Bill Bishop of Brick Meets Click delivers valuable guidance related to 6 key questions important in managing your digital communication strategy.

1. Reaching Shoppers
via Digital Marketing Tools
Presented by
BILL BISHOP
WWW.BRICKMEETSCLICK.COM
TWITTER @BRICKMEETSCLICK.COM AND #NGASHOW13
FEBRUARY 10-13, 2013 // THE MIRAGE HOTEL // LAS VEGAS, NV

2. Shopper Wish List
1) “Time your digital circular to let me get the value.”
2) “Save me some planning time.”
3) Make it quicker to find items in the store.
Time is $. Think how to save shoppers time

3. About the Survey
• 23,000 Shoppers
• 3 Retailers
• Where to Look for Guidance, not Answers

4. Six Key Questions
1. Why you need strong digital marketing?
2. Where else do your customers search?
3. How can you help customers plan their shopping?
4. How Facebook can be your friend?
5. What shoppers do with their phones?
6. When to shift from print to digital?

5. Key Questions
WHY YOU NEED STRONG DIGITAL MARKETING
WHAT WE KNOW
• Shopping experience extends to the web
• Competition is increasing
• It makes a difference

6. Key Questions
WHY YOU NEED STRONG DIGITAL MARKETING
How likely are shoppers to recommend
(% of Total Shoppers)
Going
53% 18% 29%
Online
Shop
This 80% 15% 5%
Store
Promoter Passive Detractor

7. Key Questions
WHY YOU NEED STRONG DIGITAL MARKETING
NEXT STEPS
• Get your customers’ reactions
• Identify and fix vulnerabilities
• Take advantage of competitors’ vulnerabilities
Shoppers do notice when your online
experience falls short

8. Key Questions
WHERE ELSE DO YOUR CUSTOMERS SEARCH
WHY?
• It’s what they do
• Looking for value
• Can’t get it all in one place

9. Key Questions
WHERE ELSE DO YOUR CUSTOMERS SEARCH
Visits to other Websites in past month
(Average Number of Visits)
2.5
2.4
2.1
Other supermarkets Online coupons Product manufacturer

10. Key Questions
WHERE ELSE DO CUSTOMERS SEARCH
NEXT STEPS
• Find out more about why
• Decide if you want to provide it
• Look for partnerships

11. Key Questions
WHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING
WHY IS THIS IMPORTANT?
• Customers are shopping more stores
• Planning can save time and money
• Planning isn’t easy

12. Key Questions
WHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING
Planning Activities
(% of Shoppers)
Look at circulars 70%
Check the pantry 59%
Clip coupons 49%
Plan a menu 23%
Go to websites 18%

13. Key Questions
HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
NEXT STEPS
Start to think like an online retailer
Make it easier to build lists
Highlight promotions on what they buy
Get more involved in helping to plan shopping trips

14. Key Questions
HOW FACEBOOK CAN BE YOUR FRIEND
WHY IS THIS IMPORTANT?
• It’s not enough to “be Liked”
• This is a two-way platform
• Pull is more important than push

15. Key Questions
HOW FACEBOOK CAN BE YOUR FRIEND
Is Facebook Helpful?
(% of Total Shoppers)
Facebook post 20%
Text messages 17%

16. Key Questions
HOW FACEBOOK CAN BE YOUR FRIEND
NEXT STEPS
• Prioritize to avoid overload
• Personalize messages
• Consider a second page

17. Key Questions
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
WHAT WE KNOW
• Way to reach shoppers on the move
• Grocery shopping is different
• Popularity of apps is growing

18. Key Questions
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
Have you used your phone in the last month to…?
(% of Smartphone Users indicating “yes”)
Post Facebook comments 47%
Receive text messages from retailers 46%
Check product reviews 45%
Compare prices across retailers 44%
Create an electronic shopping list 31%
Use Twitter to Tweet about your experience 7%

19. Key Questions
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
NEXT STEPS
• Make emails mobile friendly
• Use text for short time offers
• Ensure apps fit how people shop

20. Key Questions
WHEN TO SHIFT FROM PRINT TO DIGITAL
WHAT WE KNOW
• Shoppers still prefer print
• Still “early days”
• It’s a high reward/high risk move

21. Key Questions
WHEN TO SHIFT FROM PRINT TO DIGITAL
Are These Helpful?
(% of Total Shoppers)
Newspaper ads 81%
Online ads 69%

22. Key Questions
WHEN TO SHIFT FROM PRINT TO DIGITAL
NEXT STEPS
• Find out what’s holding back digital
• Promote and reward use
• Change locally
Big rewards for digital shift but not easy to do.
Plan smart!

23. Keep Up with What’s Happening
Brick Meets Click is the place where you can always turn to get
clear, commercial-free perspectives on how digital is impacting
the shopping experience.
ACCELERATE YOUR LEARNING CURVE, save time, and
minimize risk by tapping BMC's deep understanding of retail and
the changing shopper.
www.brickmeetsclick.com
Twitter: @brickmeetsclick.com