Rob Pettit: The Joy of shopping Innovation CAMP 2013

THE JOY OF
SHOPPING
IT’S ALL IN THE
MIND

MARCH 22, 2013

FITCH is a Global Design Consultancy
Influencing the World Around You by

Translating Brand
Into Consumer
Experience

Innovation CAMP The Joy of Shopping

the ways we shop
now are different


and they
always will be


$963 BILLION OF
PACKAGES ON
DOORSTEPS crazy change, business stock market, tsunamis
earthquakes, housing sales, not to mention that big
moon thing...

and for many it’s too
late to respond


consumers have
found their “joy in
shopping” – now it’s
time for retailers and
brands to catch up


Asian Paints


BOLD
THINKING
…a store that doesn’t sell anything


Sales increase of 35%
in adjacent stores


Sales conversion up
over 20%


A seamless shopper journey
Digital Magazine iPad app

Decorating App Facebook sharing ‘at home’ samples


SIMPLE
SPLINTERED
SEAMLESS


SIMPLE
SPLINTERED
SEAMLESS
Linear and Location based

We had shops…

we had stores


we had catalogues


and shopping with your
phone…


SIMPLE
SPLINTERED
SEAMLESS
Fractured and Formidable


$960 billion in sales in 2013

Bar Codes

but it’s not just online


in less than 18 months all phones sold
will be smart


and it’s not just phones


And we trust complete strangers
more than brands or retailers


SIMPLE
SPLINTERED
SEAMLESS
Consistent and Co-ordinated


Shopper Mindstates
Dreaming Exploring Locating
Purchase intent in the Specific product or
No specific purchase intent
category service

Being inspired Browse easily Easy to find
Learning More Useful
Having fun information reminders
Narrow choices Reassurance


Shopper Mindstates
Locating
Specific product or service

Easy to find
Useful

Retailers reminders
Reassurance

focus here
and service these needs
well.


Shopper Mindstates
Exploring
Purchase intent in the category

Browse easily
More
information

We should Narrow choices

also begin
looking here
…more than we do


Shopper Mindstates
Dreaming
No specific purchase intent

Being inspired
Learning
Having fun

…and here
as this is where we can
build connections

Seamless Retail Planning Matrix

DREAMING EXPLORING LOCATING

In-Store

Out of
Store

On Line


SIMPLE
SPLINTERED
SEAMLESS: IKEA


INSTORE OUT OF STORE ON LINE


Play Areas Showrooms Marketplace Restaurant Warehouse

Demos

Small Touches

INSTORE

Catalogue Cookbook / Pop ups Launches Events
Kitchen Brochures

OUT OF STORES

Website Apps Kitchen Planner Advice Facebook AR App Desktop

ONLINE


THE JOY
OF SHOPPING
STUDY
Summer, 2012

We talked to…

7,130 shoppers
7 countries
China, India, Russia, USA, UAE, UK, Brazil

Shoppers of three retail categories…

Fashion
Electronics
Grocery

We studied shopping…

Involvement
Satisfaction
Channel preferences
Performance gaps

Globally, enthusiasm for shopping
is alive and well

42%
11%

Involvement:
Global Average
cross-category
47%

There is significant room for
satisfaction improvement in the U.S.,
especially
in grocery
D I ST RE SS ED DI SA PP OI N TE D IN D IF FE RE N T H A PP Y O VE R JO YED

GROCERY 2% 4% 46% 44% 4%

ELECTRONICS 2% 4% 30% 55% 9%

FASHION 3% 11% 26% 50% 10%

0% 20% 40% 60% 80% 100%

MEASURE: Typical emotions when shopping

Shoppers across the world still
prefer physical stores the most

In-store 54%

On Web 30%

Mobile App 13%

Social Media 7
7%

The U.S. is no exception
Digital is a becoming a dominant force.

STORE MOST IMPT WEBSITE MOST IMPT MOBILE APP MOST IMPT SOCIAL MEDIA MOST IMPT

GROCERY 63% 31% 6% 4%

ELECTRONICS 48% 49% 8% 6%

FASHION 73% 14% 5% 4%

US Data
Q: Thinking about how you prefer to shop, which of the following are important for a retailer to have?

FITCH | December 5, 2012

The happiest shoppers prefer
multi-channel shopping
STORE WEB MOBILE SOCIAL

100%

90%
86% 86% 86%
80%
73%
70% 70% 70% 71%
67 %
66%
60% 60% 59%
50% 49%
40%

30%

20%

10%

0%
GROCERY ELECTRONICS FASHION
US Data
Q: Thinking about how you prefer to shop, which of the following are important for a retailer to have?
Q: How do you typically feel when shopping for <CATEGORY>, where 1 means distressed and 5 means overjoyed?

Demand for DEL experiences is even
greater among multi-channel shoppers
Imagining the Ideal:
Level of Dreaming,
Exploring and Locating
Shoppers Expect in their
85% 82% ‘Ideal’ Experience
DREAMING EXPLORING

69% 70%
DREAMIN G EXPLORING
79%
LOCATING
69%
LOCATING

AVERAGE MULTI-CHANNE L
SHOPPER SHOPPER

Global Data
Multi-channel shopper defined as those who prefer Online, Mobile, Social channels


“Brick-and-mortar stores
are expected to shift from
a transactional model to an
experiential one in which
the virtual world enhances
the customer and brand
experiences.”
-Deloitte’s Store 3.0 Survey: The Next Evolution, September 2011


Stores vs. Digital?

Stock vs. Experience Digitized, Extended Shelf
Static & Un-Personal Hyper-Personal
Convenience in Location Buy-Anywhere Convenience
Trust in Brands Trust in Voices
Retailer Owns Brands People Own Brand


The Seamless Future
will Complete not Compete

Enhanced Experience
Adaptive & Augmented
Hybrid Shopper
Voices Amplify Brands
People Become the Brand


Intelligent In-Store Destination

KRAFT| iFOOD ASSISTANT Source: Intel


Intelligent Shelf Labeling

Source: Intel


Smart Carts

SK TELECOM| SMART CART– Source: engadget.com

Thank you
Rob Pettit
Director, North America Client Service
rob.pettit@fitch.com

White Paper
www.fitch.com/the-joy-of-shopping-its-all-in-the-mind

Rob Pettit: The Joy of shopping Innovation CAMP 2013

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (16)

Similaire à Rob Pettit: The Joy of shopping Innovation CAMP 2013

Similaire à Rob Pettit: The Joy of shopping Innovation CAMP 2013 (20)

Dernier

Dernier (20)

Rob Pettit: The Joy of shopping Innovation CAMP 2013