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Digital-Influenced Path to Purchase. Stepping Stones: Should Shoppers need them. Stepping-Stone One of a series of stones acting as footrests for crossing streams, marshes, etc. A circumstance that assists progress towards some goal. Anne Zybowski. Vice President, Retail Insights. - PowerPoint PPT Presentation
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DIGITAL-INFLUENCED PATH TO PURCHASE
Anne Zybowski
STEPPING STONES: SHOULD SHOPPERS NEED THEM
Vice President, Retail InsightsStepping-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
© Copyright 2012 Kantar Retail
Kantar Retail’s Path-to-Purchase Framework
– 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.
2
Shopper is in Control; Assist & Influence is Key
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
Off the Path: The Digital ShiftMore Points of Influence Before FMOT
3
Zero-MOT FMOT SMOTMedia/ Awareness
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
How Does Digital Impact the Path to Purchase? Is it a Pool, a Puddle, a Circle?
4
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
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
A “Typical” Path to PurchaseNew Mom Buying a Car Seat
5
Choose Retailer/ Channel
User Satisfaction
Select & Buy
Source: Kantar Retail analysis, Company websites
© Copyright 2012 Kantar Retail
Digital & Information = Two New “Steps”Information & Social Media Alter Research and Advocacy
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Create Demand
Choose Trusted Source
Navigate Store/Site
Select & Buy
Choose Channel
User Satisfaction
Advocate Community
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
Information is Critical to Buying ProcessTrusted Source for Information is Key
7Source: Kantar Retail analysis
3rd Party/Social• Google &
other Search• Blogs• Communities• Social• Facebook
Manufacturer• Vendor.com• Brand sites
Retailer• Retailer.com• Amazon.com
Choose Trusted Source
Navigate Store/Site
Choose Channel
Step is often recursive…
© Copyright 2012 Kantar Retail
In World of Social & Consumer-Generated Media – Advocacy is the Best PR
• Moves well beyond “satisfied” customers– Engagement– Conversation– Listen
8
Advocate Community
Choose Trusted Source
Source: Kantar Retail analysis, Company websites/Facebook
© Copyright 2012 Kantar Retail
The Shopper Controls the PathCPG/Retailers Must Influence & Assist Along the Path
9
Navigate Store/Site
Select & Buy
Choose Channel
User Satisfaction
Advocate Community
Create Demand
Choose Trusted Source
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
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
10Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
245 First StreetFloor 10Cambridge, MA02142
F +1 617 499 2723www.KantarRetailiq.com
Anne Zybowski
W +1 617 588 4195
Vice President, Retail Insights
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