Presented by: THE NEW PATH TO PURCHASE Mary Brett Whitfield Senior Vice President Anne Zybowski Vice...

Presented by:

THE NEW PATH TO PURCHASE

Mary Brett WhitfieldSenior Vice President

Anne ZybowskiVice President

March 2013

Big Idea

© Copyright 2013 Kantar Retail© Copyright 2013 Kantar Retail

Copyright © 2013 Kantar Retail. All Rights Reserved.

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Disclaimers

The analyses and conclusions presented in this document represent the opinions of Kantar Retail. The views expressed do not necessarily reflect the views of the management of the retailer(s) under discussion.

This document is not endorsed or otherwise supported by the management of any of the companies covered within the following slides.

© Copyright 2013 Kantar Retail

The Path to Purchase™ … Was always a simplified model for a complex process

3

BEFORE AFTERDURING

NAVIGATESTORE

MAKESELECTION

CHOOSEOUTLET

INFLUENCE SHOPPERBEHAVIOR

Create Demand Choose Outlet Navigate Store Select & Buy User Satisfaction

Consumer Shopper Consumer

TRUSTED MEDIA

RE-PURCHASE

Source: Kantar Retail analysis


Shopper Has Gone DigitalDigital Shopper = Empowered Shopper

Source: Kantar Retail analysis, Kantar Retail ShopperScape®,: January 2012, December 2012, January 2013 4

Have aSmartphone

Have a Tablet

Among Primary Household Shoppers …

Have Made an Online Purchase in Past Six Months

Significant year-to-year increase in

participation rates in 13 digital activities

… shopping well entrenched in the mix!

© Copyright 2013 Kantar Retail 5

Engaged … A Lot of Activity Outside the Four Walls of Stores

Note: Shading indicates significantly greater percentage than all shoppers (95% confidence level).

Source: Kantar Retail ShopperScape® January 2013

Gen Y/X digital social butterflies; Gen X most purposeful

Digital Engagement(past six-month participation rates among all primary household shoppers)


Shopping

The Shopper Is Omni-Channel ...

6

… which creates new (and evolving) expectations of retailers and shopping experiences

Source: Kantar Retail analysis

Media

Social

Information


New (& Evolving) Expectations of Retailers

• Personalization

• Convenience

• 24/7 Access

• Conversation

• Price Transparency

• Exclusive Promotions

7Source: Company Websites, Kantar Retail analysis


The New Path to Purchase

Source: Kantar Retail analysis 8

Create Demand

Choose Trusted Source

Navigate Store/Site

Select & Buy

Choose Channel

User Satisfaction

Advocate Community

Information and social media alter research and advocacy


Information Is Critical to Buying Process

9

Trusted Source for information is a new, key area of focus

Source: Kantar Retail analysis, Kantar Retail ShopperScape® January 2013


3rd Party/Social• Google/ Search• Blogs• Communities• Facebook• Twitter• Pinterest• Other Social

Manufacturer• Vendor.com• Brand sites

Retailer• Retailer.com• Amazon.com

49% of shoppers researched a product online before making a

purchase at a store

41% of shoppers read reviews before making their last online purchase


In World of Social and Consumer-Generated Media, Advocacy Is the New PR

Moves well beyond “satisfied” customers• Engagement• Conversation• Listen

10

Advocate Community


Source: Kantar Retail analysis, Company Websites, Facebook


Meeting Shopper Needs along a New Path in an Omni-Channel World

Source: Kantar Retail analysis 11

What Has Changed What It Means What To Do

Shoppers add “choose trusted source” to shopping routines.

Shopper marketing needs to start significantly before shoppers are in front of a shelf or ready to click “add to cart.”

Be present wherever and whenever shoppers are

Ensure visibility at every potential point of influence

Through social media and social networking, shoppers have the ability to share and shape opinions through advocacy.

The retailer and brand mindset must shift from an environment where retailers and brands wield control to one where they are but one of myriad influencers.

Adopt a test and learn culture

Be willing to fail quickly


501 Boylston StreetSuite 6101Boston, MA02116

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www.KantarRetailiq.com

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F +1 630 245 5647

www.KantarRetailiq.com

Anne Zybowski

Vice President

[email protected]

Mary Brett Whitfield

Senior Vice President

[email protected]

T +1 614 355 4010

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