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

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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.

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Page 1: Brick, Click, Social & Mobile

BRICK, CLICK, SOCIAL & MOBILETHE RISE OF THE CYBER CONSUMER

Toby Beresford@tobyberesford

Sep 26th 2013Cogent Elliott

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LOOK CLOSELY AT THIS SHOPPER

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AAGH! HE’S A CYBERMAN

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WE ARE ALL CYBERMEN NOW

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ESPECIALLY THE NEXT GENERATION

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CYBER CONSUMERS GO SHOPPING WITH

All the world’s information

All the world’s news

All the world’s shops

All their friends

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TODAY MEDIATED BY SMARTPHONES

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TOMORROW MEDIATED BY WEARABLE TECH

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TRADINGWITH CYBERMEN

SO WHAT DO WE DO ABOUT IT?

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CYBER FEATURES

WHAT ARE THEY LIKE?

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CONNECTED

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TRIBAL

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IN A RUSH

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CYBERPAINS

CYBER PEOPLE HAVE ISSUES TOO

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INFORMATION OVERLOAD

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CHOICE OVERLOAD

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FRICTION BURNS

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PHYSICAL BLINDNESS

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KEEPING IN WITH THE TRIBE

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BE MORE CYBER

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BE LIKE THEMCYBER 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

….

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Influence

Experts

News

Communities

Friends

INFLUENCE THEMControl

Web site

Store

Apps

Reviews

Ads

Apps

Directory

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TALK IN THEIR CHANNELS

What I cyber think

FacebookFeed

Mobile &SMS

AppsBlogs

OnlineCommunities

Other social media channels

TV & Film

Above the lineadvertising

Directadvertising

GoogleYoutube

ShopWindow

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SPEND ON THEMIn 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)

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GRAB THEIR HOME SCREEN

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CYBER BALMSOLVING THE PAINS OF

THE CYBER CONSUMER

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BE RELEVANTINFORMATION OVERLOAD BALM

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UNDERSTAND MY CONTEXT

http://www.youtube.com/watch?v=ZUG9qYTJMsI

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PERMISSION GRANTED! ALLOW PUSH NOTIFICATIONS

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GEO TARGET ADS

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OFFERS AND VOUCHERS

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CONTEXT + PUSH + GEO + OFFER

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EXPECT LOCAL SEARCH

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DATA DRIVEN

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FILTER FOR VICTORY

CHOICE OVERLOAD BALM

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REVIEW FILTER

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REVIEWS OF REVIEWS

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EXPERT FILTER

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BLOGGER FILTER

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FRIEND FILTER

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Q&A FILTER

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PRICE FILTER

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DETAILED SPEC FILTER

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FRICTIONLESSFRICTION BURN BALM

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REALLY REMEMBER ME

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TRUST SHORTCUTS

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BUNDLES OF JOY

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EASY PERSONALISATION

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I KNOW IT’S URGENT!

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TANGIBILITYPHYSICAL PROBLEMS BALM

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POP UP STORES

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LIVE EXPERIENCE

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DIRECT RELATIONSHIPS

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NEW RETAIL FORMATS

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STORY AND PROVENANCE

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A LITTLE ADDED VALUE GOES A LONG WAY

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BEING PART OF THE TRIBE

BELONGING BALM

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TRIBAL CHANNELS ON PINTEREST

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TRIBAL CHANNELS ON TUMBLR

From terriblerealestateagentphotos.tumblr.com

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TRIBAL CHANNEL ON FLIPBOARD

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TRIBAL TAG FOR THE #WIN

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TAG DRIVEN APPS

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MOBILE LOYALTY

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SOCIAL LOYALTY

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GAMIFIED LOYALTY

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PROVIDE CONNECTIVITY

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TAKE AWAYS

Relevance

Filters

Tangibility

Frictionless

Tribes

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Follow me on Twitter

@tobyberesford