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Digital-Influenced Path to Purchase

Digital-Influenced Path to Purchase. Stepping Stones: Should Shoppers need them. Stepping-Stone One of a series of stones acting as footrests for crossing streams, marshes, etc. A circumstance that assists progress towards some goal. Anne Zybowski. Vice President, Retail Insights.

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Digital-Influenced Path to Purchase

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  1. Digital-Influenced Path to Purchase Stepping Stones: Should Shoppers need them • Stepping-Stone • One of a series of stones acting as footrests for crossing streams, marshes, etc. • A circumstance that assists progress towards some goal Anne Zybowski Vice President, Retail Insights

  2. Kantar Retail’s Path-to-Purchase Framework Shopper is in Control; Assist & Influence is Key • The following slides outline Kantar Retail’s Digital-Influenced Path to Purchase Framework, a helpful way to think about the work that suppliers and retailers need to do along the path to influence shoppers at the point of decision – whenever and wherever that is. • Stepping stones is important visual that is very purposeful; in today’s world, shoppers often skip steps along the path – making each stone all the more critical, should the shopper use it in the path to decision • Skipping the path is more and more common with new tools to automate routine and save shoppers time and money (auto-replenishment/subscribe and save); increased importance to being on the list when the shopper is the • Recursive nature of the loop is new dynamic. Must make the click stick and always-be-closing. Source: Kantar Retail analysis

  3. Off the Path: The Digital ShiftMore Points of Influence Before FMOT Media/ Awareness Zero-MOT FMOT SMOT Source: Kantar Retail analysis

  4. How Does Digital Impact the Path to Purchase? Is it a Pool, a Puddle, a Circle? • Stepping-Stone • step·ping - stone • One of a series of stones acting as footrests for crossing streams, marshes, etc. • A circumstance that assists progress towards some goal Source: Kantar Retail analysis

  5. A “Typical” Path to PurchaseNew Mom Buying a Car Seat Choose Retailer/ Channel Select & Buy User Satisfaction Source: Kantar Retail analysis, Company websites

  6. Digital & Information = Two New “Steps”Information & Social Media Alter Research and Advocacy User Satisfaction Navigate Store/Site Select & Buy Advocate Community Choose Trusted Source Choose Channel Create Demand Source: Kantar Retail analysis

  7. Information is Critical to Buying ProcessTrusted Source for Information is Key • 3rd Party/Social • Google & other Search • Blogs • Communities • Social • Facebook • Manufacturer • Vendor.com • Brand sites • Retailer • Retailer.com • Amazon.com Navigate Store/Site Choose Trusted Source Choose Channel Step is often recursive… Source: Kantar Retail analysis

  8. In World of Social & Consumer-Generated Media – Advocacy is the Best PR • Moves well beyond “satisfied” customers • Engagement • Conversation • Listen Advocate Community Choose Trusted Source Source: Kantar Retail analysis, Company websites/Facebook

  9. The Shopper Controls the PathCPG/Retailers Must Influence & Assist Along the Path User Satisfaction Navigate Store/Site Advocate Community Select & Buy Choose Trusted Source Choose Channel Create Demand Source: Kantar Retail analysis

  10. Getting Started: From Control to Influence • Path is recursive & not necessarily sequential • In some cases, shoppers will skip the path altogether • Focus on points of influence is key • Digital influences two new steps • Trusted source info = ensure visibility at key points of influence • Advocacy = can I leave my product in the hands of its users? • If you are trusted source, need to be able to close • Find the right conversations to become last retailer shopped • Closing the deal is complex, new skills & focus required Source: Kantar Retail analysis

  11. Anne Zybowski W +1 617 588 4195 Vice President, Retail Insights

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