THE NEW RETAIL BOUNDARIES: PRIVATE VS. PUBLIC SPACES OF SHOPPING

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

TRUTH ABOUT SHOPPING

+ The Private vs. Public Debate

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+ In Community Policies

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+ Psychological Inner Resolution

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

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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

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> 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

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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

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THE RELATIVITY OF SPACE

TODAY...

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

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PRIVATE

BECOMES “PUBLIC”

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PUBLIC

BECOMES “PRIVATE”

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+

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

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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%

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HOW DO

WE DEFINE SPACE TODAY?

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Private Space •  Online

Public Space •  Physical Space

HOW SHOULD

WE DEFINE SPACE?

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Priv

ate

Me

Publ

ic M

e

SPACE DRIVES EMOTIONAL MINDSETS

PRIVATE SHOPPER | PUBLIC SHOPPER

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Priv

ate

Me

Publ

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e HOW SPACE INFORMS EMOTIONAL MINDSETS

GENERATION INFORMS EMOTIONAL

MINDSET PROPENSITIES

PRIVATE SHOPPER | PUBLIC SHOPPER

THE AGE DIVIDE

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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



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?

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Priv

ate

Me

Publ

ic M

e

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Publ

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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



Priv

ate

Me

Publ

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Priv

ate

Me

Publ

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e

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Publ

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e


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?

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Priv

ate

Me

Publ

ic M

e

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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

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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

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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

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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

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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

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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

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WANT TO KNOW MORE?

PRIVATE PUBLIC SHOPPING iLAB™

Elena Klau SVP Director Strategy & Insights NA [email protected]

Laura Moser SVP Shopper Marketing NA [email protected]

THE NEW RETAIL BOUNDARIES: PRIVATE VS. PUBLIC SPACES OF SHOPPING

Marketing

Transcript of THE NEW RETAIL BOUNDARIES: PRIVATE VS. PUBLIC SPACES OF SHOPPING