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00/00/00005/6/2010
Engaging and Activating Digitally Enabled Shoppers Along the Purchase Decision JourneyPresentation to PMA
Conventional Wisdom 70% of purchase decisions are made in-store.
Source: Zero-Moment of Truth: Redefining the Consumer Decision Making Process, IRI, October 2009
New Data More than 80% of purchase decisions are now being made outside the store.
65%
always shop from shopping lists
Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
Sources: G2/Allrecipes.com Today’s Recipe Box Study, April 2010; IRI 2009; “Planning to Make Unplanned Purchases? The Role of In-store Slack in Budget Deviation”, Journal of Consumer Research, August 2010
Only 26% of shopping list items are branded.
24% of grocery purchases are unplanned.Three in four shoppers plan for those unplanned
purchases.
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The Rise of the Digitally Empowered Shopper
Three Converging Forces
The Google Mindset
24/7 Connectivity
Social Media
1. Research, Research, and More Research
Source: Consumer Packaged Goods Survey, Prospecitiv, Jan 2008
Conventional Wisdom Consumers only research big ticket items online.
Reality 70% research everyday grocery products online.
2. Social Media
Sources: Edelman Trust Barometer, Nielsen
90% trust the opinions of friends who have used the product.
Only 25% of consumers believe advertising is a credible source of product information?
70% trust opinions posted online.
“The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.”Jonathan Carson, President of Online International, Nielsen
The Conversation
Prism
3. 24/7 ConnectivityMobile is the connective tissue.
51.4%
33.2%
50.1%
64.0%
Global AverageBoomers Gen XGen Y
Q: “Did you use your mobile phone for any shopping activities during the past two
weeks?”
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Emerging Retail Technologies Assessment
Mobile Phone Shopping Activity –by Age Group
Recipe Searches:
49%Shopping Lists:
38%
Coupons:
9%
2/3 of smartphone owners areusing them in the grocery store
(59% for iPhone owners) (46% for iPhone owners)
Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
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The Purchase Decision Journey
Consumers are moving outside the purchasing funnel, changing the way they research and buy products.
AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY
Go to
store
View TV
or print ad
Compare
options
Choose
best option
Buy item Join/align
with brand
FROM A FUNNEL…
TO A PURCHASE DECISION JOURNEY
See TV and OOH
ads
Research product
View video
Visit a store
Purchase product
Send mobile pic
Upload pics of
purchase
Read Facebook
feeds
Customize
a product
Website experience
Discuss product online
Interact with rich media ad Create/
upload video
with an ecosystem of shopper touchpoints
“The shift in consumer decision making means that marketers need to adjust their spending and view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions”The Consumer Decision Journey, McKinsey Quarterly, June 2009
Inspiration
Community
Solutions
Information
Maximizing Commitment
Consumers experience the
brand
Consumers evaluate the entire experience, solidify
opinions and share with others
Consumers seek information that will influence purchase
Consumers survey the store, seek out products, and select brands for purchase
The Purchase Decision Journey
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The Digital Toolkit: Research and Planning Utilities Content Distribution Social Shopping Tools Location Based Marketing Attaching Digital Content to Objects Augmented Reality
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The Digital Toolkit: Research and Planning Utilities
Pre-Purchase
Point of Purchase
Pre-PurchasePoint of Purchase
Pre-Purchase
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The Digital Toolkit:Content Distribution
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Pre-Purchase
Pre-PurchasePoint of Purchase
Pre-PurchaseExperience
Pre-PurchasePoint of Purchase
Pre-Purchase
Point of Purchase
Point of Purchase
Point of Purchase
Point of Purchase
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Digital Toolkit:The Social Side of Shopping
Point of Purchase
Should I pair with flats or heels?I'm a sucka for sequins ... so obviously when I scored this vintage purplesequins dress for $26 I HAD to get it. It was 50% off!!! Should I pair it with flatsor heels? And should they be NON sequin?
Sammydvintagesubmitted 2 days ago.
42
64 pts.
0
bonnnasubmitted about 11 hours ago
16 pts.
0
erstwhilestylesubmitted about 24 hours ago
40 pts. AshleyJeanne
250
Not amember?
82% 63% 75% 75% 84% 83% 35% 42% 64
%
HEELZ!
Sammy you're so cute! Definitelyneeds to be above the knee. Oryou could make it a mini, throwon some black cage heels and ablack (vintage) boyfriend blazerover it. :-)
Point of Purchase
Point of Purchase
Point of Purchase
Reflection
ExperienceReflection
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The Digital Toolkit:Location Based Marketing
Source: MMA/Luth Research , Mobile Consumer Briefing, March 2010
Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications or mobile coupons.
10% of cell phone owners use mobile location services at least weekly (e.g., map or mobile service that automatically detects location).
(63% for iPhone owners)
50% of those who notice ads while using location-based apps take some action.
Pre-PurchasePoint of Purchase
Pre-PurchasePoint of Purchase
Pre-PurchasePoint of Purchase
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The Digital Toolkit:Attaching Digital Content to Objects
33
Barcodes reveal the secret lives of objects.
Pre-Purchase
ExperienceReflection
Pre-PurchasePoint of PurchaseExperience
Pre-PurchasePoint of Purchase
Pepperidge Farms MilanoPepperidge Farms Milano
CookiesCookies
download barcodedownload barcode
8 scans8 scans
9 bits9 bits
Most recently at: 10 East 40th StreetMost recently at: 10 East 40th Street
LocationsLocations
Scan this barcode to see all the attached bits.Scan this barcode to see all the attached bits.
ImagesImages
NicoleWNicoleW25 days ago25 days ago
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NicoleWNicoleW25 days ago25 days ago
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RexRex22 days ago22 days ago
flagflagRita WheatRita Wheat
21 days ago21 days ago
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CommentsComments
NicoleWNicoleW25 days ago25 days ago
flagflag
We all gathered today for post-lunch Milanos!We all gathered today for post-lunch Milanos!
Rita WheatRita Wheat22 days ago22 days ago
flagflag
Lunchtime!Lunchtime!
LoboLobo22 days ago22 days ago
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My personal philosophy: Eat a Milano a day and joy will follow.My personal philosophy: Eat a Milano a day and joy will follow.
Rita WheatRita Wheat21 days ago21 days ago
flagflag
Has anyone tried the orange ones? Love orange and chic combo.Has anyone tried the orange ones? Love orange and chic combo.
Pepperidge Farms Milano Cookies
Barcode
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PressPress
Point of PurchaseExperienceReflection
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The Digital Toolkit: Augmented Reality
Pre-Purchase
Pre-Purchase
Pre-Purchase
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Bringing it to Life:CoverGirl
Consumers search for information to help plan their shopping trip
Consumers survey the store, search for products and select brands for purchase
Consumers experience the product after bringing it home
Consumers assess the experience and share with others
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Takeaways
1. Know who your shopper is.
2. Think about the total path to purchase.
3. Integrate channels and retailers into the mix.
4. Innovate wisely.
5. Measure and evaluate.
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Thank You