The Shift in Retail

The Shift in Retail

You can find me on Twitter: @netlash

TheShift in Retail ?

E-commerce in Belgium is still small...

Photo Credit: Dawn Huczek via Compfight cc

Source: creamoda.be

3%the share of total Retail sales in Belgium

Growth of online shoppers and online sales is limited.

Photo Credit: c_ambler via Compfight cc

Growth

International : +8%

Belgium : +6%Bron: CCB 2010 en 2012

Sales in Belgium

17%

2010 2012

6%

16%

Bron: Consumer Barometer - TNS, IAB and Google.

The shift in retail is real - but not in online sales.

Online research (BE)

2010 : 25%

2012 : 51%

Photo Credit: Rich Anderson via Compfight cc

51%

Online research in Belgium prior to purchase

Online r

esearch

+104%

25%

2010 2012

Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population

We’re running (far) behind in online sales.

We’re running behind in online research - but we’re taking

giant steps forward!

Belgium

België was de grootste groeier wereldwijd op vlak van online onderzoek verrichten, op uitzondering van Israël en Nederland.

Focus on research

Photo Credit: Rich Anderson via Compfight cc

Marketers that base their decisions about marketing spend on online purchase shares, are likely to make the wrong decisions.

Profound changes in consumer behaviour remain largely unseen when focusing on purchase only.Google

Big shift

For the first time ever the majority of purchasers does online research before purchasing.

Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population

26% 26%25%44% online56% offline

2% online

98% offline

80% offline20% online

Where do Belgians buy?

Offline research only

Off & online research combined

Online research only

Difference between off & online purchase

RESEARCH

PURCHASE

PURCHASE

PURCHASE

Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population

26% 26%25%44% online56% offline

Online research only

Online research only

Difference between off & online purchase

RESEARCH

PURCHASE

“Laten zien!!”

“Ik zal eens googelen om te zien of ik een foto kan vinden”

Horizontal picture and text

Home was a condo on the fifteenth

floor of a filing cabinet for widows

and young professionals. The walls

were solid concrete. A foot of

concrete is important when your

next-door neighbor lets their hearing

aid go and have to watch game-

shows at full volume.

Source: when no source, leave this blank.

1. Shift from online shop to inspiration

Short textThere is no “1 door” anymore

Source: Google Analytics - Random retail klanten - exclusief direct verkeer

50% 40%

but more and more people enter directly on the product level.

1/2 comes in through the front door,

now what?

The only page on your website...

Advise

BookBook

Shoes

InspireConnect

Use

Cros

s-se

ll

Story

made by...designer

Bron: Baekdal » E-commerce in the connected world

‣ move away from pure transaction

‣ use your site to connect and inspire

1. Shift from online shop to inspiration

Online vs offline?Today≈ copy.

Front = Focus on inspirationThe consumer has no idea what he/she wants.

selectio

n

inspirat

ion

Refinement = inspiration = selectionThe consumer has no idea what he/she wants.

inspirat

ie

selectio

n

Selection = inspiration < selectionThe consumer has no idea what he/she wants.

selectio

n

inspirat

ion

Buy = sale + up-sellThe consumer has no idea what he/she wants.

sale

up-sell

Random shopping?

We start from the same funnel, where

visitors enter through the front door, and

are gradually led to the checkout.

...

We assume that the connected consumer has no idea what he or she wants!

Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013

90%of the customers know what they want before they go into the store.Comeos

Source: PwC US » Multichannel shopping survey

‣ ervaring, kennis en netwerk opdoen

‣ beperkt risico

‣ It was not my intention to do this in front of you.

‣ How did you find me?

‣ So I suppose it's a little late for an apology, huh?

‣ You can beg better than that!

‣ What brings you to Okinawa?

Through social networks

inspirat

ion and

exper

tise

a minority shops social

Social e-commerce

A store on a social channelStimulating sales through sharing

BR

AN

D PRO

DU

CT

2. Shift from paid to earned/owned

VERSUS tekstWebsite

VERSUS

Branded communication Non-branded communication

Website

VERSUS

Branded communication Non-branded communication

PAID MEDIA OWNED & EARNED MEDIA

Website

‣ paid: above, banners, “interruption marketing”

‣ owned: own website, SEO

‣ shared: own facebook page etc.

‣ earned: consumers talking about you!

2. Shift from paid to earned/owned

3. Shift from shop to product

consumer

Select your shop

location

delivery

Choose your productsPay online

Get product

SHOPPRODUCT

Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013

90%of the customers know what they want before they go into the store.Comeos

SHOPPRODUCT

consumer

Find store

location

Choose productPay online

Get product

Select store

consumer

Find store

location

Choose product

Pay online

Get product

Select store

‣ SEO: product based, not brand based

‣ don’t force customers in your logistic box

3. Shift from shop to product

4. Shift from silos to multichannel

Bron: The Zero Moment Of Truth

Multi-channel consumerpath

Multi-channel consumerpath

YouTube

Social media

Blogs &niche sites

Online shops

No longer a difference between online & offline

A Wijs-example: paths to conversion

AdviseerBookBook

InspireConnect

Gebruik

Expa

ndVertel

Combine, not “silo-plugin”

‣ be where your customers are

‣ buyers market, not sellers market...

4. Shift from silos to multichannel

5. Shift from silos to closed loop

‣ connect your channels

‣ use data, not gut to make decisions

‣ CRM!

5. Shift from silos to closed loop

6. Shift to mobile

If you say social, you say mobile

Source: Baekdal.com

self-fulfilling prophecy

Mobile = Smartphones & Tablets

Mobile ≠ Smartphones & Tablets

Mobile = verb

Mobile ≠ Smartphones & Tablets

Mobile = verb

A combination of freedom of choice, freedom of time and freedom of place.

Mobile ≠ Smartphones & Tablets

Mobile = verb

A combination of freedom of choice, freedom of time and freedom of place.

it is about being able to do all those things, without the need to plan ahead.

Facebook

Monthly active users (MAUs)

1.15 billion

Mobile MAUs

819 million

Bron: Facebook; June 2013

Mobile?

71.27% of Facebook users use Facebook

ALSO mobile.

I am not Facebook.

Source: Think with Google

Smartphones are being used everywhere...

Bron: Tom-Bowmam; BBC Worldwide » IAB ThinkDigital » Mei 2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

TV Computer Smartphone Tablet

ochtend middag avond

Newsconsumption throughout the day

Facts en figures in Flanders

Smartphone owners 38,5%

Mobile data subscription 35,7%

Tablet owners 27,7%

Bron: Digimeter » Mediatechnologie- & ICT gebruik in Vlaanderen; Wave 5 » Augustus - September 2012

23,5%

14,8%

2%

+64%

+141%

+1285%

20122010 evolution

Bron: Google » Mobile in store

What do we search? Retail

35% 31% 59% 37% 32%

12% 21% 10% 14% 5%

This is what happens in your showroom...

Husband in the showroom

Chair?

Order online?

Delivery?

Wife at home

Even in your showroom, your consumers are doing research...

Camera reads emotion.

5. Data at hand

Doug Straton, Unilever

Mobile is the glue,Between online and offline.

Bron: Nielsen’s Consumer 360 conference

‣ mobile is not a gadget, it’s a way of thinking

‣ you’re LATE!

6. Shift to mobile

1. Shift from online shop to inspiration

2. Shift from paid to owned/earned

3. Shift from shop to product

4. Shift from silos to multichannel

5. Shift from silos to closed loop

6. Shift to mobile

6 shifts YOU should make

Download the complete whitepaper with trends, facts and figures.

FREE

http://wijs.be/nl/downloads/de-shift-in-retail

Are you readytoShift ?

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