Confidential © 2012 CrossView, Inc. All rights reserved.

Evolution of the Path to Purchase

Jason Goldberg

Vice President of Business Strategy & Customer Experience

jgoldberg@crossview.com

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Ready? Set…

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Go!

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Video Slide

http://www.youtube.com/watch?v=oSQJP40PcGI

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Which sells more jam?

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3% Conversion Rate 30% Conversion Rate

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Amazon 9%

Walmart 27%

Sears 2%

Steak 62%

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Not Quite the Average: An Empirical Study of Web Use

– Harald Weinreich, Hartmut Obendorf, Eelco Herder, & Matthias Mayer

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Not Quite the Average: An Empirical Study of Web Use

– Harald Weinreich, Hartmut Obendorf, Eelco Herder, & Matthias Mayer

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Yes 85%

No 15%

Know Price

Yes 70%

No 30%

Free Shipping

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Path to Purchase

It used to be so easy…

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Traditional Funnel

Familiarity Consideration Purchase Loyalty Awareness

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Awareness

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Familiarity

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Consideration

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Purchase

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Loyalty

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Customer Journey

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Web Store

Retail POS

Retail Interactive Mobile Self-Service

Mobile Web Store Direct Marketing

Mobile POS Call Center

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“Multi-channel consumers spend

more per transaction than a

customer who only shops in store.”

82%

– Ian Geddes, Lead Retail Partner, Deloitte LLP

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– Brian Dunn, Former CEO, Best Buy

“We know that of our U.S. store

sales are influenced by our customers’

experience on bestbuy.com and .

of the products we sell online are picked

up in-store.”

60%

40%

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“ of our customers research

online at least occasionally before

purchasing in-store.”

90%

– Karen Hoguet, CFO, Macy’s

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“ of those buying a TV in-store

at Fnac (French CE Retailer) had

previously used the internet for

research.

52%

– Google “Offline Shoppers who Research Online Spend More” study

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“ of consumers researched

online prior to purchase during the

holiday season.”

76%

– Google 2012 Post Holiday Recap

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– Traqline Survey

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“ of internet transactions

involve research in-store.”

21%

– Ian Geddes, Lead Retail Partner, Deloitte LLP

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$1 $5

$1 $10

$1 $60

=

=

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Web Influence Sales

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Zero Moment of Truth

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Zero Moment of Truth

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Zero Moment of Truth

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Zero Moment of Truth

A busy mom in a minivan

• looking up decongestants on her mobile phone as she waits to pick up her son at school.

An office manager at her desk

• comparing laser printer prices and ink cartridge costs before heading to an office supply

store.

A student in a cafe

• scanning user ratings and reviews while looking for a cheap hotel in Barcelona.

A winter sports fan in a ski store

• pulling out a mobile phone to look at video reviews of the latest snowboards.

A young woman in her condo

• searching the web for juicy details about a new guy before a blind date.

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Price

Brand

Size

Old Consideration Tree

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Price

Brand

Size

Old Consideration Tree

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Price

Social Proof

Size

New Consideration Tree

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Awareness

– Rand Fishkin SEOMoz

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Familiarity

– Rand Fishkin SEOMoz

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Consideration

– Rand Fishkin SEOMoz

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Consideration

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Consideration

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Purchase

– Rand Fishkin SEOMoz

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Purchase

– Rand Fishkin SEOMoz

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Loyalty

– Rand Fishkin SEOMoz

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Customer Journey

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Customer Journey

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Customer Journey

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Customer Journey

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The Future

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What should I do differently today if…

I believe that 20% of our

sales will soon come from

digital retailing – and that

80% of our sales will be

heavily influenced by it?

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What should I do differently today if…

I believe more than 70% of

all shopping activity and

half of all internet activity

will be from a mobile

device?

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What should I do differently today if…

I believe the customers will

not make a purchase

without social proof?

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What should I do differently today if…

I believe that customers

will have perfect price

transparency?

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Video Slide

http://www.youtube.com/watch?v=a6cNdhOKwi0

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for your time & interest.

VP of Business Strategy & Customer Experience

jgoldberg@crossview.com

Jason Goldberg

Confidential © 2012 CrossView, Inc. All rights reserved.

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