THE FUTURE OF SHOPPER MARKETING janeperry
Macro factors affecting shoppers
Changing shopper behaviours and implications
What does it all mean for brands and retailers?
Intro
Malaysia: $1.3bn
Indonesia: $1.3bn
Singapore $1.7bn
Philippines: $1.0bn
Thailand: $0.9bn
Vietnam: $0.8bn
$200bn SEA internet economy by 2025
Growing 25% in the next 12 months
A growinge-commerce opportunity
BUSY, COMPLEX LIVES
DEMANDING TOTAL CONVENIENCE
EXPERIENCES MAKE
US HAPPIER THAN POSESSIONS
THE QUEST TO MAKE INFORMED CHOICES
T H E K E Y B E H A V I O U R S
T H A T W I L L D E F I N E T H E F U T U R E O F S H O P P I N G
1 2 3
45% abandoned
an online
basket due to
unsatisfactory
delivery options
Increasingly busy lives mean that shoppers are demanding ‘immediate’ convenience
6%Increase in ‘for
tonight’ shopper
missions
35,000The number of
decisions an
average adult
makes in a day
Asia has the longest
working hours
In the world
The average employee works
38% above global average.
Resulting in them having the busiest lives.
Shoppers are ever more digitally empowered
By 2020, there
will be 20.8 billion
internet-enabled
things and 7.2 bill
of those will serve
businesses
71% of in-store shoppers who
use smartphones for
online research say their
device has become more
important to their instore
experience
19% Only! see receiving
a pop-up on their
smartphone while
near a store as
intrusive
*Sources are in speaker notes
There is a proliferation of tech providers creating platforms/solutions aimed at
simplifying and narrowing our shopping choices
Instant buy and replenish
solutions designed to
lock you in
The growth in voice and
conversational commerce,
which is driving purchase
decisions on our behalf
Navigation systems designed to
reduce in-store journeys and
collection systems to reduce
store visits
Predictable commerce –
predicting demand before the
need and being where you are
Don’t passively wait for shoppers to find you, use data to target them at or before need
W H A T D O E S I T M E A N A N D W H A T C A N I D O ?
HELP
Holidays
49%
Savings
48%
Home
improvement
31%
Eating out
22%
Cars
18%
Clothes
18%
Treats
17%
Food and
grocery
15%
Consumers today feel that paying for ‘things’ – with time
and attention – is an almost intolerable cost
45% of consumers
globally are willing
to pay more for a
better retail
experience
70% of shoppers agree
that non-retail
elements (e.g..
music, art…) are
important to improve
their experience
Retail is uniquely placed to offer customers the
level of emotional and sensory engagement
they are looking for
89% of brands expect
customer experience
to be their primary
differentiator
by 2017
*Sources are in speaker notes
https://vimeo.com/194527882
The power of storytelling brings
commoditised products to life in
unprecedented ways
The injection of sensorial
experiences into dying
categories shifts the
conversation from functions to
feelings
Physical spaces are transformed
into theatres, offering customers
deeper interactions with
products and more relevant
services
Mobile is used to elevate the
in-store experience and give
products a richer context
W H A T D O E S I T M E A N A N D W H A T C A N I D O ?
Stop hiding behind the restrictions of your category. See the shopper journey as a canvas to tell a story and create meaningful experiences.
ENGAGE
74% of shoppers say that
personalised
promotions encourage
them to buy relevant
products and services
they have never
purchased
45% of shoppers expect
from stores the same
level of personalisation
they find online
75% of shoppers say they
are more likely to
purchase from a retailer
that knows them by
name, remembers their
purchases or makes
recos based on
previous baskets
*Sources are in speaker notes
Learning about consumer’s
tastes to suggest products that
can better fit their lifestyle
Acknowledging people’s
uniqueness to design individual
solutions
Even without the use of
advanced technology, you can
learn more about your shoppers,
and cater to their different needs
Driving more personalised
experiences through analytics of
individual preference
W H A T D O E S I T M E A N A N D W H A T C A N I D O ?
Don’t push messages to shoppers. Start empowering them by optimising products and services around their unique needs.
UNDERSTAND
1
2
3
HELP Re-organise your structure. Connect brand, shopper and trade teams.
BEHAVIOURAL
ACTION
LONG TERM
IMPACT
WHAT YOU CAN
DO TOMORROW
SHOPPERS ON THEIR TERMS
ENGAGE
SHOPPERS ALONG THEIR PURCHASE
DECISION JOURNEY
UNDERSTAND
SHOPPERS’ INDIVIDUALITY
Re-write the rules of your category. From hard-selling commodities to connecting with human feelings.
Re-invent your value proposition.Design products and services as unique as your consumers.
Invest in data understanding and target shoppers upstream much closer to need. DON’T WAIT FOR STORE
Work with retailers to build a more meaningful presence in-store.BE SHOPPER-CENTRIC.
Shift from launch & leave to always on
Busy Complex Lives
Experiences
Personalisation
1
2
3
HELP Re-organise your structure. Connect brand, shopper and trade teams.
BEHAVIOURAL
ACTION
LONG TERM
IMPACT
WHAT YOU CAN
DO TOMORROW
SHOPPERS ON THEIR TERMS
ENGAGE
SHOPPERS ALONG THEIR PURCHASE
DECISION JOURNEY
UNDERSTAND
SHOPPERS’ INDIVIDUALITY
Re-write the rules of your category. From hard-selling commodities to connecting with human feelings.
Re-invent your value proposition.Design products and services as unique as your consumers.
Invest in data understanding and target shoppers upstream much closer to need. DON’T WAIT FOR STORE
Work with retailers to build a more meaningful presence in-store.BE SHOPPER-CENTRIC.
Shift from launch & leave to always on
Busy Complex Lives
Experiences
Personalisation
1
2
3
HELP Re-organise your structure. Connect brand, shopper and trade teams.
BEHAVIOURAL
ACTION
LONG TERM
IMPACT
WHAT YOU CAN
DO TOMORROW
SHOPPERS ON THEIR TERMS
ENGAGE
SHOPPERS ALONG THEIR PURCHASE
DECISION JOURNEY
UNDERSTAND
SHOPPERS’ INDIVIDUALITY
Re-write the rules of your category. From hard-selling commodities to connecting with human feelings.
Re-invent your value proposition.Design products and services as unique as your consumers.
Invest in data understanding and target shoppers upstream much closer to need. DON’T WAIT FOR STORE
Work with retailers to build a more meaningful presence in-store.BE SHOPPER-CENTRIC.
Shift from launch & leave to ALWAYS ON
Busy Complex Lives
Experiences
Personalisation
The future of shopping…
Is about helping shoppers on their terms, providing compelling shopping experiences
and personalised products and services through understanding individuals