TIG_Decker_LoL_OnlineImpulsePurchase

Don’t Just Capture
Impulse in Ecommerce:
Replace It
Ethan Decker PhD
@ehdecker

5
why is it important?
Brick Meets Click, SAP Hybris: “How consumers are using online grocery and what it means for retailers in 2016. A new study of 12,000
U.S. grocery shoppers. 2014, What’s Ahead For Online Grocery?”, March 2016
% US HH bought groceries online  
past 30 days, 2015
21%
% US consumers that have  
bought groceries online
41%
©The Integer Group®, 2016
up from 11% in 2013

6
why is it important?
New York Times: April 2015, Instacart’s Bet on Online Grocery Shopping, April 29th 2015
size of online Instacart order
vs. size of in-store order
2.5-4x
% of Instacart orders that are
incremental to the store
52-78%

7
focus on Millennials
online grocery shoppersheavy and light users
qualitative and quantitative
we did some research

8
types of e-shopping
two

9
THE PRAGMATIST
Live in cities or college campuses.
Limited by what they can carry.
“I’m always buying items
online - it’s easier that
way vs. me having to
carry everything.” 
Mark
“For big items, it’s just
easier for me to get all
those things online.” 
Lauren

10
THE GAMER
“At work, I sometimes have a lot
of downtime so I can spend time
shopping around online for
coupons and great deals.” 
Amanda
Shopping online is a hunt for the
best possible deals.
THE PRAGMATIST
Live in cities or college campuses.
Limited by what they can carry.
“It’s one of the fun parts of
online shopping, because
it’s so randomized.” 
Chris
“I’m always buying items
online - it’s easier that
way vs. me having to
carry everything.” 
Mark
“For big items, it’s just
easier for me to get all
those things online.” 
Lauren

11
the
online experience

12
Source: Integer’s Unplanned Purchases in Online Grocery Shopping Study, 2015
then

good enough

foreign & unnatural

once in awhile for novelty items

expensive

risky
now
inspirational

familiar & natural

everyday items

good deals & free shipping

safe(r)

13
we heard time & time again
“I’m not an impulse buyer,
that’s why I like shopping
from home: it gives me
more time than in a store.”
Rebekah
“That’s not the type of
shopper I am, maybe
once in a while in the
store, but never online.”
Elise
“I don’t impulsively
buy things online.”
Lauren

14
i never impulsively buy things."
i always have a mental list, but
sometimes i’ll get something that
wasn’t planned because it was on special.
“
”
Rebekah

15
0
10
20
30
40
50
60
70
In-Store
Online
shoppers recognize
spontaneity more
often in the store
than online
Q13. On average, how often would you say you make an unexpected purchase in-store vs. online when shopping
never +
rarely
often +
always

16
online, “specials” or “top picks” are seen as
smart shopping tools

environment
48% of “trips” done in
down time at home
17
= time


environment
social proof

29% read reviews &
recommendations
.
down time at home
18
= time

= assurance

environment
social proof

cart as tool

29% read reviews &
recommendations
.
down time at home
58% take things
out of cart
19
= time

= assurance
= gut check


20
Less pressure
& attachment
“I feel less attached to
items when I’m buying
online. In the store, I can
sample it and hold it.”
Amanda

21
Less pressure
& attachment
Amanda
More mindful
shopping
56% of shoppers do an
inventory check before
checkout

22
Less pressure
& attachment
Amanda
More mindful
shopping
56% of shoppers do an
inventory check before
checkout
Less buyer’s
remorse
“It’s rare I have buyer’s
remorse because
everything I do I think
about. When I’m shopping
at home it gives me more
time than in a store.” 
Rebekah

23
SHOP
COMMUTE
COMMUTE
PAY
PARK
LOAD
SHOP &
RESEARCH
PAY
NAV
REVIEW
& SAVE
FIND
while lots of time shopping in-store is wasted,
more shopping time online feels useful "

24
the
online triggers

25
reasons for unplanned purchases online
for free shipping

26
SHOP
PAY
NAV
REVIEW  
& DELETE
9 opportunities for unplanned purchases online
deals via
SEM/SEO
daily
homepage
deals
cross-merch
suggestions
similar item
suggestions
recos from
what’s selling
now!
recos from
previous
purchases
suggestions
to reach free
shipping
recos in
product  
page details
items saved
for later

27
§  are you dealing with the Pragmatist or the Gamer?
§  what barriers are shoppers facing buying your category online?
§  what online moments can you take advantage of to prompt
unplanned purchases?
§  how can brands & retailers collaborate to grow the category?
27
things to ponder

29
Ethan Decker PhD
VP, Insight & Strategy
The Integer Group®
+1.303.393.3175
edecker@integer.com
@ehdecker
Subscribe to get The Integer Group’s white papers,
presentations, research reports, and other news at
shopperculture.com
for questions and more info

TIG_Decker_LoL_OnlineImpulsePurchase

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