The document discusses how the future of shopping is becoming increasingly social and mobile. It notes that consumers are now discovering, sharing, and collaborating about products and services via social networks and mobile devices. This represents a shift, as competitors to retailers are no longer just other stores but now include online platforms and social media where word-of-mouth recommendations are common. The future of shopping is argued to be driven by new location-based social apps and incorporating augmented reality, as consumers continue adopting more mobile and collaborative ways of shopping online and sharing their experiences.

1. The Future of Shopping is
Social
(cc) Kate Carruthers, Headshift Australia
Nov 2010
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Shopping centres are
not retailers
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Source: Inside the mind of the shopper: the science of retailing, Herb Sorensen
“ 80 % of shoppers’ time is
spent … moving from place to
place in the store, not looking
at and purchasing items”
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Shopping has always been
social
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Now competitors are not even
other retailers or malls
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Source: http://www.atg.com/resource-library/white-papers/atg-online-shopping-study.pdf
Source % Use
Search engines 52%
Emails from merchants 42%
Word of mouth/ recommendations from family or
friends
31%
Print advertisements 30%
Online marketplace (i.e. Amazon or eBay) 27%
Top 5 media for discovery of products
& services
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Source: http://www.atg.com/resource-library/white-papers/atg-online-shopping-study.pdf
“41% of consumers aged 18-34 are
using their mobile device to complete
purchases of products and services
with varying frequencies.”
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Source: http://www.atg.com/resource-library/white-papers/atg-online-shopping-study.pdf
Discovery of new products & services
via social networks
Percentage Age group
17% 18-34
8% 35-54
2% 55+
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Social shopping
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Collaborative shopping
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Location based social apps
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Putting it into
perspective
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Consumers are:
• Going mobile
• Sharing information via social networks
• Collaborating via social networks
• Shopping for virtual goods
• Starting to use augmented reality
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What do we really know?
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Slides: www.slideshare.net/carruthk
Business: www.headshift.com
Personal: www.katecarruthers.com
Twitter: @kcarruthers @headshiftoz
Where to find out more
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Sorensen, Herb, Inside the mind of the shopper: the science of retailing, Safari
Tech Books (ISBN: 0131366130), 2009
Lowrey, Tina, Brick & Mortar Shopping in the 21st Century (ISBN:
9781410618252), Psychology Press, 2007
Report: Consumer Shopping Experiences, Preferences, and Behaviors, Oct
2010, Art Technology Group, Inc. , http://www.atg.com/resource-library/white-
papers/atg-online-shopping-study.pdf
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References
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APPENDIX
Some interesting data
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Source: http://weblogs.hitwise.com/sandra-hanchard/2010/09/private_shopping_clubs_continu.html
The rise of online
shopping clubs
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Source: http://weblogs.hitwise.com/sandra-hanchard/2010/09/private_shopping_clubs_continu.html
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Source: http://weblogs.hitwise.com/alan-long/2010/03/shop_till_you_drop_the_competi.html
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Source: http://www.hitwise.com/au/datacentre/main/dashboard-1706.html
Search is
directing
shoppers to
online resources
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Online aggregators are winning
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Source: http://www.hitwise.com/au/datacentre/retail/dashboard-1729.html
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Online specialists are winning
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Source: http://www.hitwise.com/au/datacentre/retail/dashboard-1729.html
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