(c) Copyright 2014 Tery Spataro

BUYER’S DECISION MAKING PROCESSAND USE OF DIGITAL

Revised March 16, 2014

Originally published January 2, 2012

Tery Spataro

Exploration of the effect digital has on making a decision on what to buy

(c) Copyright 2014 Tery Spataro

WahWahNot another

BORINGSlideshare!

COURSECORRECTION

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(c) Copyright 2014 Tery Spataro

Buying Stuff

The story of using digital to turn consumers from shoppers to customersinto experience lovers

Types of Shoppers

Experiential Customers: They have no specific need or desire in mind when they come into the store. Rather, they want a sense of experience and/or community.

Loyal Customers: They represent no more than 20% of customer base, but make up more than 50% of sales. Not true 20/80.

Discount Customers: They shop the same stores frequently, but make their decisions based on the size of our markdowns.

Hunter. BusinessKnowHow. (2011)

Impulse Customers: They do not have buying a particular item at the top of their "To Do" list, but come into the store on a whim. They will purchase what seems good at the time.

Mission Based Customers: They have a specific intention to buy a particular type of item.

(c) Copyright 2012 Tery Spataro

(c) Copyright 2014 Tery Spataro

Reminder of the 7 Steps+ Digital

What happened to the other footprints?

Need Recognition

Whoa these shoes are

stinky

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WH00T! Shoes beautiful

shoes

Search for Information(c) Copyright 2012 Tery Spataro

Pre-purchase Comparison Evaluation

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Purchase

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Consumption

loving my new yello shoes :D      11 hours ago by Trutrudiva

Don't get me wrong, I LVE me some new shoes. But, I'm NOT loving this new boot! #prayingforfasthealing      2 hours ago by LSainsworth

Loving My New Red Shos #hott      14 hours ago by EvelynJay

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Post-consumption

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Divestment

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How does this effect in store

retail?

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SHOPPING NEEDS TO BE REINVENTED

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CUSTOMERS WANT SOMETHING MORE…

Digital creates experiences

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IN STORE IS A DIGITAL STAGELET’S WOW THEM

Ralph Lauren 3D Video Projection on Bond Street Storehttp://www.youtube.com/watch?v=rPr0CgvmBM4

(c) Copyright 2014 Tery Spataro

(c) Copyright 2014 Tery Spataro

Retailers Using Digital

Citibank• Your money your experience.

1969• What non-shoppers do when

waiting.

Sunglass Hut• Feeding your social vanity.

(c) Copyright 2014 Tery Spataro

Citibank Citigold Lounge

• Customers get a whole new experience with Citigold Lounge – it’s not just about banking.

• Taking a cue from hotels, Citigold Lounge has lovely concierge area that warming greets you.• Digital window expresses the

news of the day.• Digital theatre in the back of the

store w/ wifi access.• With video chat you can see your

customer service rep and feel more secure about your money.

(c) Copyright 2014 Tery Spataro

Gap 1969

• We all know how it feels to have to go shopping with someone when you don’t want to or like to shop.

• Give those customers a reason to stick around and wait.

• Gap 1969 in Soho took a design cue from Apple to provide this table in the center of the store for shoppers & non shoppers to use.• The iPad extends the 1969

assortment • And gives those bored tag-along-

shoppers something to do.

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Sunglass Hut

• A eye on vanity, Sunglass Hut let you and your friends see how great you look

• Get a snap of yourself in those $800 Tiffany shades to share with friends

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DIGITAL STUFF IS HAPPENING ALL AROUND US

(c) Copyright 2014 Tery SpataroInspiration by IBM

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Go Ahead Touch It!IBM Immersive Experience

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Be the Star- American Eagle

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Be on the Stage– Forever 21

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(c) Copyright 2014 Tery Spataro

Store Brings the Market to the Customers - Tesco Pop-Up

http://www.youtube.com/watch?v=fGaVFRzTTP4

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(c) Copyright 2014 Tery Spataro

Look No Bags!- eBay pop-up store

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(c) Copyright 2014 Tery Spataro

Personalized for You- Gucci Immersive Store

http://fashionandmash.wordpress.com/2011/09/26/gucci-pushes-retail-engagement-with-immersive-video-displays/gucci_oooii_entry/

(c) Copyright 2014 Tery Spataro

(c) Copyright 2014 Tery Spataro

More Than 8,000 Shoes – Adidas

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Try the Watch - the New Fitting Room-Tissot Augmented Reality

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Need Something Else?- At JC Penney’s customer’s preferences rule!

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Lookbook - Shopbop

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Snapette & Share It

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Other Digital Expressions

VR Dressing RoomMobile TransactionsQR CodesCisco Hologram Mannequin

(c) Copyright 2014 Tery Spataro

What does the Customer Want?

• Creativity, inspiration, compelling in-store entertainment

• Wants to feel good about the store they enter ~ it has to be clean, organized, with a clear traffic flow

• Preferences, selection and assortment to fit desires

• Assortment has quality first, quantity second

• Trends on hand

• Reasons to try & buy

• Share their experiences with their friends

• Convenience

(c) Copyright 2014 Tery Spataro

THANK YOU!I can bring the digital experience to your retail strategy!

(c) Copyright 204 Tery Spataro

(c) Copyright 2014 Tery Spataro

Tery Spataro is widely known for helping brands understand the role technology plays in marketing, innovation and retail environments. Wielding over two decades of experiences in marketing as a digital strategist, Tery takes a deep look into understanding why, what and who.

She’s created tech marketing strategies for automotive, food and beverage, consumer packaged goods, education, energy, entertainment, health care, insurance, pharmaceuticals, non-profits and retail brands.

Tery has brought digital to life in physical space, having worked with Bloomingdales, Michael’s craft stores, Sally Hansen, Novartis, Whole Foods and Nine West.

She helps clients by identifying problems with marketing, communication, branding and retail space. She provides research, strategy and creative ideas with a clear direction on how to proceed.

Tery has held executive roles with top agencies and served as a senior strategist for several consulting firms. No stranger to entrepreneurial life, Tery founded or co-founded, self-funded and operated seven start-ups.

Through the years she has lectured at universities and international conferences, providing valuable industry thought leadership, and has been quoted in books and articles about business and marketing. 

Tery has an MBA in marketing from Regis University and wrote and illustrated a book about quantum perceptions called “The Other Side of the Box”.

Special thanks to Rick Colby for editing.Bio || Twitter || LinkedIn || The Book || Pinterest || Slideshare || Glossi

(c) Copyright 2014 Tery Spataro

Stuff I Did Confluence: Connected Human - Creating better health through self manage of health data, we are the

connect human.

Confluence: Man with Machine - The continuation of Confluence and the exploration of robots and robotics and the impact these applications have on our humanness and the environment.

The Future is Now – A look at the confluence of humans, technology and the environment.

Digital Experiences & Shopping – Overview of the buyer’s decision-making process using digital, the future of in-store retail and use of digital experiences.

Digital Strategy – Strategy for innovation, communication and promotion.

Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire information for shopping. This report was voted the best of Slideshare.

The Changing World of Digital - looks at digital communication from a historical perspective and identifies the way the consumer changes from passive involvement to participant.

Healthy Digital - explores who the natural and organic consumer is and identifies their digital behavior.

Community During Crisis – what Governments can learn from the Boulder Community’s usage of Social Media during the Boulder Fire.

Digital Marketing Strategy vs Tactics – Asking strategic questions, forming ideas and identifying tactics.

The Other Side of the Box - the story about a cat, box and perception. “The Other Side of the Box” a book about perception, a cat and quantum thoughts.

(c) Copyright 2014 Tery Spataro

Please like on Facebook :)

A curious book about a cat and box available at Lulu.com