A Walk Along The New Path to Purchase

“This ain’t no funnel”

By John Andrews, CMO Ignite Social Media/Carusele

© 2015 Ignite Social Media – Proprietary & Confidential 2

Overview

Digital media channels now account for 52% of

time spent among US adults. This creates both

opportunity and challenge for marketers seeking to

engage with consumers.

Along the path to purchase, is trend is no different

as visual content creates new patterns of shopper

behavior. From discovery to conversion, digital

channels are increasingly where consumers are

getting information, inspiration and offers.

The New Path to Purchase

There is no one path, there are many stepping stones.

Source: Open Brand by Kelly Mooney

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Social Media Driving More Than 30% of Web Referrals

Consumers are spending more

time on social channels leading to

other digital connections

Source: Shareaholic – In Q4, Social Media Drove 31.24% of Overall Traffic to Sites

© 2015 Ignite Social Media – Proprietary & Confidential 4

Marketing is Adapting to Changing Consumer Behavior

Marketers are shifting $$$ to follow consumers

across social channels.

Source: Page Yourself – Macy’s Instagram advertising

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Social Shoppers Are Spending More

Consumers that click through from social networks to retail site spend an average of 8.2% more. Marketers can increase their results by engaging consumers on social channels.

Image Source: thisiscapital.com

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11 Ways to Create Value Along The Social Path to Purchase

1. Connect Physical and Digital Using Beacons - Stealz

Beacon based applications are

quickly connecting shoppers

in-store. Stealz connects in

and near retail environments

turning into co-marketers by

incentivizing connection and

sharing.

8© 2015 Ignite Social Media – Proprietary & Confidential

2. Build Omni-catalogs

Walgreens is integrating influential content

creators to help it build its omnichannel photo

catalog content and then leverage their

audiences to build awareness, engagement

and conversion.

9© 2015 Ignite Social Media – Proprietary & Confidential

Note: Walgreens is a client of Ignite Social Media and leveraged our

Carusele media platform for this project.

3. Remove Friction From Payments

Source: pymnts

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Apple Pay has already become the

#1 payment system for Staples.com.

Initial data from Apple Pay shows

that users spend more per

transaction purchase more often than

non-users.

4. Unbundle Offerings Using Mobile

Traditionally meals come with a table. Thanks to

new services, restaurants can unbundle that meal

and the table allowing for better capacity usage

matched to consumer demand. Waiting can

become a thing of the past for those willing to pay

for premium times.

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Source: Thecarriesource.com

5. Define Retail Differently

12© 2015 Ignite Social Media – Proprietary & Confidential

Walmart recently opted out of a Google

service that connects consumers to

local deals in their area via search by

aggregating local inventory and pricing.

Google essentially assumes the role of

a retailer by helping shoppers discover

and acquire goods and services.

Source: pymnts.com

6. Inspire Through Content Marketing

Many companies are leveraging

content marketing to connect with

consumers along the path to

purchase. Ryobi is using motivational

content featuring great lawns for

entertaining to create interest for its

electric mowers.

Source: The Reluctant Entertainer

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7. Create Cross-channel Social

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Stuart Weitzman leverages Instagram

to capture imagination and Facebook

to drive deeper engagement. The

campaign is leveraging completely

new consumer discovery paths based

on content discovery and conversion.

Source: Adweek

8. Leverage Multi-channel Content Marketing

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Lord and Taylor created

demand for its Spring dress

line by leveraging

Instagram influencers. The

dress sold out and created

interest for other spring

offerings from the retailer.

Source: Adweek

9. Wrist-side Path to Purchase

16© 2015 Ignite Social Media – Proprietary & Confidential

Wearable information and data is

poised to transform shopping as

consumers interact with their

environment more seamlessly.

Companies like Retale are

already building location based

marketing apps for the device.

Source: Forbes.com

10. Integrate Social Promotions

Pyrex is celebrating the 100th anniversary

of its iconic kitchenwear with a year-long

360° celebration. The brand is leveraging

social media to not only link together PR,

in-store and promotional efforts, but also to

create engaging content that inspires fans

to create and share.

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Source: Partybluprintsblog.com

11. Enable Seamless Shopping

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The Amazon Echo is an interesting new push

to effortlessly bridge retail channels. The

voice-activated device can store shopping

lists, provide information, play music and

manage home automation.

Shopping lists will be able to be ordered

simply via voice command giving Amazon a

direct connection to consumer demand.

Source: John Andrews Twitter

About the Author

John is CMO at Ignite Social Media the original social media agency and CMO/Co-Founder of Carusele. He is helping to shape the future of marketing through great consumer engagement across new media channels. John has 20+ years experience in consumer packaged goods and retail marketing including 8 years of ground up social media knowledge which he leverages to build new media formats in the shopper marketing space. He is the founder of Collective Bias Shopper Media Company and creator of Walmart Elevenmoms social marketing platform.

John and his wife Mary Shannon and daughter Mary Catherine live in Raleigh, NC.

You can contact John at john.andrews@ignitesocialmedia, 919.810.5159 or @katadhin on social channels.

19© 2015 Ignite Social Media – Proprietary & Confidential