PRIVATE VS. PUBLIC SHOPPER Effective Use of Space to Influence the Total Mind

TRUTH ABOUT SHOPPING

+   The Private vs. Public Debate

2  

+   In Community Policies

3  

+   Psychological Inner Resolution

4  

+   Shopping Historically: Catalog (Private) vs. Retail (Public)

5  

   

SPACE +

PRIVATE VS PUBLIC

> PUBLIC SPACE: Public spaces served as the areas of cultural public life, where people would meet, interact and exchange goods and ideas:

THINK TOWN SQUARES, CAFES, RESTAURANTS AND STORES

6  

> PRIVATE SPACE: Private spaces served as areas of solitude where people and families could escape from the public sphere entirely:

THINK HOME

   

SEPARATE BUT

EQUAL > In these manifestations, private

and public acted as distinct properties – at times informing different behaviors, in other instances entities who partner for the greater good

7  

THE REWIRING OF PUBLIC AND

PRIVATE

> The forces of social media and smart phone technology have had a significant impact in the private/public sphere

> Rewiring our brains completely – it has changed the very landscape of shopping

8  

   

THE RELATIVITY OF SPACE

TODAY...

Our public spaces are becoming a “private space” and our private spaces have become our predominant “public space”

9  

   PRIVATE

BECOMES “PUBLIC”

10  

   PUBLIC

BECOMES “PRIVATE”

11  

+  

SO WHAT? (WHY DOES THIS MATTER FOR SHOPPING?)

As Space shifts, so too do the need states of our consumer

when it comes to their shopper journey.

+   In current segmentations, “Space” largely defines what type of information we are looking for

13  

or else… as a point of purchase destination...

SOCIALDIGITALSHOPPERS

WANT ONLINE STORESTO REMEMBERPERSONAL DETAILS

WANT TO RECIEVE PERSONALIZEDOFFERS ONLINE

WANT TO BE IDENTIFIED THROUGHDIGITAL DEVICES WHEN ENTERINGPHYSICAL STORE

DIGITALSHOPAHOLICS

OCCASIONALONLINESHOPPERS

RATIONALONLINESHOPPERS

VALUESEEKERS

TECHNO-SHYSHOPPERS

IDENTIFY THE TYPES OFDIGITAL SHOPPERS WHO

VISIT EACH CHANEL

TARGET AND CATERTO YOUR DIGITAL6+233(56·�1(('6

61%

24.8%

17.6%

16.1%14.7%

13.5%

13.3%

54%

41%

14  

   HOW DO

WE DEFINE SPACE TODAY?

15  

Private Space •  Online

Public Space •  Physical Space

   HOW SHOULD

WE DEFINE SPACE?

16  

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e

   

SPACE DRIVES EMOTIONAL MINDSETS

PRIVATE SHOPPER | PUBLIC SHOPPER

   18  

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e HOW SPACE INFORMS EMOTIONAL MINDSETS

   

GENERATION INFORMS EMOTIONAL

MINDSET PROPENSITIES

PRIVATE SHOPPER | PUBLIC SHOPPER

   

THE AGE DIVIDE

20  

BABY BOOMERS > Online privacy and security is a social issue important to them

> 3 of 4 prefer to shop in-store

> Underutilize their cell phones

> Not receptive to digital direct marketing – view as an invasion of privacy

> Less likely to provide personal information to outsiders, even with incentives

> When shopping, they have a clear sense of what they want and aren’t as swayed by outsiders

GEN X > Majority use social

networking

> Use the internet with a sense of caution and value privacy, but also tech-savvy

> Comfortable with sharing private information online

> Highly connected and on the go

> Enjoy one-on-one, interactive communications

GEN Y/Z > Enjoy having an audience

> View the internet as a community and a theater

> Not concerned about third parties accessing personal information, more concerned with authority figures

> Use social media to control their privacy – they choose what they share and create their own identity

> Always connected, at home and on-the-go

> Social media and smartphones are a place of comfort

   

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e BOOMERS YOUNG

GEN Y / GEN Z

GEN X GEN X

BOOMERS

OLDER GEN Y

YOUNG GEN Y / GEN Z

OLDER GEN Y

BOOMERS YOUNG GEN Y / GEN Z

GEN X GEN X

BOOMERS

OLDER GEN Y

YOUNG GEN Y / GEN Z

OLDER GEN Y

YOUNG GEN Y / GEN Z

YOUNG GEN Y / GEN Z

   

SO WHICH MINDSETS ARE MARKETERS DOING THE BEST JOB LEVERAGING?

   23  

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e

   24  

Private Space •  Online

Publ

ic M

e PUBLIC SHOPPER

PRIVATE SPACE

WHAT DO I WANT TO CONVEY TO THE WORLD

I WANT TO BE INTERESTING

I WANT TO LEAD MY PEERS AND SHARE MY

FINDS

   

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e

   26  

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e

   27  

Publ

ic M

e

Public Space •  Physical Space

PUBLIC SHOPPER

PUBLIC SPACE

WHO CAN I CONNECT WITH THROUGH EXPERIENCES?

I WANT TO BE STIMULATED HOW CAN I PARTICIPATE IN THE

WORLD AROUND ME?

Audi City

   

SO WHICH MINDSETS REPRESENT A NEW FRONTIER TO BE LEVERAGED?

   29  

Private Space •  Online

Public Space •  Physical Space

Priv

ate

Me

Publ

ic M

e

   30  

Private Space •  Online

Priv

ate

Me

PRIVATE SHOPPER PRIVATE SPACE WHO AM I REALLY?

HOW CAN I CREATE THE BEST VERSION OF MYSELF?

I KNOW WHAT I WANT, IT’S JUST FOR ME

   31  

Public Space •  Physical Space

Priv

ate

Me

PRIVATE SHOPPER PUBLIC SPACE

I WANT TO EXPLORE ALL OF MY OPTIONS BEFORE I MAKE MY OWN DECISION

I AM LOOKING FOR A PHYSICAL EXPERIENCE BUT MAYBE NOT INTERACTION

I WANT MY INTERESTS TO BE INVOLVED IN THE EXPERIENCE

Katie, you get 20% off these pants!

   

SO WHAT’S NEXT? OUR MINDSETS PROVIDE A ROADMAP FOR THE FUTURE…

   

PRIVATE SPACE, PUBLIC ME

33  

The Social Peacock seeks ways to share and connect with her friends and audience

> WHAT IF...

Walmart gave you your own discretionary bundle of rewards and discounts that you could use to distribute to your friends?

   

PUBLIC SPACE, PUBLIC ME

34  

The Delightful Dolphin searches for experiences that are participatory and social

> WHAT IF...

Petco transformed its stores into indoor dog parks?

   

PRIVATE SPACE, PRIVATE ME

35  

The Lone Wolf seeks frictionless shopping that anticipates his needs

> WHAT IF...

Lowes automatically delivered your spring outdoor supplies to your door on the first day of spring?

   

PUBLIC SPACE, PRIVATE ME

36  

The Cautious Chameleon desires moments of solitude and privacy amid the cover of a crowd

> WHAT IF...

Forever 21 provided a unique soundtrack & self navigation tour to be downloaded on Spotify at point of arrival at their store?

   

THE FUTURE WHAT MARKETERS SHOULD CONSIDER AS THEY NAVIGATE

PUBLIC/PRIVATE

>  Think about what is the appropriate mindset/mindsets for your brand and consumer

>  Build your segmentations with private and public mindsets as a key variable for your cluster analysis

>  Map the shopper journey defined not only by the functional need states of the consumer when it comes to space, but also the emotional need states

>  Build for the future. Anticipate how the mindset can be addressed when lensed through emerging technologies and trends

37  

WANT TO KNOW MORE?

PRIVATE PUBLIC SHOPPING iLAB™

Elena Klau SVP Director Strategy & Insights NA Elena.Klau@momentumww.com

Laura Moser SVP Shopper Marketing NA Laura.Moser@momentumww.com