UK and South Korea continue to lead the globe in mobile transactions, and smartphones are driving that growth.
Similar to Consumers Are Showrooming and Webrooming Your Business, Here's What That Means and What You Can Do About It. How AI is Streamlining Marketing and Sales
Omnichannel IS:
A commitment to delivering a seamless, compelling and personalized shopper experience, regardless of where or how your customer is engaged with you
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In this thought-piece Eliot, explores the origins of omnichannel and how B2B marketers can learn from B2C brands that already employ a successful omnichannel approach. Compelling facts and figures, along with key insights into today's B2B buyer behaviours and demands combine to demonstrate just how important omnichannel really is – culminating with the five pillars that you can apply to deliver your own successful B2B omnichannel vision.
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Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
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Consumers Are Showrooming and Webrooming Your Business, Here's What That Means and What You Can Do About It. How AI is Streamlining Marketing and Sales
2. 2
Overview
Consumers Are Showrooming and
Webrooming Your Business, Here's
What That Means and What You Can
Do About It
Columbia Business School’s global
survey on Mobile-assisted shoppers
Webrooming vs
Showrooming
ebrooming got more preference by consumers?
Strategies for Retailers
Embrace Customer Habits
How AI is Streamlining Marketing and
Sales
What is Artificial
Intelligence (AI)
CenturyLink
How AI is helping in Marketing &
Sales
RapidMining
Epson America
3. Consumers Are Showrooming and
Webrooming Your Business, Here's
What That Means and What You
Can Do About It
3
5. 5
Columbia Business School’s global survey on
Mobile-assisted shoppers
♠ Surveyed 3,000
shoppers
♠ UK, USA, Canada
6. 6
Age Distributions of M-Shoppers
40-49 years
OLD
30-39 years
OLD
<30 years
OLD50-64 years
OLD
65+ years
OLD
7. 7
EXPLOITERS – 6.1%
“Premeditated about lower prices
58%
will showroom for free shipping
1.7x
more likely than other M-shoppers
to showroom because of online
loyalty rewards
8. 8
Savvy's – 12.6%
“Calculating, but persuadable”
45%
have scanned a QR or Bar-code in
store
1.3x
more likely than other M-shoppers
to compare prices in stores
9. 9
Price-Sensitive – 19.4%
“Don’t plan, but always opt for deals”
76%
can be swayed to purchase in-
with a price-matching offer
68%
can be swayed to purchase in-
store with a reward point offer
10. 10
Experience seekers – 31.7%
“Value the best experience, not
just price”
43%
are motivated to purchase in-store
exclusive store events
1.2x
more likely than other M-Shoppers
to contribute an idea to the store
11. 11
Traditionalist – 30.2%
“Prefer the in-store shopping
experience”
100%
have not showroomed in the past
months
1.8x
more likely than other M-Shoppers
to prefer shopping locally
12. What M-Shoppers Research in Stores
Price
Checking
Info and
Reviews
Call / text a
Friend or
Family
Number
Regularly Occasiona
lly
Almost
Never
13. 13
So, Are all M-Shoppers are
Showrooming?
30%
Never
Always buy in-
store once
25%
Yes
Requires price
discounts to
deter
showrooming
45%
On the
Fence
May opt to buy
in-store despite
cheaper online.
15. “
Showrooming is when a shopper visits a
store to check out a product but then
purchases the product online from home.
This occurs because, while many people still
prefer seeing and touching the merchandise
they buy, many items are available at lower
prices through online vendors”
15
17. “
Webrooming is the opposite behavior to
'showrooming. Webrooming, is when
consumers research products online
before going into the store for a final
evaluation and purchase.”
17
19. 19
How Webrooming got more preference by consumers?
Online retailers understanding the importance of omni-channel selling,
resulting in the adoption of an ecommerce storefront.
Focused on providing a better in-store customer experience.
Knowledgable sales staff
In-store pick-ups of online orders; In-store Wi-Fi.
Smartphone discounts nudging shoppers to buy in-store.
20. 20
What makes customers want to come in-store to make or
complete a purchase?
47% don't want to pay for shipping.
23% didn't want to wait for the product to delivered.
46% like to go to a store to touch and feel a product before
they buy.
36% will ask the store to price match a better price found
online.
22. ⊙ According to a global survey,60% customers
believe that multiple retail channels including
web, social, mobile, and physical retail will be
the norm for most stores.
⊙ 56%of the respondents said they would
spend more money at physical retail stores if
1.
Go Omni-
Channel
22
23. 2.
Engage
Customers
with Great
Service and
Incentives
⊙A poll in 2012 indicated that 69% of its
respondents thought in-store purchases were
"most reliable," and 68% said it was the
"easiest" and the "most convenient" way to
shop.
⊙Retailers can take advantage of this by
increasing interaction between sales staff and
customers and making it easier than ever to 23
25. 3.
Engage
Shopper’s
Opinions
⊙23% already post updates to a social
media service while in-store while 19%
checked in with a location-based service
Foursquare.
⊙Retailers can ask customers to like their
Facebook page, take a photo with their
product and tag it with a branded hashtag
Instagram, or share their purchases on
25
28. 5.
Loyalty
Program
55%
customers are
willing to join
loyalty program
in order to get
some special
offers
28
As a member of
loyalty program,
customer are 48%
more likely to buy
in store, even in
lower price in
online
30. “
We all know that consumer shopping habits
are changing, that they’re equipped with
smartphones, using online reviews to form
their opinions, and have preferences for what
kind of products they purchase online
30
31. “
Consumers will continue to evolve alongside
technology, it is high time that businesses
to evolve and understand the fact that in
order to stay competitive, relevant, and
most importantly, profitable, they have to
keep up.
31
33. What is
Artificial
Intelligence
The Theory & Development of
computer systems able to perform
tasks normally requiring human
intelligence, such as visual
perception, communication, speech
recognition, decision-making, and
33
34. “ Artificial Intelligence is likely
to be either the best or worst
to happen to mankind.
Stephen Hawking
34
35. AI as per Alan
Turing
Can make you believe that
you are interacting with
another person
Imitate Human Response so
well
35
38. CenturyLink ⊙ American Telecommunication
Company
⊙ Headquarter: Monroe, Louisiana
⊙Provides communications and data
services
⊙ Member of S&P 500 Index & Fortune
38
40. What
CenturyLink
does
⊙ Collects thousands of sales leads
from the businesses it serves
⊙ Interacts with them in the intimate,
personal manner
⊙Pursues those lead efficiently
⊙ Converts & Upsells a larger portions
of Hot leads 40
41. Introducing Angie
An AI powered sales assistant made by
Conversica to identify the hot leads
41Year- 2016
42. What
Angie
Does
⊙ Sends about 30,000 email per month
⊙ Interprets the responses to determine who
is a hot lead
⊙ Sets the appointment for the appropriate
salesperson
42
43. What
Angie
Does
⊙ The potential customer gets a prompt and
helpful outreach
⊙ Saves time of Representatives
⊙Routes Right lead to the Right
representative
⊙Send the incomprehensible response to
her manager
43
44. “
44
The company has approximately 1,600 sales
people, and the Angie pilot started with four of
them. That number soon rose to 20, and
continues to grow today.
Scott Berns,
The Director of Marketing
Operations
47. Problems
47
• RapidMiner offers free trials
• It was struggling to serve the approximately 60,000
users each month for the free trial
• Many of the visitors are not paying anything for the
service
• The company had a popular chat feature on its site, but
its salesforce was overwhelmed.
• Had to spend a great deal of time sorting through the
chat sessions to find potential customers
49. Drift
49
• A chat tool
• It would ask a visitor initiating a chat, “What brought
you to RapidMiner today?”
• The visitor would respond, and the Drift bot would
provide one of seven potential follow-up answers.
• The Drift bot now conducts about a thousand chats per
month.
• It resolves about two-thirds of customer inquiries;
those that it cannot, it routes to humans
• Drift is generating qualified leads for the sales team by
50. “⊙We’ve learned about new
use cases, and we’ve
learned about product
problems.
50
Strength of an AI agent that can elicit information like a
person, rather than an analytics tool that simply finds patterns
in the data it collects, like a machine.
52. 52
Was drowning in all the
leads for the company’s
diverse line of products:
big printers
Projectors
Scanners
point of sale solutions
industrial robots
Was getting 40,000 to
60,000 leads per year
trade shows
direct mail
email marketing
social media, print and
online advertising,
Problems
53. 53
Whether they were good, bad, qualified or
not, they would all be turned over to
salespeople whose availability to follow
up was inconsistent.
54. Conversica
AI assistant
54
a lead is
passed to one
of Epson’s
partners
the AI assistant
follows up to
make sure the
customer was
satisfied
response to
that follow-
up
identifies a
new sales
opportunity
55. 55
Present Epson America
Epson’s leads are now followed up promptly and persistently until their
AI assistant gets a response
The outreach to leads takes 6-8 times and so Conversica is a true force
multiplier for the sales team
51% 240% 75%
Official response rate increase from the
baseline established
increase in qualified leads
56. 56
Better way to
learn about
your leads.
Streamline data
analysis &
Convert more
leads
Customer Satisfaction
Eliminating manual tasks
Enhancing search
How AI Helps in Marketing and Sales