Showrooming and the Mobile Assisted Shopper
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Transcript of Showrooming and the Mobile Assisted Shopper
Integrated Experiences &the Mobile Shopper: A Research Report
@David_RogersAuthorFaculty Director, Digital Marketing StrategyColumbia Business School
www.davidrogers.biz
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@David_Rogers
Books & Publications
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Some companies worked with
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Mobile computing
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• Surveyed 3,000 shoppers
• US, UK, Canada
• All use mobile devices in-store to aid shopping
• Survey fielded Q4, 2012
Global survey of “mobile-assisted shoppers”
METHODOLOGY
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HOW MANYMOBILE-ASSISTED
SHOPPERS ARE THERE?
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M-SHOPPERS AS % OF ALL CONSUMERS
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WHO ARETHE MOBILE-ASSISTED
SHOPPERS?
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26%<30 YRS OLD
MOSTLY NOT MILLENIALS
“Millenials”
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26%30-39 YRS OLD
6%65+ YRS OLD
20%50-64 YRS OLD
22%40-49 YRS OLD
AGE DISTRIBUTION OF M-SHOPPERS
26%<30 YRS OLD
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WHAT ARE THEYREALLY DOINGIN THE AISLES?
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INFO ANDREVIEWS
CALL/TEXT A FRIEND OR FAMILY MEMBER
PRICE CHECKING
WHAT DO M-SHOPPERS RESEARCH IN-STORE?
Regularly (Top 3) Occasionally Almost Never
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NICHE BEHAVIORS, TOO
HAVE YOU EVER DONE THE FOLLOWING WITH YOUR SMARTPHONE WITHIN A STORE?
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NOT JUST COMPETITOR WEBSITES
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SO, ARE ALL M-SHOPPERS “SHOWROOMING”?
30% 45%25%“On the fence” – may opt to buy in-store despite cheaper online
Yes - require price discounts to deter showrooming
Never – always buy in-store once there
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WHY SHOWROOM VS.NOT
SHOWROOM?
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REASONS FOR SHOWROOMING
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REASONS FOR SHOWROOMING
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REASONS NOT TO SHOWROOM
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REASONS NOT TO SHOWROOM
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5 TYPES OF MOBILE-ASSISTED
SHOPPERS
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“Premeditated about lower prices”
1.7x more likely than other M-shoppers to showroom because of online loyalty rewards
58% will showroom for free shipping
EXPLOITERS – 6.1%
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“Calculating, but persuadable”
1.3x more likely than other M-shoppers to compare prices in-store
45% have scanned a QR or bar code in-store
SAVVYS – 12.6%
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“Don’t plan, but always opt for deals”
76% can be swayed to purchase in-store with a price-matching offer
68% can be swayed to purchase in-store with a reward points offer
PRICE-SENSITIVES – 19.4%
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EXPERIENCE-SEEKERS – 31.7%
“Value the best experience, not just price”
are motivated to purchase in-store by exclusive store events
1.2xmore likely than other M-shoppers to contribute an idea to the store
43%
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TRADITIONALISTS – 30.2%
“Prefer the in-store shopping experience”
100% have not showroomed in the past 12 months
1.8x more likely than other M-shoppers to prefer shopping locally
Showrooming?
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5 STRATEGIESFOR RETAILERS
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1. VARIETY OF DISCOUNTS
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Various offers that excite M-shoppers
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2. CONVENIENCE (Omni-Channel)
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Convenience makes in-store purchase more likely
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3. THE RIGHT INFORMATION
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Information makes in-store purchase more likely
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4. SOCIAL ENGAGEMENT
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M-shoppers will engage with stores in #social
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5. LOYALTY PROGRAMS
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Current & future influence of loyalty programs
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Thank you!
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