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Engaging shoppers with digital marketing

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Engaging Shoppers with Digital Marketing Presented by Bill Bishop & Curt Cullison Brick Meets Click is dedicated to creating cutting-edge thought leadership on how consumer technology use is influencing the future of shopping, changing retail business models, and realigning trade partnerships. www.brickmeetsclick.com June 14, 2013
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Page 1: Engaging shoppers with digital marketing

Engaging Shoppers with Digital Marketing

Presented byBill Bishop & Curt Cullison

Brick Meets Click is dedicated to creating cutting-edge thought leadership on how consumer technology use is influencing the future of shopping, changing retail business models, and realigning trade partnerships.

www.brickmeetsclick.com

June 14, 2013

Page 2: Engaging shoppers with digital marketing

What We Believe

Connected consumers are rebalancing their shopping to

do more online but not abandon the store, and this is

creating a multi-channel communications environment.

June 2013

Page 3: Engaging shoppers with digital marketing

Where We Operate

Delivering the strategic insight and guidance that retailers,

suppliers, & technology providers need to drive growth by

meeting shopper needs in a multi-channel environment.

June 2013

Page 4: Engaging shoppers with digital marketing

Are shoppers ready for a digital connection

with their food retailers?*

68% Text regularly

59% Have smartphones

13% Bought groceries online in last 30 days

* NGA/Brick Meets Click Digital Check-up for Grocery

June 2013

Page 5: Engaging shoppers with digital marketing

Top On Shopper Wish List

“Time your digital circular to let me get the value.”

“Save me some planning time.”

Make it quicker to find items in the store.

June 2013

Page 6: Engaging shoppers with digital marketing

About the Survey

23,000 Shoppers

3 Retailers

Where to Look for Guidance, not Answers

June 2013

Page 7: Engaging shoppers with digital marketing

Six Key Questions

Why you need strong digital relationships?

Where else do your customers search?

How can you help customers plan their shopping?

How important is digital to older shoppers?

What shoppers do with their phones?

When to shift from print to digital?

June 2013

Page 8: Engaging shoppers with digital marketing

Key QuestionsWHY YOU NEED STRONG DIGITAL RELATIONSHIPS

WHAT WE KNOW

Shopping experience extends to the web

Competition is increasing

It makes a difference

June 2013

Page 9: Engaging shoppers with digital marketing

WHY YOU NEED STRONG DIGITAL RELATIONSHIPS

June 2013

Shop This Store

Going Online

80%

53%

15%

18%

5%

29%

“There is a Gap”How likely are shoppers to recommend

(% of Total Shoppers)

Promoter Passive Detractor

Page 10: Engaging shoppers with digital marketing

Key QuestionsWHY YOU NEED STRONG DIGITAL RELATIONSHIPS

NEXT STEPS

Get your customers’ reactions

Identify and fix vulnerabilities

Take advantage of competitors’ vulnerabilities

June 2013

Page 11: Engaging shoppers with digital marketing

Key QuestionsWHERE ELSE DO YOUR CUSTOMERS SEARCH

WHY?

It’s what they do

Looking for value

Can’t get it all in one place

June 2013

Page 12: Engaging shoppers with digital marketing

WHERE ELSE DO YOUR CUSTOMERS SEARCH

June 2013

Page 13: Engaging shoppers with digital marketing

Key QuestionsWHERE ELSE DO YOUR CUSTOMERS SEARCH

NEXT STEPS

Find out more about why

Decide if you want to provide it

Look for partnerships

June 2013

Page 14: Engaging shoppers with digital marketing

Key QuestionsHOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING

WHY IS THIS IMPORTANT?

Customers are shopping more stores

Planning can save time and money

Planning isn’t easy

June 2013

Page 15: Engaging shoppers with digital marketing

HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING

June 2013

Go to websites

Plan a menu

Clip coupons

Check the pantry

Look at circulars

18%

23%

49%

59%

70%

Go Beyond the CircularPlanning Activities

(% of Shoppers)

Page 16: Engaging shoppers with digital marketing

Key QuestionsHOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING

NEXT STEPS

Start to think like an online retailer

Make it easier to build lists

Highlight promotions on what they buy

June 2013

Page 17: Engaging shoppers with digital marketing

Key QuestionsHOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS

WHY IS THIS IMPORTANT?

Easy to think this is only for younger shoppers

Older shoppers do things differently

June 2013

Page 18: Engaging shoppers with digital marketing

HOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS

Older Shoppers Can Navigate Websites

June 2013

18 - 34 35 - 54 55+0%

20%

40%

60%

80%

100%

82% 80%75%

Was Your Retailer Website Easy to Use?(% of Shoppers)

Page 19: Engaging shoppers with digital marketing

Key QuestionsHOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS

NEXT STEPS

Start with core capabilities

Try to make them comfortable

June 2013

Page 20: Engaging shoppers with digital marketing

Key QuestionsWHAT SHOPPERS ARE DOING WITH THEIR PHONES

WHAT WE KNOW

Way to reach shoppers on the move

Grocery shopping is different

Popularity of apps is growing

June 2013

Page 21: Engaging shoppers with digital marketing

WHAT SHOPPERS ARE DOING WITH THEIR PHONES

June 2013

Use Twitter to Tweet about your experience

Create an electronic shopping list

Compare prices across retailers

Check product reviews

Receive text messages from retailers

Post Facebook comments

7%

31%

44%

45%

46%

47%

Lots of ThingsHave you used your phone in the last month to…?

(% of Smartphone Users indicating “yes”)

Page 22: Engaging shoppers with digital marketing

Key QuestionsWHAT SHOPPERS ARE DOING WITH THEIR PHONES

NEXT STEPS

Make emails mobile friendly

Use text for short time offers

Ensure apps fit how people shop

June 2013

Page 23: Engaging shoppers with digital marketing

Key QuestionsWHEN TO SHIFT FROM PRINT TO DIGITAL

WHAT WE KNOW

Shoppers still prefer print

Still “early days”

It’s a high reward/high risk move

June 2013

Page 24: Engaging shoppers with digital marketing

WHEN TO SHIFT FROM PRINT TO DIGITAL

June 2013

Online ads

Newspaper ads

69%

81%

The Gap is NarrowingAre These Helpful?

(% of Total Shoppers)

Page 25: Engaging shoppers with digital marketing

Key QuestionsWHEN TO SHIFT FROM PRINT TO DIGITAL

NEXT STEPS

Find out what’s holding back digital

Promote and reward use

Change locally

June 2013

Page 26: Engaging shoppers with digital marketing

Keep Up with What’s Happening

You can turn to Brick Meets Click to always get clear, commercial-free

guidance on how digital is impacting the shopping experience and what

you can do to build your business.

Bill Bishop Curt Cullison

Chief Architect President/Operations

Brick Meets Click Alliance HARSHA Advertising

[email protected] [email protected]

www.brickmeetsclick.com

June 2013


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