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In the new omnichannel reality of consumer behaviors, we and Mars Petcare talked about a new framework of uncovering consumer decision journey insights centered around disruption and cross-category learnings when applying this framework. By adopting a designer mentality, we also shared tips and best practices on activating journey insights to create best-in-class consumer experiences.
3. 3Source: SKIM Research
of US consumers engage digital
touchpoints although about two-thirds of
purchases are made in stores
Offline buyers made their purchase
decision online
>70% 1/3
4. Retailer.com becomes
a research hub
Amazon wins in product related
search while Google leads in
general search
Consumers often go directly to
retail websites
4
5. 5
More volumes will go online
Growth of millennials especially as they
become parents
Stores have been closing and some
consumers are going exclusive online
However, some retailers stay
omnichannel and actually grow stores
(e.g. ULTA)
6. Digitally native brands go offline;
Stores will look different
6
Future Stores
• Smaller formats or even just pick-up locations
• Shopper experience-centric e.g. Amazon Go
I don’t think retail is dead. Mediocre
retail experiences are dead.
- Neil Blumenthal, Warby Parker
“
“
11. 11
In CPG, “grab-and-go” doesn’t necessarily mean
autopilot. “Double check” moment happens
Source: SKIM Research
12. 12
Online-dominant consumers tend
to switch more often than offline-
dominant consumers.
1.5-2X more touchpoints than
habitual journey with different
touchpoint patterns & needs
Source: SKIM Research
17. Rapid Test & Learn
17
Cross-functional team
(account team, shopper
marketing, insights, retailer IT)
Involve research partners to
establish agile research
processes
18. 18
Establish digital content guidelines
HERO Images
BRICK & MORTAR
There is only the “real product”
ONLINE
Help shoppers see the benefits
of your product
Fresh
Cream
500 g