The Social Shopper: A Lens into the Future of Retail Experiences

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CustomerInsight

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Qualitative Research

Quantitative Research

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Delvinia Digital MOSAIC

Delvinia Digital Canadians

SAS Capabilities

Insights & analyticsTools Services

Digital Strategy

ABOUT DELVINIA

Our Capabilities








CustomerInsight

DigitalLandscape

BusinessContext

Digital Strategy Customer Experience Design

ABOUT DELVINIA

Our Capabilities

DESIGN DEVELOPMENT DEPLOYDISCOVERY

VALIDATIONPROTOTYPE OPTIMIZATION

VALIDATIONPROTOTYPE OPTIMIZATION


&Firm.

A

Digital Strategy Customer Experience Design

ABOUT DELVINIA

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ABOUT DELVINIA

Our Experience


LEARNStudying digital behaviour and reporting the results.

• Publishing reports & whitepapers • Weekly Polls

GROWSharing with our clients & partners our learning's.

• Seminars• Webinars• Sessions

PLAYExperiment, prototype and play with new digital technologies.

• Touch Screens• Mobile• Social Media


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Thought Leadership




In a world with so many available options, what should retailers and brands be doing to

court the new consumer?


“75% of Canadians have made a purchase online in the last 2 months.”

Source: AskingCanadians.com


“Over half of Canadian online shoppers

own a smartphone.” Source: AskingCanadians.com


“1 in 5 Canadian smartphone owners search for product recommendations

while shopping.”

Source: AskingCanadians.com


“63% of Canadians have updated their

status on a social network.” Source: AskingCanadians.com


SOCIAL SHOPPER

Current Trends

Don’t paint all consumers with the same brush

SOCIALTechnology as a lifeline to friends and family and the digital universe at large.

TIME-STARVEDTechnology as a means to stay organized, a means to an end.


Which environment do you typically find most useful for completing each of the following activities?

Base: Have purchased in the last 6 months, N=500

SOCIAL SHOPPER

Current Trends

Digital dominates pre-purchase research


Product category influences pre-purchase behaviour

SOCIAL SHOPPER

Current Trends

Home Electronics& Computers

Media Kid or Baby Prods

Appliances/Furniture

HomeDecor

Health/Nutrition

Pet Products

Beauty &Cosmetics

Groceries Clothing

Most Useful Channel for Pre-Purchase Research by Product Category

Base: Have purchased in the last 6 months, N=500


Consumer reviews are second only to price in importance

SOCIAL SHOPPER

Current Trends

Source: MIT SixthSense

65% of Canadians look for

consumer reviews and recommendations when researching products online.


Social also features in mobile shopping for some consumers

SOCIAL SHOPPER

Current Trends

Post to a network about a purchase experience

Post to a network about a product

Find product recos and reviews

Gather general product info

Compare prices

Gather specific product info

4%

4%

12%

8%

12%

16%

9%

10%

21%

25%

25%

26%

SocialTime-Starved

Activities completed online, via smartphone, while shopping


40% of smartphone

owners have used their phone in the

process of shopping.

Mobile is increasingly integral to the shopping experience

SOCIAL SHOPPER

Current Trends


SOCIAL SHOPPER

Current Trends

Summary of Preferred Digital Channels

The Web Mobile In-store

The Web Locating a store (58%), Review ratings & recommendations (56%), Search for promotions & deals (53%), Comparing prices (51%)

MobileTaking pictures of product while in the store (32%), Locating a store (26%), Comparing prices (23%), Looking up product reviews in the store (19%)

In-storePurchasing (83%), Determining if a product is in stock (45%), Comparing prices (42%)


SOCIAL SHOPPER

Current Trends

CollaborateRetailers and brands need to work closer then ever before to meet the needs and demands of the new consumer.

ParticipateThe new digitally connected consumer wants to influence the in-store experiences and the products they buy.

AnticipateThe social shopper of today lets us peer into the future of retail experiences.

Summary of Findings

RetailersNew

Consumer Brands


THE SOCIAL SHOPPER

What are the Implications?


SOCIAL SHOPPER

Implications

Social Shopper is more cautious

Relies on various touch points and points-of-view throughout the decision process.

Use retail to activate, or validate decisions, rather than exploring options.

Retailers need to focus on servicing clients rather than selling to them & leverage technology to continue the dialogue.

More Informed Consumers


SOCIAL SHOPPER

Implications

Empowered Consumers

Speed of access

Have instant access to information, experts and peers to assist in decision-making.

Ability to compare rates, features & benefits at location.

Empowered consumers require empowered employees. Leverage technology to facilitate dialogue and decision-making.


SOCIAL SHOPPER

Implications

The Social Shopper Wants to Contribute.

Social Shoppers feel more empowered and want to participate in service and product innovation.

These prosumer’s have influence and a point-of-view they want to share.

Leverage digital and social as another mechanism to bring the consumer into the decision-making process.

Co-Creating Value


THE SOCIAL SHOPPER

What’s nexting?


Check-in for RewardsCustomers receive points and rewards for sharing locations as well as the personal choices we make as we shop.

The Digital WalletThe Digital Wallet is real, its on your mobile device and its adoption will arrive faster than I think anyone realizes.

2D Codes Everywhere2D codes will provide the first opportunity for the customer to connect the real world via mobile to online content.

SOCIAL SHOPPER

What’s nexting?

22% 7.6%12%


Does the experience validate and reward my customer?


MOBILEdig.delvinia.com

• Request a copy • Read about key findings

WEBwww.delvinia.com/digreport

• Download a free copy• Get additional information• Read expert POV

Download a free copy of the report. Give us a call @ 416.364.1455 or email Steve @ [email protected]

~ Thank-you ~

The Social Shopper: A Lens into the Future of Retail Experiences

Business

new digital technologies

delviniaour experience6

emerging mediaamy sullivanvp

randy mathesondirector

weekly pollsplayexperiment

publishing reports whitepapers

touch screens