consumer trends and the influence of interactive retail
TRANSCRIPT
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Consumer Trends and the Influence of Interactive Retail
Paul Flanigantwitter.com/paulflaniganexperiate.net
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How Customers Shop
Influences on Purchasing
The New Retail
The Anatomy of Impact
Final Thoughts
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How Customers Shop
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SHOPPING IS HARD WORK
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Shoppers are exposed to 1.5 pieces of marketing material
every second.
Shoppers engage with a marketing display once
every 4.3 seconds.
Source: POPAI’s MARI Project, 9/2007
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84% of marketing material isignored.
Source: POPAI’s MARI Project, 9/2007
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The First Impression inFour Seconds
Attract
Engage
Persuade
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Influences on Purchasing
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“Over half of all shoppers that spend
at least $50 in our store
pre-research that purchase online.”
Barry JudgeChief Marketing OfficerBest Buy
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“82% of shoppers use their mobile phone while in the store.”
Erin McKelveySenior Vice PresidentMillennial Media
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Foursquare Facebook Places Gowalla
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The New Retail
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Digital Signage
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Technology
Interactivity
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Win The Last 10 Feet
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Contributing FactorsThe campaign, time of day, day of week, month or season, promoted item, location of item in the venue, location of the screen in relation to the location of the item, age of message, customer navigation habits, customer mindsets, shopper marketing research and insights. . .
Sales Lift
12%
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The Store Path
12
3
4
56
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The Anatomy of Impact
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Attract
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Engage
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Persuade
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The Result ofCompelling Interactive Media
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Subject Differentiation
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Subject Differentiation
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Augment The Experience
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Augment The Experience
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Augment The Experience
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Augment The Experience
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Environmental Differentiation
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Environmental Differentiation
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Environmental Differentiation
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Reducing Clutter
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People Stick Around
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The Purchase Decision
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Multiple Points of Sale
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Final Thoughts
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Make your store a flagship store
Have a Plan
Make the employee the CEO
Understand the customer’s ROI
Technology is a function, not a reason
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Perrier Water: http://www.youtube.com/watch?v=a5erQGCIb68
Nanette Lepore: http://www.youtube.com/watch?v=yJCyiBmX69A
DTV Transition http://www.youtube.com/watch?v=vvCL9Ho49H0
Microsigns: www.microsigns.com
Hard Rock Cafe: http://www.youtube.com/watch?v=m3FJJMyiuNM
Aisle Buyer: http://www.youtube.com/watch?v=fLVXt6EmhFE
Hermes Tokyo: http://www.youtube.com/watch?v=5RD_Of2wD3g
Links to Presentation Videos