Contemporary retail ( Omni-Channel )

SHOPPING

WHAT’S

A SHOPPER

ANYWAY ?

THE PURCHASE FUNNEL

IS DECISION MAKING A LINEAR PROCESS ?

LOW INVOLVEMENT PRODUCTS ?

* Research for US Customers

IS DECISION MAKING

A LINEAR PROCESS ?

IS DECISION MAKING

A LINEAR PROCESS ?

Fortunately, it‟s not! Neither it is logical nor it is completely rational …

“Omni-Channel Retailing is a seamless approach to the consumer experience through all available shopping channels...” (Wikipedia)

Simple?... No.

ARE ALL THE CHANNELS

EQUALLY IMPORTANT ?? For the sake of simplicity, let’s classify them into two major channels, Offline & Online.

MARKETING 3.0 How many „P‟s of marketing ?

CO

LLA

BO

RA

TIN

G

USER 3.0 Three „S‟s of shopping

•Search

•Surf

•Share

LIS

TN

ING

INDIA IS TALKING ONLINE

THE POWER OF DATA

VIRALITY &

RETARGETING

Advanced Listening tools..

|| This guy brought a laptop last month from a store in Mumbai

|| Bought a TV online 6 months ago

^^ is likely to buy a mobile phone

// If he buys a mobile

-/-/ Offer him discount on an accessory

$$ Bonus points if he doesn‟t return in 60 days

THE LITTLE LINE OF CODE

“TO STUDY THE IMPACT OF LOYALTY PROGRAM ON RETAIL CUSTOMER EXPERIENCE”

But… Where‟s that point ?

By: The Nielsen Company

On Behalf Of: Payback India

“TO STUDY THE IMPACT OF LOYALTY PROGRAM ON RETAIL CUSTOMER EXPERIENCE”

46% are more likely to try a new store if it is recommended by loyalty program

34% carry their loyalty card and swipe for most of their purchases

38%

said that they can change their store preference

16% didn‟t even know the redemption process

69% are likely to shop more if there is an offer or incentive by the loyalty program

KEEP LISTENING

STAY RELEVANT

The future of retail

HOW YOU SERVE THE OFFERS REALLY MATTERS The offers could be great !

THANK YOU

Ankur Arora

ankura@godrej.com