This seminar focuses on helping independent pool retailers understand the tools consumers are using during the shopping experience. Key Take-aways: *CBCG offers ways to train and develop sales associates to sell in order to meet consumers’ needs. *Help retailers learn how consumers are researching brands today *Teach them how to create sales approaches that turn browsers into buyers and help create brand loyal customers for years to come.

1. Think Big
Shopping Isn’t What It Used To Be
January 8 - 9, 2013
Dallas, TX
3 Ways To Obtain A Copy of Today’s Presentation
1.
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2.
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3.
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Email CBCG:
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Creative Business Consulting Group –
Lynn Switanowski
25 + Years Retail Industry Experience
Fortune 500 Sales and Marketing
Executive; Business Strategist
Experienced Brand Manager And
Marketing Executive
Developer Of Successful Marketing
And Social Media Campaigns
Contact Information: (617) 437 -9191
Email: lynn@cbc-group.net
Creative Business Consulting Group
www.cbc-group.net
1

2. “Hugging Your Customer” Has Changed
Dramatically in 2014
Shopping Isn’t What It Used To Be
.
Today’s Consumers Want To Be Served
• Retailers Must Make Shopping Convenient
• Consumers Already Know Which Products And Brands
They Need Before They Enter The Store
• Consumers Have Formulated Opinions By Consulting
Family, Friends And Strangers.
Today’s Consumers Want To Be Known
• They Want A Personalized Shopping Experience
Tailored To Meet Their Needs And Preferences. It’s
Their Top Priority – (2011 and 2012)
Social Media Channels Are A Rich Source
Of Information And Influence
• 50% Of Consumers Who Follow A Brand On Social
Media Submit Their Own Comments
• 40% Are More Loyal To Brands They Have Engaged
With Online
Creative Business Consulting Group
www.cbc-group.net
Consumers Have Changed As Well....
The Household Is “Virtual
• Consumers Are Shopping For a Wider Range Of
Family Members (Mutigenerational Households)
Incomes And Shopping Attitudes Are
Diverging
• 20% - 25% Of Consumers Search For Sale
Goods And Only Buy What They Need
(Regardless Of Affluence or Attitude)
Consumers Listen To Their Families
And Friends First
• Consumers Talk To Relatives And Friends
• Read Independent Reviews When They Want To
Know More About A Product
• Only 18% Of Consumers Rely On Retailers And
Manufacturers Information To Make Purchase
Decisions
*BIA/Kelsey Group 2012
Creative Business Consulting Group
www.cbc-group.net
2

3. Purchase Decision Influences Are Different
Between Generations
Creative Business Consulting Group
www.cbc-group.net
Consumers Have Changed How They Research
Products
•
90% Of Consumers Are
Now Researching Products
And Future Purchases
Online*
•
Half (45.9%) of US online
shoppers researched
products in-store, only to
ultimately buy online*
•
42% Are Using Comparison
Shopping Engines To
Research Purchases
On Average Consumers Are Looking At 7.9 Different Sources For
Product Information BEFORE Making A Purchase
February 2012 ClickIQ
Creative Business Consulting Group
www.cbc-group.net
Consumers Are Using Mobile Devices To Influence
Purchase Decisions And Behavior
40% Of Smartphone Owners
Use Their Phones For Instore Price Comparisons64% Of Smartphone Owners
Are Now Using Their Mobile
Devices To Shop Online
Smartphones Will Influence 19 Percent
($689 Billion) Of U.S. Retail Store Sales
By 2016*
2012 Deloitte Retail & Consumer Spending Survey,
Creative Business Consulting Group
www.cbc-group.net
3

4. Show Rooming Can Be Costly In 2 Ways; Lost
Sales and Product Wear And Tear
Competition is Fierce for Customer
Purchase Dollars
• Customers Use Price Comparison
Tools And Software While In A Brick
And Mortar Retail Location
The Leading Mobile Retail Activities
Among People Using Smartphones:
1.Find A Store (33%)
2.Compare Prices (21%)
3.Look For Deals (20%)
Creative Business Consulting Group
www.cbc-group.net
Know What Tools Your Customers Are Using To
Compare Prices While They Are In Your Store
*BIA/Kelsey Group 2012
Creative Business Consulting Group
www.cbc-group.net
Learn What Comparison Tools Your Customers
Are Using To Help Combat Show rooming
Creative Business Consulting Group
www.cbc-group.net
4

5. Price Check by Amazon
• Free Price-check App That Lets
Users Search By Scanning A
Barcode, Snapping A Picture Or
Saying Or Typing In The Product
Name
• Available For IPhone And Android
Users On Other Platforms,
Including Blackberry And Windows,
Can Use The Amazon Mobile App,
Which Offers The Same Pricechecking Capabilities, But Requires
An Extra Click Or Two To Access
Them Among Other Features In
The App.)
• The Catch With Both Amazon Apps,
Of Course, Is That They Only
Check Prices On Amazon.
*BIA/Kelsey Group 2012
Creative Business Consulting Group
www.cbc-group.net
Google Shopper
• Google Shopper App Is Available For
The IPhone And Android Phones
• Lets Users Scan Product Barcodes
And Compares The Price With Other
Listings In Google’s Database
• Since This Is A Google Product, Each
Listing Features Detailed
Descriptions And Reviews, And It
Has Directions And Contact
Information For Nearby Stores Built
Into It
• Google Offers Available On the AppPeople In Select Cities Can Find
Promotions Going On Near Them.
*BIA/Kelsey Group 2012
Creative Business Consulting Group
www.cbc-group.net
The News Is Not All Bad - Consumers Are Still
Looking For Personal Interactions
•
Shoppers Are Still Seeking Satisfying In- Store
Experiences—it’s Just How And When They
Decide To Open Their Wallets That Has
Changed
•
63% Of Smartphone Owners Who Use
Devices For Comparison Purposes WANT to
Buy Goods In A Store
•
Consumer In-store Mobile Activities Add To
Rather Than Take Away From, In-store Sales
•
Smartphone Users Are 14% More Likely To
Convert In A Store Than Non-smartphone
Users
2012 Deloitte Retail & Consumer Spending Survey
Creative Business Consulting Group
www.cbc-group.net
5

6. A Successful Business Today Must
Communicate Via Multiple Message Points
Differentiate Your Pool Store From The Competition –
Engage Your Customers to Grow Your Business
Creative Business Consulting Group
www.cbc-group.net
Create Enhanced Customer Service Programming
With Educated Associates
• Train Sales Associates To Help Customers With
The Decision Making Process
• Educate Associates On ALL Products
• Provide Customer Opinions On Products
(Showcase Online Reviews)
• Stress The Benefits Of Immediate Delivery Vs.
Online Shipping Fees And The Hassles Of
Returns/Exchanges For Online Sales
• Know the Price Comparison Tools That
Customers Are Using
• Equip Sales Associates With In-Store Technology
to Improve/Enhance Shopper Experience
(Tablets, etc.)
• Price Match If Appropriate
Creative Business Consulting Group
www.cbc-group.net
6

7. Use Multi-channel Marketing Techniques To
Capture Customers At Their Point of Engagement
• Incorporate Online And Mobile
Technology Tools Into Marketing And
Advertising Platforms
• Using Mobile Technology To Better
Serve Customers (In-Store w/Employees
and To Customers With Location
Programs)
• Use Google To Run Unique Search Ads
Based On Proximity To Your Location
• Offer Discounts Or Coupons For Brands
If A Purchase Is Made In-store In Your
Search Copy
• Create Facebook Offers For In-store
Purchases Only
*BIA/Kelsey Group 2012
Creative Business Consulting Group
www.cbc-group.net
Use Innovative Merchandising Programs To
Engage Customers On A Consistent Basis
Merchandising
• Creative/Interactive Displays Are Key Advantage
To In-store Experience
• Optimally Display Products To Enhance Shopping
Experience
Creative Business Consulting Group
www.cbc-group.net
Use Innovative Merchandising Programs To
Engage Customers On A Consistent Basis
Merchandising
• Creative/Interactive Displays Are Key Advantage
To In-store Experience
• Optimally Display Products To Enhance Shopping
Experience
Coupons/Exclusive Offers
•
•
•
•
•
Encourage/Incent Shoppers To Buy Immediately
Downloadable QR Codes
Google Shopping Paid Ads
Retailmenot (IPhone App) Offering Coupons
Facebook Offers
Creative Business Consulting Group
www.cbc-group.net
7

8. Use Innovative Merchandising Programs To
Engage Customers On A Consistent Basis
Merchandising
• Creative/Interactive Displays Are Key Advantage
To In-store Experience
• Optimally Display Products To Enhance Shopping
Experience
Coupons/Exclusive Offers
•
•
•
•
•
Encourage/Incent Shoppers To Buy Immediately
Downloadable QR Codes
Google Shopping Paid Ads
Retailmenot (IPhone App) Offering Coupons
Facebook Offers
Location Based Marketing Programs
• Offer Programs/Deals That Incent Customers To
Make In-store Purchase
• Train Your Staff On How To Find These
Applications While They Are Working With The
Customers To Insure Purchase Conversion
Creative Business Consulting Group
www.cbc-group.net
Integrate Mobile Into Your Brick-and-Mortar Store
Experience
When Shoppers Search For A Store Name Or
Category Online, They Expect To See The
Following:
• A Map With Directions
• A Phone Number That They Can Easily
Click-to-call
• Special Offers That Match Their Location
• Information About Products Offered:
• Features And Benefits
• Shipping Information
• Special Offers (Coupons)
• What Does Your Store Deliver with your Mobile Online Experience?
• Is your Website Mobile and Tablet Friendly?
Mobile Assistance To Customers Might Also Be A Map, A Shopping List, A
Personal Shopper, A Salesperson And A Product Finder All At Once.
Creative Business Consulting Group
www.cbc-group.net
Retailers Will Succeed When They Engage
More Effectively With Sophisticated Consumers
Creative Business Consulting Group
www.cbc-group.net
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9. Creative Business Consulting Group
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