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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
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
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
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
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
About the Survey
23,000 Shoppers
3 Retailers
Where to Look for Guidance, not Answers
June 2013
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
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
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
Key QuestionsWHY YOU NEED STRONG DIGITAL RELATIONSHIPS
NEXT STEPS
Get your customers’ reactions
Identify and fix vulnerabilities
Take advantage of competitors’ vulnerabilities
June 2013
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
WHERE ELSE DO YOUR CUSTOMERS SEARCH
June 2013
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
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
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)
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
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
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)
Key QuestionsHOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS
NEXT STEPS
Start with core capabilities
Try to make them comfortable
June 2013
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
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”)
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
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
WHEN TO SHIFT FROM PRINT TO DIGITAL
June 2013
Online ads
Newspaper ads
69%
81%
The Gap is NarrowingAre These Helpful?
(% of Total Shoppers)
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
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
Click here to see the paper
June 2013