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Inspiring Shopper Behaviours
This document discusses new shopping behaviors and the challenges for brands. It notes that while online shopping is popular, over 50% of consumers still make purchasing decisions in stores. It outlines new influences like social media and trends like researching online but purchasing offline. The rest of the document details evolving retail drivers like immediacy, exclusivity, and customer service trends brands can follow. These include personalized delivery, helping customers make decisions, showcasing products, and using stores as brand showrooms with exclusive offers. The goal is to inspire positive behaviors and minimize negative ones by meeting new customer needs.
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Similar to Inspiring Shopper Behaviours
Inspiring Shopper Behaviours
- 1.
- 2. THE CHALLENGEFOR BRANDS TODAY
- 3. THE CHALLENGEFOR BRANDS TODAY WE ALL LOVE LOTS OF BRANDS WE DON’T BUY
- 4. DIGITAL INNOVATION OMNI-CHANNEL SHOPPING & CONVERGENCE RETAILAS THEATRE BRINGING TOGETHER THE BEST OF ONLINE & INSTORE NEVER BEEN MORE OPPORTUNITIES
- 5. 5 IN MOSTCATEGORIES OVER 50% MAKE UP THEIR MINDS WHILE SHOPPING LONG LIVE THE STORE!
- 6. Sources: Nielsen Media Kantar RetailIQ Quantcast *P2+ Top 10 Websites* **Daily Uvs based on Quantcast Monthly UV data for top visited websites and applied estimates for duplication Top 10 TV Channels Top 10 Retailers 10.7M daily viewers 21M daily unique visitors 36M daily shopper visits WE ALL STILL SHOP!
- 7. 7 NEW PURCHASE BEHAVIOURS... ROPO,BORIS & BIMBO Research Online, Purchase Offline Buy Online Return In-Store Browse In-Store on Mobile, Buy Online
- 8. 8 NEW INFLUENCES... Social,Personal & Aspirational Social media is driving decisions & even tastes. (PWC Retail – Retailing 2020 & Achieving Total Retail) Personal and meaningful relationships with brands is the driving new loyalty. Brands are expected to have a conscience and be ‘good’. (*2.5 billion ‘aspirational consumers’ - BBMG, GlobeScan and SustainAbility, October 2013)
- 9. INSPIRING POSITIVE BEHAVIOURS Openness to ideas Increasedshopping time Increased basket size Increased spending Increased enjoyment Increased impulse OUR ROLE
- 10. MINIMISING NEGATIVE BEHAVIOURS Increased anxiety “Need toget out” Less time in category Decreased purchase beyond urgent items
- 11. 11 MAP THE SHOPPERJOURNEY… trigger trigger purchase
- 12. 3 EVOLVING RETAILDRIVERS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE
- 13. IMMEDIACY Convenient solutions: timepoor; fit in with MY day, less waste; synergy solutions. Commuter Commerce. Want it now: I want it get it now, see it, want it, buy it.24/7 DELIVERY 4PM DINNER DECIDE GET IT NOW
- 14. BE ON MYDOORSTEP Pass My Parcel – UK Twice daily local newsagent delivery PERSONAL DELIVERY
- 15. FIT IN AROUNDME Lamoda– Russia Delivers to customers’ home and allows 15 mins to try on their choices PERSONAL DELIVERY
- 16. TAKE CARE OFME WHEN I NEED YOU Walgreens – US Personal delivery pharmacy app PERSONAL DELIVERY
- 17. GIVE ME WHATI WANT Deliveroo - UK Restaurant food delivery service Hello Fresh – UK Fresh food and recipe delivery PERSONAL DELIVERY
- 18. KNOW WHEN IAM RUNNING OUT Amazon Dash - UK & US Shopping list replenishment, ordering & deliveryMANAGE MY RESOURCES
- 19. SHOPPING MIRRORS USAGE–LESS WASTE M&S – UK Posh Dogs & Posh Dog Rolls MANAGE MY RESOURCES
- 20. GIVE ME SOLUTIONS– LESS WASTE MANAGE MY RESOURCES BACARDI – UK Carry Pack – Spirits & Mixer
- 21. ONLY ONE CLICKAWAY Tesco– UK Powatag Meal Deals Challenge ONE CLICK AWAY
- 22. AVOID DISAPPOINTMENT ONE CLICKAWAY Argos - UK Check & Reserve
- 23. TWITTER ‘BUY NOW’– MAXIMISING IMPULSE Burberry– UK Buy-Now bank details stored on system ONE CLICK AWAY
- 24. GIVE ME THEEDITORIAL GUIDANCE TO CHOOSE, & VISUAL CUES TO PURCHASE ONE CLICK AWAY Grazia– UK GraziaShop launched November 2014 – editorial & commerce combined
- 25. SHOWROOM & EXPERIENCE HELP& EXPERTISE THE ULTIMATE SHOWROOM SECURITY Consultative: get help with shopping decisions, exposure to products, information, and expertise, enable proficiency. Sharing: Shoppers enjoy helping each other by imparting the knowledge, skill, and experience they have developed over time to others. Feeling & seeing for self: tactile environment, security it fits & works.
- 26. HELP ME MAKETHE RIGHT DECISION Apple – Global Genius Bar Philips – UK Digital Screens In-Store HELP ME BUY WELL
- 27. THE PERFECT WEARFOR EVERY OCCASION HELP ME MAKE THE RIGHT DECISION Triumph Fantasy Mirror – Selfridges UK Interactive Screen HELP ME BUY WELL
- 28. HELP ME MAKETHE BEST CHOICE HELP ME BUY WELL Scala – Connected store – “lift technology” displaying relevant info; lift multi products to compare.
- 29. THE PERFECT WEARFOR EVERY OCCASION HELP ME BUY WELL Sunglass Hut – Interactive wall changes to visualise ideal eye-wear occasion.
- 30. LET ME EXPERIMENT L’OREAL– Make-up genius – the 1st virtual make up App.HELP ME BUY WELL
- 31. MAKE ME FEELSECURE IT’S RIGHT NIKE – running gait analysis (UK).HELP ME BUY WELL
- 32. CELEBRATE COLLECTIVE PASSIONS SWEATSHOP– running club; running events. (UK).CONNECTED COMMUNITY
- 33. FEEL THE DIFFERENCE M&S –bedding comparison zone. (UK). TOUCH & FEEL RETAIL
- 34. COMPARE THE DIFFERENCE LULULEMON– legging side by side (UK) TOUCH & FEEL RETAIL
- 35. SHOW ME THEBENEFIT LIFEBUOY – handle on hygiene (Middle East)TOUCH & FEEL RETAIL
- 36. EXCLUSIVITY & BARGAINS CURATEDWORLD BRAND TEMPLE EXCLUSIVE OFFERS Escapism: transportation, dreaming, inspiration, immersion Social Shopping: shopping curated by your friends; Self creation: aspirational, lifestyle in a box Bargains: limited edition, exclusives, personalised promotion
- 37. THE MODERN FLAGSHIP STORE ALFREDDUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste. BRAND HOMAGE
- 38. LIVING SHOWROOMS IKEA /AIRBNB – Sydney sleepover – “A sleepover at IKEA” for $12. ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste. BRAND HOMAGE
- 39. ESCAPISM & PURITY DYLAN’SCANDY BAR – boutique chain of stand-alone Candy, modern day Willy Wonka. BRAND HOMAGE
- 40. SENSORIAL LEARNING EXPERIENCE T2 –boutique chain of T2 stores. Combining loose teas and beets. BRAND HOMAGE
- 41. SHOPPING ON SOCIALMEDIA PINTREST – blue Buy It, next to Red Pin It.SOCIAL SHOPPING
- 42. 100% SHOPPABLE NET-SET –shop any item directly from the app, join style tribes, upload your own style and image recognition will find similar styles for you to shop. SOCIAL SHOPPING
- 43. CURATED LIFE WHITE COMPANY– new Norwich flagship, styled as “perfect world” apartment. CURATED WORLD
- 44. SHOP WHAT YOUSEE TARGET– use your phone to shop what you see. CURATED WORLD
- 45. GET THE WHOLE LOOKAT SHELF TARGET– use your phone to shop the complete solution. CURATED WORLD
- 46. SHOW ME WHERETO GO – TRAFFORD CENTRE TRAFFORD CENTRE - beacon technology navigates you to best offers instore, promotions linked to person, traffic. PERSONAL NAVIGATOR
- 47.
- 48. 3 EVOLVING RETAILDRIVERS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE
- 49. 3 EVOLVING RETAILNEEDS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE • PERSONAL DELIVERY • MANAGE MY RESOURCES • ONE CLICK AWAY • BRAND HOMAGE • CURATED WORLD • SOCIAL SHOPPING • PERSONAL NAVIGATOR /OFFERS • HELP ME BUY WELL • COMMUNITY CONNECTION • TOUCH & FEEL RETAIL
- 50.