Mais conteúdo relacionado Semelhante a How Digital Platforms are Shaping the Retail World from DRS, 7.29.14 (20) How Digital Platforms are Shaping the Retail World from DRS, 7.29.147. Copyright©2014TheNielsenCompany.Confidentialandproprietary.
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DIGITAL IS CHANGING THE RELATIONSHIP WITH
CONSUMERS
Source: Nielsen Performance Management Practice, Nielsen Scarborough
of U.S. adults share
their opinions
about products &
services by posting
reviews/ratings
online
of U.S. adults went
online to see
consumer reviews
on their computers
in the past month
Shoppers are having real-time digital conversations
with retailers and manufacturers… and about them
26% 18% 28%
More likely to say
social media is very
important for
finding out about
products and
services
35%
More likely to say
social media is very
important for
showing support
for their favorite
companies or
brands
Mobile shoppers are more likely than other
consumers to use social media
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WHAT DO CONSUMERS WANT FROM
RETAILERS IN A DIGITAL WORLD?
PERSONALIZATION:
YOU’VE GOT MY DATA: USE IT TO MY ADVANTAGE, AND TO MAKE ME FEEL GOOD—
AND KEEP IT SECURE
I CAN TALK TO ANYONE, ANYWHERE, ANYTIME:
IF YOU WANT TO BE THE ONE I’M TALKING TO, YOU MUST BE ABSOLUTELY CREDIBLE
I LIVE IN A FAST-PACED WORLD:
I KEEP UP, AND I EXPECT YOU TO KEEP UP, TOO
I INTERACT WITH YOU THROUGH MANY DIFFERENT CHANNELS:
MAKE SURE WHAT I FIND IS CONSISTENT ACROSS ALL OF THEM
I AM ALWAYS ON:
MAKE SURE YOU ARE ALWAYS ON ALSO
RECOGNIZE I HAVE CHOICES.
I SEEK VALUE, I SEEK IT NOW, AND I’M PREPARED TO GO ELSEWHERE TO GET IT
Source: Nielsen, “The Future of Retailing and the Rise of Digital”
15. THERE IS A SIGNIFICANT OPPORTUNITY
TO IMPROVE THE USE OF DIGITAL,
PARTICULARLY IN MARKETING
20. ht©2012TheNielsenCompany.Confidentialandproprietary.
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RETAILERS CAN DO MORE WITH MOBILE MARKETING
Source: Nielsen The Mobile Tipping Point Study 2014; Nielsen Scarborough Mobile Insights Study
Mobile as a percent of digital ad
spend remains relatively low …
… yet consumers are open to
mobile advertising
Accurate, consistent measurement
is key to making this a success
21. ht©2012TheNielsenCompany.Confidentialandproprietary.
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THE FUTURE OF RETAIL HAS DIGITAL AT ITS HEART
• Mobile is core to the retail experience
• Digital shopping may have less to do with home delivery
and more to do with transforming the customer experience
• The evolving consumer relationship –
personal, direct, and immediate
• Digital marketing as a foundation
and an opportunity
Notas do Editor Our Nielsen Buyer Insights product is a direct connection between what people watch and what people buy that measures the sales impact of your media AND powers ability to plan your media to reach actual buyers
Compared to unexposed audience, exposure to digital ad campaign resulted in lift against sales metrics. In addition to proving the advertising impact on bottom line sales, retailers can use more granular analysis on the elements (e.g. creative, audience segment, frequency levels) of the media buy most effective at driving positive impact to optimize media planning and improve return on ad spend.