Marketing to Shoppers. How Shoppers Use Technology And The Implications For Cosmetic Brand Marketing
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1 Marketing to Shoppers How Shoppers Use Technology And The Implications For Cosmetic Brand Marketing facebook.com/engagetheexperts twitter.com/shopperexperts
2 We have worked with over 50 companies, of which 10 are in the top 25 consumer goods manufacturers globally We help consumer goods companies Identify massive growth opportunities Identify huge savings in trade spend and marketing Configure teams to be most effective Develop people to be able to make a difference...
3 Internet usage is growing fast across Asia 27.5% of the population of Asia is online (44% of the world s internet users) More than doubled in the last five years Asia Top Internet Countries June 30, 2012 China India Japan Indonesia Korea, South Philippines Vietnam Pakistan Thailand Malaysia Millions of Users Source : Internet World Stats Updated June 30, 2012 Copyright : 2013, Miniwatts Marketing Group
4 Globally, large quantities of internet users use it to shop 21% of global beauty consumers claim to use online communities all or most of the time to make product choice 19% routinely use social media platforms and expert blogs What does this mean for shoppers, and what are the implications for brand marketing? Source: in-cosmtcis Winning the Zero Moment of Truth (ZMOT), February 2013
5 China is now the world s biggest Beauty & Personal Care online market Millions $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $- South Korea United Kingdom France Japan North America China So what are the implications of this rapid technological adoption on brand marketing? Source: Euromonitor 2013
6 Consumer goods companies typically have to manage three elements to achieve marketing success Create desire to consume the brand Maximise the opportunity to purchase the brand Motivate retailers to support the brand
7 Effectively managing brands is about connecting what we are doing with consumers with what happens in stores Consumer priorities Shopper behavior Channel priorities In store marketing Investment in customers
8 How does technology affect our marketing? Consumers have different brand relationships Shopper path to purchase is changing channels Different channel roles environments within which to influence shopper behavior customers investment requirements
9 The consumer communication world is fragmented; and is fragmenting further at unprecedented rates Global advertising spend by category 450 CAGR ( ) ad formats 22.4% Mobile advertising Global internet Interactive TV promotions Traditional ad formats 77.6% In-game advertising U.S. product placement Global cable/multichannel Global broadcast U.S.MSO advertising Global radio and outdoor Global magazine Global newspaper U.S.local station Source: Morgan Stanley As media continues to fragment, reaching consumers is increasingly more expensive
10 Brand conversations increasingly take place in the absence of the brand owner
11 Bangkok and Jakarta are Facebook s busiest cities List of cities on Facebook # City Country Users Pen. 1. Bangkok Thailand % 2. Jakarta Indonesia % 3. Istanbul Turkey % 4. London United Kingdom % 5. Bogota Colombia % 6. Sao Paulo Brazil % 7. Mexico city Mexico % 8. Santiago Chile % 9. Mumbai India % 10. Buenos Aires Argentina % Source: socialbakers, Sep2012
12 How does technology affect our shoppers? Consumers have different brand relationships Shopper path to purchase is changing channels Different channel roles environments within which to influence shopper behavior customers investment requirements
13 The journey from consumer desire to a sale is getting more complicated Source used by media type 84% 83% 82% 81% 80% 79% 78% 77% 76% 75% 74% Traditional media Internet sources In-store marketing Source: Google inc. 2011
14 They use a plethora of different sites What kind of websites do you purchase from most frequently when shopping online? Online-Only Websites Brick & Mortar store websites Asia-Pacific 31% 40% Asia-Pacific 31% 40% Europe 38% 39% Europe 38% 39% Latin America 19% 20% Latin America 19% 20% Middle East/Africa 24% 21% Middle East/Africa 24% 21% North America 40% 49% North America 40% 49% Global Average 37% 34% Global Average 37% 34% Multiple online store websites Catalog/Phone-Order websites Asia-Pacific 31% 40% Asia-Pacific 31% 40% Europe 38% 39% Europe 38% 39% Latin America 19% 20% Latin America 19% 20% Middle East/Africa 24% 21% Middle East/Africa 24% 21% North America 40% 49% North America 40% 49% Global Average 37% 34% Global Average 37% 34% Source: Nielsen Global Survey of Online Shopping, Q and Q1 2010
15 Mobile is growing rapidly 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - Total Asia-Pacific 2,730 2, , (39%) (38%) +20% 4,039 3, ,727 1,376 (43%) (41%) +7% 7,084 6,647 6,073 5, , ,651 3,374 (52%) 3,022 (51%) 2,588 (50%) 2,116 (48%) (45%) 7,419 7, ,014 3,860 (52%) (52%) Source: GSMA Asia Pacific Mobile Observatory 2011
16 Social media has an enormous impact on the way people make decisions about buying I Use Social Media Sites to Make Purchase Decisions VN CH TH PH ID MY HK IN TW KO SG AU JP NZ AP Avg Yes No Source: Nielsen Global online Survey-April 2010
17 Digital usage in shopping will increase : 70%+shopper want to shop with digital engagement in the future % of shoppers accessing sources A lot or Somewhat in Future Direct Mail sapaper In-store Store website using computer from retailers % today Millennials Index = 114 Store website using tablet 59 Social media site Smart phone or mobile phone % today Millennials Index = 176 In-store kiosks Televisions in the store Print Digital Other Source: Nielsen Digital Circulars Survey Q2 2011
18 The path to purchase is affected dramatically Thinking about household grocery shopping, which of the following activities have you done in last month on any online connected device? Global Average Asia-Pacific Conduct research online (for example, checked price, read a consumer review) Purchase a product online Read a grocery retailer s circular/flyer online Look for deals online Look for coupons from an online coupon site Compare prices for a grocery product online Look up product information online Browse a manufacturer s website for a grocery category Provide feedback about a grocery category through social media (wrote a review, blogged) Use a digital shopping list Source: Nielsen Global Survey of Digital s Influence on Grocery Shopping, Q1 2012
19 It is becoming increasingly hard to separate the consumer and the shopper world Consideration of the shopper used to be limited to the in-store world. Shopper activities now clearly take place outside that environment. We must still consider the shopper and the consumer as different targets, but we cannot separate the two worlds The consumer and shopper marketing activities need to be developed separately but integrated completely
20 Shoppers are becoming increasingly heterogeneous Their shopping journeys are complex and varied Their pre-store experience of the category and brand is highly varied. We need to carefully map what is required at each step of the purchase journey Different shoppers will need different things at each point: our approaches must be flexible and responsive One size fits all will not work
21 How does technology affect our brands? Consumers have different brand relationships Shopper path to purchase is changing channels Different channel roles environments within which to influence shopper behavior customers investment requirements
22 The most obvious statement is that there will be new channels: new places for shoppers to shop and buy
23 Everywhere is a potential store.
24 What is clear is that the roles that channels play may also change 60% expect multichannel play from all retailers 41% would want to be recognized by the smartphone as they enter a store 69% of Chinese respondents say they purchase more online per transaction than in a normal store 80% in developing markets prefer browsing and purchasing online 56% would pay more in a bricks/mortar store if they had browsed online first 51% see showrooming as the norm by 2020 Channel roles will change and continue to evolve Source: Nielsen How Digital Influences How We shop Around The world, August 2012
25 Some manufacturers/distributors are using the internet to create their own channels Relationships with existing customers need to be considered
26 In-store is changing rapidly Consumption opportunities Shopper path to purchase is changing channels Different channel roles environments within which to influence shopper behavior customers investment requirements
27 While shoppers continue to interact with traditional forms of marketing, many are also digitally engaged while shopping Over 66 percent of smartphone owners use their phone to help them shop while in a store Women are using their smartphones to get style advice and feedback, search for product information, and look for special offers and discounts while they shop Source: Business Insider How Mobile Marketers Can Use Perfect Timing To Win Droves Of Female Customers, July 2013
28 Technology will continue to put more power into the hands of shoppers
29 There is still a need to develop an in-store marketing mix to drive changes in shopping behavior Availability Shopping behavior Communication Offer The rules of engagement online are quite different
30 Ranges can become unlimited: how do we get found?
31 We have more media options with which to communicate our messages to shoppers An increasing complex landscape provides consumer with a wide array of choices Online Mobile Social In-store Website E- Circular s Printable Coupons Digital Magazines Search/ Display Mobile Copon Text Message Mobile Apps Reviews Social Media Kiosks QE/Bar Codes 1 Searching for coupons Reading a flyer/ Circular Looking for Deals Multiple touch points need to be managed and integrated Source: Nielsen Digital Circulars Survey, Q2 2011
32 And it appears that there will be an even higher reliance on price discounts
33 The retail landscape is changing more rapidly than ever Consumers have different brand relationships Shopper path to purchase is changing channels Different channel roles environments within which to influence shopper behavior customers investment requirements
34 Your major customers will undoubtedly add and develop their e-retail presence
35 And some retailers will come, and some will go
36 What happens to a customer s business when online retail happens? Like for like sales go down: stores become a liability Marketing function grows in strength and influence Multiple channels become the norm: channel teams become a necessity Price comparison becomes more of an obsession putting pressure on margins Things change much more quickly retailers knee jerk This will have significant implications for your brand
37 Success will require continual adaptation of the entire marketing approach Recognize that relationships with consumers will change Not all shoppers are the same so target those that matter Map paths to purchase Understand channel roles In-store marketing must be flexible, adaptable, personable The customer base is more dynamic than ever: prioritize and invest with care Let s connect! mikeanthony.me facebook.com/engagetheexperts twitter.com/shopperexperts
38 Find out more in The Shopper Marketing Revolution For those on the fast track of modern business (The Shopper Marketing Revolution) is a must read. Paco Underhill Author of Why We Buy: The Science of Shopping Invaluable to the careers of very many of the marketing professionals in the industry." Herb Sorensen Author of Inside the Mind of the Shopper Available now on Amazon!
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