FEBRUARY 10-13, 2013 // THE MIRAGE HOTEL // LAS VEGAS, NV
Reaching Shoppersvia Digital Marketing Tools
Presented by
BILL BISHOP
WWW.BRICKMEETSCLICK.COMTWITTER @BRICKMEETSCLICK.COM AND #NGASHOW13
Shopper Wish List
1) “Time your digital circular to let me get the value.”
2) “Save me some planning time.”
3) Make it quicker to find items in the store.
Time is $. Think how to save shoppers time
About the Survey
• 23,000 Shoppers
• 3 Retailers
• Where to Look for Guidance, not Answers
Six Key Questions
1. Why you need strong digital marketing?
2. Where else do your customers search?
3. How can you help customers plan their shopping?
4. How Facebook can be your friend?
5. What shoppers do with their phones?
6. When to shift from print to digital?
Key Questions
WHAT WE KNOW
• Shopping experience extends to the web
• Competition is increasing
• It makes a difference
WHY YOU NEED STRONG DIGITAL MARKETING
Key Questions
Shop This Store
Going Online
80%
53%
15%
18%
5%
29%
How likely are shoppers to recommend (% of Total Shoppers)
Promoter Passive Detractor
WHY YOU NEED STRONG DIGITAL MARKETING
Key Questions
NEXT STEPS
• Get your customers’ reactions
• Identify and fix vulnerabilities
• Take advantage of competitors’ vulnerabilities
WHY YOU NEED STRONG DIGITAL MARKETING
Shoppers do notice when your onlineexperience falls short
Key Questions
WHY?
• It’s what they do
• Looking for value
• Can’t get it all in one place
WHERE ELSE DO YOUR CUSTOMERS SEARCH
Key QuestionsWHERE ELSE DO YOUR CUSTOMERS SEARCH
Other supermarkets Online coupons Product manufacturer
2.5
2.4
2.1
Visits to other Websites in past month(Average Number of Visits)
Key Questions
NEXT STEPS
• Find out more about why
• Decide if you want to provide it
• Look for partnerships
WHERE ELSE DO CUSTOMERS SEARCH
Key Questions
WHY IS THIS IMPORTANT?
• Customers are shopping more stores
• Planning can save time and money
• Planning isn’t easy
WHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING
Key QuestionsWHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING
Go to websites
Plan a menu
Clip coupons
Check the pantry
Look at circulars
18%
23%
49%
59%
70%
Planning Activities(% of Shoppers)
Key Questions
NEXT STEPS
Start to think like an online retailer
Make it easier to build lists
Highlight promotions on what they buy
HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
Get more involved in helping to plan shopping trips
Key Questions
WHY IS THIS IMPORTANT?
• It’s not enough to “be Liked”
• This is a two-way platform
• Pull is more important than push
HOW FACEBOOK CAN BE YOUR FRIEND
Key QuestionsHOW FACEBOOK CAN BE YOUR FRIEND
Text messages
Facebook post
17%
20%
Is Facebook Helpful?(% of Total Shoppers)
Key Questions
NEXT STEPS
• Prioritize to avoid overload
• Personalize messages
• Consider a second page
HOW FACEBOOK CAN BE YOUR FRIEND
Key Questions
WHAT WE KNOW
• Way to reach shoppers on the move
• Grocery shopping is different
• Popularity of apps is growing
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
Key QuestionsWHAT SHOPPERS ARE DOING WITH THEIR PHONES
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%
Have you used your phone in the last month to…?(% of Smartphone Users indicating “yes”)
Key Questions
NEXT STEPS
• Make emails mobile friendly
• Use text for short time offers
• Ensure apps fit how people shop
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
Key Questions
WHAT WE KNOW
• Shoppers still prefer print
• Still “early days”
• It’s a high reward/high risk move
WHEN TO SHIFT FROM PRINT TO DIGITAL
Key QuestionsWHEN TO SHIFT FROM PRINT TO DIGITAL
Online ads
Newspaper ads
69%
81%
Are These Helpful?(% of Total Shoppers)
Key Questions
NEXT STEPS
• Find out what’s holding back digital
• Promote and reward use
• Change locally
WHEN TO SHIFT FROM PRINT TO DIGITAL
Big rewards for digital shift but not easy to do. Plan smart!
Keep Up with What’s Happening
Brick Meets Click is the place where you can always turn to get
clear, commercial-free perspectives on how digital is impacting
the shopping experience.
ACCELERATE YOUR LEARNING CURVE, save time, and
minimize risk by tapping BMC's deep understanding of retail and
the changing shopper.
www.brickmeetsclick.comTwitter: @brickmeetsclick.com
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