evolution or revolution: the impact of digital on shoppers and stores
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Evolution or Revolution: The Impact of Digital on Shoppers and Stores. Nielsen Consumer 360 June 2013. Client introduction . Steve Carlotti Managing Director Cambridge Group. Douglas Straton E-commerce Center of Excellence Unilever. Kelly Breitenbecher - PowerPoint PPT PresentationTRANSCRIPT
NIELSEN CONSUMER 360JUNE 2013
EVOLUTION OR REVOLUTION: THE IMPACT OF DIGITAL ON SHOPPERS AND STORES
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CLIENT INTRODUCTION
Douglas StratonE-commerce Center of Excellence
Unilever
Kelly Breitenbecher SVP of Omnichannel and
Merchandising OperationsPetco
Steve CarlottiManaging DirectorCambridge Group
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WHAT DO WE MEAN BY ‘DIGITAL’?Today we will focus on Digital Touchpoints and e-commerce & influenced sales
DIGITAL ADVERTISING
DIGITAL TOUCHPOINTS
E-COMMERCE
+ +
ACROSS ANY DIGITAL PLATFORM
+DIGITALLY
INFLUENCED SALES
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THINKING ABOUT THE DEMAND SEGMENTSHIGH DIGITAL TOUCHPOINT USAGE
LOW DIGITAL TOUCHPOINT USAGE
LIGH
T E-
COM
MER
CE B
UYE
RSHEAVY E-CO
MM
ERCE BUYERS
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TWO SIMPLE OPPORTUNITY AREAS FOR A COMPLICATED WORLD
Role that category plays in e-commerce
OPPORTUNITY
KEY FOR SUCCESS
HOW PEOPLE SHOP
Importance of touchpoints in digital shopper marketing
Shopper Marketing Opportunity
WHERE PEOPLE BUY
E-commerce Opportunity
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WHAT WE KNOW ABOUT HOW PEOPLE SHOP
Source: Q2 2013 Digital Shopping Information Survey; Nielsen NetView Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobilesearches n=6,303. Q: Why did you search on this mobile device? (select all that apply)
90%of retail site visitors are
browsers, not buyers
2xAs much Millennial
digital engagement for CPG vs. Boomers
How many people see mobile search
as most convenient?
2 in 3
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WHAT WE KNOW ABOUT WHERE PEOPLE BUY
Source: Q2 2013 Digital Shopping Information Survey
40%Increase in
CPG e-commerce penetration in 12 mos.
How often is only a single category
purchased in an online trip? #1reason people
buy online is for lower price
60%
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WHERE PEOPLE BUYFUTURE OF ECOMMERCE
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NON-LINEAR PATH-TO-PURCHASECHANNELS BLURRING, ENTER AND BUY ANYWHERE
MULTI-CHANNEL EXECUTION
RETAILER WIN TODAY
DIGITAL /eCOM NEW MODELS
WIN BIGGER ON-LINE
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NOT JUST A CHANNELBUT A SHOP WINDOW THAT ENABLES “ANYWHERE”
Tanz
ania
Indi
aKe
nya
Sout
h Af
rica
Egyp
tN
iger
iaM
exic
oVi
etna
mRo
man
iaBr
azil
Russ
iaTu
rkey
Port
ugal
Colo
mbi
aPo
land
Hung
ary
Irela
ndAr
genti
naU
AETa
iwan
Slov
akia
Esto
nia
Belg
ium
Aust
ralia
Cana
daSw
itzer
land U
KLu
xem
bour
gDe
nmar
kSw
eden
% using Digital to research products or services
% using Digital to purchase products or services
Internet Penetration
RESEARCH PRODUCTS ONLINE
OPP TO BUILD EQUITY
OPP TO DRIVE TRIAL
CLOSE SALE ANYWHERE
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ECOMMERCE IS SOCIAL+MOBILE+RETAILMOBILE IS “GLUE”
CONNECT ANYWHERE
SHOPPER IS IN CONTROL
RICH ENGAGING CONTENT
CLOSE THE SALE
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ENABLE MULTI-CHANNELBETTER LEVERAGE DIGITAL REAL ESTATE – SHOPPERS EXPECTATIONS
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SHOPPING ALONGSIDE MOBILEIS THE NEW NORMAL
Who you’re talking to
When you’re shopping
Where you’re going
What you want/like
Who you’ve paid
SMARTPHONE PENETRATION
SOCIAL NETWORKING
APPS
PAYMENT
SHOPPING
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HOW DO WE ACTIVATE?NOT JUST WHERE TO BUY, BUT SHOPPING HOW?
SHOPPER CENTRIC
CREATE ENGAGING CONTENT
WHERE AND HOW TO ENGAGE
HOW TO CLOSE THE SALE
Enhanced/Relevant Content
Search
Ratings Lists
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YOUR OPPORTUNITY TO SHARE AND CONNECT!Table Talk time
THE THREE QUESTIONS
Given there are many more browsers than buyers in CPG digitally, where do you see
your opportunity?
With the continued e-commerce channel growth, how will it impact the trip and basket composition for shoppers?
How will Millennials and their differing expectations
change shopping?
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IN CLOSING…
LET’S CONTINUE THE DIALOGUE
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