Let's dispel the misnomer that shopper marketing is just in-store ...

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Let's dispel the misnomer that shopper marketing is just in-store ...

Informations

• Publié par: axycozor
• Nombre de lectures: 743
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

R E S E  R C  R E P O R T

 rcesiion rudenc &   no e sais

B y  m a S H a  S a J D e H   a n D  n i c k  J o n e S a r c  W r l D W i D eo   sites’ht ee leromsmi sh t ha t am reo iterisotersi s t .  r   maretirebm fo iwo  sh “” ooshrseset lcaro eim ha  st the store. o cotrary to olar belief shoer mareti mst be viewe as more tha st mareti istore. 

eople used to alk into a store and buy a television, but times have changed. Today, a shopper may research Ts in magaines and online, brose a store circular delivered in the mail, go to the store, and hile there check for online prices on a smartphone, maybe even order the set online, and pick it up in the store. orrester esearch predicts that by , nearly  percent of transactions ill be eecuted ith the consumer crossing channels. This trend represents a fundamental change in the ay people shop, but there has been a dearth of insights for marketers to leverage. rc Worldide recently completed a research study that uncovers ne insights into the multichannel shopper. This study provides a look at crosschannel shopping across a broad scope of categories studied, including durables, services and consumer packagedgoods. The study as conducted online, and included

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minute intervies ith more than , respondents in the nited tates, nited ingdom and rance.

Their shopping behaviors, attitudes, motivations and barriers ere studied across  channels such as stores, online, phone, catalog and flyers. The research illuminates ho multichannel shoppers are, hy they shop across channels, hat role the different channels play in the shopping process, and ho these shoppers behave in  specific categories and industries. A n  e n G A G e d  s h o p p e R ultichannel shoppers are driven by a need to make an informed purchase decision and put in due diligence to ensure they are getting eactly hat they ant. They are driven to get the best price possible and ill shop around to find it. or them, it’s orth spending the time and they enjoy the hunt. hopping is not a chore for multichannel shoppers it’s, in fact, uite a delight. They enjoy immersing themselves in the eperience and are on a constant lookout for great deals and ne trends. Whether they are shopping everyday consumables or the occasional bigticket item, heavy multichannel shoppers spend more time shopping, and shop in many more places than light shoppers. While the store is a common place for both heavy and light multichannel shoppers to shop, differences emerge depending on the category. Light shoppers stick to the store for packaged goods, hile heavy shoppers also shop alternative channels such as online, circulars and infomercials, tripling the time spent shopping for packaged goods. When shopping for

 std o mltichannel shoppers ields valale insihts

highticket durable goods, both heavy and light While multichannel shopping is a rapidly groing shoppers spend more time online than in the store. occurrence, it is not eually established across all types ut heavy shoppers go the etra mile, shopping of categories. There are varying degrees of multichannel around in different channels. shopping and buying behaviors. hoppers are prone to multichannel shop durable c e G o R i e sA t  d R i v e  B e h A v i o R categories such as computers, automobiles and There is no onesiefitsall approach to multichannel  appliances more than they are for packaged goods. marketing. To truly grasp the compleities of  ut not all packaged goods are alike certain categories multichannel shopping you must eamine it from three  like skin care and pet supplies have emerging dimensions: the category, the shopper and the channel.  shopping behaviors. s people shop in multichannel ifferent categories eperience varying degrees of  more places, they generally are more open to buying multichannel shopping. epending on the category  in more alternative and emerging channels. being shopped, different patterns of shopper archetypes  The behavior in categories that are likely to emerge. nce you determine hich type of shopper  see a prevalence of multichannel shopping tends to dominates your category, understanding the channel  be uite different from those that don’t. To a large mi they use proves to be uniuely relevant for your  etent, this behavior is eplained by a riskreard category. model developed by Leo urnett that illuminates the

Low rice

Multichael Shopper Archetypes

arai uti

Strtei Saer 29/1

Dor efaulter 1/8

List rie

Oortniti Adeturer 1/11

Effiient Spriter 1/9

ploratory

S assioista 1/98

it eotee 16/

abitual

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Perent e Mtihnne Shoer Inde e Mtihnne Shoer/Tot Shoer  verall shoer archetyes are base on overall attitues towars shoin

©  rc orlwie ultichannel hoer tuy

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Low eward

iskeward Across Cateories

ih isk

tooie ote/Reort Ce Serie Proider Re  Ette her/ Coter Pet Sie     D Ped rer niOr i   Bn Sin Cre Deiner en

einine Protetion

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Cere

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Ener Drin Boo  Mi

SR Cronted   Soft Drin

Mtihnne Preene ro Cteorie e Moderte o

involvement, approach and mindset that people have toards a category. ultichannel shopping is more heavily affected by risk than reard.When risk is eliminated from the process, multichannel shopping diminishes because people no longer feel the need to shop around. isk helps eplain hy durables are heavily multichannel shopped hile packaged goods are not. ecause durables cost more, the risk of failing to find the “perfect” product is higher and shoppers are motivated to save big dollars. urables are also purchased less freuently and are more complicated to shop, so shoppers need to research them more. n contrast, consumables are purchased routinely and reuire little effort to shop. ust as risk is a factor in multichannel shopping, reard also dras people to shop in certain categories more than others. ertain nondurables such as books, s and designer jeans are multichannel shopped because people treat these as a leisure activity and hence enjoy shopping for them. This is in contrast to other categories that may be vieed as burdensome or routine. imilar shopping patterns don’t necessarily translate into similar purchase patterns. lthough durables are shopped one ay and consumables another, purchase patterns don’t necessarily align. omputers and accessories are purchased online or in an alternative channel, but autos are not. ooks and music are purchased online, but designer jeans are not.

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ih eward

©  rc orlwie ultichannel hoer tuy

To a large etent this phenomenon is also eplained by the risk dimension. roducts that shoppers need to touch and feel before purchasing on’t be purchased in an alternative channel unless the uncertainty is mitigated. usic and books have both successfully enabled people to sample the product, and overcome the barrier to purchase. oever, shoppers don’t yet feel comfortable buying designer jeans ithout trying them on. t h e  p A c k A G e d - G o o d s  Q u e s t i o n The inevitable uestion for packagedgoods marketers is, ho ill the multichannel shopping phenomenon affect their categories We see that certain packaged goods — like skin care, pet supplies and packaged organic foods, are eperiencing higher levels of multichannel shopping and buying than others. This is because categories like skin care are becoming more comple as ne products emerge, making it difficult to navigate selection at the shelf. kin care has relied on more informative channels like direct sales and infomercials to address the compleity and intimacy of the decision. imilarly, unfamiliar categories, such as packaged organic foods, have a need for research. n the case of pet food, shoppers rely on more information sources because they’re often unable to make a choice themselves. arketers have enabled people to indulge their passions for their pets and no shoppers embrace

social media netorks to celebrate their passion. n diligence to find eactly hat they are looking for each of these instances, shoppers are illing to put in at the best possible price.pportunistic denturers  an etended effort to make an informed selection. get a thrill from treasure hunting and discovering What are the barriers holding back other packaged unbeatable deals, andSa Passionistasenjoy shopping goods Why is cereal any different than pet food Why around to find the latest and greatest. are shoppers illing to shop more channels for their mong the other archetypes that emerged: pet’s food than their on everal reasons prevail.ualit eoteesare highly discerning and need to Wellestablished, lo involvement, routine and eperience products firsthandEficient Sprinters unplanned purchases primarily take place instore. readily pay more for convenienceollar eaulters  Limited channels to purchase also restrict multichannel use price as their primary decision criteria, sacrificing shopping. f packagedgoods marketers ant to engage both brand and eperience. multichannel shoppers, they must create more When e apply the category lens, different opportunities for shopper involvement through more archetypes dominate in different categories.or engaging eperiences in alternative channels. eample, ithin packagedgoods categories like laundry detergent,ollar eaultersandEficient M u l t i c h A n n e l  s h o p p e R  A R c h e t y p e s Sprintersske highest, and represent the prevalent To engage multichannel shoppers in your category,  pricedriven, lo involvement behavior. you need to understand them. n eamining multichannel  Within emerging packaged goods, such as shopping behavior across the  categories, e also  skin care and pet supplies,ollar eaulters and uncovered si shopper archetypes based on their overall Eficient Sprintersstill overinde, butpportunistic attitudes and motivations to multichannel shopping. denturersandSa Passionistasalso emerge as mong these general shopper archetypes, to  these categories have become more engaging to shop. dominate among heavy multichannel shoppers —  inally, ithin durables,Strategic Saersandualit theStrategic Saers, pportunistic denturersand  eoteesare both overrepresented as these are high Sa Passionistas  items that reuire research and involvement to are about average —  ticket  representing motivations driving multichannel shopping — precision,  find the right product at the right price. prudence and passion.  The type of multichannel shoppers that dominate  Strategic Saers category determine the mi of channels that your  in are committed to doing due

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Multichael Shopper Archetypes Across Cateories

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CGs

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nStrtei SernOortniti dentrernS Pionit  nit DeoteenEffiient SrinternDor Defter Inde e Mtihnne Shoer rhete ithin Cteor / e Mtihnne Shoer rhete Oer

 The cateory archetyes are base on attitues towars cateory shoin.

© rc orlwie ultichannel hoer tuy

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Chael sae Across Multichael Shopper Archetypes ach shoer archetye uses a uniue mi of channels to meet his or her nees.

In-Store 99

Onine 2

Mine 2

Cto 9

n Strtei Sern it Deotee n Oortniti dentrern Effiient Srinter n S Pionitn Dor Defter

Perent Chnne Penetrtion Br rereent the tihnne hoer rhte indeed to tihnne hoer oer

©  rc orlwie ultichannel hoer tuy

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should be used to meet their uniue shopping needs.  The store is used eually by all types of shoppers.  nline is also a popular channel among many archetypes, but the heaviest multichannel shoppers —  Strategic Saers to use online more to research— tend and price compare. againes are preferred amongSa Passionistas  andpportunistic denturersbecause they offer a fun ay to brose for ne trends. atalogs are a favorite amongSa Passionistasfor gathering inspiration, but Strategic Saersalso use them for comparison shopping. n contrast, theEficient Sprinterandollar eaulterare relatively less engaged across channels. ifferent channels serve different needs. ifferent archeypes use different channels because each channel does something different for them. Television, magaines and catalogs are used for inspiration. nline, flyers and circulars are employed to save money and find the best deal. tores, customer service and sales reps help ith eperiencing a product first hand. irculars are part of a routine and so are stores. hoppers haven’t defined a clear role yet for mobile phones this is an emerging channel. ecoding the category, shopper and channel tri factor is at the core of uncovering the multichannel story for marketers. What should you do sk yourself these key uestions: • o prevalent is multichannel shopping in my category

• Which multichannel shopper archetypes dominate in my category • What channel mi do shoppers use in my category

The ansers may ell lead you to harnessing the poer of the multichannel shopper and fueling their passion for shopping.n

MASA SAi hief hoer trteit nd ed the iniht ro tArc orldwidethe retin erie r of eo Brnett ro She  e rehed t hdeh ro

NC ONSi eetie ie reident reti rtie ed nd ont diretor tArc orldwide eiit in hoer diit rootion nd diret retin e  e rehed t nionero