Digital-Influenced Path to Purchase

Transcript Digital-Influenced Path to Purchase

DIGITAL-INFLUENCED PATH TO PURCHASE STEPPING STONES: SHOULD SHOPPERS NEED THEM

Stepping-Stone

1. One of a series of stones acting as footrests for crossing streams, marshes, etc. 2. A circumstance that assists progress towards some goal Presented by:

Anne Zybowski Vice President, Retail Insights

Kantar Retail’s Path-to-Purchase Framework Shopper is in Control; Assist & Influence is Key – The following slides outline Kantar Retail’s Digital-Influenced Path to Purchase Framework, a helpful way to think about the work that suppliers and retailers need to do along the path to influence shoppers at the point of decision – whenever and wherever that is. • Stepping stones is important visual that is very purposeful; in today’s world, shoppers often skip steps along the path – making each stone all the more critical, should the shopper use it in the path to decision • Skipping the path is more and more common with new tools to automate routine and save shoppers time and money (auto replenishment/subscribe and save); increased importance to being on the list when the shopper is the • Recursive nature of the loop is new dynamic. Must make the click stick and always-be-closing. © Copyright 2012 Kantar Retail 2

Source: Kantar Retail analysis

Off the Path: The Digital Shift More Points of Influence Before FMOT

Media/ Awareness Zero-MOT FMOT SMOT

Source: Kantar Retail analysis

How Does Digital Impact the Path to Purchase? Is it a Pool, a Puddle, a Circle?

Source: Kantar Retail analysis

Stepping-Stone

step·ping - stone

1. One of a series of stones acting as footrests for crossing streams, marshes, etc. 2. A circumstance that assists progress towards some goal

A “Typical” Path to Purchase New Mom Buying a Car Seat

Source: Kantar Retail analysis, Company websites

Choose Retailer/ Channel Select & Buy User Satisfaction

Digital & Information = Two New “Steps” Information & Social Media Alter Research and Advocacy

User Satisfaction Navigate Store/Site Select & Buy Advocate Community Choose Trusted Source Choose Channel Create Demand

Source: Kantar Retail analysis

Information is Critical to Buying Process Trusted Source for Information is Key 3 rd Party/Social • Google & other Search • Blogs • Communities • Social • Facebook Manufacturer • Vendor.com

• Brand sites Retailer • Retailer.com

• Amazon.com

Source: Kantar Retail analysis

Choose Trusted Source Navigate Store/Site Choose Channel Step is often recursive…

In World of Social & Consumer-Generated Media – Advocacy is the Best PR • Moves well beyond “satisfied” customers – Engagement – Conversation – Listen

Choose Trusted Source Advocate Community

Source: Kantar Retail analysis, Company websites/Facebook

The Shopper Controls the Path CPG/Retailers Must

Influence

Assist

Along the Path

User Satisfaction Navigate Store/Site Choose Trusted Source Select & Buy Advocate Community Choose Channel Create Demand

Source: Kantar Retail analysis

Getting Started: From Control to Influence • Path is recursive & not necessarily sequential – In some cases, shoppers will skip the path altogether – Focus on points of influence is key • Digital influences two new steps – Trusted source info = ensure visibility at key points of influence – Advocacy = can I leave my product in the hands of its users?

• If you are trusted source, need to be able to close – Find the right conversations to become last retailer shopped – Closing the deal is complex, new skills & focus required © Copyright 2012 Kantar Retail 10

Source: Kantar Retail analysis

Anne Zybowski Vice President, Retail Insights 245 First Street Floor 10 Cambridge, MA 02142 W +1 617 588 4195 F +1 617 499 2723 www.KantarRetailiq.com

Digital-Influenced Path to Purchase

Transcript Digital-Influenced Path to Purchase

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