changing shopper behaviour & the rise of the social shopper
DESCRIPTION
Presentation by Hugh Boyle at Retail in Detail Shopper Marketing at PraguePrezentace odTRANSCRIPT
CHANGINGCHANGINGSHOPPER BEHAVIOURSHOPPER BEHAVIOUR& THE& THE RISE RISE OF OF THETHE SOCIAL SOCIAL SHOPPERSHOPPER
HUGH BOYLEHUGH BOYLEGLOBAL HEAD OF DIGITALGLOBAL HEAD OF DIGITAL
OGILVYACTIONOGILVYACTION
> THE PACE OF THE TECHNOLOGICAL REVOLUTION IS NOT DETERMINED BY THE EXISTENCE OF TECHNOLOGY ALONE
WE ARE THE MACHINE...WE ARE THE MACHINE...
BEANZ.CO.UKBEANZ.CO.UK
THE THE DIGITALDIGITAL SUPER-GENERATION SUPER-GENERATION
WHERE WILL WHERE WILL BRANDSBRANDS FIND HIM IN THE FIND HIM IN THE FUTURE?FUTURE?
MOBILE
EMERGINGTECHNOLOGIESDIGITAL IN-STORE
DIGITAL OUTDOORINTERNET
SOCIAL MEDIA
THE NEW ‘channelS’
TRADITIONAL CONSUMER journey
PROMOTION
AT HOME ON THE MOVE
>RESEARCHCONSIDERATION
AT HOME IN-STORE
>> PROMOTION
ON THE MOVE
RESEARCHCONSIDERATION
PROMOTION > TRIALPURCHASE
IN-STORE
IN-STORE
ON THE MOVE
AT HOME
DIGITALLY ACTIVATED consumer journey
RESEARCH
CONSIDERATION
CCONSIDERATION
PROMOTION
TRIAL
IN-STORE
ON THE MOVE
AT HOME
DIGITALLY ACTIVATED consumer journey
PURCHASE
A (QUICK) LOOK AT ‘TAGGING’A (QUICK) LOOK AT ‘TAGGING’
A (QUICK) LOOK AT MOBILEA (QUICK) LOOK AT MOBILE
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A (DETAILED) LOOK ATA (DETAILED) LOOK ATTHE SOCIAL SHOPPERTHE SOCIAL SHOPPER
BEFORE WE START, LETS LOOK AT SOME IMPORTANT DATA
Apple just reached 15 billion app downloads
Facebook has officially hit 750 million usersZuckerberg says that Facebook didn’t unveil this stat separately because the team doesn’t think counting users is important anymore
Neither is where we stand on social media:
In order to understand Social Shopping we need to look at our brands
our consumers
Social Media
Mentions of a Product
Mentions of a Category
How people live
ALL THEORY.
LET’S PUT IT INTO PRACTICE.
This is Adrian.
He is 20 years old and goes to university at the London School
of Economics.
It’s saturday afternoon and he’s checking his facebook.
His best friend Steph just posted new pictures of her vacations in the Bahamas. She mentions a new camera in the album and he remembers he needs to buy a camera.
Home Profile Acconunt
He goes into amazon and browses through all the digital camera options and decides to look more into detail into a canon model.
He scrolls down the page and sees a review of a professional photographer. He recommends it and all of a sudden Adrian is more inclined to buy this camera...but he’s still not ready to buy it.
Hey, Steph! I’m thinking of buying a Canon. Do you recommend it?
So he decides to go to an electronics shop to get a hands on experience with the camera he liked on Amazon.
The attendant explains that if Adrian checks in the store on foursquare or recommends the store to his friends on Facebook, he gets the
chance of personalizing his camera with a name and several colors.
Adrian Finch
Adrian just checked-in @ Best Buy (w/savings on camera personalization) (London, UK)
Best Buy
Best Buy Like Adrian on foursquare
There, he discovers Canon has a special promotion happening in the store.
Home Profile Acconunt
Finch Just bought this new personalized canon at Best Buy!
He completes the purchase recommending the store in his Facebook page.
Social Media channels Social listening/miningPeer to peer influencing
The Social Shopper path & how Cannon used it.
Differentiated Purchasing & positive review In store Digital social interaction
Geo Location & Mobile incentiveFinch
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THIS IS WHAT CALLS THE
So, Adrian is engaged, but .....
World population in
emerging countries
Adrian is part of 20% of possibilities
Source: Population Reference Bureau http://www.prb.org/Publications/Datasheets/2008/2008wpds.aspx
A new global marketplace on the horizon
Source: Oxford Economics http://www.oxfordeconomics.com/free/pdfs/the_new_digital_economy.pdf
Private and public spending
Private and public spending will increase twice as fast in the BRIC economies than the top four advanced economies
The emerging-market customer takes center stage
“As a result, Western firms are turning to reverse innovation, creating products first for developing
markets and then rolling them out to the industrial world.”
DIFFERENT BUYING BEHAVIOUR
The group buying sector in China grew dramatically over the past 2
years: from 4 sites in the beginning of 2009 to nearly 1.700
in Dec. 2010
The sector made 75.4 billion U.S. dollars in 2010
Source: http://www.slideshare.net/Jarrahbear/tuangou-group-buying-in-china
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THE SHIFT IN GROUP BUYING
Source: Power in Numbers - um knol por James Pruett
Crowd Clouts on Electronics (low margin products)
Group buying platform focusing on Expensive/ high margin items
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A WORD ABOUT LISTENING... A WORD ABOUT LISTENING...
ATTRIBUTE MAPPING ATTRIBUTE MAPPING
SO, WHAT ARE WE SEEING HERE?SO, WHAT ARE WE SEEING HERE?
TECHNOLOGY IS REORGANISINGTECHNOLOGY IS REORGANISINGAROUND AROUND PEOPLE...PEOPLE...
...AROUND THE ...AROUND THE PLACESPLACES, , THINGSTHINGS & & OTHER OTHER PEOPLEPEOPLE THAT THEY THAT THEY LIKE...LIKE...
FACEBOOK WILL ‘PIVOT’ AROUND MOBILE
ENTIRELY INFORMED BY SOCIO-GRAPH AND CONTEXT
RELEVANCE & SOCIAL INTELLIGENCE WILL BE THE ACTIVATION TOOLS OF THE FUTURE
...AND SO, OUR ...AND SO, OUR WORLDWORLD ‘IS’ ‘IS’ INTERNETINTERNETTHETHE INTERNET INTERNET OFOF ‘THINGS’ ‘THINGS’
SOME SOME CLUESCLUES...?...?
MOBILITYMOBILITY || UTILITY UTILITY || CONNECTIVITYCONNECTIVITY
WILL WILL BECOMEBECOME KEYKEY FACTORS IN FACTORS IN CONSUMERCONSUMER BEHAVIOUR BEHAVIOUR
IT’S IT’S EASIEREASIER TO BE REPEATEDLY TO BE REPEATEDLY USEFULUSEFULTHAN REPEATEDLY THAN REPEATEDLY FUNNYFUNNY
Rory Sutherland, Rory Sutherland, OgilvyOgilvy
http://www.flushtracker.com/
http://www.flushtracker.com/
THANKTHANK YOU YOU
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