The document discusses six major shifts occurring in retail: 1. From online shops to inspiration, with consumers researching online before purchases. 2. From paid marketing to earned and owned media, with consumers trusting shared recommendations more. 3. From shopping based on stores to shopping based on specific products. 4. From siloed online and offline presences to integrated multichannel experiences. 5. From separate online and offline data to closed-loop customer profiles across channels. 6. To mobile experiences, with consumers always connected through smartphones and tablets.

1. The Shift in Retail

2. You can find me on
Twitter: @netlash

3. TheShift in Retail ?

4. E-commerce in Belgium is still small...
Photo Credit: Dawn Huczek via Compfight cc

5. Source: creamoda.be
3%the share of total Retail sales in Belgium

6. 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

7. Sales in Belgium
17%
2010 2012
6%
16%
Bron: Consumer Barometer - TNS, IAB and Google.

10. 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

11. 51%
Online research in Belgium prior to purchase
Online research +
104%
25%
2010 2012
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population

12. 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.

13. 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

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

15. Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
26% 26%25%
44% online
56% 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

16. Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
26% 26%25%
44% online
56% offline
Online research only
Online research only
Difference between off & online purchase
RESEARCH
PURCHASE

18. “Laten zien!!”
“Ik zal eens googelen om te
zien of ik een foto kan vinden”

21. 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.

22. 1. Shift from online shop
to inspiration

23. Short textThere is no“1 door” anymore

24. 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,

25. now what?
The only page on your website...

26. Advise
BookBook
Shoes
InspireConnect
Use
Cross-sell
Story
made by...
designer
Bron: Baekdal » E-commerce in the connected world

27. ‣ move away from pure transaction
‣ use your site to connect and inspire
1. Shift from online shop to inspiration

28. Online vs offline?
Today≈ copy.

29. Front = Focus on inspiration
The consumer has no idea what he/she wants.
selection
inspiration

30. Refinement = inspiration = selection
The consumer has no idea what he/she wants.
inspiratie
selection

31. Selection = inspiration < selection
The consumer has no idea what he/she wants.
selection
inspiration

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

33. 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!

34. 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

35. 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
inspiration and expertise
a minority shops social

36. Social e-commerce
A store on a social channel
Stimulating sales through sharing

37. BRAND
PRODUCT

38. 2. Shift from paid to earned/
owned

39. VERSUS tekstWebsite

40. VERSUS
Branded communication Non-branded communication
Website

41. VERSUS
Branded communication Non-branded communication
PAID MEDIA OWNED & EARNED MEDIA
Website

43. ‣ 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

44. 3. Shift from shop to product

45. consumer
Select your shop
location
delivery
Choose your products
Pay online
Get product

46. SHOP
PRODUCT

47. 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

48. SHOP
PRODUCT

49. consumer
Find store
location
Choose product
Pay online
Get product
Select store

50. consumer
Find store
location
Choose product
Pay online
Get product
Select store

51. ‣ SEO: product based, not brand based
‣ don’t force customers in your logistic box
3. Shift from shop to product

52. 4. Shift from silos to multichannel

53. Bron: The Zero Moment Of Truth
Multi-channel consumerpath

54. Multi-channel consumerpath
YouTube
Social media
Blogs &
niche sites
Online shops

55. No longer a difference between online & offline

56. A Wijs-example: paths to conversion

57. Adviseer
BookBook
Inspire
Connect
Gebruik
Expand
Vertel
Combine, not“silo-plugin”

58. ‣ be where your customers are
‣ buyers market, not sellers market...
4. Shift from silos to multichannel

59. 5. Shift from silos to closed loop

64. ‣ connect your channels
‣ use data, not gut to make decisions
‣ CRM!
5. Shift from silos to closed loop

65. 6. Shift to mobile

66. If you say social, you say mobile

67. Source: Baekdal.com
self-fulfilling prophecy

68. Mobile = Smartphones & Tablets

69. Mobile ≠ Smartphones & Tablets
Mobile = verb

70. Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice,
freedom of time and freedom of place.

71. 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.

72. Facebook
Monthly active users (MAUs)
1.15 billion
Mobile MAUs
819 million
Bron: Facebook; June 2013

73. Mobile?
71.27% of Facebook users use Facebook
ALSO mobile.

74. I am not Facebook.

75. Source: Think with Google
Smartphones are being used everywhere...

76. 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

77. Facts en figures in Flanders
Smartphone owners 38,5%
Mobile data subscription 35,7%
Tablet owners 27,7%
Bron: Digimeter » Mediatechnologie- & ICT gebruik inVlaanderen; Wave 5 » Augustus - September 2012
23,5%
14,8%
2%
+64%
+141%
+1285%
20122010 evolution

78. Bron: Google » Mobile in store
What do we search?
Retail
35% 31% 59% 37% 32%
12% 21% 10% 14% 5%

79. This is what happens in your showroom...

80. Husband in the showroom

81. Chair?
Order online?
Delivery?
Wife at home

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

83. Camera reads emotion.

84. 5. Data at hand

85. Doug Straton, Unilever
Mobile is the glue,
Between online and offline.
Bron: Nielsen’s Consumer 360 conference

86. ‣ mobile is not a gadget, it’s a way of thinking
‣ you’re LATE!
6. Shift to mobile

87. 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

88. Download the complete
whitepaper with trends, facts
and figures.
FREE
http://wijs.be/nl/downloads/
de-shift-in-retail

89. Are you
ready
toShift ?

90. Conversation

91. Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275