Confessions of a Shopaholic: How Digital Connectivity has Changed the Shopper Presented at Dx3 Canada in Toronto ON, March 6th, 2013 The term “shopaholic” used to be associated with images of someone out of a Sophie Kinsella book parading through a mall overburdened by shopping bags and a desire to try on as many outfits as they could over a 9 hour period. Well, things have changed. Armed with pre-shop research, mobile intelligence, virtual dressing rooms and deal locators, the new shopaholic is a different kind of shopper.

1. Confessions of a Shopaholic:
How Digital Connectivity has Changed the
Shopper
Dx3 Canada – Toronto, ON
March 6th, 2013
Presented by: Ian S. Cruickshank

4. FIRST A FEW STATS

5. 85%
Have access to the internet

6. 95%
when under the age of 55

7. 31%
Own a smartphone

8. 46%
of those aged 18-34 own one

9. 75%
Of Consumers say that Mobile
improves their shopping
experience

10. 67%
A store associate with a
mobile device creates a
better experience.

11. 33%
of mobile users who compare
prices in store will make their
final purchase elsewhere.

12. 62%
Browsed an online Social
Network last week

13. 90%
of consumers trust the
product recommendation of
someone they know.

14. 70%
Trust someone they
don’t know.

15. 81%
of respondents had received
shopping advice through a
social network.

16. 74%
claimed that this advice
influenced their decision.

17. 98%
0f shoppers have researched a
purchase online

18. 54%
of retail purchases are
influenced by the internet

19. WHAT HAS CHANGED?

20. Access to Data

21. Digital Commerce

22. EMFX-Commerce

23. Mobility

24. Social

25. Cloud

26. Cloud

27. The Cloud
―The computer industry is the only industry that
is more fashion-driven than women's fashion.
Maybe I'm an idiot, but I have no idea what
anyone is talking about.
What is it? It's complete gibberish. It's insane.
When is this idiocy going to stop?‖
Larry Ellison, CEO
Oracle Corporation

28. A LITTLE CONSUMER
BEHAVIOUR

29. Time Spent Online

30. Changing Habits

31. Traditional Purchase Funnel

32. Purchase Decision Process

33. The Loyalty Loop
Harvard Business Review -
2010 David Edelman - McKinsey
& Co.

34. Information Overload
Prod uct Search Ret ailer W eb sit es Prod uct Review W eb sit es
Barcod e Scanners Brand W eb sit es Business Review W eb sit es

35. Omnichannel

36. The Digital Shopper
➜Better informed
➜Savvy
➜High Expectations
➜Busy
➜Well Educated
➜Online regularly
➜Active in Social

37. The Digital Shopper
➜Affluent
➜Loyal
➜Pre-qualified
➜Pre-sold/Ready to
buy
➜Spends more
➜Likes shopping to be
easy

38. Shopper Expectations
➜Easily find products
online
➜Product details
➜Specifications
➜Images
➜Descriptions
➜Objective reviews
➜Stock availability

39. Shopper Expectations

40. of 40
attributes - including Price and
Brand Perception

42. The Gap in thinking
Consumer reasons Our perceived reasons
61% Discount New product info 73%
55% Purchase General info 71%
53% Reviews Submit opinion 69%
53% General Info Exclusive Info 68%
52% Exclusive Info
Reviews 67%
51% New product info
Feel connected 64%
49% Submit opinion
37% Customer service Customer service 63%
34% Event Participation Submit product ideas 63%
33% Feel Connected Part of a community 61%
30% Submit product ideas Purchase 60%
22% Part of a Community Discount 60%

43. The Gap in thinking
Consumer reasons Our perceived reasons
61% Discount New product info 73%
55% Purchase General info 71%
53% Reviews Submit opinion 69%
53% General Info Exclusive Info 68%
52% Exclusive Info
Reviews 67%
51% New product info
Feel connected 64%
49% Submit opinion
37% Customer service Customer service 63%
34% Event Participation Submit product ideas 63%
33% Feel Connected Part of a community 61%
30% Submit product ideas Purchase 60%
22% Part of a Community Discount 60%

45. How Digital is your Industry?
Books Fashion Grocery
PRICE
Prices often lower online
5 3 1
Digitized products create lower cost
5 1 1
Value of price comparison
5 3 2
SELECTION
Value of broad selection
5 4 3
Value of customization
2 3 1
Searches in stores often futile
4 3 2

46. How Digital is your Industry?
Books Fashion Grocery
CONVINIENCE
Research and information intensity
5 3 2
Web tools trump store experience
4 2 2
Ease of delivery and returns
5 3 1
TRUST
Reliability of product description
5 2 2
Frustration in stores
4 4 2
Trust online retailers
5 3 1

47. How Digital is your Industry?
INDUSTRY TOTAL
Books 54
Fashion 34
Grocery 20
So what about your business?

48. TOOLS TO WIN IN
THE DIGITAL WORLD

49. The Must Have’s
➜SEO
➜SEM
➜Social
➜Mobile
➜eCommerce

50. Savvy as Online Shoppers
➜Launch an eCommerce website
➜Make your site mobile-ready
➜Publish you product feed to multiple
shopping engines
➜Measure Everything—Usage, Fans,
Engagement, Popularity
➜Deliver exceptional service—It’s your
online reputation

51. Launch an eCommerce Site
➜Get your products online
➜Keep it accurate & current
➜Offer lots of product details
➜Add user reviews
➜Offer stock inventory details
➜Enable microformats
➜Offer online purchase, offline
pickup
➜Run online-only promotions

52. Enable Microformats

53. Be Mobile Ready
➜Your site needs to work
in Mobile
➜Don’t use flash or java
➜Focus on usability
➜Must load quickly
➜Integrate with native
functions (maps,
phone, email)

54. Publish a Product Feed
➜A product feed is a
file containing
information about the
product list on an e-
commerce website
➜Search Engines
➜Affiliate Website
➜Shopping Comparison
➜Marketplaces

55. Get Social
➜Listen
➜Plan
➜Build
➜Engage
➜Content
➜Contesting
➜Advertising
➜Drive Traffic
➜Measure

56. A QUICK LOOK FORWARD

60. Ian S. Cruickshank
Chief Revenue Officer, Wishpond
@ian_Cruickshank
ca.linkedin.com/in/iancruickshank
Or just call me 1.778.997.9474