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Inspiring Shopper Behaviours

by Sarah Todd, Geometry

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INSPIRING NEW
SHOPPER BEHAVIOURS
 	
  
THE CHALLENGE FOR BRANDS TODAY
 	
  
THE CHALLENGE FOR BRANDS TODAY
WE ALL LOVE LOTS OF BRANDS
WE DON’T BUY
DIGITAL INNOVATION
OMNI-CHANNEL
SHOPPING &
CONVERGENCE
RETAIL AS THEATRE
BRINGING TOGETHER THE BEST OF ONLINE & INSTORE
NEVER BEEN MORE
OPPORTUNITIES
5	
  
IN MOST CATEGORIES OVER
50% MAKE UP THEIR MINDS
WHILE SHOPPING
LONG LIVE THE STORE!
Sources:
Nielsen Media
Kantar Retail IQ
Quantcast *P2+
Top 10 Websites*
**Daily Uvs based on Quantcast Monthly UV data for top visited websites and applied estimates for duplication
Top 10 TV Channels
Top 10 Retailers
10.7M daily viewers
21M daily
unique visitors
36M daily shopper
visits
WE ALL STILL SHOP!
Ad

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Inspiring Shopper Behaviours

  • 2.     THE CHALLENGE FOR BRANDS TODAY
  • 3.     THE CHALLENGE FOR BRANDS TODAY WE ALL LOVE LOTS OF BRANDS WE DON’T BUY
  • 4. DIGITAL INNOVATION OMNI-CHANNEL SHOPPING & CONVERGENCE RETAIL AS THEATRE BRINGING TOGETHER THE BEST OF ONLINE & INSTORE NEVER BEEN MORE OPPORTUNITIES
  • 5. 5   IN MOST CATEGORIES OVER 50% MAKE UP THEIR MINDS WHILE SHOPPING LONG LIVE THE STORE!
  • 6. Sources: Nielsen Media Kantar Retail IQ Quantcast *P2+ Top 10 Websites* **Daily Uvs based on Quantcast Monthly UV data for top visited websites and applied estimates for duplication Top 10 TV Channels Top 10 Retailers 10.7M daily viewers 21M daily unique visitors 36M daily shopper visits WE ALL STILL SHOP!
  • 7. 7   NEW PURCHASE BEHAVIOURS... ROPO, BORIS & BIMBO Research Online, Purchase Offline Buy Online Return In-Store Browse In-Store on Mobile, Buy Online
  • 8. 8   NEW INFLUENCES... Social, Personal & Aspirational Social media is driving decisions & even tastes. (PWC Retail – Retailing 2020 & Achieving Total Retail) Personal and meaningful relationships with brands is the driving new loyalty. Brands are expected to have a conscience and be ‘good’. (*2.5 billion ‘aspirational consumers’ - BBMG, GlobeScan and SustainAbility, October 2013)
  • 9. INSPIRING POSITIVE BEHAVIOURS Openness to ideas Increased shopping time Increased basket size Increased spending Increased enjoyment Increased impulse OUR ROLE
  • 10. MINIMISING NEGATIVE BEHAVIOURS Increased anxiety “Need to get out” Less time in category Decreased purchase beyond urgent items
  • 11. 11 MAP THE SHOPPER JOURNEY… trigger trigger purchase
  • 12. 3 EVOLVING RETAIL DRIVERS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE
  • 13. IMMEDIACY Convenient solutions: time poor; fit in with MY day, less waste; synergy solutions. Commuter Commerce. Want it now: I want it get it now, see it, want it, buy it.24/7 DELIVERY 4PM DINNER DECIDE GET IT NOW
  • 14. BE ON MY DOORSTEP Pass My Parcel – UK Twice daily local newsagent delivery PERSONAL DELIVERY
  • 15. FIT IN AROUND ME Lamoda– Russia Delivers to customers’ home and allows 15 mins to try on their choices PERSONAL DELIVERY
  • 16. TAKE CARE OF ME WHEN I NEED YOU Walgreens – US Personal delivery pharmacy app PERSONAL DELIVERY
  • 17. GIVE ME WHAT I WANT Deliveroo - UK Restaurant food delivery service Hello Fresh – UK Fresh food and recipe delivery PERSONAL DELIVERY
  • 18. KNOW WHEN I AM RUNNING OUT Amazon Dash - UK & US Shopping list replenishment, ordering & deliveryMANAGE MY RESOURCES
  • 19. SHOPPING MIRRORS USAGE –LESS WASTE M&S – UK Posh Dogs & Posh Dog Rolls MANAGE MY RESOURCES
  • 20. GIVE ME SOLUTIONS – LESS WASTE MANAGE MY RESOURCES BACARDI – UK Carry Pack – Spirits & Mixer
  • 21. ONLY ONE CLICK AWAY Tesco– UK Powatag Meal Deals Challenge ONE CLICK AWAY
  • 22. AVOID DISAPPOINTMENT ONE CLICK AWAY Argos - UK Check & Reserve
  • 23. TWITTER ‘BUY NOW’ – MAXIMISING IMPULSE Burberry– UK Buy-Now bank details stored on system ONE CLICK AWAY
  • 24. GIVE ME THE EDITORIAL GUIDANCE TO CHOOSE, & VISUAL CUES TO PURCHASE ONE CLICK AWAY Grazia– UK GraziaShop launched November 2014 – editorial & commerce combined
  • 25. SHOWROOM & EXPERIENCE HELP & EXPERTISE THE ULTIMATE SHOWROOM SECURITY Consultative: get help with shopping decisions, exposure to products, information, and expertise, enable proficiency. Sharing: Shoppers enjoy helping each other by imparting the knowledge, skill, and experience they have developed over time to others. Feeling & seeing for self: tactile environment, security it fits & works.
  • 26. HELP ME MAKE THE RIGHT DECISION Apple – Global Genius Bar Philips – UK Digital Screens In-Store HELP ME BUY WELL
  • 27. THE PERFECT WEAR FOR EVERY OCCASION HELP ME MAKE THE RIGHT DECISION Triumph Fantasy Mirror – Selfridges UK Interactive Screen HELP ME BUY WELL
  • 28. HELP ME MAKE THE BEST CHOICE HELP ME BUY WELL Scala – Connected store – “lift technology” displaying relevant info; lift multi products to compare.
  • 29. THE PERFECT WEAR FOR EVERY OCCASION HELP ME BUY WELL Sunglass Hut – Interactive wall changes to visualise ideal eye-wear occasion.
  • 30. LET ME EXPERIMENT L’OREAL – Make-up genius – the 1st virtual make up App.HELP ME BUY WELL
  • 31. MAKE ME FEEL SECURE IT’S RIGHT NIKE – running gait analysis (UK).HELP ME BUY WELL
  • 32. CELEBRATE COLLECTIVE PASSIONS SWEATSHOP – running club; running events. (UK).CONNECTED COMMUNITY
  • 33. FEEL THE DIFFERENCE M&S – bedding comparison zone. (UK). TOUCH & FEEL RETAIL
  • 34. COMPARE THE DIFFERENCE LULULEMON – legging side by side (UK) TOUCH & FEEL RETAIL
  • 35. SHOW ME THE BENEFIT LIFEBUOY – handle on hygiene (Middle East)TOUCH & FEEL RETAIL
  • 36. EXCLUSIVITY & BARGAINS CURATED WORLD BRAND TEMPLE EXCLUSIVE OFFERS Escapism: transportation, dreaming, inspiration, immersion Social Shopping: shopping curated by your friends; Self creation: aspirational, lifestyle in a box Bargains: limited edition, exclusives, personalised promotion
  • 37. THE MODERN FLAGSHIP STORE ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste. BRAND HOMAGE
  • 38. LIVING SHOWROOMS IKEA / AIRBNB – Sydney sleepover – “A sleepover at IKEA” for $12. ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste. BRAND HOMAGE
  • 39. ESCAPISM & PURITY DYLAN’S CANDY BAR – boutique chain of stand-alone Candy, modern day Willy Wonka. BRAND HOMAGE
  • 40. SENSORIAL LEARNING EXPERIENCE T2 – boutique chain of T2 stores. Combining loose teas and beets. BRAND HOMAGE
  • 41. SHOPPING ON SOCIAL MEDIA PINTREST – blue Buy It, next to Red Pin It.SOCIAL SHOPPING
  • 42. 100% SHOPPABLE NET-SET – shop any item directly from the app, join style tribes, upload your own style and image recognition will find similar styles for you to shop. SOCIAL SHOPPING
  • 43. CURATED LIFE WHITE COMPANY – new Norwich flagship, styled as “perfect world” apartment. CURATED WORLD
  • 44. SHOP WHAT YOU SEE TARGET– use your phone to shop what you see. CURATED WORLD
  • 45. GET THE WHOLE LOOK AT SHELF TARGET– use your phone to shop the complete solution. CURATED WORLD
  • 46. SHOW ME WHERE TO GO – TRAFFORD CENTRE TRAFFORD CENTRE - beacon technology navigates you to best offers instore, promotions linked to person, traffic. PERSONAL NAVIGATOR
  • 48. 3 EVOLVING RETAIL DRIVERS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE
  • 49. 3 EVOLVING RETAIL NEEDS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE •  PERSONAL DELIVERY •  MANAGE MY RESOURCES •  ONE CLICK AWAY •  BRAND HOMAGE •  CURATED WORLD •  SOCIAL SHOPPING •  PERSONAL NAVIGATOR /OFFERS •  HELP ME BUY WELL •  COMMUNITY CONNECTION •  TOUCH & FEEL RETAIL