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Influencing In-Store Purchase Decisions In The Era of Daily Deals

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G3 Communications
G3 Communications

How does pricing effect the customer experience? Recent and historic research from ForeSee, a pioneer in technology-driven customer satisfaction analytics, illustrates that price is affecting customer behavior in new ways. Base price actually is one of the lowest impacting elements for a majority of companies when it comes to measuring the consumer experience. On the other hand, daily deals and mobile technology are changing customers' behavior and expectations when it comes to price and brand image.

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#InfluencePurchases Influencing In-Store Purchase Decisions In The Era Of Daily Deals Presented by Sponsored by #InfluencePurchases
Welcome Webinar Attendees Type  ques)on  here   #InfluencePurchases
Follow This Webinar On Twitter #InfluencePurchases #InfluencePurchases
About Retail TouchPoints   Launched in 2007   Over 23,000 subscribers   To provide executives with relevant, insightful content across a variety of digital medium Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP #InfluencePurchases
Panelists Larry Freed Marty Johnson President & CEO Product Manager ForeSee Results Zebra Technologies MODERATOR Debbie Hauss Editor-in-Chief Retail TouchPoints #InfluencePurchases
INFLUENCING PURCHASE DECISIONS THE IMPACT OF PRICING Larry Freed President & CEO @larryfreed larry.freed@foresee.com
PRICING DOESN’T MATTER AS MUCH AS YOU THINK (UNLESS IT MATTERS MORE THAN YOU THINK)
Pricing Impact ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 Price is the highest impact element for 15% of the sites Price is the lowest impact element for 10% of the sites Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 8
Satisfaction Model Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 9
Satisfaction Model: Price Impact Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 10
Historic Impact of Pricing Historic Impact of Price Higher Impact Source: ForeSee E-Retail Satisfaction Index MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 11
Historic Impact of Pricing Historic Impact of Price Higher Impact Source: ForeSee E-Retail Satisfaction Index MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 12
Pricing Impact ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 1 Only site in the Holiday Top 40 had Price as the highest impact Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 13
Pricing Impact Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 14
Price Impact Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 15
Pricing Impact by Category Pricing Impact by Category Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 16
Pricing Impact by Channel Pricing Impact By Channel Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 17
Pricing Impact by Company Impact Ranking Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 18
Pricing Impact by Company Impact Ranking Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 19
Pricing Impact by Company Impact Ranking Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 20
PREDICTIVE CUSTOMER SATISFACTION ANALYTICS
Predictive Customer Satisfaction Analytics 1 How are we doing? Performance of Satisfaction, key drivers and desired outcomes Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 22
Predictive Customer Satisfaction Analytics 1 How are we doing? 2 What should we do?   Areas of focus defined by impacts Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 23
Predictive Customer Satisfaction Analytics 1 How are we doing? 2 What should we do?   3 Why should we do it?   Causal model predicts behavior Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 24
The Impact of Price on Satisfaction Satisfaction Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 25
The Impact of Price on Satisfaction Satisfaction Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 26
The Impact of Price on Satisfaction Satisfaction Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 27
The Impact of Price on Satisfaction Satisfaction Impact Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 28
TODAY’S CONSUMER
Today’s Consumer Knowledge Social Choices Channels Lower Switching Costs Consumer in Control MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 30
DAILY DEALS CAN IMPACT PRICING EXPECTATIONS
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 32
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 33
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 34
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 35
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 36
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 37
Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 38
MOBILE CAN HAVE AN IMPACT ON PRICING EXPECTATIONS
Mobile’s Multi-Channel Impact Mobile increases consumer control and not just within the mobile channel… Mobile is both a stand alone channel and a companion channel HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
Why Do Shoppers Use Mobile? 46% research info about a product 36% compare different products 28% get product specifications 22% check out product reviews 16% make a purchase 10% find a store location Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
Multi-Channel Interactions 17% mobile shoppers visited more than one channel when shopping for a product 46% of these visited the store as their first step 28% of these visited the web as their first step Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
Use of Mobile Within a Store Why do shoppers use mobile in a store? 65% store’s website 43% competitor's site 26% shopping comparison site 21% store’s mobile app 14% competitor’s mobile app Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
TODAY’S ANALYTICS CHALLENGE
Today’s Analytics Challenge A Multi-Channel, Multi-Device Consumer MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 45
Today’s Analytics Challenge A Multi-Channel, Multi-Device Consumer +   Single Channel Metrics MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 46
Today’s Analytics Challenge A Multi-Channel, Single Channel Multi-Device Consumer +   Metrics =   Misinterpreted Metrics & Misguided Information MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 47
Customer Experience Analytics Behavioral Analytics Customer Satisfaction Analytics Measure success from Measure success from organizational perspective consumers perspective MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 48
CUSTOMER EXPERIENCE ANALYTICS ECOSYSTEM
Customer Experience Analytics Ecosystem MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 50
Customer Experience Analytics Ecosystem Measure What Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 51
Customer Experience Analytics Ecosystem Watch What Measure What Happened Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 52
Customer Experience Analytics Ecosystem Listen Watch What Measure What Happened Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 53
Customer Experience Analytics Ecosystem Predict What Listen Will Happen Watch What Measure What Happened Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 54
WHY MEASURE SATISFACTION
Why Measure Satisfaction? Experience and Expectations define Satisfaction Satisfaction determines what consumers do next Satisfaction drives financial success MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 56
Why Measure Satisfaction? The Value of a Satisfied Shopper 72% more likely to purchase online 56% more likely to purchase offline 67% more likely to purchase from the retailer again 69% more likely to recommend the retailer Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 57
Why Measure Satisfaction A highly satisfied mobile shopper: 100% more likely to buy from the mobile channel again 67% more likely to recommend 65% more committed to the brand overall Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED 58
FORESEE Proven methodology & trusted technology helps you: Continuously measure satisfaction across channels & touch points Discover critical insights Prioritize improvements for maximum impact
ForeSee Products Measurement Analysis Benchmarks Competitive Studies Web Mobile Contact Center Stores Social Media Customer Relationships MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 60
Some of the Companies We Measure Over 600 customers Over 1000 active measures Over 70 million surveys collected Over 80 industry benchmarks ½ of the Fortune 100 40 of the Top 100 Online Retailers MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 61
Takeaways You cannot manage what you do not measure The consumer is multi-channel & multi-device with unprecedented power Measure success from the customers’ perspective Traditional (behavioral) metrics alone will not tell you enough about the customer experience Customer satisfaction drives conversion, loyalty, retention, word-of-mouth…and financial success MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 62
Larry Freed President & CEO (734) 205-2555 Larry.Freed@foresee.com @larryfreed http://blog.foresee.com/ MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 63
About Zebra Technologies A global leader respected for innovation and reliability, Zebra Technologies Corporation (NASDAQ: ZBRA) offers technologies that give a virtual voice to an organization’s assets, people and transactions, enabling organizations to unlock greater business value. The company’s extensive portfolio of marking and printing technologies, including RFID and real-time location solutions, illuminates mission- critical information to help customers take smarter business actions. For more information about Zebra’s solutions, visit www.zebra.com. #InfluencePurchases
Q&A // Submit Your Questions Type  ques)on  here   #InfluencePurchases
Q&A Larry Freed Marty Johnson President & CEO Product Manager ForeSee Results Zebra Technologies #InfluencePurchases
Thank You For Attending This Webinar You can download this presentation at: http://rtou.ch/instorepurchases #InfluencePurchases
Join us next week for… Stocking The Inventory Optimization Thursday, July 26 1 PM ET / 10 AM PT http://rtou.ch/inventoryoptimization #InfluencePurchases

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Influencing In-Store Purchase Decisions In The Era of Daily Deals

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  • 5. Panelists Larry Freed Marty Johnson President & CEO Product Manager ForeSee Results Zebra Technologies MODERATOR Debbie Hauss Editor-in-Chief Retail TouchPoints #InfluencePurchases
  • 6. INFLUENCING PURCHASE DECISIONS THE IMPACT OF PRICING Larry Freed President & CEO @larryfreed larry.freed@foresee.com
  • 7. PRICING DOESN’T MATTER AS MUCH AS YOU THINK (UNLESS IT MATTERS MORE THAN YOU THINK)
  • 8. Pricing Impact ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 Price is the highest impact element for 15% of the sites Price is the lowest impact element for 10% of the sites Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 8
  • 9. Satisfaction Model Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 9
  • 10. Satisfaction Model: Price Impact Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 10
  • 11. Historic Impact of Pricing Historic Impact of Price Higher Impact Source: ForeSee E-Retail Satisfaction Index MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 11
  • 12. Historic Impact of Pricing Historic Impact of Price Higher Impact Source: ForeSee E-Retail Satisfaction Index MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 12
  • 13. Pricing Impact ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 1 Only site in the Holiday Top 40 had Price as the highest impact Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 13
  • 14. Pricing Impact Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 14
  • 15. Price Impact Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 15
  • 16. Pricing Impact by Category Pricing Impact by Category Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 16
  • 17. Pricing Impact by Channel Pricing Impact By Channel Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 17
  • 18. Pricing Impact by Company Impact Ranking Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 18
  • 19. Pricing Impact by Company Impact Ranking Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 19
  • 20. Pricing Impact by Company Impact Ranking Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 20
  • 22. Predictive Customer Satisfaction Analytics 1 How are we doing? Performance of Satisfaction, key drivers and desired outcomes Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 22
  • 23. Predictive Customer Satisfaction Analytics 1 How are we doing? 2 What should we do?   Areas of focus defined by impacts Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 23
  • 24. Predictive Customer Satisfaction Analytics 1 How are we doing? 2 What should we do?   3 Why should we do it?   Causal model predicts behavior Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 24
  • 25. The Impact of Price on Satisfaction Satisfaction Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 25
  • 26. The Impact of Price on Satisfaction Satisfaction Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 26
  • 27. The Impact of Price on Satisfaction Satisfaction Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 27
  • 28. The Impact of Price on Satisfaction Satisfaction Impact Price MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 28
  • 30. Today’s Consumer Knowledge Social Choices Channels Lower Switching Costs Consumer in Control MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 30
  • 32. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 32
  • 33. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 33
  • 34. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 34
  • 35. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 35
  • 36. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 36
  • 37. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 37
  • 38. Daily Deals in Today’s Multi-Channel World 2012 ForeSee Daily Deal Report MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 38
  • 39. MOBILE CAN HAVE AN IMPACT ON PRICING EXPECTATIONS
  • 40. Mobile’s Multi-Channel Impact Mobile increases consumer control and not just within the mobile channel… Mobile is both a stand alone channel and a companion channel HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
  • 41. Why Do Shoppers Use Mobile? 46% research info about a product 36% compare different products 28% get product specifications 22% check out product reviews 16% make a purchase 10% find a store location Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
  • 42. Multi-Channel Interactions 17% mobile shoppers visited more than one channel when shopping for a product 46% of these visited the store as their first step 28% of these visited the web as their first step Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
  • 43. Use of Mobile Within a Store Why do shoppers use mobile in a store? 65% store’s website 43% competitor's site 26% shopping comparison site 21% store’s mobile app 14% competitor’s mobile app Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED
  • 45. Today’s Analytics Challenge A Multi-Channel, Multi-Device Consumer MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 45
  • 46. Today’s Analytics Challenge A Multi-Channel, Multi-Device Consumer +   Single Channel Metrics MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 46
  • 47. Today’s Analytics Challenge A Multi-Channel, Single Channel Multi-Device Consumer +   Metrics =   Misinterpreted Metrics & Misguided Information MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 47
  • 48. Customer Experience Analytics Behavioral Analytics Customer Satisfaction Analytics Measure success from Measure success from organizational perspective consumers perspective MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 48
  • 50. Customer Experience Analytics Ecosystem MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 50
  • 51. Customer Experience Analytics Ecosystem Measure What Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 51
  • 52. Customer Experience Analytics Ecosystem Watch What Measure What Happened Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 52
  • 53. Customer Experience Analytics Ecosystem Listen Watch What Measure What Happened Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 53
  • 54. Customer Experience Analytics Ecosystem Predict What Listen Will Happen Watch What Measure What Happened Happened MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 54
  • 56. Why Measure Satisfaction? Experience and Expectations define Satisfaction Satisfaction determines what consumers do next Satisfaction drives financial success MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 56
  • 57. Why Measure Satisfaction? The Value of a Satisfied Shopper 72% more likely to purchase online 56% more likely to purchase offline 67% more likely to purchase from the retailer again 69% more likely to recommend the retailer Source: ForeSee E-Retail Satisfaction Index Top 100 Spring 2012 MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 57
  • 58. Why Measure Satisfaction A highly satisfied mobile shopper: 100% more likely to buy from the mobile channel again 67% more likely to recommend 65% more committed to the brand overall Source: ForeSee E-Retail Satisfaction Index Top 40 US Holiday 2011 HOW TO MEASURE THE INTANGIBLE MULTI-CHANNEL IMPACT OF MOBILE COMMERCE > LARRY FREED 58
  • 59. FORESEE Proven methodology & trusted technology helps you: Continuously measure satisfaction across channels & touch points Discover critical insights Prioritize improvements for maximum impact
  • 60. ForeSee Products Measurement Analysis Benchmarks Competitive Studies Web Mobile Contact Center Stores Social Media Customer Relationships MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 60
  • 61. Some of the Companies We Measure Over 600 customers Over 1000 active measures Over 70 million surveys collected Over 80 industry benchmarks ½ of the Fortune 100 40 of the Top 100 Online Retailers MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 61
  • 62. Takeaways You cannot manage what you do not measure The consumer is multi-channel & multi-device with unprecedented power Measure success from the customers’ perspective Traditional (behavioral) metrics alone will not tell you enough about the customer experience Customer satisfaction drives conversion, loyalty, retention, word-of-mouth…and financial success MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 62
  • 63. Larry Freed President & CEO (734) 205-2555 Larry.Freed@foresee.com @larryfreed http://blog.foresee.com/ MANAGING FORWARD: ANALYTICS TO UNDERSTAND THE MULTI-CHANNEL, MULTI-DEVICE CONSUMER 63
  • 64. About Zebra Technologies A global leader respected for innovation and reliability, Zebra Technologies Corporation (NASDAQ: ZBRA) offers technologies that give a virtual voice to an organization’s assets, people and transactions, enabling organizations to unlock greater business value. The company’s extensive portfolio of marking and printing technologies, including RFID and real-time location solutions, illuminates mission- critical information to help customers take smarter business actions. For more information about Zebra’s solutions, visit www.zebra.com. #InfluencePurchases
  • 65. Q&A // Submit Your Questions Type  ques)on  here   #InfluencePurchases
  • 66. Q&A Larry Freed Marty Johnson President & CEO Product Manager ForeSee Results Zebra Technologies #InfluencePurchases
  • 67. Thank You For Attending This Webinar You can download this presentation at: http://rtou.ch/instorepurchases #InfluencePurchases
  • 68. Join us next week for… Stocking The Inventory Optimization Thursday, July 26 1 PM ET / 10 AM PT http://rtou.ch/inventoryoptimization #InfluencePurchases