What does it take to make them buy? Lessons on building retail sales from each generation of customers

1
September 17, 2013
What Does It Take To Make Them Buy?
Key Lessons on Generating Business by
Generation
Creative Business Consulting Group www.cbc-group.net
The Old Consumer Purchase Funnel Has
Become Outdated
• Learn How Today’s Consumers Shop
• What Motivates Each Generation Of
Consumers To Spend Money Today
• Learn What Your Brand Can Do To Engage
These New Consumers More Effectively
Seminar Objectives

2
Consumers Want To Be Served
• Almost 95% of Consumers Do Research Before
Shopping; In-Store Experience Validates Research
• This Means Consumers Know Which Products And
Brands They Need Before They Enter The Store
• Associates Must Now Focus on Interactions With
Educated Consumers
Convenience Creates Shopper Loyalty
• Consumers Want A 24/7 Personalized Shopping
Experience Tailored To Meet Their Needs And
Preferences.
Social Media Influences Purchases And
Engages Shoppers With Brands
• 50% Of Consumers Submit Their Own Comments on
Brand SM pages
• Consumers Are More Loyal To Brands They Have
Engaged With Online (40%)
How Does Today’s Consumer Shop?
How Does Today’s Consumer Shop?
Consumers Listen To Their Families
And Friends First
• Consumers Talk To Relatives And
Friends About All Types Of Purchases
• They Read Independent Reviews
When They Want To Know More
About A Product
• Only 18% Of Consumers Rely On
Retailers And Manufacturers
Information To Make Purchase
Decisions
How Does Your Brand Meet Todays’ Consumers Needs?
Shopper Motivation Has Changed; Today, It Is Not
Always A Social Pursuit

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Purchase Decision Influences Are Different
Between Generations
Purchase Decision Influences Are Different
Between Gender
Shopping Patterns Are Different By Generation
– Baby Boomers
• Spend Extra Income On Products That
Make Them Feel Or Look Younger
• More Educated/Informed Shopper
• Have Discriminating Tastes --Discern
Products/Services Of Higher Quality
• Can Be Easily Distracted With
Advertising
• 80% Are Online
• 2/3 Use The Internet For Shopping
• 90% Research Products And
Services
• 13% Of Them Buy Online Only
Because They Don’t Like The Service
They Receive In Retail Outlets.

4
– Gen X
• Independently Minded When
Making Purchase Decisions
• Conservative, Informed Shoppers;
Focused On Price And Quality
• Motivated To Search For Purchase-
related Information
• 37% Buy Brands On Sale (Vs.
What They Really Want)
• Are Well Prepared For Their
Shopping Trips. 69% Make
Shopping Lists
• Opt For Products That Are Not Only
Useful, But Also Functional
– Gen Y/Millennial
• Skilled At Using Internet tools
and Apps To Find The Items
They Want To Purchase
• Easily Locate The Best Deals
Without Sacrificing Quality Or
Convenience
• Likely To Turn To Their
Friends And Family For
Opinions
• Selects And Consumes
Products That Help Them
Blending In With The Crowd
Or A Certain Group
Consumers Will “Listen” To Messages About
Brands Via Facebook A Majority Of The Time

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Connecting On Consumer Terms Is The Key To
Your Marketing Success
Customers Want To Stay Updated And Connected With Your
Brand On Their Terms And On Sites They Use Daily
Consumers Listen To Family And Friends For
Information About Brands – Just Because
Consumers Shop At THEIR Most Convenient
Channel For Each Purchase Occasion
More Than Half Of The Sales From Walmart.com* Are
Picked Up At A Walmart Store.
*US Only

6
Consumers Are Using Mobile Tools For Research
And To Make Purchases
Source: Comscore, 2012
• 40% Of Smartphone Owners
Use Their Phones For In-store
Price Comparisons
• 4 Out Of 5 Consumers Use
Smartphones To Shop
• 64% Of Smartphone Owners
Are Now Using Their Mobile
Devices To Shop Online
• Smartphones Will Influence 19
Percent ($689 Billion) Of U.S.
Retail Store Sales By 2016*
• By 2014, Mobile Internet Is Predicted To
Take Over Desktop Internet Usage
• Mobile Usage Accounts For 12% Of All
Internet Usage Time
Consumers Have Changed How They Research
Products
• 93% Of Consumers Are Now
Researching Products And Future
Purchases Online*
• 90% Of Consumers Are Utilizing
Search Engines
• Half (45.9%) of US online shoppers
researched products in-store, only to
ultimately buy online*
• Consumers Look At 7.9 Different
Sources For Product Information
BEFORE Making Purchase
February 2012 ClickIQ
Nearly 50% Of Shoppers Believe They Are Better Informed Than
Store Associates. (Source: Motorola, 2013)
Consumers Have Changed How They Research
Products
• 93% Of Consumers Are Now
Researching Products And Future
Purchases Online*
• 90% Of Consumers Are Utilizing
Search Engines
• Half (45.9%) Of US Online Shoppers
Researched Products In-store, Only To
Ultimately Buy Online*
• Nearly 50% Of Shoppers Believe They Are
Better Informed Than Store Associates.
(Source: Motorola, 2013)
February 2012 ClickIQ
*Consumers Look At an Average of 7.9 Different Sources
For Product Information BEFORE Making Purchase

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What Tools Are Consumers Using For In-Store
Research? Google Shopper
*BIA/Kelsey Group 2012
• Google Shopper App Is Available For
The IPhone And Android Phones
• Lets Users Scan Product Barcodes
And Compares The Price With Other
Listings In Google’s Database
• Since This Is A Google Product, Each
Listing Features Detailed
Descriptions And Reviews, And It
Has Directions And Contact
Information For Nearby Stores Built
Into It
• Google Offers Available On the App-
People In Select Cities Can Find
Promotions Going On Near Them.
Creative Business Consulting Group www.cbc-group.net*BIA/Kelsey Group 2012
• Free Price-check App That Lets Users
Search By Scanning A Barcode,
Snapping A Picture Or Saying Or
Typing In The Product Name
• Available For IPhone And Android
Users On Other Platforms, Including
Blackberry And Windows, Can Use
The Amazon Mobile App, Which Offers
The Same Price-checking Capabilities,
But Requires An Extra Click Or Two To
Access Them Among Other Features
In The App.)
• The Catch With Both Amazon Apps, Of
Course, Is That They Only Check
Prices On Amazon.
What Tools Are Consumers Using For In-Store
Research? Price Check By Amazon
Creative Business Consulting Group www.cbc-group.net2012 Deloitte Retail & Consumer Spending Survey
• Shoppers Are Still Seeking Satisfying In- Store
Experiences—it’s Just How And When They
Decide To Open Their Wallets That Has
Changed
• 61% Of Smartphone Owners Who Use
Devices For Comparison Purposes Have
Bought Goods In A Store
• Consumer In-store Mobile Activities Add To
Rather Than Take Away From, In-store Sales
• Smartphone Users Are 14% More Likely To
Convert In A Store Than Non-smartphone
Users
The News Is Not All Bad - Consumers Are Still
Looking For Personal Interactions

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How To Turn A Browser Into a Buyer?
Merchandising
• Creative/Interactive Displays Are Key
Advantage To In-store Experience
• Optimally Display Products To Enhance
Shopping Experience
Marketing Programs
• Encourage/Incent Shoppers To Buy
Immediately
• Downloadable QR Codes
• Google Shopping Paid Ads
• Retailmenot (IPhone App) Offering Coupons
• Facebook Offers
Location Based Marketing Programs
• Offer Programs/Deals That Incent Customers
To Make In-store Purchase
• Train Your Staff On How To Find These
Applications While They Are Working With The
Customers To Insure Purchase Conversion
What Can Your Store Do To Meet Consumer
Needs In 2013?
Create Brand Advocates
Let (Incent) Your Best Customers Spread
The Word Via Social Media
Use Them As Educated Sales Associates To
Create A Referral Network
How Do You Ensure They Add Value To
Your Brand?
• Make Sure They Have The Right
Information. Leverage Their Social
Shopping Power.
• Speak The Same Language (E.G., Are
They Talking About You On Twitter?
Tweet Back).
• Retraining Your Sales Staff To Find These
Shoppers And Convert Them
Needs In 2013?
Create A Value Based Retail Culture In Your Store
• The Store’s Four Walls Have
Dissolved. “Showrooming” Is Here To
Stay. Pay Anyway You Want Pick Up
In-store/Delivery Have Arrived
• Determine And Create Programs That
Will Add Value For Your Customers
• Embracing The Newest Technologies
• Enable Wi-fi And Giving Sales
Associates Tools That Mimic What
Shoppers Use Every Day (Tablets)
• Create An Experience That Can’t Be
Replicated Online

9
It’s Not About What You Do, It’s About What You
Offer
What Do Brands Need To Do To Stay
Emotionally Relevant?
• Create/Include Added-value Perks Beyond
The Product You Sell
• Look For Ways To Be Truly Integrated Into
Consumers’ Daily Lives
• Showcase How You Can Help
Redefine/Refine Who They Are Or How
People See Them
• Open Up New Opportunities That They Can’t
Find On Their Own
Needs In 2013?
Evolve Your Brand To Meet Consumer Needs
Lynn Switanowski-Barrett is the Founder and President
of Creative Business Consulting Group, (CBCG) a
Boston based Retail Consulting firm.
CBCG Helps Retailers Understand:
•Business Opportunities Created By Using Social Media
•How to Create Marketing Programs That Engage
Customers
•The Cost Saving Benefits Of Using Social Media
•How to Create A Social Media Strategy for Your
Business
Call Us Today And Learn How Your
Business Can Benefit By Using Social
Media
617 – 437- 9191
CBCG Is Here To Help If You Need It

What does it take to make them buy? Lessons on building retail sales from each generation of customers

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What does it take to make them buy? Lessons on building retail sales from each generation of customers