BIG BUSINESS Shoppers in the Moment #ESOcong #MRX


… Live blogging from the 2013 ESOMAR Congress in Istanbul Turkey. Any errors are my own, any comments or terrible jokes in [] are my own…

esomarCongress

Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to considerAdrian Sanger, Nielsen, UK, Jeanne Danubio, Nielsen, USA, Nikhil Sharma, Nielsen, USA

  • How people shop – the right digital touchpoint, where people buy – the role of the categoryP1090958
  • Convenience – ugent needs, immediate consumption
  • Inspection barrier – if you need to see/touch/smell the product yourself, then the store is the easier way of doing it
  • Convenience – people who are willing to stock up, or products that are used up quickly, e.g., dogfood or toilet tissue
  • Price Value – high price to weight ratio, product margin
  • Categories matter – diapers – 62% of shoppers use digital; baby food – 54% use digital; diapers seem to be more digital but data suggest otherwise; digital diaper is used for discovering new brands and get useage ideas; baby food is more for gathering product information and accessing product reviews
  • shoppers matter – hispanic shoppers use blogs more often; african american shoppers favour store website or mobile apps compared ot other ethnicity
  • categories are moving online, the path to purchase has become more complex, there are shifts between planned/unplanned purchases when the trip goes online – where do unplanned purchases go when you shop online
  • new business models are emerging – click and collect is increasing, click and pickup anytime is increasing – Bricks and clicks connect
  • you must understand the shopper and their touchpoints, connect the bricks and clicks, influence their path to purchase, keep going

Feel Nothing, Do Nothing: Unlocking the emotional secret of online spendingJoost Vastenavondt, MasterCard Europe, Belgium, Koen De Vos, MasterCard Europe, Belgium, Orlando Wood, BrainJuicer, UK, Tom Ewing, BrainJuicer Group, UK

  • we like to believe that we are logical, analytical and deliberateP1090960
  • emotions simplify and guide our decisions
  • you can build a behavioural activation towards a brand in the aisle, as simple as a path of stickers on the floor or by simply leaving a branded sticker of your credit card at the cash register of a store
  • recruited 1000 responders and monitored all the URLs they visited, passively – where, how long, sometimes asking responders to share satisfaction with specific sites
  • it’s not a purchase journey, it’s a purchase zone where people bounce from site to site in no order at all  [i call it a purchase spaghetti]
  • how can you nudge behaviour within a zone?
  • happiness of a first purchase is a good predictor of a second purchase; make people feel happy on their first visit and they’ll come back
  • happy customers stay on a site longer – when 40% of people are happy on your site, they spend 10 minutes on it
  • people who only browse, only 30% of them feel happy when they leave. of those who buy, 67% of them feel happy when they leave. [soooo shopping addicts love shopping?]
  • credit card purchasing feels happier than debit card purchasing [i.e., people who have no money but buy something feel better than people who are actually spending money]

A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today’s ‘new’ consumerHeather Dougherty, Experian Hitwise, USA, Maria Domoslawska, Research Now, USA

  • [GOOOOOOO Maria!!!  :) ]
  • single source methodology incorporating PC behavioural tracking, Mobile behavioural tracking, survey fielding, and Mobile-GPS app usageP1090967
  • holiday shopping study, traditionally the time of the year where retailers go from in the red to in the black
  • in the US, black friday was co-opted by online retailers and now cyber monday has taken those over; peak in the UK is boxng day
  • only 4% of people said they planned to shop using their mobile phone
  • amazon is massively first followed by walmart, best buy, and target;  but different retailers had peaks on different days – black friday/cyber monday/thanksgiving
  • [do you eat dinner and shop on your phone at the same time?]
  • 83% of searches for a retailer were navigational only, 68% mentioning a product used brand names, e.g., ipad vs tablet
  • people SAY they use HotUKDeals at number 10 site but it turned out to be number 2 site, as a result of social networking, perhaps they didn’t intend to go there, they were disrupted in the path to purchase
  • affluents are less interested in early sales
  • early shoppers are flourishing familes and older shoppers
  • Black friday shoppers and suburban and families
  • Weekend shoppers are boomers and middle class melting pot
  • highly affluent like high value, prestige, motivated by premium offers, likes trying new products – use these marketing strategies
  • there is no such thing as average customer – you need segmentation with behavioural and attitudinal data

P1090981

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