keeping up with the consumer
TRANSCRIPT
Keeping Up With!The Consumer:!How brands can win with deeper insights Marissa Tarleton, CMO, North America @MBTarleton @RetailMeNotInc
Retail is facingnew challenges
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• The journey is complex. • The consumer is in control and
expectations are high. • Smart use of data is a
key enabler to retailer success.
The New Consumer Journey
1,044 DIGITAL TOUCHPOINTS*
Source: Google/Luth Research, “Mobile’s Growing Role in a Shopper’s Purchase Decision,” July 2016. 3
TYPES OF SITES VISITED:
*Touchpoints =searches, website visits, video views, clicks
27% Coupons & Deals
25% Other
17% Online Retailer
14% Brand Retailer
12% Listing & Consignment
3% Google
1% YouTube
1% Wedding Registry
1% Social
<1% Lifestyle & Blog
54%DESKTOP 46%
MOBILEMEET LEENA
The New Consumer Journey
Source: Google/Luth Research, “Consumer Search Trends in I-Need-Some-Ideas Moments,” July 2016. 4
TYPES OF SITES VISITED:
106 Google Searches
20 Google Image Searches
140 Brand Retailer Interactions
100 University Interactions
202 Mass Online Retailer Interactions
95 Coupons & Deals Interactions
600 DIGITAL TOUCHPOINTS*
79%DESKTOP 21%
MOBILEMEET
MARCUS
*Touchpoints =searches, website visits, video views, clicks
The New Consumer Journey
947 DIGITAL TOUCHPOINTS*
Source: Google/Luth Research, “The Rise of Comparison Shopping on Mobile” July 2016. 5
KAITLYN’S JOURNEY:
24 Google searches
10 YouTube video views
359 Brand retailer interactions
87 Mass online retailerinteractions
399 Coupon and dealsite interactions11%
DESKTOP 89%MOBILE
MEET KAITLYN
*Touchpoints =searches, website visits, video views, clicks
Four Ways Retailers Can Win Through Insights
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Discover and Anticipate
Reach Customer Micro-moments
Scale Data Efforts Expand Your Insights
USE DATA TO DISCOVER CONSUMER TRENDS
WHEN, WHAT, WHERE
Discover and Anticipate
Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 7
NOVEMBER1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 1 26
27 28 29 30
DECEMBER 1 2 10
4 5 6 7 8 9 411 12 13 14 15 7 2
3 8 9 21 22 6 24
25 5 27 28 29 30 31
NOVEMBER1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
DECEMBER 1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
DECEMBER1 2 3
4 5 10 9 8 9 10
11 4 7 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
NOVEMBER1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 8 2 26
3 1 6 30
Use Data to Discover Trends
Food & Entertainment Travel & Auto
Clothing Home & Garden Office Supplies
Computers & Electronics Multi-Category
Sports & Fitness Teen Clothing Toys & Kids
Accessories Books Gifts
Health & Beauty Personal Services Sports & Fitness
Food & Entertainment Health & BeautyPersonal Finance
RESEARCH & PLANNING(PRE- THANKSGIVING)
DEAL SEEKING(THANKSGIVING – MID-DEC)
LAST MINUTE(MID-DEC TO CHRISTMAS)
POST HOLIDAY (AFTER CHRISTMAS)
Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 8
Leverage mobile and location for discovery
Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/
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ENGAGEMENTis about capturing the customer in
the moments that matter.
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Reach Customer Micro-moments
Succeeding in the moments that matter
Source: Google, “Micro-Moments: Your Guide to Winning the Shift to Mobile.” 11
I-want-to-knowI-want-to-doI-want-to-buy
I-want-to-knowI-want-to-doI-want-to-buy
Image: Sephora.com 12
Engaging throughout thecustomer experience
I-want-to-knowI-want-to-doI-want-to-buy
Engaging throughout thecustomer experience
Image: https://www.babble.com/beauty/test-your-skins-color-iq/ 13
Engaging throughout thecustomer experience
I-want-to-knowI-want-to-doI-want-to-buy
14 Image: https://www.fastcompany.com/3043166/most-creative-people/first-look-inside-sephoras-new-innovation-lab/3
77% of consumers have chosen, recommended,
or paid more for a brand that provides a personalized service or experience.
15 Source: Forrester’s North American Consumer Technographics Brand Compass Survey, Q3 2015
Scale Data Efforts
Scale your efforts with the help ofmarketing automation
Source: VB Insight “Marketing Automation, how to make the right buying decision” (2015) 18
80% of marketing
automation users saw their number of
leads increase
77% saw the number of conversions increase.
Types of Third-Party Marketing Data
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Competitive Behavioral Location Device Interest Demographic Contextual
74% !admit to repeating the same promotions
each year with minor adjustments or devising new plans using old
performance data.
Source: April, 2016 survey of 110 retail marketing decision makers among the top 750 retailers by Tech Validate on behalf of RetailMeNot.
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Seek new data sources for deeper category, competitive and offer performance prediction
Source: RetailMeNot Promotion Index https://www.retailmenot.com/corp/index/ 22
Seek new data for promotional optimization: • Category benchmarking • Competitive insights • Offer performance prediction
Recommendations
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Anticipate where your consumer is
heading
Meet shoppers in the moment—
again and again
Partner to scale internal insights
Grow your data ecosystem
LEENA MARCUS KAITLYN