P2PI Preso - Public
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Transcript of P2PI Preso - Public
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The Pre-shop Journey A CE/CPG comparison
12/9/14
Dan Seymour, NA Director Retail/Shopper Marketing
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North America Shopper Marketing 2
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North America Shopper Marketing 3
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North America Shopper Marketing 4
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North America Shopper Marketing
Consumer Electronics unique characteristics
• Three cycles & speed of new technology
• Length of time between repurchase
• Length of shopper journey
• Higher ASP, Higher consideration
• Higher level of angst
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North America Shopper Marketing
Online is important, but how important?
Size and Scale of CE Online
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Heavy online research
Motivations to buy & research online
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North America Shopper Marketing 7
48% 48% 5% Purchased online
Desktop/Laptop Tablet Oral Care Purchase Behavior
52% 52% 95% Purchased offline
The CE Shopper is an active online and offline buyer.
Source: TNS/Kantar 2014 U.S. Connected Life Survey
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North America Shopper Marketing
50/50 mix does not hold true with most traditional CE retailer
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12% 88% Best Buy
Online Stores PC Category Purchases
31% 69% Costco
Source: NPD Panel Data
12% 88% Office Depot
20% 80% Staples
18% 82% Walmart
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North America Shopper Marketing 9
The CE space has major pure play ecommerce players that balance out the mix
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North America Shopper Marketing 10
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61% 69% 8% Did online research pre-purchase
Desktop/Laptop Tablet Oral Care
Research Behaviors
23% 28% 12% Did offline research before purchasing
24% 18% 80% Did not research before purchasing
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is an active online and offline researcher pre-purchase.
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North America Shopper Marketing 11
If they help me, and make my life easier 57% 39%
Technology Food & Drink Reasons for connecting with brands online (largest deltas)
If they can answer questions I have or offer me customer service 50% 34%
If they provide easy access to product information 56% 42%
If they save me time 50% 36%
If it saves me money or to get access to coupons or vouchers 54% 65%
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is looking for info & help.
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North America Shopper Marketing
Undecided but well informed shopper
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1 2 3
In-store merchandising
Sales associate
The store can and does make an impact.
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North America Shopper Marketing
Had specific brand in mind while shopping 51% 60% 78%
Decided what to buy while shopping 65% 68% 54%
24% 18% 80% Did no research at all before purchase
Desktop/Laptop Tablet Oral Care Purchase Behavior
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is open to influence along this Online/Offline journey.
49% 40% 22% Had no brand or more than one brand in mind before shopping
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North America Shopper Marketing
It is easier to buy things offline, in stores 49% 38%
Prefer to touch and feel before buying 46% 34%
51% 29% I want the product straight away
Purchase Motivators for offline shoppers Technology Groceries
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is motivated to buy offline by availability, immediacy, and interactivity
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North America Shopper Marketing
Displays need to work hard, and be secure
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North America Shopper Marketing
Complexity of fact tags
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North America Shopper Marketing 17
The power of a recommendation
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North America Shopper Marketing
Desktop/Laptop Tablet Oral Care Offline Purchase Behavior
50% 76% 60% Of those visiting store, checked prices
32% 52% 11% Of those visiting store, spoke with staff
Source: TNS/Kantar 2014 U.S. Connected Life Survey
The CE Shopper is using the stores to check prices, and get recommendation
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North America Shopper Marketing
?’s 19