John Rowley of Thorntons explains how to connect and influence shoppers who claim "never to buy online".

1. @JohnARowley
JohnAlexanderRowley.com
THE MYTH OF THE
OFFLINE SHOPPER
@JohnARowley

2. @JohnARowley
JohnAlexanderRowley.com
Hi, I’m John.
Over 10 years in digital.
Love chocolate.
Got a pet peeve...

3. @JohnARowley
JohnAlexanderRowley.com
“We are an offline business”
“Our customer don’t read blogs or emails”
“90% of our revenue is offline”
“I don’t really shop online”

4. @JohnARowley
JohnAlexanderRowley.com
PERSONA MARKETING
Who is the
offline shopper?
MICRO-MARKETING
What is their
shopper
journey?
SEAMLESS EXPERIENCES
How can we
talk to them?
ATTRIBUTION MODELLING
Measuring
performance
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5. @JohnARowley
JohnAlexanderRowley.com
PERSONA MARKETING
Who is the
offline shopper?
1

6. @JohnARowley
JohnAlexanderRowley.com
Identify
‘technophobe’
personas.
TECHNOPHOBE
TECHNOPHILE

7. @JohnARowley
JohnAlexanderRowley.com
Age is not
the only factor
to consider.
Baby boomers fastest growing group on
Facebook in 2016...

8. @JohnARowley
JohnAlexanderRowley.com
Understand
their reasons
for offline.
Hannah
35, Female,
2x daughters
Buys cocktail dresses
Tina
65, Female, Retired
sketch artist
Buys confectionary
Pete
44, Male, Taxi driver,
Highly political
Buys car parts
“I need to try things on
before I buy”
“I’m confused by
modern technology”
“I’m not giving my
personal data away!”

9. @JohnARowley
JohnAlexanderRowley.com
MICRO-MARKETING
What is the
shopper journey?
2

10. @JohnARowley
JohnAlexanderRowley.com
Understand
their view of
the journey.
TV Email SearchSocial Offline
£0 £0 £0£0 £100
The uninitiated’s view
TV Email SearchSocial Offline
£x £x £x£x £x
The initiated’s view

11. @JohnARowley
JohnAlexanderRowley.com
Introducing
micro-
moments.
“Mobile has fractured the consumer journey
into hundreds of real-time, intent-driven micro-
moments.
Each one is a critical opportunity for brands to
shape our decisions and preferences.”
▸ The big G

12. @JohnARowley
JohnAlexanderRowley.com
Create a micro-
moment
strategy.
MAKE A MAP.
Identify moments you
want to / need to win.
E.g. Searching for ‘formal dresses’
DEFINE NEEDS.
What would make the
moment easier /
faster?
E.g. Simpler landing pages
PERSONALISE.
Create personalised
customer
experiences.
E.g. ‘Secure checkout’ ad copy
BE SEAMLESS.
Ensure you’re there,
quick & useful.
E.g. Red carpet dresses guide

13. @JohnARowley
JohnAlexanderRowley.com
SEAMLESS EXPERIENCES
How can we
talk with them?
3

14. @JohnARowley
JohnAlexanderRowley.com
People
research
online
(Webrooming).
87%of customers research online
before visiting a store
-57%Decline in store
footfall
over last 5 years
3xIncrease in average in-
store transactions

15. @JohnARowley
JohnAlexanderRowley.com
Create a multi-
channel
strategy.
Owned media (Content)
Earned media (Digital PR)
Paid media (PPC)
Affiliate partnerships
Email & CRM
Social Media
Direct Mail
Digital innovation
TEST & LEARN
CUSTOMER
INSIGHTS
{ }
MULTI-CHANNEL
MEDIA
ASSETS
BRAND
STORIES
SEAMLESS
EXPERIENCE
SALES AND
LOYALTY
SURPRISE &
DELIGHT

16. @JohnARowley
JohnAlexanderRowley.com
Understand
shopper
intent.
AWARENESS
Direct mail
Digital PR
Paid social
CONSIDERATION
Owned content
Video ads
Peer reviews
PURCHASE
Paid media
Affiliate marketing
Point-of-sale
RETENTION
Email marketing
Owned content
Paid social
SEAMLESS CUSTOMER EXPERIENCE
CUSTOMER INSIGHTS

17. @JohnARowley
JohnAlexanderRowley.com
ATTRIBUTION MODELLING
Measuring
performance
4

18. @JohnARowley
JohnAlexanderRowley.com
Why
measuring
matters.
Channel investment
!=
customer habits
Time spent Investment

19. @JohnARowley
JohnAlexanderRowley.com
Understand
true value for
each channel.
TV Email SearchSocial Offline
£0 £0 £0£0 £100
£100 £0 £0£0 £0
£5 £10 £20£15 £50
£35 £10 £10£10 £35
First-click
Time decay
Position based
The initiated’s view (Last-click attribution)

20. @JohnARowley
JohnAlexanderRowley.com
Use a model
that works for
your business.
£5 £10 £20£15 £50
£35 £10 £10£10 £35
Time decay
Position based
£35 £5 £15£10 £35
Time decay + Position based

21. @JohnARowley
JohnAlexanderRowley.com
QUESTION
‘The extreme
technophobe’
?

22. @JohnARowley
JohnAlexanderRowley.com
What about
Marge?
Marge
87, Female,
8x grand-daughters
Loves Thorntons
“I don’t even have an
internet connection”

23. @JohnARowley
JohnAlexanderRowley.com
What about
Marge?
Marge has influencers...
...Who shop online!

24. @JohnARowley
JohnAlexanderRowley.com
WRAPPING UP
TAKEAWAY
POINTS

25. @JohnARowley
JohnAlexanderRowley.com
PERSONA MARKETING
Understand
customer needs.
MICRO-MARKETING
Use data to drive
interactions.
SEAMLESS EXPERIENCES
Focus on
customer intent.
ATTRIBUTION MODELLING
Invest for your
customers.
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