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.
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
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
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.
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,
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
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
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
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.
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