I only wanted a new pair of jeans!

Transcription

UNDERSTANDING A SHOPPER‘S PURCHASE JOURNEY
Follow Jenny‘s journey to see purchase journey intelligence in action
Introduction
Trigger
Research
Purchase
Conclusion
About GfK
© GfK 2016
I only wanted a
new pair of jeans!
!
new
Introduction
Understanding shoppers’
purchase journeys is one of
the toughest challenges
manufacturers and retailers
are facing today.
Trigger
Research
Purchase
Conclusion
!
!
How do different
touchpoints influence their
decision to buy?
Sponsorship
Radio
Hotline
Facebook
What route do shoppers take
when making a purchase?
Twitter
Street
Promotion
POINT OF
SALE
Retail/Office
Coupons
Radio
!
Which touchpoint has the
most influence?
!
Which media are shoppers
exposed to?
Website
TV
Loyalty programs
Family
Apps
Banners
Friends
Follow Jenny‘s purchase
journey!
About GfK
© GfK 2016
02
Introduction
Trigger
Research
Jenny needs a new pair of jeans.
The first place she goes is her
phone for an online search.
!
Make sure your brand catches
her attention.
Your brand comes top in an
online search.
Purchase
Conclusion
Your website is optimized
for mobile.
Products are quick and easy
to find on your website.
Your brand promotion on
your and other retailers’
websites is effective.
About GfK
© GfK 2016
You have a way to capture
Jenny’s information.
03
Introduction
Trigger
Research
In-store
Mobile phone
Social media (1/2)
Social media (2/2)
Print
Influencers
In her lunch hour, Jenny visits
her favorite boutique to check
out the different types of jeans
available in person.
Mastering today’s purchase journey
means being present online and offline.
!
51%
of shoppers buy in-store
because they want to see and
feel the products before they
buy them.
Don’t forget the crucial role of
the store in helping shoppers
to make up their minds.
Help shoppers to navigate the
shop and explore styles.
Ensure different sizes are
easy to find.
Purchase
Conclusion
Size not in stock?
Order here!
Provide inviting fitting rooms
and trustful advice.
About GfK
© GfK 2016
Source: FutureBuy 2015 survey of 25,000 respondents across 25 markets
04
Introduction
Trigger
Research
In-store
Mobile phone
Social media (1/2)
Social media (2/2)
Print
Influencers
Purchase
40%
When in-store, Jenny texts her
friend for advice and checks
prices at other retailers using
her phone.
!
of shoppers use their
mobile to compare prices
in-store.
l jeans brand
Don’t forget that Jenny is still
using her mobile for advice
and further information even
though she’s in-store.
45,buy now
Prices at other retailers:
Have a presence on
social media.
Create hashtags for
highlighted products, which
are visible in the shop.
60,buy now
70,buy now
Pair of jeans by
JeansBrand
More information...
Conclusion
About GfK
© GfK 2016
Source: GfK survey among 25,000+ mobile users (ages 15+) in 23 countries – global average – rounded
05
Introduction
Trigger
Research
In-store
Mobile phone
Social media (1/2)
Social media (2/2)
Print
Influencers
Purchase
Jenny takes selfies of herself
wearing two different pairs
of jeans, uploads them to
Facebook and asks her
friends and family to vote
for their favorite.
!
Don‘t forget the purchase
journey is social – even if the
shopper in-store is alone.
36%
use their mobile to take
pictures of products
in-store.
40%
contact family or friends
for advice whilst in-store.
social media
Jenny
Which one is your favorite?
Your brand must listen and
respond to your customers
using social media.
#newpairofjeans #brands #jeansbrand
50,buy now!
flare jeans by
JeansBrand
95,buy now!
skinny jeans by
JeansBrand
Respond to negative
comments instantly.
JeansBrand
Conclusion
About GfK
© GfK 2016
Source: GfK survey among 25,000+ mobile users (ages 15+) in 23 countries – global average – rounded
06
Introduction
Trigger
Before Jenny leaves the
office for the day, Jenny
logs onto Facebook to see
if any of her family and friends
had commented on her
pictures.
Research
In-store
Mobile phone
Social media (1/2)
Social media (2/2)
Print
Influencers
Purchase
!
social media
Shoppers not only share ‘likes’
and pictures on social media,
however. Their complaints and
criticisms are also amplified by
this channel.
Make sure you accentuate
the positive, and handle the
negative fast by listening to
social media conversations.
14
you look so gorgeous!!
which store?
Conclusion
About GfK
© GfK 2016
07
Introduction
Trigger
On her way home, Jenny
settles down with her
favorite magazine. She
spots an ad for one of
the jeans brands she had been
considering in the boutique.
Research
In-store
Mobile phone
Social media (1/2)
Social media (2/2)
Print
Influencers
!
Understanding media
consumption patterns means
you can influence your
customers’ decision-making
processes as they consider
what to buy.
Having a cross-media
perspective helps you to
optimize your ad spend.
16%
of young shoppers discover
fashion products through
adverts in magazines
and newspapers.
F A S H I O N
7
- advertisement -
75,- !
buy now
skinny by
JeansBrand
21%
of young shoppers
discover fashion
products through
digital advertising.
Purchase
Conclusion
About GfK
© GfK 2016
Source: GfK Global Young Shopper survey of 7,040 respondents across 10 markets
08
Introduction
That evening, Jenny uses
her tablet to look at Instagram
for inspiration. She watches
some fashion tutorial videos
on YouTube.
n
io
rat
i
p
ins e
n #inlov
o
i
ash #
#f jeans
#
Trigger
Research
In-store
Mobile phone
Social media (1/2)
Social media (2/2)
Print
Influencers
Purchase
Conclusion
!
Shoppers of all ages invest
significant amounts of time in
researching their purchases.
fie
sels
#
otd ean
#onewj
#
Make sure you understand
what information your
potential customers need and
provide it.
In fashion, tutorials and tips
online are highly influential.
Publish your own videos, and
build relationships with
bloggers and vloggers to
maximize reach and impact.
e
tim
HD
About GfK
© GfK 2016
09
Introduction
Trigger
42%
Next, Jenny compares the
prices of the boutique against
those of a number of online
retailers. She decides that she
would prefer not to have to
wait for an item to be delivered
or pay a delivery charge.
l jeans brand
Products
Research
Purchase
Pair of jeans by
JeansBrand
If you’re online only, you need
strategies to circumvent this.
55,not in stock
Pair of jeans by
JeansBrand
Online vs. offline
Add value
Key to success
of shoppers cite delivery
charges as a barrier to
buying online.
80,in stock
If you’re omnichannel, make
sure retailers have your
product in stock.
Pair of jeans by
JeansBrand
65,not in stock
Pair of jeans by
Conclusion
JeansBrand
60,not in stock
Pair of jeans by
JeansBrand
60,-
About GfK
© GfK 2016
10
Introduction
Trigger
Research
Purchase
Online vs. offline
Add value
Key to success
Conclusion
Finally, with two pairs of jeans
in mind, Jenny logs onto
some of the brand‘s own
websites. The decision is made
for her by the offer of a free
gift if she signs up for
newsletters from one of the
brands in consideration.
!
Brands can take more control
of the purchase journey.
The brand and retailer touchpoints young shoppers use to investigate:
29%
visited an individual
retailer’s website.
get one
HELLO!
for
free!*
*Sign up for our email Newsletter!
Sign up for our email
Newsletter and get one
key ring for free.
Your email address
[email protected]
50,buy now!
Send useful newsletters that
encourage membership of
loyalty schemes with real
benefits.
browsed a
manufacturers website.
JeansBrand
Buy one
Offer web visitors benefits –
vouchers, introductory offers
and free gifts – in exchange
for email addresses.
26%
75,buy now!
65,buy now!
80,- Sign up!
buy now!
skinny jeans by
straight jeans by
flare jeans by
skinny jeans by
JeansBrand
JeansBrand
JeansBrand
JeansBrand
About GfK
© GfK 2016
Source: GfK Global Young Shopper survey of 7,040 respondents across 10 markets
11
Introduction
The next day, Jenny goes to
the boutique indicated on the
store locator. She chooses the
pair of jeans she‘s decided on,
and her free key ring as well.
Trigger
Research
Purchase
Online vs. offline
Add value
Key to success
!
21%
of shoppers say the fact that
they can buy several things
at once is an incentive for
physical stores.
An effective omnichannel
strategy has been the key
to success.
$$$
Jenny buys her pair of jeans
and receives a free key ring.
Your brand has a sale, a happy
customer and an online “like”.
Buy one
Conclusion
for
free!*
*Sign up
for our e
mail
Newslett
er at jb.c
om
About GfK
© GfK 2016
12
Introduction
Trigger
Research
Purchase
Conclusion
Understanding the purchase
journey means you can take
control.
Ensure your integrated
ominchannel strategy includes
all key touchpoints.
Identify and prioritize
touchpoints that drive sales.
50,buy now!
Tailor messaging and content
for consistent communication.
Optimize media planning and
marketing strategies.
About GfK
© GfK 2016
13
Introduction
Trigger
Research
Purchase
Conclusion
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market
research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with
local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data,
enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
www.gfk.com
GfK. Growth from Knowledge
About GfK
© GfK 2016
14

I only wanted a new pair of jeans!

Transcription

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