Download pptx - Showrooming and the Mobile Assisted Shopper

Integrated Experiences &the Mobile Shopper: A Research Report

@David_RogersAuthorFaculty Director, Digital Marketing StrategyColumbia Business School

www.davidrogers.biz

2

3

@David_Rogers

Books & Publications

4

Some companies worked with

5

6

Mobile computing

7

• Surveyed 3,000 shoppers

• US, UK, Canada

• All use mobile devices in-store to aid shopping

• Survey fielded Q4, 2012

Global survey of “mobile-assisted shoppers”

METHODOLOGY

8

HOW MANYMOBILE-ASSISTED

SHOPPERS ARE THERE?

9

M-SHOPPERS AS % OF ALL CONSUMERS

10

WHO ARETHE MOBILE-ASSISTED

SHOPPERS?

11

12

26%<30 YRS OLD

MOSTLY NOT MILLENIALS

“Millenials”

13

26%30-39 YRS OLD

6%65+ YRS OLD

20%50-64 YRS OLD

22%40-49 YRS OLD

AGE DISTRIBUTION OF M-SHOPPERS

26%<30 YRS OLD

14

WHAT ARE THEYREALLY DOINGIN THE AISLES?

15

INFO ANDREVIEWS

CALL/TEXT A FRIEND OR FAMILY MEMBER

PRICE CHECKING

WHAT DO M-SHOPPERS RESEARCH IN-STORE?

Regularly (Top 3) Occasionally Almost Never

16

NICHE BEHAVIORS, TOO

HAVE YOU EVER DONE THE FOLLOWING WITH YOUR SMARTPHONE WITHIN A STORE?

17

NOT JUST COMPETITOR WEBSITES

18

SO, ARE ALL M-SHOPPERS “SHOWROOMING”?

30% 45%25%“On the fence” – may opt to buy in-store despite cheaper online

Yes - require price discounts to deter showrooming

Never – always buy in-store once there

19

WHY SHOWROOM VS.NOT

SHOWROOM?

20

REASONS FOR SHOWROOMING

21

REASONS FOR SHOWROOMING

22

REASONS NOT TO SHOWROOM

23

REASONS NOT TO SHOWROOM

24

5 TYPES OF MOBILE-ASSISTED

SHOPPERS

25

“Premeditated about lower prices”

1.7x more likely than other M-shoppers to showroom because of online loyalty rewards

58% will showroom for free shipping

EXPLOITERS – 6.1%

26

“Calculating, but persuadable”

1.3x more likely than other M-shoppers to compare prices in-store

45% have scanned a QR or bar code in-store

SAVVYS – 12.6%

27

“Don’t plan, but always opt for deals”

76% can be swayed to purchase in-store with a price-matching offer

68% can be swayed to purchase in-store with a reward points offer

PRICE-SENSITIVES – 19.4%

28

EXPERIENCE-SEEKERS – 31.7%

“Value the best experience, not just price”

are motivated to purchase in-store by exclusive store events

1.2xmore likely than other M-shoppers to contribute an idea to the store

43%

29

TRADITIONALISTS – 30.2%

“Prefer the in-store shopping experience”

100% have not showroomed in the past 12 months

1.8x more likely than other M-shoppers to prefer shopping locally

Showrooming?

30

5 STRATEGIESFOR RETAILERS

31

1. VARIETY OF DISCOUNTS

32

33

Various offers that excite M-shoppers

34

2. CONVENIENCE (Omni-Channel)

35

36

Convenience makes in-store purchase more likely

37

3. THE RIGHT INFORMATION

38

39

Information makes in-store purchase more likely

40

4. SOCIAL ENGAGEMENT

41

42

M-shoppers will engage with stores in #social

43

5. LOYALTY PROGRAMS

44

45

Current & future influence of loyalty programs

46

Thank you!

[email protected]

Email me to:

• Receive full report

• Hear about future research & events