Digital Experiences & Shopping by Tery Spataro

(c) Copyright 2014 Tery Spataro
BUYER’S DECISION
MAKING PROCESS
AND USE OF DIGITAL
Revised March 16, 2014
Originally published January 2, 2012
Tery Spataro
Exploration of the effect digital has on
making a decision on what to buy

WahWah
Not another
BORING
Slideshare!

COURSE
CORRECTION

Buying Stuff
The story of using
digital to turn
consumers from
shoppers to customers
into experience lovers

Types of Shoppers
Experiential Customers:
They have no specific need or
desire in mind when they
come into the store. Rather,
they want a sense of
experience and/or community.
Loyal Customers:
They represent no more than
20% of customer base, but
make up more than 50% of
sales. Not true 20/80.
Discount Customers:
They shop the same
stores frequently, but
make their decisions
based on the size of
our markdowns.
Hunter. BusinessKnowHow. (2011)
Impulse Customers:
They do not have buying a
particular item at the top of their
"To Do" list, but come into the store
on a whim. They will purchase what
seems good at the time.
Mission Based
Customers: They
have a specific
intention to buy
a particular type
of item.

Reminder of the 7
Steps
+ Digital
What happened to the
other footprints?

Need Recognition
Whoa these
shoes are stinky

WH00T! Shoes
beautiful shoes
Search for Information

Pre-purchase
Comparison
Evaluation

Purchase

Consumption
loving my new yello shoes :D
11 hours ago by Trutrudiva
Don't get me wrong, I LVE me
some new shoes. But, I'm NOT
loving this new boot!
#prayingforfasthealing
2 hours ago by LSainsworth
Loving My New Red Shos #hott
14 hours ago by EvelynJay

Post-consumption

How does this
effect in store
retail?

SHOPPING NEEDS
TO BE REINVENTED

CUSTOMERS
WANT
SOMETHING
MORE…
Digital creates experiences

IN STORE IS A DIGITAL STAGE
LET’S WOW THEM
Ralph Lauren 3D Video Projection on Bond Street Store
http://www.youtube.com/watch?v=rPr0CgvmBM4

Retailers Using Digital
Citibank
• Your money your experience.
1969
• What non-shoppers do when
waiting.
Sunglass Hut
• Feeding your social vanity.

Citibank Citigold
Lounge
• Customers get a whole new
experience with Citigold Lounge –
it’s not just about banking.
• Taking a cue from hotels, Citigold
Lounge has lovely concierge area
that warming greets you.
• Digital window expresses the
news of the day.
• Digital theatre in the back of
the store w/ wifi access.
• With video chat you can see
your customer service rep and
feel more secure about your
money.

Gap 1969
• We all know how it feels to have
to go shopping with someone
when you don’t want to or like to
shop.
• Give those customers a reason
to stick around and wait.
• Gap 1969 in Soho took a design
cue from Apple to provide this
table in the center of the store for
shoppers & non shoppers to use.
• The iPad extends the 1969
assortment
• And gives those bored tag-
along-shoppers something to
do.

Sunglass Hut
• A eye on vanity, Sunglass
Hut let you and your
friends see how great you
look
• Get a snap of yourself in
those $800 Tiffany shades
to share with friends

DIGITAL STUFF IS
HAPPENING ALL AROUND US

Inspiration by IBM

Go Ahead Touch It!
IBM Immersive Experience (c) Copyright 2012 Tery Spataro

Be the Star
- American Eagle

Be on the Stage
– Forever 21

Store Brings the Market to the
Customers - Tesco Pop-Up
http://www.youtube.com/watch
?v=fGaVFRzTTP4

Look No Bags!
- eBay pop-up store (c) Copyright 2014 Tery Spataro

Personalized for You
- Gucci Immersive Store
http://fashionandmash.wordpress.com/2011/09/26/gucci-pushes-
retail-engagement-with-immersive-video-
displays/gucci_oooii_entry/

More Than 8,000 Shoes
– Adidas

Try the Watch - the New
Fitting Room
-Tissot Augmented Reality

Need Something Else?
- At JC Penney’s customer’s
preferences rule!

Lookbook - Shopbop

Snapette & Share It

Other Digital Expressions
VR Dressing Room
Mobile Transactions
QR Codes
Cisco Hologram Mannequin

What does the
Customer Want?
• Creativity, inspiration, compelling in-store entertainment
• Wants to feel good about the store they enter ~ it has to be clean,
organized, with a clear traffic flow
• Preferences, selection and assortment to fit desires
• Assortment has quality first, quantity second
• Trends on hand
• Reasons to try & buy
• Share their experiences with their friends
• Convenience

THANK YOU!
I can bring the digital experience to your retail strategy!

Tery Spataro is widely known for helping brands understand the role
technology plays in marketing, innovation and retail environments.
Wielding over two decades of experiences in marketing as a digital
strategist, Tery takes a deep look into understanding why, what and who.
She’s created tech marketing strategies for automotive, food and
beverage, consumer packaged goods, education, energy, entertainment,
health care, insurance, pharmaceuticals, non-profits and retail brands.
Tery has brought digital to life in physical space, having worked with
Bloomingdales, Michael’s craft stores, Sally Hansen, Novartis, Whole
Foods and Nine West.
She helps clients by identifying problems with marketing,
communication, branding and retail space. She provides research,
strategy and creative ideas with a clear direction on how to proceed.
Tery has held executive roles with top agencies and served as a senior
strategist for several consulting firms. No stranger to entrepreneurial life,
Tery founded or co-founded, self-funded and operated seven start-ups.
Through the years she has lectured at universities and international
conferences, providing valuable industry thought leadership, and has
been quoted in books and articles about business and marketing.
Tery has an MBA in marketing from Regis University and wrote and
illustrated a book about quantum perceptions called “The Other Side of
the Box”.
Special thanks to Rick Colby for editing.
Bio || Twitter || LinkedIn || The Book || Pinterest || Slideshare || Glossi

Stuff I Did
 Confluence: Connected Human - Creating better health through self manage of health data, we are the
connect human.
 Confluence: Man with Machine - The continuation of Confluence and the exploration of robots and robotics
and the impact these applications have on our humanness and the environment.
 The Future is Now – A look at the confluence of humans, technology and the environment.
 Digital Experiences & Shopping – Overview of the buyer’s decision-making process using digital, the future of
in-store retail and use of digital experiences.
 Digital Strategy – Strategy for innovation, communication and promotion.
 Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire
information for shopping. This report was voted the best of Slideshare.
 The Changing World of Digital - looks at digital communication from a historical perspective and identifies the
way the consumer changes from passive involvement to participant.
 Healthy Digital - explores who the natural and organic consumer is and identifies their digital behavior.
 Community During Crisis – what Governments can learn from the Boulder Community’s usage of Social Media
during the Boulder Fire.
 Digital Marketing Strategy vs Tactics – Asking strategic questions, forming ideas and identifying tactics.
 The Other Side of the Box - the story about a cat, box and perception. “The Other Side of the Box” a book
about perception, a cat and quantum thoughts.

Please like on Facebook :)
A curious book about a
cat and box available
at Lulu.com

Digital Experiences & Shopping by Tery Spataro

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