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Evolution or Revolution: The Impact of Digital on Shoppers and Stores

Evolution or Revolution: The Impact of Digital on Shoppers and Stores. Nielsen Consumer 360 June 2013. Client introduction. Steve Carlotti Managing Director Cambridge Group. Douglas Straton E-commerce Center of Excellence Unilever. Kelly Breitenbecher

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Evolution or Revolution: The Impact of Digital on Shoppers and Stores

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  1. Evolution or Revolution: The Impact of Digital on Shoppers and Stores Nielsen Consumer 360 June 2013

  2. Client introduction Steve Carlotti Managing Director Cambridge Group Douglas Straton E-commerce Center of Excellence Unilever Kelly Breitenbecher SVP of Omnichannel and Merchandising Operations Petco

  3. What do we mean by ‘digital’? Today we will focus on Digital Touchpoints and e-commerce & influenced sales + + + DIGITAL ADVERTISING DIGITAL TOUCHPOINTS DIGITALLY INFLUENCED SALES E-COMMERCE ACROSS ANY DIGITAL PLATFORM

  4. Thinking about the demand segments HIGH DIGITAL TOUCHPOINT USAGE LIGHT E-COMMERCE BUYERS HEAVY E-COMMERCE BUYERS LOW DIGITAL TOUCHPOINT USAGE

  5. Two simple opportunity areas for a complicated world HOW PEOPLE SHOP WHERE PEOPLE BUY OPPORTUNITY Shopper Marketing Opportunity E-commerce Opportunity Importance of touchpoints in digital shopper marketing Role that category plays in e-commerce KEY FOR SUCCESS

  6. What we know about how people shop 90% 2x How many people see mobile search as most convenient? of retail site visitors are browsers, not buyers As much Millennial digital engagement for CPG vs. Boomers 2 in 3 Source: Q2 2013 Digital Shopping Information Survey; Nielsen NetView Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Why did you search on this mobile device? (select all that apply)

  7. What we know about where people buy How often is only a single category purchased in an online trip? 40% #1 60% Increase in CPG e-commerce penetration in 12 mos. reason people buy online is for lower price Source: Q2 2013 Digital Shopping Information Survey

  8. Where People buy Future of ecommerce

  9. Non-linear path-to-purchaseChannels blurring, enter and buy ANYWHERE MULTI-CHANNEL EXECUTION RETAILER WIN TODAY DIGITAL /eCOM NEW MODELS WIN BIGGER ON-LINE

  10. Not just a channelbut a shop window THAT ENABLES “ANYWHERE” RESEARCH PRODUCTS ONLINE OPP TO BUILD EQUITY OPP TO DRIVE TRIAL CLOSE SALE ANYWHERE Internet Penetration

  11. eCommerce is Social+mobile+retailMOBILE IS “GLUE” CONNECT ANYWHERE SHOPPER IS IN CONTROL RICH ENGAGING CONTENT CLOSE THE SALE

  12. enable multi-channelbetter leverage digital real estate – shoppers expectations

  13. SHOPPING ALONGSIDE MOBILEis the new normal Who you’re talking to When you’re shopping Where you’re going What you want/like Who you’ve paid SMARTPHONE PENETRATION SOCIAL NETWORKING APPS PAYMENT SHOPPING

  14. How do we activate?not just where to buy, but shopping how? • Enhanced/Relevant Content Search SHOPPER CENTRIC • Lists • Ratings CREATE ENGAGING CONTENT WHERE AND HOW TO ENGAGE HOW TO CLOSE THE SALE

  15. Your opportunity to share and connect! Table Talk time • Given there are many more browsers than buyers in CPG digitally, where do you see your opportunity? • With the continued e-commerce channel growth, how will it impact the trip and basket composition for shoppers? • How will Millennials and their differing expectations change shopping? • THE THREE QUESTIONS

  16. In closing… transcript FactPack community email LET’S CONTINUE THE DIALOGUE

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