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- 1. PAGE 00/00/00005/6/2010 Engaging and Activating Digitally Enabled Shoppers Along the Purchase Decision Journey Presentation to PMA
- 2. Conventional Wisdom 70% of purchase decisions are made in-store. Source: Zero-Moment of Truth: Redefining the Consumer Decision Making Process, IRI, October 2009 New Data More than 80% of purchase decisions are now being made outside the store.
- 3. 65%always shop from shopping lists Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
- 4. Sources: G2/Allrecipes.com Today’s Recipe Box Study, April 2010; IRI 2009; “Planning to Make Unplanned Purchases? The Role of In-store Slack in Budget Deviation”, Journal of Consumer Research, August 2010 Only 26% of shopping list items are branded. 24% of grocery purchases are unplanned. Three in four shoppers plan for those unplanned purchases.
- 5. PAGE The Rise of the Digitally Empowered Shopper
- 6. Three Converging Forces The Google Mindset 24/7 Connectivity Social Media
- 7. 1. Research, Research, and More Research
- 8. Source: Consumer Packaged Goods Survey, Prospecitiv, Jan 2008 Conventional Wisdom Consumers only research big ticket items online. Reality 70% research everyday grocery products online.
- 10. Sources: Edelman Trust Barometer, Nielsen 90% trust the opinions of friends who have used the product. Only 25% of consumers believe advertising is a credible source of product information? 70% trust opinions posted online.
- 11. “The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.” Jonathan Carson, President of Online International, Nielsen
- 13. 3. 24/7 Connectivity Mobile is the connective tissue.
- 15. 51.4% 33.2% 50.1% 64.0% Global AverageBoomersGen XGen Y Q: “Did you use your mobile phone for any shopping activities during the past two weeks?” All Countries N=4534 !"#!$!%&'((")%!*)"!*+,'%-!-./0"!*%!+/1"+2!34567!*%!,')"!,*-8)"!%&'((")%!39967!-'!8-/+/:"!-&"/)! ,';/+"!(&'#"%!<')!/#"%-')"!%&'((/#=")"+*-">!*0-/?/-/"%@ Emerging Retail Technologies Assessment Mobile Phone Shopping Activity –by Age Group
- 16. Recipe Searches: 49% Shopping Lists: 38% Coupons: 9% 2/3 of smartphone owners are using them in the grocery store (59% for iPhone owners) (46% for iPhone owners) Source: G2/Allrecipes.com Today’s Recipe Box Study, April 2010
- 18. Consumers are moving outside the purchasing funnel, changing the way they research and buy products.
- 19. AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Go to store View TV or print ad Compare options Choose best option Buy item Join/align with brand FROM A FUNNEL…
- 20. TO A PURCHASE DECISION JOURNEY See TV and OOH ads Research product View video Visit a store Purchase product Send mobile pic Upload pics of purchase Read Facebook feeds Customize a product Website experience Discuss product online Interact with rich media ad Create/ upload video with an ecosystem of shopper touchpoints
- 21. “The shift in consumer decision making means that marketers need to adjust their spending and view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions” The Consumer Decision Journey, McKinsey Quarterly, June 2009
- 22. Inspiration Community Solutions Information Maximizing Commitment Consumers experience the brand Consumers evaluate the entire experience, solidify opinions and share with others Consumers seek information that will influence purchase Consumers survey the store, seek out products, and select brands for purchase The Purchase Decision Journey
- 23. PAGE The Digital Toolkit: Research and Planning Utilities Content Distribution Social Shopping Tools Location Based Marketing Attaching Digital Content to Objects Augmented Reality
- 24. PAGE The Digital Toolkit: Research and Planning Utilities
- 25. Pre-Purchase
- 28. Pre-Purchase
- 29. PAGE The Digital Toolkit: Content Distribution
- 30. KitchenDaily > Dinner Tonight A meal for every night of the week Campbell's For Wednesday, April 28 Ranchero Macaroni Bake Mac 'n' cheese lovers get a boost with Pace Salsa and a crunchy topping of tortilla chips. Cook it! Chicken Tortilla Soup Chicken broth gets a Grilled Broccolini Thyme, garlic and red chile flakes make goes great with... Newsletter RSS Twitter Facebook follow us Advertisement dinner tonight articles 10 Mexican Recipes 4/25-5/1SatFriThuTueMonSun Wed Mail Talk to Us You might also like: Slashfood, ParentDish and More Main Recipes How-To Get Cooking Chefs & Experts Dinner Tonight Holidays & Parties My Tools Search for Recipes Recipes Articles Sign In / Register Pre-Purchase
- 34. Pre-Purchase
- 39. PAGE Digital Toolkit: The Social Side of Shopping
- 41. Should I pair with flats or heels? I'm a sucka for sequins ... so obviously when I scored this vintage purple sequins dress for $26 I HAD to get it. It was 50% off!!! Should I pair it with flats or heels? And should they be NON sequin? Sammydvintage submitted 2 days ago. 42 64 pts. 0 bonnna submitted about 11 hours ago 16 pts. 0 erstwhilestyle submitted about 24 hours ago 40 pts. AshleyJeanne 250 Not a member? 82% 63% 75% 75% 84% 83% 35% 42% 64 % HEELZ! Sammy you're so cute! Definitely needs to be above the knee. Or you could make it a mini, throw on some black cage heels and a black (vintage) boyfriend blazer over it. :-) Point of Purchase
- 44. Reflection
- 47. PAGE The Digital Toolkit: Location Based Marketing
- 48. Source: MMA/Luth Research , Mobile Consumer Briefing, March 2010 Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications or mobile coupons. 10% of cell phone owners use mobile location services at least weekly (e.g., map or mobile service that automatically detects location). (63% for iPhone owners) 50% of those who notice ads while using location-based apps take some action.
- 52. PAGE The Digital Toolkit: Attaching Digital Content to Objects
- 53. 33 Barcodes reveal the secret lives of objects.
- 55. Pre-Purchase
- 59. Pepperidge Farms MilanoPepperidge Farms Milano CookiesCookies download barcodedownload barcode 8 scans8 scans 9 bits9 bits Most recently at: 10 East 40th StreetMost recently at: 10 East 40th Street LocationsLocations Scan this barcode to see all the attached bits.Scan this barcode to see all the attached bits. ImagesImages NicoleWNicoleW 25 days ago25 days ago flagflag NicoleWNicoleW 25 days ago25 days ago flagflag RexRex 22 days ago22 days ago flagflag Rita WheatRita Wheat 21 days ago21 days ago flagflag CommentsComments NicoleWNicoleW 25 days ago25 days ago flagflag We all gathered today for post-lunch Milanos!We all gathered today for post-lunch Milanos! Rita WheatRita Wheat 22 days ago22 days ago flagflag Lunchtime!Lunchtime! LoboLobo 22 days ago22 days ago flagflag My personal philosophy: Eat a Milano a day and joy will follow.My personal philosophy: Eat a Milano a day and joy will follow. Rita WheatRita Wheat 21 days ago21 days ago flagflag Has anyone tried the orange ones? Love orange and chic combo.Has anyone tried the orange ones? Love orange and chic combo. Pepperidge Farms Milano Cookies Barcode HomeHome Get the appGet the app Download barcodesDownload barcodes Get stickersGet stickers Get productsGet products Bit streamBit stream Our BlogOur Blog TwitterTwitter PressPress Point of Purchase Experience Reflection
- 60. PAGE The Digital Toolkit: Augmented Reality
- 61. Pre-Purchase
- 62. Pre-Purchase
- 63. Pre-Purchase
- 64. PAGE Bringing it to Life: CoverGirl
- 77. Consumers search for information to help plan their shopping trip Consumers survey the store, search for products and select brands for purchase Consumers experience the product after bringing it home Consumers assess the experience and share with others
- 78. PAGE Takeaways
- 79. 1. Know who your shopper is. 2. Think about the total path to purchase. 3. Integrate channels and retailers into the mix. 4. Innovate wisely. 5. Measure and evaluate.
- 80. PAGE Thank You