This document discusses using shopper typologies and segmentation to inform ecommerce strategies and website design. It recommends conducting surveys of website buyers to understand who they are demographically, their attitudes, shopping behaviors, and needs. The results can be used to identify the most important and profitable customer segments for the website. These key segments then drive decisions around the website tone, architecture, tools, content, and merchandising to best meet the needs of the primary target segments. Qualitative research with personas helps illustrate differences between segments to guide design. The overall goal is to align the website and digital strategy with the most valuable shopper types.
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
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.
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
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.
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
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.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
The E-Commerce reference index based on the eShopper journey
Analysis and ranking of 111 leading local and international leaders’s E-Commerce ecosystems through 250 criteria before, during and after purchase including Omnichannel and Online marketing
eShopper Index 2015 Overall ranking infographic available here:
https://www.slideshare.net/aureliaa/e-shopper-index-overall-ranking
eShopper Index 2015 Fashion & Luxury rankings available here:
https://www.slideshare.net/aureliaa/eshopper-index-2015-f
To know more about the eShopper Index:
http://www.iventures-consulting.com/eshopper-index
Mobile Shopping Fall 2012 Conference AgendaAmanda Aslan
Mobile Shopping Fall (October 22-24, 2012 in Austin, TX) is the leading US event where e-commerce and marketing professionals meet to discuss best tactics for maximizing engagement and driving consumers to point-of-sale via their mobile devices.
Learn detailed strategies from industry-leaders in retail, auto, food and beverage, travel, consumer electronics, and MORE.
Creating a truly personalized Omni-channel customer experienceVincent Teo
Asia Pacific is now the largest eCommerce region in the world. Retail eCommerce is growing year on year with more and more people opting for the convenience of online shopping.
In addition, Omni-channel is now a key strategy amongst top retailers in Asia with customers shopping online and offline across multiple touch points, channels, devices and journeys. There is a need for brands to create a truly personal Omni-channel customer experience to differentiate themselves and stay ahead while reaping the financial benefits of a holistic brand and retail experience.
25 Digital Transformation Case Studies In RetailHappy Marketer
Digital is transforming the retail experience online & offline; here are 25 global case studies to highlight 10 trends that are creating techtonic shifts in a 24 Trillion Dollar industry!
5 KEY RETAIL TRENDS TO WATCH IN 2018 : Retail Tech Trends report (Digital Retail & Marketing) by Colombus Consulting Shift.
Located in France and Switzerland, Colombus Consulting Shift proposes a unique offering, specialized in innovation, marketing and data, in order to support its clients in their transformation projects, from strategy to execution.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
Shopper behavior change is accelerating and the front porch is becoming the new store shelf. In this new retail paradigm, relevancy depends on great content that helps shoppers along the path-to-purchase.
Tom Goodwin är EVP Head of innovation på Zenith Media. Han har fått utmärkelsen #1 Voice in marketing by LinkedIN 2017. Tom berättade om de nya reglerna för företag inom den post-digitala eran samt heta retail-trender såsom teknik och personalisering.
Piers Fawkes and Scott Lachut of PSFK give an overview of their Future of Retail 2017 report as they share the emerging trends that are shaping the new digital shopper experience in a post-omnichannel retail environment. Explore the social, technological and physical forces influencing consumer behavior and driving next gen shopping experiences. And find inspiration from fresh strategies that will allow e-commerce platforms and brands to exist in a new retail paradigm. Presentation from Retail's Digital Summit 2016.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
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.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
The E-Commerce reference index based on the eShopper journey
Analysis and ranking of 111 leading local and international leaders’s E-Commerce ecosystems through 250 criteria before, during and after purchase including Omnichannel and Online marketing
eShopper Index 2015 Overall ranking infographic available here:
https://www.slideshare.net/aureliaa/e-shopper-index-overall-ranking
eShopper Index 2015 Fashion & Luxury rankings available here:
https://www.slideshare.net/aureliaa/eshopper-index-2015-f
To know more about the eShopper Index:
http://www.iventures-consulting.com/eshopper-index
Mobile Shopping Fall 2012 Conference AgendaAmanda Aslan
Mobile Shopping Fall (October 22-24, 2012 in Austin, TX) is the leading US event where e-commerce and marketing professionals meet to discuss best tactics for maximizing engagement and driving consumers to point-of-sale via their mobile devices.
Learn detailed strategies from industry-leaders in retail, auto, food and beverage, travel, consumer electronics, and MORE.
Creating a truly personalized Omni-channel customer experienceVincent Teo
Asia Pacific is now the largest eCommerce region in the world. Retail eCommerce is growing year on year with more and more people opting for the convenience of online shopping.
In addition, Omni-channel is now a key strategy amongst top retailers in Asia with customers shopping online and offline across multiple touch points, channels, devices and journeys. There is a need for brands to create a truly personal Omni-channel customer experience to differentiate themselves and stay ahead while reaping the financial benefits of a holistic brand and retail experience.
25 Digital Transformation Case Studies In RetailHappy Marketer
Digital is transforming the retail experience online & offline; here are 25 global case studies to highlight 10 trends that are creating techtonic shifts in a 24 Trillion Dollar industry!
5 KEY RETAIL TRENDS TO WATCH IN 2018 : Retail Tech Trends report (Digital Retail & Marketing) by Colombus Consulting Shift.
Located in France and Switzerland, Colombus Consulting Shift proposes a unique offering, specialized in innovation, marketing and data, in order to support its clients in their transformation projects, from strategy to execution.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
Shopper behavior change is accelerating and the front porch is becoming the new store shelf. In this new retail paradigm, relevancy depends on great content that helps shoppers along the path-to-purchase.
Tom Goodwin är EVP Head of innovation på Zenith Media. Han har fått utmärkelsen #1 Voice in marketing by LinkedIN 2017. Tom berättade om de nya reglerna för företag inom den post-digitala eran samt heta retail-trender såsom teknik och personalisering.
Piers Fawkes and Scott Lachut of PSFK give an overview of their Future of Retail 2017 report as they share the emerging trends that are shaping the new digital shopper experience in a post-omnichannel retail environment. Explore the social, technological and physical forces influencing consumer behavior and driving next gen shopping experiences. And find inspiration from fresh strategies that will allow e-commerce platforms and brands to exist in a new retail paradigm. Presentation from Retail's Digital Summit 2016.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
Marketing planning 3.0, a 5-part educational webcast series, kicks off with the talk from Copernicus' Jeff Maloy on the Holy Grail of marketing mix optimization--a virtual marketplace that makes it possible to evaluate the ROI of current marketing and media plans. Many marketers also are using this tool to simulate innovative marketing strategies and plans they have never tried before and forecast the likely results.
In part 2 of the Copernicus Marketing Planning 3.0 webcast series, Eric Paquette describes how marketers can and should evaluate their marketing strategy using a simulation approach to marketing mix optimization. The slides from his presentation offer suggestions for how to embed strategic elements such as targeting, positioning, and communications planning into a virtual marketplace in order to forecast the effects.
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
In the third installment of the Copernicus Marketing Planning 3.0 webcast series, Copernicus’ Rolf Olsen explained a critical element of marketing mix optimization: understanding how different media channels work together, build off each other, and directly or indirectly contribute to sales.
In this webcast, Rolf demonstrated how to evaluate the effects of different media on each other and apply these insights to media decisions. He offered techniques for disentangling the true impact of all bought, owned, and earned media channel and a how-to on simulating different media scenarios to forecast ROI and sales
He will use case examples to demonstrate how a deeper understanding of the synergistic performance of all channels can substantially improve your ability to do marketing mix optimization work and improve current and future media plans.
From the paparazzi of the retail world, Shopparazzi, working 24/7 to catch every move brands are making to create meaningful shopper experiences worldwide.
Mobile First Township Shopper Marketing with @SilverstoneLiveRaymond Buckle
Township shoppers are mobile first and savvy. By using Wi-Fi as an activation and tracking platform; SMS Short Code, QR Codes and Promoters for activation - and SMS and Mobile Web as the Engagement medium - we have seen some amazing results in driving shopper spend in Township Malls with the McCormick Property Group. Airtime Credit Rewards and wi-fi data is a currency that drives engagement at scale.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
AS SHOPPER MARKETING CONTINUES TO GAIN
A FOOTHOLD IN CANADA, CONFERENCES LIKE
THIS ONE ARE BECOMING MORE AND MORE
VALUABLE. AGENCIES, RETAILERS, AND
MARKETERS ALL NEED TO UNDERSTAND
NOT ONLY THE UNDERPINNINGS OF THE DISCIPLINE,
BUT PERHAPS MORE IMPORTANTLY,
HOW THE DISCIPLINE IS AFFECTED BY THE
NUANCES OF THE CANADIAN RETAIL LANDSCAPE.
THIS DECK IS AN ENCAPSULATION
OF WHAT WE HEARD OVER THE TWO DAYS OF PRESENTATIONS AND DISCUSSIONS.
Shopper marketing for luxury brands in travel retailPhilip Slade
My personal view on current shopper marketing trends and luxury shoppers in airports. I believe a hugely under exploited opportunity in travel retail to link online and real world brand offers
Download the presentation slides Eric Paquette delivered at the annual SABR Analytics Conference describing the marketing and branding strategy work Copernicus did with the Cleveland Indians.
This is a quick snapshot of a very comprehensive study conducted by GMA, Shespeaks & Booz & Co. titled Shopper Marketing: Unleashing the next wave of value. It is a pretty insightful study. Hope this quick snapshot version helps
Global Affiliate Marketing - Approaching International, Regional and Local St...PerformanceIN
The 'Global Affiliate Marketing - Approaching International, Regional and Local Strategy' session by Peter Figueredo, Jessica Nathan and James Maley which took place at Performance Marketing Insights NYC on March 13 2013.
Presentation from November 1st webinar with Yahoo Research Manager, Strategic Insights & Research- Retail & Tech/Telco, Carla Valencia and Kenshoo CMO, Aaron Goldman. Covers in-depth holiday insights based on internal research and industry trends as well as best practices to ensure you are getting the most out of SEM during this crucial time.
Retail Mobility: Welcoming the consumer on mobile[x]cube LABS
Our Whitepaper focuses on retail mobile solutions and endeavors to decipher the reasons behind retailers taking the mobile plunge, the seismic shift in the consumer behavior, the growth engines behind retail mobility,
opportunities, challenges and advantages for various stakeholders and a look into the days ahead.
SoMoLo 101: Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imp...RedPrairie
Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
Bricks and Mobile - Brand in Hand- How Brands Can Influence the Shopping TripRemodista
While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.
Presentation around SoLoMo made at GooglePlex Belgium:
- Mobile, the glue of SoLoMo and if it was MoSoLo and not SoLoMo
- ATAWAD: any time, any where, any device: the new checklist to be used when creating omni-channel web communications.
Keynote presentation from Jeffrey Pruitt, CEO of ethology, at Baidu World Conference in Beijing on September 2, 2011.
The confluence of content, social, and search have presented marketers with a uniquely new and challenging paradigm shift. Pruitt delves into the new breed of marketing that is driven by creating, optimizing, and distributing the different types of content required to engage customers on the social web, based on the data of many analysis tools.
This webinar previews exclusive new data gathered from a Retail TouchPoints survey of retail executives, which focused on the current status of mobile deployments supporting both e-commerce and in-store initiatives, as well as plans for future roll-outs. The survey results will reveal how cutting edge retailers are using mobile for scanning, digital receipts, cross channel transactions, self-checkout, price look ups and deal of the day offers.
This new data provides insights into:
The current functionality retailers are offering on mobile apps
Plans for integrating mobile apps to improve the in-store shopping experience
The percentage of retailers enabling store associates with tablet devices
Projections on the number of retailers planning to deploy mPOS with tablets and smartphones
Join Retail TouchPoints and AisleBuyer, the leader of in-store mobile solutions, for an advanced look at the data gathered from this survey. This webinar provides "behind-the-scenes" perspective on what leading retailers have learned during the early stages of mobile adoption and the best practices that should be followed to ensure the success of mobile strategies.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Walmart Marketing 360° Measurement A Kantar Collaboration. The presenters were Heath Greenfield, SVP of Millward Brown & Chris Petranto, VP of MaPS, Millward Brown. The presentation posed an answered questions such as, “How Do We Measure ROI of Online Campaigns/Partnerships?”and “How Can We Optimize Digital Marketing Resources?” and “How Do We Ensure Optimal
Campaign Delivery?”
4. Background
Expected Growth in eCommerce Sales for
U.S. On-Line Retail Sales 2012
– Apparel and Accessories: +19.7%
224.2
– Books, Music, Videos: +18.0%
194.3 – Computers and Electronics: +15.9%
167.3 Source: eMarketer
155.2 +15.3%
+16.1% While most of the top eCommerce sites are
+7.8% retailers selling a mix of brands, several brand
specific sites crack the Top 25
– Apple (#3)
– Victoria’s Secret (#18)
– L.L. Bean (#21)
– Gap (#24)
2009 2010 2011 2012*
5. Ecommerce is also growing for brands that use retailers for distribution
More and more brands are expanding their direct on-line presence.
Significantly higher margins
Providing significantly expanded reach for distribution
Provides access to customer data
Opportunities to develop customer insights
More and more, consumers expect to be able to buy brands directly
7. They are typically only a sub-set of brand buyers
While direct on-line sales are increasingly important to brands, it is critical to realize that direct buyers have
a distinct set of needs compared to general brand shoppers.
The on-line shopping experience is decidedly different than a retail experience. That has implications for who
is going to shop on-line in different product categories.
% of Brand Buyers Who
Buy Directly On-Line
26% Often 50+% of
brand sales are
directed to the site
4% for these shoppers
8. In fact, there are many types of ecommerce shoppers
Broad Selection Browser/Researcher
Retail Haters Latest & Greatest
Family Provisioner Bargain Hunter
9. Understanding general on-line behavior doesn’t explain enough
Any given person can behave very differently with different brands or on different sites.
10. The mix and value of those shopper types depends on the category and brand
Apparel Brand A Apparel Brand B
% of Direct % of Direct % of Direct % of Direct
Ecommerce Ecommerce Ecommerce Ecommerce
Buyers Sales Buyers Sales
8%
14%
22%
44% 32%
25%
19%
16% 24%
27% 40%
18%
10% 22%
9% 8%
25%
10% 15% 12%
11. Understanding site users has wide ranging implications
Website tone, look and feel Email/direct marketing strategies
and tactics
Site architecture
Social and search tools and
Site shopping tools strategies
Availability / role of mobile site Site merchandising strategies
Amount / role of branded content Pricing strategy
vs. ecommerce
12. Start with surveys of site buyers
Who are they demographically? How does the site compare to other sites
/ channels?
What is their “brand” segment?
Who do they shop the site for?
What are their attitudes about
shopping on-line? What is the “journey” when buying?
What do they want when shopping for What devices are used when shopping?
our brand?
What current / potential site tools,
What do they want from our site? content, etc. are desired?
– Shopping experience
– Product, price, etc. What are social behaviors for the brand?
– Brand experience
13. Who do you survey?
Our focus is on relatively recent buyers on the site….
Who are they?
How and why have they shopped recently?
We might include those interested in buying on the site….
If just developing an ecommerce presence
If envisioning a significant overhaul of the site
We would want on-line buyers in the category
We want to interview lots of them to provide strong links to customer databases….
Fortunately interviews from customer databases are inexpensive
14. Understand the basics of your on-line buyers is a first step
The on-line shopper might not fit the stereotypical profile of the brand buyer potentially influencing the look,
feel, and tone of your site.
15. Identify the segment that is most important to ecommerce sales
Develop a Meaningful, Profit-Directed and Actionable Segmentation
CREATE
Hundreds of TEST
Variables To identify
1. Attitudes characteristics PRODUCE
2. Site Needs of people who Optimal
3. Buying Behaviors are profitable Segmentation
4. Demographics for your
5. Brand Segment ecommerce
Membership SITE
6. Database data
15
16. Who is Most Important?
Using “predictive” characteristics to define segments leads to clear targeting.
% of Direct % of Direct % of Direct
Ecommerce Ecommerce Ecommerce
Buyers Sales Profits
22%
44% 48%
19%
16%
27%
25%
18%
10%
14%
25% 9%
5%
10% 8%
17. What about the overall brand targets?
The result is not the same, but ideally is generally aligned with the overall marketing targets for the brand.
Ecommerce Targets
Brand Targets 20% 20%
35%
Primary Target 50%
43% 30%
38%
Secondary Target 30%
37% 40%
20% 27%
Non-Target
18. The target segment drives the site design, tools, and site “positioning”
The details of quantitative research are often embellished with qualitative research and Personas are
developed to guide design teams.
The Perfect Fit Hate-to-Shop Gifters Price Pilgrims Browsers
Different Demographically
Different Attitudes about Shopping On-Line
Different in Terms of Who Buying For
Different Devices Used to Shop
Very Different in Needs/Wants Shopping
18
22. The segments inform different tools as well
Illustrative Case
The Perfect Fit Hate-to-Shop Gifters Price Pilgrims Browsers
Featured “Deals”
New Product Features
“Compare” Tool
Return Policy
Store Locator/Interaction
Customer Service Hotline
Breadth of Selection
Customer Reviews
Product Recommendations
23. Link the segments to your customer database
Profile the segments with their database data….
Validating results of the survey
Extending the information that is available
Predict segment membership using available
database information….
Transactional and other data
Historical
3rd Party Data
Enabling segment specific direct marketing
activities.
24. Strategies and tactics can be used to address secondary targets as well
Historical patterns in segment shopping behavior can identify seasonal opportunities
Direct marketing opportunities
Site “merchandising” opportunities
Site pricing / sale strategies
Share of Site Sales by Segment
50%
45% Hate to Shop
40%
35% Perfect Fit
30%
25% Gifters
20%
15%
Bargain
10% Hunters
5%
Browsers
0%
25. Linking the database enables segment-specific direct offers
Segment specific offers can be developed, tested and tracked.
26. Recap
Your web buyers are generally not the same as your overall brand buyers.
There are many different types of on-line shoppers on your site.
These groups have different wants and needs from that on-line shopping
experience.
Importantly, they also they also provide very different levels of profit potential for
your ecommerce channel.
Understanding the segments, and your ecommerce target provides clear guidance
for your site design, strategies and tactics.
27. Mark Your Calendars!
Wednesday, May 23, 2012
Mission Impossible:
Profiling Shopping Occasions for
Retail and Channel Partners
Jeff Maloy
Senior Vice President
Copernicus Marketing Consulting and Research
Register Now: copernicusmarketing.com/webcasts
Wednesday, May 23, 2012