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Disrupting the
Habitual Consumer
Decision Journey
Habitual Research
Disruption
Purchase
New realities of
consumer
behaviors in
this digital age
2
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
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
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)
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
“
“
7
Constant change in the
retail world
Getting the journey
insights right
8
Our POV: Framework Precedes Methodology
The Planned Journey The Ecosystem JourneyThe Habitual Journey The Patient-Centric
Click here to learn more
10
Disrupting the Habitual Decision Journey
Research
Disruption
Purchase
Habitual Journey
Double Check
11
In CPG, “grab-and-go” doesn’t necessarily mean
autopilot. “Double check” moment happens
Source: SKIM Research
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
Engagement is different
post-purchase
are engaged in post-
purchase activity following
disrupted journeys
13Source: SKIM Research
>60%
Adopt designer
mentality
Activate journey
insights to design
best-in-class
experiences
14
15
Socializing
Upfront alignment including external
alignment to get buy-ins
Live the customer journey
16
Cross-
functional
workshops
Bite-size
actionable
insights along
multiple phases
of research
Granular data
allows brand,
category and
retailer specific
stories
Synthesizing
Rapid Test & Learn
17
Cross-functional team
(account team, shopper
marketing, insights, retailer IT)
Involve research partners to
establish agile research
processes
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
Mobile First Research Solutions
Swipe Choose Explain
A B
“
LikeDon’t Like
19
20
Knowledge gaps between eComm and in-store
eComm assortment
and bundling
Promotions
Turnkey solutions for
digital content test
Future
Battleground
21
22
Knowledge leadership in emerging delivery systems
Establish knowledge leadership in emerging
delivery systems (e.g. Click & Collect, Instacart)
23
Keeping up with emerging shopping technologies
Amazon Echo Show Google Home Apple HomePod
24
Takeaways
Focus on the
disrupted
journey
Adopt the
designer
mentality to
activate
journeys
Omnishopper
dictates Omni
experiences
Be prepared to
be disrupted
SKIMgroup.com
Alex Zhu
Sr. Manager Decision Journey
Mapping at SKIM
A.Zhu@skimgroup.com
Tara Colalillo
Sr. Manager Shopper Insights –
eCommerce at Mars Petcare
Nikki Smathers
Client Solution Manager
SKIM
N.Smathers@skimgroup.com
@alexxgzhu
tara.colalillo@effem.com

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