Presented by: THE NEW PATH TO PURCHASE Mary Brett Whitfield Senior Vice President Anne Zybowski Vice President March 2013 Big Idea
Mar 26, 2015
Presented by:
THE NEW PATH TO PURCHASE
Mary Brett WhitfieldSenior Vice President
Anne ZybowskiVice President
March 2013
Big Idea
© Copyright 2013 Kantar Retail© Copyright 2013 Kantar Retail
Copyright © 2013 Kantar Retail. All Rights Reserved.
501 Boylston Street, Suite 6101, Boston, MA 02116 (617) 912-2828 [email protected]
No part of this material may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photography, recording, or any information storage and retrieval system now known or to be invented, without the express written permission of Kantar Retail.
The printing of any copies for back up is also strictly prohibited.
Disclaimers
The analyses and conclusions presented in this document represent the opinions of Kantar Retail. The views expressed do not necessarily reflect the views of the management of the retailer(s) under discussion.
This document is not endorsed or otherwise supported by the management of any of the companies covered within the following slides.
© Copyright 2013 Kantar Retail
The Path to Purchase™ … Was always a simplified model for a complex process
3
BEFORE AFTERDURING
NAVIGATESTORE
MAKESELECTION
CHOOSEOUTLET
INFLUENCE SHOPPERBEHAVIOR
Create Demand Choose Outlet Navigate Store Select & Buy User Satisfaction
Consumer Shopper Consumer
TRUSTED MEDIA
RE-PURCHASE
Source: Kantar Retail analysis
© Copyright 2013 Kantar Retail
Shopper Has Gone DigitalDigital Shopper = Empowered Shopper
Source: Kantar Retail analysis, Kantar Retail ShopperScape®,: January 2012, December 2012, January 2013 4
Have aSmartphone
Have a Tablet
Among Primary Household Shoppers …
Have Made an Online Purchase in Past Six Months
Significant year-to-year increase in
participation rates in 13 digital activities
… shopping well entrenched in the mix!
© Copyright 2013 Kantar Retail 5
Engaged … A Lot of Activity Outside the Four Walls of Stores
Note: Shading indicates significantly greater percentage than all shoppers (95% confidence level).
Source: Kantar Retail ShopperScape® January 2013
Gen Y/X digital social butterflies; Gen X most purposeful
Digital Engagement(past six-month participation rates among all primary household shoppers)
© Copyright 2013 Kantar Retail
Shopping
The Shopper Is Omni-Channel ...
6
… which creates new (and evolving) expectations of retailers and shopping experiences
Source: Kantar Retail analysis
Media
Social
Information
© Copyright 2013 Kantar Retail
New (& Evolving) Expectations of Retailers
• Personalization
• Convenience
• 24/7 Access
• Conversation
• Price Transparency
• Exclusive Promotions
7Source: Company Websites, Kantar Retail analysis
© Copyright 2013 Kantar Retail
The New Path to Purchase
Source: Kantar Retail analysis 8
Create Demand
Choose Trusted Source
Navigate Store/Site
Select & Buy
Choose Channel
User Satisfaction
Advocate Community
Information and social media alter research and advocacy
© Copyright 2013 Kantar Retail
Information Is Critical to Buying Process
9
Trusted Source for information is a new, key area of focus
Source: Kantar Retail analysis, Kantar Retail ShopperScape® January 2013
Choose Trusted Source
3rd Party/Social• Google/ Search• Blogs• Communities• Facebook• Twitter• Pinterest• Other Social
Manufacturer• Vendor.com• Brand sites
Retailer• Retailer.com• Amazon.com
49% of shoppers researched a product online before making a
purchase at a store
41% of shoppers read reviews before making their last online purchase
© Copyright 2013 Kantar Retail
In World of Social and Consumer-Generated Media, Advocacy Is the New PR
Moves well beyond “satisfied” customers• Engagement• Conversation• Listen
10
Advocate Community
Choose Trusted Source
Source: Kantar Retail analysis, Company Websites, Facebook
© Copyright 2013 Kantar Retail
Meeting Shopper Needs along a New Path in an Omni-Channel World
Source: Kantar Retail analysis 11
What Has Changed What It Means What To Do
Shoppers add “choose trusted source” to shopping routines.
Shopper marketing needs to start significantly before shoppers are in front of a shelf or ready to click “add to cart.”
Be present wherever and whenever shoppers are
Ensure visibility at every potential point of influence
Through social media and social networking, shoppers have the ability to share and shape opinions through advocacy.
The retailer and brand mindset must shift from an environment where retailers and brands wield control to one where they are but one of myriad influencers.
Adopt a test and learn culture
Be willing to fail quickly
© Copyright 2013 Kantar Retail
501 Boylston StreetSuite 6101Boston, MA02116
F +1 630 245 5647
www.KantarRetailiq.com
Two Easton OvalSuite 500Columbus, Ohio43219
F +1 630 245 5647
www.KantarRetailiq.com
Anne Zybowski
Vice President
Mary Brett Whitfield
Senior Vice President
T +1 614 355 4010