ian ralph main stage - 2011
TRANSCRIPT
Main Stage, November 3, 2011
The Rise of the Digital Shopper New ways to shop require new ways to research Ian Ralph, Marketing Sciences
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The Rise of the Digital Shopper New ways to shop require new ways to research October 2011 Ian Ralph
( +44 (0) 1962 835414 * [email protected] www.marketing-sciences.com
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3 2 Who is the digital shopper?
Implica*ons for retail?
Implica*ons for research?
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3 2 Who is the digital shopper?
Implica*ons for retail?
Implica*ons for research?
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
dig.it.al [dij-‐i-‐tl] adjec-ve 1. manipulated with a finger or the finger4ps 2. displaying a read-‐out in digital form shop.per [shop-‐er] noun 1. person who shops
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The digital shopper uses a mul5-‐channel retail experience
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
UK purchases made in last 3 months1
1. Marke-ng Sciences telephone omnibus study of 1,000 UK consumers July 2011 2. Department of Commerce, Internet World Stats, company reports, JP Morgan es-mates 3. Global Mobile and M-‐Commerce Trends 2011 Report
98%
16% 3%
… but growing faster than online
sales at 10%3 $680b2
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3 2 Who is the digital shopper?
Implica*ons for retail?
Implica*ons for research?
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
fCommerce plays on the social influences on shopping
stores
check-‐in deals
order for off-‐line
viral promo5on
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
mCommerce is both in & out of the store
informa5on offers price check rewards payment buying
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Single mul5-‐channel retail strategies Changing role of stores Brand/retailer partnerships
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
1
3 2 Who is the digital shopper?
Implica*ons for retail?
Implica*ons for research?
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The shopping journey itself hasn’t changed…
… but how we navigate it
has
Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Consume
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
social media crea4ng WoM about brands, products & offers
mobile apps providing 1st stage search tools for brand and retailer selec4on
physicality of stores crucial for product trial many categories
social media, forums and comparison sites providing in-‐store advice and recommenda4ons ½ product selec4ons s4ll made
in-‐store so salespeople have a big (if different) role
barcode scanning for price comparison whilst in-‐store mean retailers must offer
compelling offer
4/5 of retail sales s4ll made in-‐store because of experience, convenience
and immediacy
crea4on of unrecognised need through loca4on-‐based offers
– e.g. Groupon
repeat purchase through online shopping reduces
power of new-‐brand messages and special offers Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Support
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
consumer-centric
flexible & adaptable
newMR & oldMR multi-channel
device agnostic
new KPIs
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Social media monitoring: measure digital buzz from a physical promo5on
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Shopper safaris: follow the consumer on their mul5-‐channel journey
Depths/ in-‐home ethnography The consumer
context
Shopper blogs A consumers tale
Shopper Safaris Go where the consumer goes
Shopper diaries Track the journey at
the MoT
Mobile image/video
Bring the journey to life
Bulle5n board discussions Post journey reflec5ons
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Mobile payments fit with some exis5ng needs... but not all
mobile payments cash
universal
low-‐value
impulse
instant
quick
personal
manageable
tangible
cards
benefits
high-‐value
credit
traceable
delayed
virtual
portable
ubiquity
In-‐app polls capture digital shopper reac5ons in context and in the moment
apps_in-store 45% used an app whilst shopping in-store at any time, 12% all the time #opportunity4retailers 1 month ago
mobile_payments 31% would use an app to pay for groceries at the till of their supermarket #NFCisComing 1 month ago
mobile_shopping 40% currently dissatisfied with their supermarkets’ home delivery options #looking4betterway2shop 1 month ago
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
‘Tradi5onal methods’ to understand new digital behaviour
Added Value
• Coupons/offers/Promotions • Loyalty points • Competitions
Peace of mind
• Price comparisons • Product information • Usage instructions
• Access customer care team • Product reviews • Safety advice
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Design solu5on to consumer needs & blend from the full toolkit…
… to provide a seamless cross-‐channel experience
Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Consume
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Q & A
Ray Poynter Vision Critical
Ian Ralph Marketing Sciences
Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The Digital Shopper October 2011 Ian Ralph
( +44 (0) 1962 835414 * [email protected] www.marketing-sciences.com