the myth of the offline shopper
TRANSCRIPT
@JohnARowleyJohnAlexanderRowley.com
THE MYTH OF THE OFFLINE SHOPPER
@JohnARowley
@JohnARowleyJohnAlexanderRowley.com
Hi, I’m John.
Over 10 years in digital.
Love chocolate.
Got a pet peeve...
@JohnARowleyJohnAlexanderRowley.com
“We are an offline business”
“Our customer don’t read blogs or emails”
“90% of our revenue is offline”
“I don’t really shop online”
@JohnARowleyJohnAlexanderRowley.com
PERSONA MARKETING
Who is the offline shopper?
MICRO-MARKETING
What is their shopper journey?
SEAMLESS EXPERIENCES
How can wetalk to them?
ATTRIBUTION MODELLING
Measuring performance
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@JohnARowleyJohnAlexanderRowley.com
PERSONA MARKETING
Who is theoffline shopper?
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@JohnARowleyJohnAlexanderRowley.com
Identify ‘technophobe’ personas.
TEC
HN
OP
HO
BE TE
CH
NO
PH
ILE
@JohnARowleyJohnAlexanderRowley.com
Age is notthe only factorto consider.
Baby boomers fastest growing group on Facebook in 2016...
@JohnARowleyJohnAlexanderRowley.com
Understand their reasons for offline.
Hannah
35, Female,2x daughters
Buys cocktail dresses
Tina
65, Female, Retired sketch artist
Buys confectionary
Pete
44, Male, Taxi driver, Highly political
Buys car parts
“I need to try things on
before I buy”
“I’m confused by
modern technology”
“I’m not giving my
personal data away!”
@JohnARowleyJohnAlexanderRowley.com
MICRO-MARKETING
What is the shopper journey?
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Understand their view of the journey.
TV Email SearchSocial Offline
£0 £0 £0£0 £100
The uninitiated’s view
TV Email SearchSocial Offline
£x £x £x£x £x
The initiated’s view
@JohnARowleyJohnAlexanderRowley.com
Introducing micro-moments.
“Mobile has fractured the consumer journeyinto hundreds of real-time, intent-driven micro-moments.
Each one is a critical opportunity for brands to shape our decisions and preferences.”
▸ The big G
@JohnARowleyJohnAlexanderRowley.com
Create a micro-moment strategy.
MAKE A MAP.Identify moments you want to / need to win.
E.g. Searching for ‘formal dresses’
DEFINE NEEDS.What would make the moment easier / faster?
E.g. Simpler landing pages
PERSONALISE.Create personalised customer experiences.
E.g. ‘Secure checkout’ ad copy
BE SEAMLESS.Ensure you’re there, quick & useful.
E.g. Red carpet dresses guide
@JohnARowleyJohnAlexanderRowley.com
SEAMLESS EXPERIENCES
How can wetalk with them?
3
@JohnARowleyJohnAlexanderRowley.com
People research online (Webrooming).
87%of customers research online
before visiting a store
-57%Decline in store
footfallover last 5 years
3xIncrease in average in-
store transactions
@JohnARowleyJohnAlexanderRowley.com
Create a multi-channel strategy.
Owned media (Content)
Earned media (Digital PR)
Paid media (PPC)
Affiliate partnerships
Email & CRM
Social Media
Direct Mail
Digital innovation
TEST & LEARN
CUSTOMER
INSIGHTS { }MULTI-CHANNEL
MEDIA
ASSETS
BRAND
STORIES
SEAMLESS
EXPERIENCE
SALES AND
LOYALTY
SURPRISE &
DELIGHT
@JohnARowleyJohnAlexanderRowley.com
Understand shopper intent.
AWARENESS
Direct mail
Digital PR
Paid social
CONSIDERATION
Owned content
Video ads
Peer reviews
PURCHASE
Paid media
Affiliate marketing
Point-of-sale
RETENTION
Email marketing
Owned content
Paid social
SEAMLESS CUSTOMER EXPERIENCE
CUSTOMER INSIGHTS
@JohnARowleyJohnAlexanderRowley.com
ATTRIBUTION MODELLING
Measuring performance
4
@JohnARowleyJohnAlexanderRowley.com
Whymeasuring matters.
Channel investment!=
customer habits
Time spent Investment
@JohnARowleyJohnAlexanderRowley.com
Understand true value for each channel.
TV Email SearchSocial Offline
£0 £0 £0£0 £100
£100 £0 £0£0 £0
£5 £10 £20£15 £50
£35 £10 £10£10 £35
First-click
Time decay
Position based
The initiated’s view (Last-click attribution)
@JohnARowleyJohnAlexanderRowley.com
Use a model that works for your business.
£5 £10 £20£15 £50
£35 £10 £10£10 £35
Time decay
Position based
£35 £5 £15£10 £35
Time decay + Position based
@JohnARowleyJohnAlexanderRowley.com
QUESTION
‘The extreme technophobe’
?
@JohnARowleyJohnAlexanderRowley.com
What about Marge?
Marge
87, Female,8x grand-daughters
Loves Thorntons
“I don’t even have an
internet connection”
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What about Marge?
Marge has influencers...
...Who shop online!
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WRAPPING UP
TAKEAWAY POINTS
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PERSONA MARKETING
Understand customer needs.
MICRO-MARKETING
Use data to drive interactions.
SEAMLESS EXPERIENCES
Focus on customer intent.
ATTRIBUTION MODELLING
Invest for your customers.
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