Disruption and Technology in the Digital Context (7 Critical Keys to a…
Disruption and Technology in the Digital Context
Consumers want to interact through digital.
Digital has an impact when it comes to influencing where shoppers decide to shop.
Consumers tend to be constant in their shopping habbits
42% know what they want to buy beforehand.
39% makes a few large trips, filling in with smaller occasional trips.
31% ten to buy the same items every week.
Consumers Shop HALF the # of Departments Online vs. In-Store
Canadians Browse Grocery Items Online more than they shop.
More than HALF of Canadians Identify Themselves as Online Shoppers
INDEX in Online Groccery Shopping
Gen X 7%
Baby Boomers 5%
Source: BrandSpark Canadian Shopper Study 2016
Consumers who are willing to download a Store App already have a strong affinity to the brand.
Path to Purchase
Path to Purchase is coming Online!
Online Shoppers Interact with more Influencers - this is key for the plan.
SEE. FIND. BUY.
SHOPPING IS CHANGING
Shoppers EXPECT A SEAMLESS Shoppinjg Experience.
Retailers who can deliever a true SEAMLESS EXPERIENCE for their shoppers are POISED TO WIN!
THE WAY WE APPROACH SHOPPERS MUST CHANGE!
Today's Shoppers are Hyper-Connected!!!
7 Critical Keys to a Digital Marketing Strategy
1-Define Business Objectives
2-Describe YOUR Brand, including your Brand Story, Promise, Personality, Values, Tone and have consistancey across mediums.
3-Establish KPI's - Determine Metrics, Google Analytics, etc.
4-Use Data Driven Decisions
5-Define the Activation and Retention Processes and Improve Conversion
6-Develop a Plan for Acquiring and Engaging Users
7-Tell a Story - Human's are hardwired to remember stories, who is your target auidience?
Digital Platforms Enable Discovery
Pinterest, Twitter, Instagram, You Tube and Facebook
Browsers Follow Navigational & Categories
Browse Can Be Meandering Apth - About Pre-Planning or Online Conversion
Category Welcome Page
Product Selection Grid
E-Commerce Shoppers Search, Optimize, Evaluate & Convert
Steps Identify Where to Engage with Shoppers
SEARCH IS A LINEAL PATH - OFTEN MOTIVATED BY ONLINE CONVERSION
Initial Search and Results
Refined Search with Narrowed Results
WIN WHERE THE SHOPPER SHOPS!
DRIVE CONSUMER LOYALTY & PROFITABLE SHARE GROWTH
Give Customers a GREAT EXPERIENCE ONLINE and offer consistency what they want and need.
MAKE IT EASIER FOR SHOPPERS TO SEE. FIND. BUY.
Increase Total Sales Revenue on E-Commerce b y 2020 to 6%.
BEST IN CLASS E-COMMERCE PLATFORM
BEST IN CLASS CUSTOMER EXPERIENCE
DELIVER UNPARALLELED COMPETITIVE ADVANTAGE THROUGH ENGAGING & HIGHLY PERSONALIZED DIGITAL MARKETING COMMUNICATIONS
GROWTH ACCELERATION PILLARS
What are the Sales Tactics
Driving Purchases Through Relevent Promotions for Shoppers
Build Baskets with Like Items, Value (Private Label) or Trade-up
Include Trade-up Options and Avoid encouraging Trade-down
Encourage Trade-across by offering Products from Adjacent Categories
DIGITAL CONSUMER NEEDS
Brands They Like
Next Day Delievery
Remembers Past Purchases
Flexiable Return Policy
Detailed Product Descriptions
Retailers are investing more in Digital to engage with their Omnichannel Consumers!
WHO ARE THEY ARE WHAT ARE THEIR CHARACTERISTICS
Digital Dodgers :silhouettes:
Technology Averse, Digital Reluctant
Low Trust, Low Tech Savvy
Indifferent and Impulsive :silhouettes:
Grab-and-Go, Non Planners
Low Value Seeking, Low Shopping Enjoyment
Deal Diggers :silhouettes:
Tech Savvy, Value Seekers, Researchers
Tech Savvy, Research Driven
Click Connoisseurs :silhouettes:
Time Saving Convenience
Flexibility & Control
Savings & Incentives