kantar compete - the consumer path to purchase
TRANSCRIPT
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The Consumer Path to Purchase
John Thekanady
Client Services Director
Kantar Media Compete
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The industry’s largest
consumer-centric panel
Strategic partnerships
Fastest-growing digital
insights company
Founded in 2000,
joined Kantar in 2008
Connecting the dots
Digital Insights are in our DNA
• Most granular data
• Industry experts
The Consumer Path to Purchase
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Data Data Everywhere...
The Consumer Path to Purchase
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How Can We Turn…
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Data complexity Business advantage
The Consumer Path to Purchase
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Online Advertising Alone has Hundreds of Data Points…
6 Title of the presentation
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This Challenge Involves 3 Familiar Steps…
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Insight Strategy Execute
The Consumer Path to Purchase
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Distilling Insights From a Large Amount of Data Points…
8 The Consumer Path to Purchase 8
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For Example…
9 Title of the presentation
We would like to engage you to
conduct an audience profiling
study which will be combined with
our sub-conscious brand
perception research and the social
favourability research to create a
complete picture of the x car
buyer
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Background Context...
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Global Ecommerce is
expected to rise from
$630bn this year to $930bn
in 2013
Retail space has increased
over 200% from 40m sqm in
2002 – 130m sqm today
Source: WPP consumer insights
The Consumer Path to Purchase
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Nearly a Third Prefer to Shop Online rather than Instore
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29%
44%
27%
Sales
I shop more online than Ido in the shops
I shop more instore than Ido online
I shop online & in storeequally
Kantar Media Compete Shopper Intelligence Report Q3 2010
The Consumer Path to Purchase
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Case Study
The Consumer Path to Purchase
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The Business Question…
Should client invest more into
upgrading & enhancing their website
experience or should they explore
deeper partnerships with retailer
sites in order to increase sales?
The Consumer Path to Purchase
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Every Purchase Starts with a Journey…
14 Title of the presentation
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The Framework Applied: A Sportswear Case Study
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Understand the influence of the internet on
how the training shoe shopper makes
purchase decisions online and in-store
Clickstream Survey
The Consumer Path to Purchase
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About 1 in 3 Online Athletic Footwear Shoppers Favour Online Purchasing Versus the Traditional Store
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Why do you prefer to purchase athletic footwear online/in-store? (G4)
60%
60%
60%
59%
54%
53%
45%
37%
Better prices
Easier to shop on a computer
Product shipped directly to me
Easier to compare prices
Better selection
Free shipping
Faster shopping experience
I can find out more about he product online
88%
33%
32%
16%
12%
Prefer to try out the product in person
Cost of shipping is too high
Prefer to get items immediately rather than waiting for shipment
Better prices
Access to a salesperson
Prefer Online Purchasing (n=398) Prefer In-Store Purchasing (n=693)
The Consumer Path to Purchase
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Purchasers Approach the Online Space Differently if They Intend to Use it for a Purchase
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Q13: What types of research did you perform prior to making this purchase? (n=436)
24%
8%
15%
14%
55%
20%
4%
13%
20%
21%
59%
71%
I didn't perform any research
I read an article or professional review in a magazine or other publication
I spoke with friends or family I fisited a store
I saw an advertisement for the
footwear
I looked for information online
I visited a store to see or try on the
footwear
In-store Purchasers
Online Purchasers
The Consumer Path to Purchase
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While Both Online and In-Store Purchasers Gravitate Toward Manufacturer and Retailer Websites…
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Which of the following online resources
did you use/visit to shop for this athletic
footwear? (Q14: n=436)
42%
57%
13%15%
3% 3%
59% 61%
15% 16%
1% 3%
Brandwebsites
Retailwebsites
Fitnesswebsites
Consumer generated
reviews
Video websites
Social Network websites
Online Purchasers Instore Purchasers
61%
54%
68%
75%
42% 44%
50%
63%
Brand websites Retail websites Fitness websites Consumer-generated reviews
Online Purchasers Instore Purchasers
How INFLUENTIAL was each of the
following on your decision-making
process?
(Q 15: Top 2 Box Score, 5 point scale, n=60-255)
The Consumer Path to Purchase
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30%27%
24%20%
30%
48%
14%
8%
When I started to shop for athletic
footwear
When I was exploring products
I might buy
When I was making product
comparisons
When I was making the final
decision about the purchase
Online Purchasers Instore Purchasers
…The Timing and Purpose for Visiting these Sites Varies Based on Where Consumers Ultimately Purchase
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Thinking about your most recent athletic footwear purchase, when did you use each of the
sources when deciding WHAT to buy? (Q16: n=163-190)
Manufacturer/Brand Websites Retail Websites
31% 31%
23%
14%
41%39%
15%
6%
When I started to shop for athletic
footwear
When I was exploring products
I might buy
When I was making product
comparisons
When I was making the final
decision about the purchase
Online Purchasers Instore Purchasers
The Consumer Path to Purchase
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37%
35%
6%
6%
4%
After the First Visit to the Client Site, Most Purchases are
Seen on Retailer or Pure Plays
Purchase Path Share After First Client Site Visit Share of paths leading to conversion one week after initial visit to Client site
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- Department Stores - Manufacturers - Pure Plays - Retailers
The Consumer Path to Purchase
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Consumers Purchasing on the Retailer Channel Seek More Product Information than Other Buyers
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Product Visits One Week Prior to Purchase
Timeline of product visits as a share of all product visits one week
before channel conversion,
21%
15% 14%
50%
23%19%
14%
45%
21%
13% 14%
52%
37%
23%
16%
24%
4-7 Days Before 2-3 Days Before Day Before Same Day
Department Stores Manufacturers Pure Plays Retailers
The Consumer Path to Purchase
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A Snippet of our Recommendations…
22 Title of the presentation
Shoppers Brand.com Retailer/PP site Instore Instore Inspiration: incentivise to purchase
on site, ensure easy return/exchange process
Volume footfall, price comparison: increase share of shelf, depth of content
Purchase: POS info on how to research/purchase next purchase on brand site, investigate click to store options
Online Use them but generally have an idea of what they want: incentivise to purchase on site
Volume footfall, price comparison: increase share of shelf, depth of content
One fifth try on in store and purchase at an online retail site: make returns and exchange process easier online
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In Summary…
23 The Consumer Path to Purchase
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Thanks…
John Thekanady – Client Services Director
kantarmedia.compete.com/
Please visit our site to access our Shopper Intelligence Report:
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twitter.com/CompeteUK
kantarmedia.compete.com/news
The Consumer Path to Purchase