![Even if consumers aren’t consciously
shopping, they are still shopping
“Smartphone use is more or less
continuous. [It] doesn’t say anything
about whether the use has anything to
do with shopping, but it does mean that
[it has] a large part of the consumer’s
mind share during that shopping
mission. The shopping trip starts earlier
and ends later than it used to.”
—Nick Hodson, partner at Booz & Co.
©2014 eMarketer Inc.](https://image.slidesharecdn.com/emarketerwebinarmarketersmeetingchallengealways-onshopping-140123160825-phpapp02/85/eMarketer-Webinar-How-Marketers-Are-Meeting-the-Challenges-of-Always-On-Shopping-21-320.jpg)
eMarketer Webinar: How Marketers Are Meeting the Challenges of Always-On Shopping
- 1. January 23, 2014 How Marketers Are Meeting the Challenges of Always-On Shopping Presented by: Noah Elkin & Yoram Wurmser eMarketer, Inc. Sponsored by ©2014 eMarketer Inc.
- 2. Agenda Reaching consumers across blurring lines The state of always-on shopping Marketing to the “always shopping” consumer Twitter Hashtag – #eMwebinar ©2014 eMarketer Inc.
- 3. Marketing Across Blurring Lines ©2014 eMarketer Inc.
- 4. We’ve reached a new inflection point …. Digital’s advance is helping blur the lines between everywhere and nowhere 5 hours 16 minutes 43.6% of daily media time 4 hours 31 minutes 37.4% of daily media time Source: eMarketer, July 2013 ©2014 eMarketer Inc.
- 5. … and it’s driven by mobile 2 hours 21 minutes 19.4% of daily media time 2 hours 19 minutes 19.2% of daily media time Source: eMarketer, July 2013 ©2014 eMarketer Inc.
- 6. In a digital landscape defined by an ever-expanding number of screens … Smartphones Phablet Phablets Wearable Wearable Technology Technology Social Machines Social Machines Connected Consoles Connected Consoles Ambient Surfaces Ambient Surfaces Connected Cars Connected Cars ©2014 eMarketer Inc.
- 7. … mobile devices have moved to the center Twitter Hashtag – #eMwebinar ©2014 eMarketer Inc.
- 8. One result: As marketers and retailers, we must operate in a world of blurring lines ©2014 eMarketer Inc.
- 9. What Are the 5 Primary Implications of Blurring Lines? ©2014 eMarketer Inc.
- 10. 1. The notion of the consumer is shifting ©2014 eMarketer Inc.
- 11. 1. The notion of the consumer is shifting ©2014 eMarketer Inc.
- 12. 2. “Mobile” isn’t necessarily on-the-go ©2014 eMarketer Inc.
- 13. 3. Online is a persistent state It’s no longer a distinct condition characterized by sitting in front of a PC ©2014 eMarketer Inc.
- 14. 4. Today’s path to purchase is a lot less linear … … and a lot more like an infinite loop ©2014 eMarketer Inc.
- 15. 5. “Everywhere commerce” adds up: 2014 global B2C ecommerce will top $1.4 trillion The US represents the single largest ecommerce market, with nearly one-third of global sales in 2014 ©2014 eMarketer Inc.
- 16. The State of Always-On Shopping ©2014 eMarketer Inc.
- 17. Keep in mind: We’re still scratching the surface of the ecommerce opportunity ©2014 eMarketer Inc.
- 18. Smartphones play a key role in driving always-on commerce … Smartphones serve as the fulcrum between digital and physical retail ©2014 eMarketer Inc.
- 19. … even if tablets generate far higher on-device sales Tablets will account for two-thirds of US retail mcommerce sales in 2014 Twitter Hashtag – #eMwebinar ©2014 eMarketer Inc.
- 20. The reality of multi-device shopping: Consumers are always in consideration mode ©2014 eMarketer Inc.
- 21. Even if consumers aren’t consciously shopping, they are still shopping “Smartphone use is more or less continuous. [It] doesn’t say anything about whether the use has anything to do with shopping, but it does mean that [it has] a large part of the consumer’s mind share during that shopping mission. The shopping trip starts earlier and ends later than it used to.” —Nick Hodson, partner at Booz & Co. ©2014 eMarketer Inc.
- 22. In other words … … shopping is about state of mind as much as intent and physical location ©2014 eMarketer Inc.
- 23. Marketing to the “Always Shopping” Consumer ©2014 eMarketer Inc.
- 24. Research starts anywhere “Webrooming” is a mainstream activity, often used to narrow down purchase options before visiting a physical store Twitter Hashtag – #eMwebinar ©2014 eMarketer Inc.
- 25. Marketers can help their own cause by facilitating the research process Tools such as a wish list can help retain shoppers as they move from one screen to another ©2014 eMarketer Inc.
- 26. Part of being in consideration mode means staying attuned to ads and offers ©2014 eMarketer Inc.
- 27. The alwayson shopper is also the anywhere shopper Location targeting is a key mobile marketing opportunity ©2014 eMarketer Inc.
- 28. Rain = bad hair = opportunity for Pantene ©2014 eMarketer Inc.
- 29. More relevant information makes for more effective location-based ads Twitter Hashtag – #eMwebinar ©2014 eMarketer Inc.
- 30. Keep in mind: Purchase decisions are often made before entering the store Locationbased ads may lose effectiveness once a customer is in a brick-andmortar setting ©2014 eMarketer Inc.
- 31. Research continues in-store: Is this a threat or opportunity for retailers? 40% of US adults showroom, but only a small percentage actually buy from an online competitor while in-store ©2014 eMarketer Inc.
- 32. Some retailers have tried to embrace showrooming Best Buy has made efforts to use it as an opportunity to attract eyeballs and dollars in its stores ©2014 eMarketer Inc.
- 33. Think of mobile as a potentially valuable tool for keeping purchases in-store “Mobile is kind of this seamless glue. The purchase process and consideration have become more meandering, and we’re using mobile as the thing that jumps into those places. The big thing is not to think of mobile as just shopping on the go. Mobile is a tool for in-store.” —Johnna Marcus, director of mobile and digital store marketing Twitter Hashtag – #eMwebinar ©2014 eMarketer Inc.
- 34. Some improvements are as simple as integrating coupons and loyalty programs Sephora’s app lets customers ditch plastic loyalty cards and have a more personalized experience ©2014 eMarketer Inc.
- 35. Retailers are taking steps to improve on the in-store experience Lowe’s is thinking about how its customers shop and where to address their pain points ©2014 eMarketer Inc.
- 36. Others aim for deeper integrations of the mobile, social and in-store experience Example: Cartwheel by Target ©2014 eMarketer Inc.
- 37. Apple’s iBeacon technology gives retailers multiple in-store engagement options These include everything from micro-location marketing to scan-and-click checkout Twitter Hashtag – #eMwebinar Image courtesy of AppleInsider ©2014 eMarketer Inc.
- 38. … and can let consumers check out anywhere Walmart is rolling out an app feature that lets shoppers scan items for purchase as they browse the store ©2014 eMarketer Inc.
- 39. Even at checkout, consumers still want choices on fulfillment Toys R Us lets online buyers pick up in-store — but the opportunities are wider ©2014 eMarketer Inc.
- 40. Takeaways 2014 will be the year retailers reckon fully with a world of “always engaged” consumers. Consumers’ research about product decisions now extends along a seamless continuum from home to work to store. – This means tailoring messages to reach users who may raise their hand at any point in the purchase process. The key to connecting with always-on shoppers lies in offering multiple options, from purchase to pickup to payment. – Retailers should focus on customer pain points and how smartphones can address them, especially in-store. ©2014 eMarketer Inc.
- 41. COMMERCE TRAFFIC AGGRESSIVELY CHANGING LANES Market trends 2012 Actual 2014 Projected Source: Cross Section of Digital River client traffic representing a variety of products and services 2014 figures are projections
- 42. EVOLUTION OF CONSUMPTION ADAPTIVE BUSINESS MODELS TRANSFORMATIVE EXPERIENCES COMMERCE-AS-A-SERVICE
- 43. COMMERCE-AS-A-SERVICE TOOLKIT FOR TODAY TO FUTURE PROOF COMMERCE FOR TOMORROW Marketing Services SITE SEARCH Commerce Experience SHOPPING CART WCMS Commerce Business Infrastructure MOR/ SOR LOCAL ENTITIES Payments GATEWAY SERVICES EMAIL CATALOG FRAUD AFFILIATE DISPLAY SEARCHAN- MERCHANDISING& DIZING PROMO TAX FULL-SERVICE ACQUIRING ORDER MANAGEMENT LOCALIZATION CLOUD ENABLEMENT PSP SERVICES ANALYTICS RECOMMENDATION & PERSONALIZATION A/B TESTING BUSINESS INTELLIGENCE COMPLIANCE IN-COUNTRY MERCHANT SITE OPTIMIZATION PRICING CUSTOMER SERVICE ADMIN TOOLS INTEGRATION SERVICES SINGLE CONNECTION TO PAYMENTS GRID
- 44. ENTER SPOTIFY From a Swedish startup to a disruptive force in entertainment worldwide, Spotify has relied on Digital River since 2007 to process 100% of transactions and expand subscriptions to 50 countries across the globe and counting…
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- 46. Q&A Session Learn more about digital marketing with an eMarketer corporate subscription How Marketers Are Meeting the Challenge of Always-On Shopping Around 200 eMarketer reports are published each year. Here are some recent ones you may be interested in: Key Digital Trends for 2014 Digital Ad Spending by Industry: Forecasts and Key Trends Cross-Platform Attribution: A Status Report on Overcoming Select Attribution Challenges Noah Elkin Yoram Wurmser You will receive an email tomorrow with a link to view the deck and webinar recording. Sponsored by The State of Omnichannel Retail: Retailers Playing Catch-Up with Consumers Tablets and Apparel: Fashioning a Role in Mobile Commerce The Luxury Consumer: Shoppers Lead Brands to Digital Channels To learn more: www.emarketer.com/corporate 800-405-0844 or [email protected] ©2014 eMarketer Inc.