Showrooming: Learning to Woo Customers and Win Sales - IN-Store- Superzoo- 2013

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When Customers Do Research Online - Or in Your Store - Do You Win?

July 24, 2013

For A Copy Of Today’s Presentation

2 Ways To Obtain A Copy:

1. Log On To Our Facebook Page: www.facebook.com/CBCGroup

• When Customers Do Research 2. Email CBCG

[email protected]

Creative Business Consulting Group www.cbc-group.net

Shopping Isn’t What It Used To Be3..

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• How Consumers Shop Today

• Where Are Consumers Doing Research For Shopping

• What Tools Are Consumers Using To Research

• Turning Browsers Into Buyers How To Create An Engaged In-store Selling Approach

Seminar Objectives


Today’s Consumers Want To Be Served • Retailers Must Make Shopping Convenient• Consumers Already Know Which Products And Brands

They Need Before They Enter The Store• Consumers Have Formulated Opinions By Consulting

Family, Friends And Strangers.

How Does Today’s Consumer Shop?


They Want To Be Served • Retailers Must Make Shopping Convenient• Consumers Already Know Which Products And

Brands They Need Before They Enter The Store• Consumers Have Formulated Opinions By

Consulting Family, Friends And Strangers.

They Listen To Their Families And Friends First• Consumers Talk To Relatives And Friends • Only 18% Of Consumers Rely On Retailers And

Manufacturers Information To Make Purchase Decisions


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They Want To Be Served • Retailers Must Make Shopping Convenient• Consumers Already Know Which Products And

Brands They Need Before They Enter The Store• Consumers Have Formulated Opinions By

Consulting Family, Friends And Strangers.

They Listen To Their Families And Friends First• Consumers Talk To Relatives And Friends • Only 18% Of Consumers Rely On Retailers And

Manufacturers Information To Make Purchase Decisions

Social Media Channels Are A Rich Source Of

Information And Influence• 50% Of Consumers Who Follow A Brand On

Social Media Submit Their Own Comments• 40% Are More Loyal To Brands They Have

Engaged With Online




• Knowledgeable, Empowered, Dynamic, Smart

• Technologically Savvy; Increasingly Smarter Seeking More And More Information Than Ever Before

• Gaining 24/7 Access To Data Through A Variety Of Sources: Mobile Devices, Tablets, Apps And Social Media

Does Your Brand Meet Consumer Needs?


Purchase Decision Influences Are Different Between Generations

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Consumers Have Changed How They Research Products

• 97% Of Consumers Are Now Researching Products And Future Purchases Online*

• 90% Of Consumers Are Utilizing Search Engines

February 2012 ClickIQ


Consumers Have Changed How They Research Products

• 97% Of Consumers Are Now Researching Products And Future Purchases Online*

• 90% Of Consumers Are Utilizing Search Engines

• On Average Consumers Are Looking At 7.9Different Sources For Product Information BEFORE Making A Purchase

• 42% Are Using Comparison Shopping Engines To Research Purchases

February 2012 ClickIQ


Consumers Have Become More Sophisticated In Their Approach To Shopping

2012 Deloitte Retail & Consumer Spending Survey,

40% Of Smartphone Owners Use Their Phones For In-store Price Comparisons-

Top Mobile Shopping-related Activity

Smartphones Will Influence 19 Percent ($689 Billion) Of U.S. Retail Store Sales

By 2016*

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Show Rooming Can Be Costly In 2 Ways; Lost Sales and Product Wear And Tear

Definition Show rooming: Customers Go To A Local Store Touch, Feel And Learn About Products They’d Like To Buy, Then Head Online To Purchase The Product (For Less)

• Customers Use Price Comparison Tools And Software While In A Brick And Mortar Retail Location

The Leading Mobile Retail Activities

Among People Using Smartphones:

1.Find A Store (33%)

2.Compare Prices (21%)

3.Look For Deals (20%)


Learn What Comparison Tools Your Customers Are Using


Google Shopper

*BIA/Kelsey Group 2012

• Google Shopper App Is Available For The IPhone And Android Phones

• Lets Users Scan Product Barcodes And Compares The Price With Other Listings In Google’s Database

• Since This Is A Google Product, Each Listing Features Detailed Descriptions And Reviews, And It Has Directions And Contact Information For Nearby Stores Built Into It

• Google Offers Available On the App-People In Select Cities Can Find Promotions Going On Near Them.

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Red Laser


• Smartphone App Good For Doing Quick Price Comparisons

• Shoppers Use Their Phone’s Camera To Scan The Barcodes Of Products In Stores And RedLaser Will Compare This Information With Other Products In Its Database

• (Sites Like Ebay, TheFind And Google Product Search)

• Redlaser Takes GPS Location Into Account And Recommends Nearby Stores Where Customers Can Find The Same Product For Less

IPhone And Android


Decide.com


• Free App Find Gadget Prices Online And Nearby

• Notes Whether There's A New Model Due Out Soon Or Other Factors That Could Impact Pricing

• App Users Can Scan Barcodes Or Type In A Product Name To Find Items, And Sign Up For Price-drop Alerts If They Decide To Wait.

• •IPhone, Android


Price Check by Amazon


• Free Price-check App That Lets Users Search By Scanning A Barcode, Snapping A Picture Or Saying Or Typing In The Product Name

• Available For IPhone And Android Users On Other Platforms, Including Blackberry And Windows, Can Use The Amazon Mobile App, Which Offers The Same Price-checking Capabilities, But Requires An Extra Click Or Two To Access Them Among Other Features In The App.)

• The Catch With Both Amazon Apps, Of Course, Is That They Only Check Prices On Amazon.

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Creative Business Consulting Group www.cbc-group.net2012 Deloitte Retail & Consumer Spending Survey

• Shoppers Are Still Seeking Satisfying In- Store Experiences—it’s Just How And When They Decide To Open Their Wallets That Has Changed

• 61% Of Smartphone Owners Who Use Devices For Comparison Purposes Have Bought Goods In A Store

• Consumer In-store Mobile Activities Add To Rather Than Take Away From, In-store Sales

• Smartphone Users Are 14% More Likely To Convert In A Store Than Non-smartphone Users

The News Is Not All Bad - Consumers Are Still Looking For Personal Interactions


How To Turn A Browser Into a Buyer?

• Train Sales Associates To Help Customers With The Decision Making Process

• Educate Associates On ALL Products

• Provide Customer Opinions On Products (Showcase Online Reviews)

Employee Training/Enhanced Customer Service



• Train Sales Associates To Help Customers With The Decision Making Process

• Educate Associates On ALL Products

• Provide Customer Opinions On Products (Showcase Online Reviews)

• Stress The Benefits Of Immediate Delivery Vs. Online Shipping Fees And The Hassles Of Returns/Exchanges For Online Sales

• Know the Price Comparison Tools That Customers Are Using

• Equip Sales Associates With In-Store Technology to Improve/Enhance Shopper Experience (Tablets, etc.)

• Price Match If Appropriate

Employee Training/Enhanced Customer Service

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How To Turn A Browser Into a Buyer? Merchandising• Creative/Interactive Displays Are Key

Advantage To In-store Experience• Optimally Display Products To Enhance

Shopping Experience




Shopping Experience

Coupons/Exclusive Offers• Encourage/Incent Shoppers To Buy

Immediately • Downloadable QR Codes• Google Shopping Paid Ads • Retailmenot (IPhone App) Offering Coupons• Facebook Offers




Shopping Experience

Coupons/Exclusive Offers• Encourage/Incent Shoppers To Buy

Immediately • Downloadable QR Codes• Google Shopping Paid Ads • Retailmenot (IPhone App) Offering Coupons• Facebook Offers

Location Based Marketing Programs • Offer Programs/Deals That Incent Customers

To Make In-store Purchase• Train Your Staff On How To Find These

Applications While They Are Working With The Customers To Insure Purchase Conversion

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• Incorporate Online And Mobile Technology Tools Into Marketing And Advertising Platforms

• Using Mobile Technology To Better Serve Customers (In-Store w/Employees and To Customers With Location Programs)

• Use Google To Run Unique Search Ads Based On Proximity To Your Location

• Offer Discounts Or Coupons For Brands If A Purchase Is Made In-store In Your Search Copy

• Create Facebook Offers For In-store Purchases Only

Multi-channel Marketing Techniques


What’s Next?

• Mobile Wallets Hold Consumer Gift Cards, Gift Certificates, Tickets, Coupons And More In Their Mobile Phones

• Interact With Their Customers With Little Competition. Engage Customers With Special Offers And Discounts Only Accessible From Their Mobile Wallet And Only Redeemable In Stores

• Provide Hyper Local Content That Leads To More Relevant Advertising

Gyft, Passbook And Google Wallet

Mobile Wallet Marketing


Retailers Will Succeed When They Engage More Effectively With Sophisticated Consumers

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�28+ Years Retail Industry Experience

�Fortune 500 Sales and Marketing Executive; Business Strategist

�Experienced Brand Manager And Marketing Executive

�Developer Of Successful Marketing And Social Media Campaigns

�Contact Information: (617) 437 -9191Email: [email protected]

Creative Business Consulting Group –Lynn Switanowski