THE FUTURE OF SHOPPER MARKETING janeperry
Intro Macro factors affecting shoppers Changing shopper behaviours and implications What does it all mean for brands and retailers?
FORCES SHAPING SHOPPER
85% of global middle-class growth will come from Asia Asia has the biggest growing middle class
A growing e-commerce opportunity Indonesia: $1.3bn $200bn SEA internet economy by 2025 Growing 25% in the next 12 months Malaysia: $1.3bn Philippines: $1.0bn Singapore $1.7bn Thailand: $0.9bn Vietnam: $0.8bn
T H E K E Y B E H A V I O U R S T H A T W I L L D E F I N E T H E F U T U R E O F S H O P P I N G 1 2 3 BUSY, COMPLEX LIVES DEMANDING TOTAL CONVENIENCE EXPERIENCES MAKE US HAPPIER THAN POSESSIONS THE QUEST TO MAKE INFORMED CHOICES
BEHAVIOUR ONE BUSY, COMPLEX LIVES DEMANDING TOTAL CONVENIENCE
Increasingly busy lives mean that shoppers are demanding immediate convenience 35,000 The number of decisions an average adult makes in a day 6% Increase in for tonight shopper missions 45% abandoned an online basket due to unsatisfactory delivery options
Asia has the longest working hours In the world The average employee works 38% above global average. Resulting in them having the busiest lives.
Shoppers are ever more digitally empowered By 2020, there will be 20.8 billion internet-enabled things and 7.2 bill of those will serve businesses 71% of in-store shoppers who use smartphones for online research say their device has become more important to their instore experience 19% Only! see receiving a pop-up on their smartphone while near a store as intrusive *Sources are in speaker notes
There is a proliferation of tech providers creating platforms/solutions aimed at simplifying and narrowing our shopping choices
Instant buy and replenish solutions designed to lock you in Navigation systems designed to reduce in-store journeys and collection systems to reduce store visits The growth in voice and conversational commerce, which is driving purchase decisions on our behalf Predictable commerce predicting demand before the need and being where you are
Big phscyometric data analytics allows for sophisticated targeting at point of need
W H A T D O E S I T M E A N A N D W H A T C A N I D O? HELP Don t passively wait for shoppers to find you, use data to target them at or before need
BEHAVIOUR TWO EXPERIENCES MAKE US HAPPIER THAN POSSESSIONS
Consumers today feel that paying for things with time and attention is an almost intolerable cost Holidays 49% Savings 48% Home improvement 31% Eating out 22% Cars 18% Clothes 18% Treats 17% Food and grocery 15%
Retail is uniquely placed to offer customers the level of emotional and sensory engagement they are looking for 70% of shoppers agree that non-retail elements (e.g.. music, art ) are important to improve their experience 45% of consumers globally are willing to pay more for a better retail experience 89% of brands expect customer experience to be their primary differentiator by 2017 *Sources are in speaker notes
By 2025 75% of sales will still occur in physical stores *Sources are in speaker notes
https://vimeo.com/194527882
The power of storytelling brings commoditised products to life in unprecedented ways The injection of sensorial experiences into dying categories shifts the conversation from functions to feelings Mobile is used to elevate the in-store experience and give products a richer context https://vimeo.com/194527882 Physical spaces are transformed into theatres, offering customers deeper interactions with products and more relevant services
W H A T D O E S I T M E A N A N D W H A T C A N I D O? ENGAGE Stop hiding behind the restrictions of your category. See the shopper journey as a canvas to tell a story and create meaningful experiences.
BEHAVIOUR THREE PERSONALISATION CURATED FOR ME
75% of shoppers say they are more likely to purchase from a retailer that knows them by name, remembers their purchases or makes recos based on previous baskets 45% of shoppers expect from stores the same level of personalisation they find online 74% of shoppers say that personalised promotions encourage them to buy relevant products and services they have never purchased *Sources are in speaker notes
Learning about consumer s tastes to suggest products that can better fit their lifestyle Acknowledging people s uniqueness to design individual solutions Driving more personalised experiences through analytics of individual preference Even without the use of advanced technology, you can learn more about your shoppers, and cater to their different needs
W H A T D O E S I T M E A N A N D W H A T C A N I D O? UNDERSTAND Don t push messages to shoppers. Start empowering them by optimising products and services around their unique needs.
W H A T D O E S I T A L L M E A N?
BEHAVIOURAL ACTION LONG TERM IMPACT WHAT YOU CAN DO TOMORROW 1 Busy Complex Lives HELP SHOPPERS ON THEIR TERMS Re-organise your structure. Connect brand, shopper and trade teams. Invest in data understanding and target shoppers upstream much closer to need. DON T WAIT FOR STORE 2 Experiences ENGAGE SHOPPERS ALONG THEIR PURCHASE DECISION JOURNEY Re-write the rules of your category. From hard-selling commodities to connecting with human feelings. Work with retailers to build a more meaningful presence in-store. BE SHOPPER-CENTRIC. 3 Personalisation UNDERSTAND SHOPPERS INDIVIDUALITY Re-invent your value proposition. Design products and services as unique as your consumers. Shift from launch & leave to always on
BEHAVIOURAL ACTION LONG TERM IMPACT WHAT YOU CAN DO TOMORROW 1 Busy Complex Lives HELP SHOPPERS ON THEIR TERMS Re-organise your structure. Connect brand, shopper and trade teams. Invest in data understanding and target shoppers upstream much closer to need. DON T WAIT FOR STORE 2 Experiences ENGAGE SHOPPERS ALONG THEIR PURCHASE DECISION JOURNEY Re-write the rules of your category. From hard-selling commodities to connecting with human feelings. Work with retailers to build a more meaningful presence in-store. BE SHOPPER-CENTRIC. 3 Personalisation UNDERSTAND SHOPPERS INDIVIDUALITY Re-invent your value proposition. Design products and services as unique as your consumers. Shift from launch & leave to always on
BEHAVIOURAL ACTION LONG TERM IMPACT WHAT YOU CAN DO TOMORROW 1 Busy Complex Lives HELP SHOPPERS ON THEIR TERMS Re-organise your structure. Connect brand, shopper and trade teams. Invest in data understanding and target shoppers upstream much closer to need. DON T WAIT FOR STORE 2 Experiences ENGAGE SHOPPERS ALONG THEIR PURCHASE DECISION JOURNEY Re-write the rules of your category. From hard-selling commodities to connecting with human feelings. Work with retailers to build a more meaningful presence in-store. BE SHOPPER-CENTRIC. 3 Personalisation UNDERSTAND SHOPPERS INDIVIDUALITY Re-invent your value proposition. Design products and services as unique as your consumers. Shift from launch & leave to ALWAYS ON
The future of shopping Is about helping shoppers on their terms, providing compelling shopping experiences and personalised products and services through understanding individuals
THANK YOU janeperry