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New Shopper Journeys: The Influence of Digital Touchpoints
New Shopper Journeys
The Influence of Digital Touchpoints




Alex Charlton         Mike Hess        Beth Uyenco
Director             EVP, Research   Global Research
essential research     Carat N.A.            Director
                                            Microsoft
Digital media has changed consumer behavior

              More information

           More complex decisions

        More opportunities to influence

             Greater expectations
New Shopper Journeys: The Influence of Digital Touchpoints
New Shopper Journeys: The Influence of Digital Touchpoints
How We Did the Study
Research overview
• Qualitative
  – Interviews and shopper observations across six countries
• Quantitative
  – Online surveys in 17 countries
  – 19,000 shoppers
  – Key retail categories:
     • Apparel
     • QSR
     • Grocery
     • Home Electronics
     • Home Improvement (US only)
Hierarchy of Shoppers’ New Behaviors
                • Discount coupons used more often
                • Price more important than brand/quality
                •
                •
                •
                •
                •
                •

                •


                •
Old models no longer
adequately describe
           Awareness

          Consideration
what’s happening
             Purchase
It’s not linear. It’s a dynamic process.




Constant Iterations Prior to Purchase
From Paths to Journeys:
The New Shopper Paradigm

                          WOM feedback loop


                  Research
  Need                                                      Post
  State                                                   Purchase

                                          Purchase


                               In-store
                               research


          ‘Pre-tailing’                   Retailing   ‘Post-tailing’
From Paths to Journeys:
3 Core Shopping Patterns
• Impulse: An unplanned purchase or the shopper did not
  have enough time to research product or shop around
  before purchasing
• Habitual: An item the shopper normally buys
• Research: The shopper did some research prior to buying
From Paths to Journeys:
Journeys Vary by Category


      17%
                      37%           43%
      20%                                        66%              60%

                      28%
                                    40%
      63%
                                                  22%             34%
                      35%
                                    17%          12%               6%
      Home            Home     Clothes, Shoes,   Grocery        Fast Food
   Electronics     Improvement   Accessories

        Habitual                Impulse              Research
Home Electronics
Segmentation is Critical
Home electronic shopper journeys by tech psychographic
                              Cutting Edge                  Early Adopter   Judicious   Laggards
                                                                              Timer
All category
shoppers (%)                        19%                        23%           32%         25%
Q: Thinking about the last time you bought home electronics, which statement best describe
your actions?


Impulse                             28%                        16%           18%         22%

Research                            49%                        64%           69%         63%

Habitual                            23%                        20%           13%         15%

Source: Shopper journeys USA 2010 Home Electronics n=1072
Media Receptivity –
Touch Points by Segment
                                                                           Judicious
Segment                                       Cutting Edge Early Adopter               Laggards
                                                                             Timer
% of total                                            19%       23%          32%         25%
Usage Index
Advertising                                            145      119           83          68
Word of Mouth                                          100      132           100         71
Something seen while shopping                          151      99            90          75
Newsletter/Email                                       162      108           97          49
TV ads                                                 182      111           65          72
Internet ads                                           150      131           70          70
Newspaper ads                                          144      130           96          43
Expert reviews online                                  108      149           114         30
Seeing someone with item                               157      156           60          55
Past Experience                                        129      122           78          85
Promotion seen while shopping                          165      94            96          61
Something read/seen online                             125      105           113         60

Source: Shopper journeys USA 2010 Home Electronics n=1072
Consumer Purchase Path in
     Home Electronics
                                       Research &
  Pre-Purchase                         Shopping Around                        Purchase                       Post-Purchase

Pre-determined               Source Mobilization            Good INFORMATION
                                                            source online
                                                                                    Factors on Final
                                                                                    Decision
                                                                                                               After-
Factors
How much to spend 72%
                             Internet 68%                                                                      purchase
Which brand to buy 45%
                             WOM 43%
                             Advice fr. friends/
                                                            Retailer websites 42%
                                                            Customer reviews 36%
                                                                                    Price 86%
                                                                                    Avail. of product/
                                                                                                               Behaviors
Where to buy 35%             family 32%                                             brand 72%
                                                            Brand websites 35%
Model/Specs 33%              Something seen while
                                                            Shopping websites 34%   Brands 62%                 Discussed
Products 32%                 shopping 28%
                             Ads & sponsorship 28%          Search engines 30%
                                                                                    Technical specs 61%        purchase with
                                                                                    Style/Design/Color 57%
Initial                                                                                                        friends/family
Touchpoints                                                 Good INSPIRATION
                                                                                                               36%
Ads 32%                                                     source online
Something seen                                                                                                 Discussed retail
while shopping                                              Customer reviews 28%
23%                                                         Online shopping sites
                                                                                                               experience with
WOM 22%                                                     23% Price comparison                               friends/family
Something                                                   sites 23%                                          13%
read/seen 22%                                               Retailer websites 23%
Speaking to                                                 Brand websites 17%
friends/family 19%



     Source: Shopper Journeys USA 2010 Home Electronics n=1072
Post Purchase Fuels Future Journeys:
Digital is Enabler
 Need States             Purchase          Post-Purchase

 Advertising:            Used mobile       Recommended:
 Online:         17%     phone:      54%   Brand:       48%
 TV:            17%                        Retailer:    30%
 Newspaper:      24%     Compared
 Magazine:      17%      Prices:     30%   WoM online
 Newsletter:     19%                       Blogged Online: 11%
                         Searched          Posted on
 In-Store                for info:   20%   Social Network: 11%
 Flyers:         13%                       Posted a review: 11%
 News Story on TV: 11%
 WoM
 Expert Reviews
 Online:        7%
 From Friends:  15%
Personal Care
Habit as Major Driver in Category Purchase
Purchase in personal care is fueled largely by repetition and
replacement: nearly 70% of respondents described their last
personal care purchase as regular/habitual replacement
                                 12%
                             Researched
                           before purchase                                 20%
                                                                        Bought on
                                                                         Impulse




                                                             68%
                                                    Regular replacement/
                                                      habitual purchase




Q. Thinking about the last purchase in personal care category, which type of action best describes your purchase?
Openness & Communication as
Segmentation Criterion
Distribution of factor ‘openness & communication’* &
categorization of shoppers into low vs. high receptivity segments

                                                        LOW          HIGH
                                                     Receptivity   Receptivity




*Segmentation based on two dimensions:
‘When shopping for groceries I often buy and/or try new products & brands’
‘I like to talk to my friends/family about the purchases I make in this category’
Data Source: Project Red 2010 USA, Personal Care, N=591
Segments Snapshot
Segments notably differ from each other on category
spending, income, shopping behaviors and attitudes
                PROFILE                       LOW     HIGH
 Avg. monthly spending on personal
   care, home care, and groceries             $307    $382
      % Household Income 70K+                 24%     35%

     % last purchase was Impulse              14%     28%

     % last purchase was Habitual             81%     52%

 % last purchase was Research-driven          6%      20%

       Opinion Leadership: % agree
My friends & family often ask me for advice   6%      65%
 before buying products in this category
Factors on choice of retail store
   Q. Thinking about where you purchased from, which of
  the following influenced your decision to purchase there?
                                                              Total   Low    High
                                                              69.5    69.7   69.4
                    Price of products
                                                                      100    100
                                                              60.4    56.6   64.7
                  Proximity of the store
                                                                       94    107
                                                              44.5    43.7   45.5
                Familiarity with the store
                                                                       98    102
                                                              43.3    36.6   51.1
                   Quality of products
                                                                       84    118
                                                              38.0    35.4   41.1
              Range of products available
                                                                       93    108
                                                              37.3    34.9   40.0
       Positive previous experience at the store
                                                                       94    107
                                                              35.4    28.3   43.6
          Deals and promotions at the store
                                                                       80    123
                                                              30.6    27.5   34.2
         Discount coupons I had for the store
                                                                       90    112
                                                              17.0    13.8   20.7
                    Store loyalty card
                                                                       81    122
Sources – Impulse Buyers
                                                                                           14% of        28% of
                  % last purchase = impulse                                 20% Total
                                                                                            Low           High
                                                                               30.5         26.9          32.6
                     coupon/money off voucher I received
coupon                                                                                       88           107
                                                                               25.7         29.0          23.8
                                    newspaper ads
                                                                                            113            93
                                                                               25.6         18.3          29.7
   ads                                   TV ads
                                                                                             72           116
                                                                               24.5         16.9          29.0
                        promotion I saw when shopping
                                                                                             69           118
                                                                               23.7         16.4          27.9
                                  In-store coupons                                                                     The segment is
                                                                                             69           118          especially more
In-store            sign, display or other information seen                    23.6         16.3          27.9          attuned to in-
                                 when shopping                                               69           118            store offers
                                                                               21.1         18.8          22.4
                   Speaking to friends, family or colleagues
                                                                                             89           106
                                                                               14.8          6.6          19.6
                                     magazine ads
                                                                                             44           132
                                                                               14.1         11.4          15.7
                      Samples or product demonstrations
                                                                                             81           111
                                                                               13.2          9.6          15.3
                             Flyers distributed in store
                                                                                             73           116

Q. Thinking about times you have purchased in this category, which of the following inspired you to make a purchase?
Sources – Research Buyers
Internet is the most handy tool for research and planning –
especially for high receptivity segment
                                                                                              20% of High
                                                                                                   58.4
                                                         INTERNET
                                                                                                   120
                                                                                                   35.6
                                                     In-store coupons
                                                                                                    77
                                                                                                   41.1
              In-store             Store circulars distributed through newspapers
                                                                                                   103
                                                                                                   31.9
                                              In-store promotions/displays
                                                                                                    92
                                                                                                   26.6
                                                  Adverts in newspaper
                                                                                                    81
                                                                                                   24.9
                                                       Television ads
                                                                                                    89
                Ads                                                                                29.7
                                                    WORD OF MOUTH
                                                                                                   107
                                                                                                   22.8
                                                Advertising I saw in store
                                                                                                   101
                                                                                                   22.4
                                      Advice from friends, colleagues and family
                                                                                                   101
                                                                                                   19.6
                                                Flyers distributed in store
                                                                                                    94
                                                                                                   20.7
                                 Brochures, newsletters or leaflets I received in mail
                                                                                                   111
Q. Thinking about the last time you bought personal care item, which of the following sources did you use while researching or shopping?
Trigger Touchpoints for
    New Product Purchase
    Cost-saving coupons, in-store environment, and WOM are the most
    frequently mentioned channels for invoking new product trial
                                                                                      % bought new or different item
                                                                                      26% of Low        59% of High

                                  coupon/money off voucher                                 115               128
                                promotion seen while shopping                               72               153
In-store                                In-store coupons                                   111               121
                        sign, display or other info seen while shopping                     72               119
                           Speaking to friends, family or colleagues                        68               153
                                    An advert on television                                 96               153
                                  past experience or memory                                 25               135
                                    An advert in newspaper                                 130               105
In-store                         Flyers distributed in the store                            67               127
                         Brochures, catalogues, newsletters or leaflets                    116               105
                                   An advert on the internet                                39               172
                        Store circulars distributed through newspapers                      80               127
In-store                      Samples or product demonstrations                            110               119

      Q. Which sources influenced your decision to purchase an item which is new or different from what you normally buy?
After Purchase Behaviors
                                                                  Total   Low    High
             Recommended brand/product to friend/                 27.0    17.7   37.8
                      colleague/family                                     66    140
                                                                  25.6    14.9   37.9
        Discussed purchase with friend/colleague/family
                                                                           58    148
                                                                  12.2    6.4    18.9
       Recommended retailer to friend/colleague/family
                                                                           53    155
                  Discussed retail experience with                11.1    3.6    19.9
                      friend/colleague/family                              32    179
                                                                   2.3    0.6    4.3
          Blogged about purchase or retail experience
                                                                           26    186
                                                                   3.6    1.1    6.5
                   Posted customer review online
                                                                           31    180




Q. After you made the purchase did you do any of the following?
Digital is Core to the Research Journey

  Reach within last      Home          Apparel       Fast Food      Groceries
 Purchase Occasion
                      Electronics
       USA            The Internet   The Internet   The Internet     Discount
                          65%            50%            43%        coupons 51%
   AMERICAS           The Internet   Advice from    Advice from      TV Ads
                          58%        friends 37%    friends 45%       38%
       ASIA           The Internet   The Internet     TV ads         TV Ads
                          61%            49%           52%            57%
    EUROPE            The Internet   The Internet   Advice from    The Internet
                          64%            43%        friends 37%        37%
Digital is Core to the Research Journey:
Mobile is Especially Influential
US Market: Grocery Shoppers
                 Bought new items     Didn't buy any new items
  50%

  45%

  40%                           45%
  35%

  30%

  25%   31%                               30%
  20%

  15%

  10%
                                                         14%
  5%
                   7%                                             6%
  0%

        Used a cell phone   Used Web during research Saw Online ads during
                                                          research
New Shopper Journeys: The Influence of Digital Touchpoints
Conclusions
• Need to breakdown the shopping journey into its essential
  parts to understand the role touchpoints play
• Channel planning approaches can build a clear framework
  for establishing the optimal media mix
  – Segmentation can drive this process
• Learned that Bought Media required to generate
  Earned Media
• The retailer/manufacturer website is still a vital channel
• Mobile can influence close-to, or at, point of purchase…
  offering an alternative to retailer-controlled
  POP communications
Questions?
New Shopper Journeys: The Influence of Digital Touchpoints

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New Shopper Journeys: The Influence of Digital Touchpoints

  • 2. New Shopper Journeys The Influence of Digital Touchpoints Alex Charlton Mike Hess Beth Uyenco Director EVP, Research Global Research essential research Carat N.A. Director Microsoft
  • 3. Digital media has changed consumer behavior More information More complex decisions More opportunities to influence Greater expectations
  • 6. How We Did the Study Research overview • Qualitative – Interviews and shopper observations across six countries • Quantitative – Online surveys in 17 countries – 19,000 shoppers – Key retail categories: • Apparel • QSR • Grocery • Home Electronics • Home Improvement (US only)
  • 7. Hierarchy of Shoppers’ New Behaviors • Discount coupons used more often • Price more important than brand/quality • • • • • • • •
  • 8. Old models no longer adequately describe Awareness Consideration what’s happening Purchase
  • 9. It’s not linear. It’s a dynamic process. Constant Iterations Prior to Purchase
  • 10. From Paths to Journeys: The New Shopper Paradigm WOM feedback loop Research Need Post State Purchase Purchase In-store research ‘Pre-tailing’ Retailing ‘Post-tailing’
  • 11. From Paths to Journeys: 3 Core Shopping Patterns • Impulse: An unplanned purchase or the shopper did not have enough time to research product or shop around before purchasing • Habitual: An item the shopper normally buys • Research: The shopper did some research prior to buying
  • 12. From Paths to Journeys: Journeys Vary by Category 17% 37% 43% 20% 66% 60% 28% 40% 63% 22% 34% 35% 17% 12% 6% Home Home Clothes, Shoes, Grocery Fast Food Electronics Improvement Accessories Habitual Impulse Research
  • 14. Segmentation is Critical Home electronic shopper journeys by tech psychographic Cutting Edge Early Adopter Judicious Laggards Timer All category shoppers (%) 19% 23% 32% 25% Q: Thinking about the last time you bought home electronics, which statement best describe your actions? Impulse 28% 16% 18% 22% Research 49% 64% 69% 63% Habitual 23% 20% 13% 15% Source: Shopper journeys USA 2010 Home Electronics n=1072
  • 15. Media Receptivity – Touch Points by Segment Judicious Segment Cutting Edge Early Adopter Laggards Timer % of total 19% 23% 32% 25% Usage Index Advertising 145 119 83 68 Word of Mouth 100 132 100 71 Something seen while shopping 151 99 90 75 Newsletter/Email 162 108 97 49 TV ads 182 111 65 72 Internet ads 150 131 70 70 Newspaper ads 144 130 96 43 Expert reviews online 108 149 114 30 Seeing someone with item 157 156 60 55 Past Experience 129 122 78 85 Promotion seen while shopping 165 94 96 61 Something read/seen online 125 105 113 60 Source: Shopper journeys USA 2010 Home Electronics n=1072
  • 16. Consumer Purchase Path in Home Electronics Research & Pre-Purchase Shopping Around Purchase Post-Purchase Pre-determined Source Mobilization Good INFORMATION source online Factors on Final Decision After- Factors How much to spend 72% Internet 68% purchase Which brand to buy 45% WOM 43% Advice fr. friends/ Retailer websites 42% Customer reviews 36% Price 86% Avail. of product/ Behaviors Where to buy 35% family 32% brand 72% Brand websites 35% Model/Specs 33% Something seen while Shopping websites 34% Brands 62% Discussed Products 32% shopping 28% Ads & sponsorship 28% Search engines 30% Technical specs 61% purchase with Style/Design/Color 57% Initial friends/family Touchpoints Good INSPIRATION 36% Ads 32% source online Something seen Discussed retail while shopping Customer reviews 28% 23% Online shopping sites experience with WOM 22% 23% Price comparison friends/family Something sites 23% 13% read/seen 22% Retailer websites 23% Speaking to Brand websites 17% friends/family 19% Source: Shopper Journeys USA 2010 Home Electronics n=1072
  • 17. Post Purchase Fuels Future Journeys: Digital is Enabler Need States Purchase Post-Purchase Advertising: Used mobile Recommended: Online: 17% phone: 54% Brand: 48% TV: 17% Retailer: 30% Newspaper: 24% Compared Magazine: 17% Prices: 30% WoM online Newsletter: 19% Blogged Online: 11% Searched Posted on In-Store for info: 20% Social Network: 11% Flyers: 13% Posted a review: 11% News Story on TV: 11% WoM Expert Reviews Online: 7% From Friends: 15%
  • 19. Habit as Major Driver in Category Purchase Purchase in personal care is fueled largely by repetition and replacement: nearly 70% of respondents described their last personal care purchase as regular/habitual replacement 12% Researched before purchase 20% Bought on Impulse 68% Regular replacement/ habitual purchase Q. Thinking about the last purchase in personal care category, which type of action best describes your purchase?
  • 20. Openness & Communication as Segmentation Criterion Distribution of factor ‘openness & communication’* & categorization of shoppers into low vs. high receptivity segments LOW HIGH Receptivity Receptivity *Segmentation based on two dimensions: ‘When shopping for groceries I often buy and/or try new products & brands’ ‘I like to talk to my friends/family about the purchases I make in this category’ Data Source: Project Red 2010 USA, Personal Care, N=591
  • 21. Segments Snapshot Segments notably differ from each other on category spending, income, shopping behaviors and attitudes PROFILE LOW HIGH Avg. monthly spending on personal care, home care, and groceries $307 $382 % Household Income 70K+ 24% 35% % last purchase was Impulse 14% 28% % last purchase was Habitual 81% 52% % last purchase was Research-driven 6% 20% Opinion Leadership: % agree My friends & family often ask me for advice 6% 65% before buying products in this category
  • 22. Factors on choice of retail store Q. Thinking about where you purchased from, which of the following influenced your decision to purchase there? Total Low High 69.5 69.7 69.4 Price of products 100 100 60.4 56.6 64.7 Proximity of the store 94 107 44.5 43.7 45.5 Familiarity with the store 98 102 43.3 36.6 51.1 Quality of products 84 118 38.0 35.4 41.1 Range of products available 93 108 37.3 34.9 40.0 Positive previous experience at the store 94 107 35.4 28.3 43.6 Deals and promotions at the store 80 123 30.6 27.5 34.2 Discount coupons I had for the store 90 112 17.0 13.8 20.7 Store loyalty card 81 122
  • 23. Sources – Impulse Buyers 14% of 28% of % last purchase = impulse 20% Total Low High 30.5 26.9 32.6 coupon/money off voucher I received coupon 88 107 25.7 29.0 23.8 newspaper ads 113 93 25.6 18.3 29.7 ads TV ads 72 116 24.5 16.9 29.0 promotion I saw when shopping 69 118 23.7 16.4 27.9 In-store coupons The segment is 69 118 especially more In-store sign, display or other information seen 23.6 16.3 27.9 attuned to in- when shopping 69 118 store offers 21.1 18.8 22.4 Speaking to friends, family or colleagues 89 106 14.8 6.6 19.6 magazine ads 44 132 14.1 11.4 15.7 Samples or product demonstrations 81 111 13.2 9.6 15.3 Flyers distributed in store 73 116 Q. Thinking about times you have purchased in this category, which of the following inspired you to make a purchase?
  • 24. Sources – Research Buyers Internet is the most handy tool for research and planning – especially for high receptivity segment 20% of High 58.4 INTERNET 120 35.6 In-store coupons 77 41.1 In-store Store circulars distributed through newspapers 103 31.9 In-store promotions/displays 92 26.6 Adverts in newspaper 81 24.9 Television ads 89 Ads 29.7 WORD OF MOUTH 107 22.8 Advertising I saw in store 101 22.4 Advice from friends, colleagues and family 101 19.6 Flyers distributed in store 94 20.7 Brochures, newsletters or leaflets I received in mail 111 Q. Thinking about the last time you bought personal care item, which of the following sources did you use while researching or shopping?
  • 25. Trigger Touchpoints for New Product Purchase Cost-saving coupons, in-store environment, and WOM are the most frequently mentioned channels for invoking new product trial % bought new or different item 26% of Low 59% of High coupon/money off voucher 115 128 promotion seen while shopping 72 153 In-store In-store coupons 111 121 sign, display or other info seen while shopping 72 119 Speaking to friends, family or colleagues 68 153 An advert on television 96 153 past experience or memory 25 135 An advert in newspaper 130 105 In-store Flyers distributed in the store 67 127 Brochures, catalogues, newsletters or leaflets 116 105 An advert on the internet 39 172 Store circulars distributed through newspapers 80 127 In-store Samples or product demonstrations 110 119 Q. Which sources influenced your decision to purchase an item which is new or different from what you normally buy?
  • 26. After Purchase Behaviors Total Low High Recommended brand/product to friend/ 27.0 17.7 37.8 colleague/family 66 140 25.6 14.9 37.9 Discussed purchase with friend/colleague/family 58 148 12.2 6.4 18.9 Recommended retailer to friend/colleague/family 53 155 Discussed retail experience with 11.1 3.6 19.9 friend/colleague/family 32 179 2.3 0.6 4.3 Blogged about purchase or retail experience 26 186 3.6 1.1 6.5 Posted customer review online 31 180 Q. After you made the purchase did you do any of the following?
  • 27. Digital is Core to the Research Journey Reach within last Home Apparel Fast Food Groceries Purchase Occasion Electronics USA The Internet The Internet The Internet Discount 65% 50% 43% coupons 51% AMERICAS The Internet Advice from Advice from TV Ads 58% friends 37% friends 45% 38% ASIA The Internet The Internet TV ads TV Ads 61% 49% 52% 57% EUROPE The Internet The Internet Advice from The Internet 64% 43% friends 37% 37%
  • 28. Digital is Core to the Research Journey: Mobile is Especially Influential US Market: Grocery Shoppers Bought new items Didn't buy any new items 50% 45% 40% 45% 35% 30% 25% 31% 30% 20% 15% 10% 14% 5% 7% 6% 0% Used a cell phone Used Web during research Saw Online ads during research
  • 30. Conclusions • Need to breakdown the shopping journey into its essential parts to understand the role touchpoints play • Channel planning approaches can build a clear framework for establishing the optimal media mix – Segmentation can drive this process • Learned that Bought Media required to generate Earned Media • The retailer/manufacturer website is still a vital channel • Mobile can influence close-to, or at, point of purchase… offering an alternative to retailer-controlled POP communications