P2PI Preso - Public
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Transcript of P2PI Preso - Public
The Pre-shop Journey A CE/CPG comparison
12/9/14
Dan Seymour, NA Director Retail/Shopper Marketing
North America Shopper Marketing 2
North America Shopper Marketing 3
North America Shopper Marketing 4
North America Shopper Marketing
Consumer Electronics unique characteristics
• Three cycles & speed of new technology
• Length of time between repurchase
• Length of shopper journey
• Higher ASP, Higher consideration
• Higher level of angst
5
North America Shopper Marketing
Online is important, but how important?
Size and Scale of CE Online
6
1 2 3
Heavy online research
Motivations to buy & research online
North America Shopper Marketing 7
48% 48% 5% Purchased online
Desktop/Laptop Tablet Oral Care Purchase Behavior
52% 52% 95% Purchased offline
The CE Shopper is an active online and offline buyer.
Source: TNS/Kantar 2014 U.S. Connected Life Survey
North America Shopper Marketing
50/50 mix does not hold true with most traditional CE retailer
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12% 88% Best Buy
Online Stores PC Category Purchases
31% 69% Costco
Source: NPD Panel Data
12% 88% Office Depot
20% 80% Staples
18% 82% Walmart
North America Shopper Marketing 9
The CE space has major pure play ecommerce players that balance out the mix
North America Shopper Marketing 10
2
61% 69% 8% Did online research pre-purchase
Desktop/Laptop Tablet Oral Care
Research Behaviors
23% 28% 12% Did offline research before purchasing
24% 18% 80% Did not research before purchasing
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is an active online and offline researcher pre-purchase.
North America Shopper Marketing 11
If they help me, and make my life easier 57% 39%
Technology Food & Drink Reasons for connecting with brands online (largest deltas)
If they can answer questions I have or offer me customer service 50% 34%
If they provide easy access to product information 56% 42%
If they save me time 50% 36%
If it saves me money or to get access to coupons or vouchers 54% 65%
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is looking for info & help.
North America Shopper Marketing
Undecided but well informed shopper
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1 2 3
In-store merchandising
Sales associate
The store can and does make an impact.
North America Shopper Marketing
Had specific brand in mind while shopping 51% 60% 78%
Decided what to buy while shopping 65% 68% 54%
24% 18% 80% Did no research at all before purchase
Desktop/Laptop Tablet Oral Care Purchase Behavior
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is open to influence along this Online/Offline journey.
49% 40% 22% Had no brand or more than one brand in mind before shopping
North America Shopper Marketing
It is easier to buy things offline, in stores 49% 38%
Prefer to touch and feel before buying 46% 34%
51% 29% I want the product straight away
Purchase Motivators for offline shoppers Technology Groceries
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is motivated to buy offline by availability, immediacy, and interactivity
North America Shopper Marketing
Displays need to work hard, and be secure
15
North America Shopper Marketing
Complexity of fact tags
16
North America Shopper Marketing 17
The power of a recommendation
North America Shopper Marketing
Desktop/Laptop Tablet Oral Care Offline Purchase Behavior
50% 76% 60% Of those visiting store, checked prices
32% 52% 11% Of those visiting store, spoke with staff
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is using the stores to check prices, and get recommendation
North America Shopper Marketing
?’s 19