Holiday Shopping with All Screens 24/7 by Maria Domoslawska, and Roddy Knowles #FOCI14 #MRX


Live blogging from the #FOCI14 conference in Universal City. Any errors or bad jokes are my own.foci14

Holiday Shopping with All Screens 24/7
Maria Domoslawska and Roddy Knowles, RESEARCH NOW

  • multimode starting with online, going to metered PCs, mobile phones, and then mobile diary GPS tracking which adds more engagement and gets us closer to the consumer
  • sample sizes of thousands, conducted around Thanksgiving
  • partnered with Experian for Hitwise data, tracked the top 20 retailers
  • 3% of people used mobile for purchasing but we will see mobile did play a central role
  • saw spikes for black friday and cyber monday on PC traffic
  • even though people aren’t necessarily shopping on their phone, the phone is with them at all times, they use their phones while they shop a lot more than they used to
  • 40% of consumers say they LIKE the huge crowds in the UK, and plan to do this
  • 31% of people made only unplanned purchases, impulse
  • 26% made planned and unplanned purchases
  • purchase planning by store – more unplanned at CJP, Macy’s, Kohl’s – clothing stores
  • in the UK, they plan to buy after Christmas, they give gifts on boxing day because they know they can get a better deal
  • more planned purchases for bigger ticket items like appliances and electronics
  • flowers and small gifts were mostly unplanned
  • ask people to take photos of their receipt – would people actually do it? and are panelists buying what they said they bought – did they forget something?
  • used the mobile diary to determine if people could actually find what they were looking for
  • were able to capture basket spend via diary data and determine average expenditure by store, matched well with responder data so people were able to recall quite accurately
  • 74% say gift giving makes them feel good
  • Key takeaways:
    • multi-country tracking help find subtle changes in your market which can become a big creative idea for your next program
    • mobile is in shopper’s lives and will not go away. it is an essential device for shopping even if they aren’t actually purchasing on their device
    • getting close to the point of experience yields rich and accurate data on shopping behaviours
    • not every datapoint is going to add value but layering survey data with new variables of passive behavioural data can activate your hypothesis

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