understanding shopper behaviour in an evolving stuart wood
TRANSCRIPT
1 © 2019 Ipsos.25.04.2019 www.arastirmadayenilikler.com powered by Ipsos
Understanding shopper behaviour in an evolving digital retail landscape
Stuart Wood
2 © 2019 Ipsos.
Times are changing…it’s time to rethink the future of shopping and how this impacts your business…
3 © 2019 Ipsos.
Technology adoption disrupting shopping behavior
4 © 2019 Ipsos.
Unrelenting growth
Ipsos Global Omnichannel Survey 2018
Clothing
Electronics
Beauty
Grocery
Beverages
37%
18%
19%
8%
9%
Past 6 months Purchasing
61%
35%
26%
41%
16%
Past 6 months Purchasing
5 © 2019 Ipsos.
…with no slow down in sight
eCommerce growth rates to 2022
Source: IGD, 2019
+286% +129% +49%
6 © 2019 Ipsos.
…Convenience is the underlying catalyst
While price is will always be important convenience is the real driver
The shipping cost was low or free
I got a better
price/deal online
It was more
convenient
Ipsos Global Omnichannel Survey 2018 – Europe
7 © 2019 Ipsos.
…and convenience drives new shopper rituals
8 © 2019 Ipsos.
9 © 2019 Ipsos.
Moving beauty from sensorial to digital
12 © 2019 Ipsos.
Making car buying easier
13 © 2019 Ipsos.
14 © 2019 Ipsos.
Even removing “shopping” as we know it
15 © 2019 Ipsos.
Personalisation pushing to a new level
16 © 2019 Ipsos.
The power of social media
17 © 2019 Ipsos.
Closing the gap between engagement & purchase
18 © 2019 Ipsos.
Amazon is omnipresent & ruthless
100 million
19 © 2019 Ipsos.
Increasingly challenging brands
20 © 2019 Ipsos.
Driving innovation in packaging
21 © 2019 Ipsos.
And becoming more omnichannel
Amazon video
23 © 2019 Ipsos.
Alibaba’s “New Retail”
24 © 2019 Ipsos.
But traditional retailers can adapt and survive
• 27% research in-store before buying online
• Over 60% research online before buying in-store
• Online is 25% of sales and also increases in-store
sales
• Omnichannel shoppers spend x 3.5
single channel shoppers
25 © 2019 Ipsos.
DTC brands continue the disruption
27 © 2019 Ipsos.
Anything is possible
29 © 2019 Ipsos.
Where & how
to play?
How to optimise
digital influence?
How to futureproof
my business?
How to drive
conversion?
How to leverage
big data?
How will eCommerce
change shopping rituals
and disrupt my category?
“New Retail” poses new questions
30 © 2019 Ipsos.
Ipsos eCommerce Learning Framework
Changes across:
• Technology
• Shoppers
• Shopping rituals
• Total company
futureproofing
• Integrated
omnichannel plans
• Innovate
• Engage
• Convert
• Throughout the
organisation
• With customers and
agency / tech partners
ENVISION ACTIVATE IMBEDUNDERSTAND
31 © 2019 Ipsos.
Ipsos eCommerce Learning Framework
Changes across:
• Technology
• Shoppers
• Shopping rituals
• Total company
futureproofing
• Integrated
omnichannel plans
• Innovate
• Engage
• Convert
• Throughout the
organisation
• With customers and
agency partners
ENVISION ACTIVATE IMBEDUNDERSTAND
Winning in the disruptive “New Retail”
32 © 2019 Ipsos.
Driving marketplace category growth
Category needs to be better promoted
Lack of brands shoppers want
Better organisation / curation
More online reviews
Delivery too expensive & slow
33 © 2019 Ipsos.
Building a successful DTC platform
measure feet with
mobile
fully customised
products
Research Impact
• Sized opportunity & incrementality
• Optimised offer – pricing, shipping
• Ensured fluid usability of the app
34 © 2019 Ipsos.
HIERARCHY
DEMONSTRATION
DIALOG
TONE OF VOICE
SEQUENCING
MOBILITY
RICHNESS
PERSONALISATION
EASE OF NAVIGATION THE 4 FUNCTIONS
The 10 Golden Rules of e-Merchandising
An e-commerce website is NOT a catalog, but a dialog, which should allow a mix of pull / push mode and a real quality of interaction.
An E-commerce website is not a picture, but a journey, divided into steps, each requiring a specific identity in terms of function, duration, tone, relation mode.
Most important messages should be carefully placed in the high impact areas of the website and on each page.
Online creates unprecedented possibilities of personalization, related to the visitor’s profile, history, mood etc.
The richness and the diversity of
the offer needs to be conveyed,
despite the “dryness” of the
media.
The digital world creates a special closeness with visitors, which
doesn’t exist on other medias. A blend of transparency / story telling / humor / gamification.
The store of the future is mobile. Winning ecommerceplayers must now
think mobile first, PC second. This requires focus, simplicity and clear shopper targeting.
The site should take advantage of
the specific digital functionalities
to effectively demonstrate the
benefits of the offer.
Four key functions need to be covered.
Usability is key : readability, fluidity, location, concision, direction, adaptation, wording, process control.
35 © 2019 Ipsos.
Optimising the use of banners and enhanced content on Amazon
36 © 2019 Ipsos.
Betting on the future?
37 © 2019 Ipsos.
via phone
voice assistant
TV, robot…
1. Voice
38 © 2019 Ipsos.
2. Beyond 2D
3D, VR, AR
39 © 2019 Ipsos.
3. AI Driven Personalisation
make it mine
speak to me
reward me
40 © 2019 Ipsos.
4. Direct to Consumer
simplify my life
make it better
41 © 2019 Ipsos.
5. Social
for engagement
& conversion
42 © 2019 Ipsos.
4. Direct to Consumer
Final thought onresilience