Key trends in consumer retail behaviour and a framework how to address them. What is happening at the intersection of in-store, ecommerce, mobile and social? 3 cyber consumer features - Connected, Tribal and In a Rush, 5 pains - physical blindness, information overload, choice overload, being part of the tribe and friction burns. 5 balms - tangibility, relevance, filters, tribal channels and frictionless user experiences. Talk given at Cogent Elliott in Birmingham.

1. BRICK, CLICK, SOC
IAL & MOBILE
THE RISE OF THE CYBER CONSUMER
Toby Beresford
@tobyberesford
Sep 26th 2013
Cogent Elliott

2. LOOK CLOSELY AT THIS SHOPPER

3. AAGH! HE’S A
CYBERMAN

4. WE ARE ALL CYBERMEN NOW

5. ESPECIALLY THE NEXT
GENERATION

6. CYBER CONSUMERS GO
SHOPPING WITH
All the world’s information
All the world’s news
All the world’s shops
All their friends

7. TODAY MEDIATED BY
SMARTPHONES

8. TOMORROW MEDIATED BY
WEARABLE TECH

9. TRADING
WITH
CYBER
MEN
SO WHAT DO WE DO ABOUT IT?

10. CYBER
FEATURES
WHAT ARE THEY LIKE?

11. CONNECTED

12. TRIBAL

13. IN A RUSH

14. CYBER
PAINS
CYBER PEOPLE HAVE ISSUES TOO

15. INFORMATION OVERLOAD

16. CHOICE OVERLOAD

17. FRICTION BURNS

18. PHYSICAL BLINDNESS

19. KEEPING IN WITH THE TRIBE

20. BE MORE
CYBER

21. BE LIKE THEM
CYBER SHOPPER
Product spec
In-store price
Market price comparison
Expert advice and
reviews
Social feedback
Latest news
CYBER STORE STAFF???
Product Spec
In-store price
….
…
…

22. Influence
Experts
News
Communities
Friends
INFLUENCE THEM
Control
Web site
Store
Apps
Reviews
Ads
Apps
Directory

23. TALK IN THEIR CHANNELS
What I
cyber
think
Facebook
Feed
Mobile &
SMS
Apps
Blogs
Online
Communities
Other social
media channels
TV & Film
Above the line
advertising
Direct
advertising
Google
Youtube
Shop
Window

24. SPEND ON THEM
In the US Digital Marketing averages 2.5% of revenue (Gartner
2013)
P&G now allocates 35% of marketing spend to digital (AdAge)
Most retailers think 30-40% is the ceiling for ecommerce.
(JDA.com) It currently stands at around 11%.
M-commerce conversion rates jumped from 1.27% to 2.03% in
the year to June 2013 (internetretailing.net)

25. GRAB THEIR HOME SCREEN

26. CYBER BALM
SOLVING THE PAINS OF
THE CYBER CONSUMER

27. BE RELEVANT
INFORMATION OVERLOAD BALM

28. UNDERSTAND MY CONTEXT
http://www.youtube.com/watch?v=ZUG9qYTJMsI

29. PERMISSION GRANTED!
ALLOW PUSH NOTIFICATIONS

30. GEO TARGET ADS

31. OFFERS AND VOUCHERS

32. CONTEXT + PUSH + GEO + OFFER

33. EXPECT LOCAL SEARCH

34. DATA DRIVEN

35. FILTER FOR
VICTORY
CHOICE OVERLOAD BALM

36. REVIEW FILTER

37. REVIEWS OF REVIEWS

38. EXPERT FILTER

39. BLOGGER FILTER

40. FRIEND FILTER

41. Q&A FILTER

42. PRICE FILTER

43. DETAILED SPEC FILTER

44. FRICTIONLESS
FRICTION BURN BALM

45. REALLY REMEMBER ME

46. TRUST SHORTCUTS

47. BUNDLES OF JOY

48. EASY PERSONALISATION

49. I KNOW IT’S URGENT!

50. TANGIBILITY
PHYSICAL PROBLEMS BALM

51. POP UP STORES

52. LIVE EXPERIENCE

53. DIRECT RELATIONSHIPS

54. NEW RETAIL FORMATS

55. STORY AND PROVENANCE

56. A LITTLE ADDED VALUE
GOES A LONG WAY

57. BEING PART
OF THE
TRIBE
BELONGING BALM

58. TRIBAL CHANNELS ON
PINTEREST

59. TRIBAL CHANNELS ON
TUMBLR
From terriblerealestateagentphotos.tumblr.com

60. TRIBAL CHANNEL ON
FLIPBOARD

61. TRIBAL TAG FOR THE #WIN

62. TAG DRIVEN APPS

63. MOBILE LOYALTY

64. SOCIAL LOYALTY

65. GAMIFIED LOYALTY

66. PROVIDE CONNECTIVITY

67. TAKE AWAYS
Relevance
Filters
Tangibility
Frictionless
Tribes

68. Follow me on
Twitter
@tobyberesford