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Ian ralph main stage - 2011
1. Main
Stage,
November
3,
2011
The Rise of the Digital Shopper
New ways to shop require new ways to research
Ian Ralph, Marketing Sciences
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–
November
3,
2011
2. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The Rise of the Digital Shopper
New ways to shop require new ways to research
October 2011
Ian Ralph
( +44 (0) 1962 835414
* iralph@marketing-sciences.com
www.marketing-sciences.com
3. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3
2
Who
is
the
digital
shopper?
Implica*ons
for
retail?
Implica*ons
for
research?
4. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3
2
Who
is
the
digital
shopper?
Implica*ons
for
retail?
Implica*ons
for
research?
5. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
dig.it.al
[dij-‐i-‐tl]
adjec-ve
1. manipulated
with
a
finger
or
the
finger4ps
2. displaying
a
read-‐out
in
digital
form
shop.per
[shop-‐er]
noun
1. person
who
shops
6. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The
digital
shopper
uses
a
mul5-‐channel
retail
experience
7. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
UK purchases made in last 3 months1
1. Marke-ng
Sciences
telephone
omnibus
study
of
1,000
UK
consumers
July
2011
2. Department
of
Commerce,
Internet
World
Stats,
company
reports,
JP
Morgan
es-mates
3. Global
Mobile
and
M-‐Commerce
Trends
2011
Report
98%
16%
3%
… but growing
faster than online
sales at 10%3
$680b2
8. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3
2
Who
is
the
digital
shopper?
Implica*ons
for
retail?
Implica*ons
for
research?
10. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
fCommerce
plays
on
the
social
influences
on
shopping
stores
check-‐in
deals
order
for
off-‐line
viral
promo5on
11. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
mCommerce
is
both
in
&
out
of
the
store
informa5on
offers
price
check
rewards
payment
buying
13. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Single
mul5-‐channel
retail
strategies
Changing
role
of
stores
Brand/retailer
partnerships
14. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3
2
Who
is
the
digital
shopper?
Implica*ons
for
retail?
Implica*ons
for
research?
15. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The
shopping
journey
itself
hasn’t
changed…
…
but
how
we
navigate
it
has
Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Consume
16. Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Support
in-‐store
on-‐line
mobile
17. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
social
media
crea4ng
WoM
about
brands,
products
&
offers
mobile
apps
providing
1st
stage
search
tools
for
brand
and
retailer
selec4on
physicality
of
stores
crucial
for
product
trial
many
categories
social
media,
forums
and
comparison
sites
providing
in-‐store
advice
and
recommenda4ons
½
product
selec4ons
s4ll
made
in-‐store
so
salespeople
have
a
big
(if
different)
role
barcode
scanning
for
price
comparison
whilst
in-‐store
mean
retailers
must
offer
compelling
offer
4/5
of
retail
sales
s4ll
made
in-‐store
because
of
experience,
convenience
and
immediacy
crea4on
of
unrecognised
need
through
loca4on-‐based
offers
–
e.g.
Groupon
repeat
purchase
through
online
shopping
reduces
power
of
new-‐brand
messages
and
special
offers
Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Support
18. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
consumer-centric
flexible & adaptable
newMR & oldMR multi-channel
device agnostic
new KPIs
19. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Social
media
monitoring:
measure
digital
buzz
from
a
physical
promo5on
20. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Shopper
safaris:
follow
the
consumer
on
their
mul5-‐channel
journey
Depths/
in-‐home
ethnography
The
consumer
context
Shopper
blogs
A
consumers
tale
Shopper
Safaris
Go
where
the
consumer
goes
Shopper
diaries
Track
the
journey
at
the
MoT
Mobile
image/
video
Bring
the
journey
to
life
Bulle5n
board
discussions
Post
journey
reflec5ons
21. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Mobile
payments
fit
with
some
exis5ng
needs...
but
not
all
mobile
payments
cash
universal
low-‐value
impulse
instant
quick
personal
manageable
tangible
cards
benefits
high-‐value
credit
traceable
delayed
virtual
portable
ubiquity
22. In-‐app
polls
capture
digital
shopper
reac5ons
in
context
and
in
the
moment
apps_in-store
45% used an app whilst shopping in-store at any time, 12%
all the time #opportunity4retailers
1 month ago
mobile_payments
31% would use an app to pay for groceries at the till of their
supermarket #NFCisComing
1 month ago
mobile_shopping
40% currently dissatisfied with their
supermarkets’
home delivery options #looking4betterway2shop
1 month ago
23. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
‘Tradi5onal
methods’
to
understand
new
digital
behaviour
Added Value
• Coupons/offers/Promotions
• Loyalty points
• Competitions
Peace of mind
• Price comparisons
• Product information
• Usage instructions
• Access customer care team
• Product reviews
• Safety advice
24. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Design
solu5on
to
consumer
needs
&
blend
from
the
full
toolkit…
…
to
provide
a
seamless
cross-‐channel
experience
Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Consume
25. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Q
&
A
Ray Poynter
Vision Critical
Ian Ralph
Marketing Sciences
26. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The Digital Shopper
October 2011
Ian Ralph
( +44 (0) 1962 835414
* iralph@marketing-sciences.com
www.marketing-sciences.com
27. Main
Stage,
November
3,
2011
The Rise of the Digital Shopper
New ways to shop require new ways to research
Ian Ralph, Marketing Sciences
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–
November
3,
2011