Advertising Week 2014: Kicking the Tires of Old School Retail
14
The Future
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The rules of retailing and shopper marketing have changed. What was once a very tactile and retailer-driven experience has now become ruled by the “Age of the Customer,” where consumers are digitally savvy and empowered to make simpler, more informed and more efficient purchasing decisions. And with Deloitte predicting that by the year’s end, $1.5 trillion dollars, or 50 percent, of all in-store sales will be influenced by digital devices, the time is now for digital and brick-and-mortar to become fast friends. Learn more in "Kicking the Tires of Old School Retail" by G/O Digital, AOL, and Macy's.
Transcript of Advertising Week 2014: Kicking the Tires of Old School Retail
The Future
Cross-Screen Consumer
% of Desktop
Impressions
0%
2%
4%
6%
8%
10%
12%
14%
12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A11A12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P11P12A 1A
% of Tablet
Impressions
% of Smartphone
Impressions
SMARTPHONE
Prior to “Work Day”
DESKTOP
“Work Day”
TABLET
Post “Work Day”
0%
10%
20%
30%
40%
50%
60%
70%
Daily Weekly Monthly Less Often
Impact of Continual Browsing
Effect of Browsing Frequency on Shoppers’ Brand Preferences
Know what
brand I’ll buy
before I shop
Decide on
brand in store
8
7
6
5
4
3
2
1
U.S. Retail
Square Footage
Germany
U.S.
U.K.
France
Brazil
20
3
2
2
1
Per capita, U.S. has
20 square feet of
retail. That’s miles
ahead of the country
with the 2nd biggest
retail space – UK only
has 3 square feet.
U.S. Retail Saturation –
Square Feet Per Capita
We’re Both Digital and Local…
THE 90%
FACTOR:
but 90% of shopping
is still done in stores.
90% of shoppers
research online,
It’s time for digital
and physical to
become fast friends.
“The brick-and-mortar store is not dead! It is a
powerful asset when it comes to creating a
shopping experience. The trick is to connect
the dots along your customers’ purchase
journey and to engage with them
consistently, yet also in a moment-
appropriate way…”
The new digital divide: retailers, shoppers and the digital influence factor
Deloitte Digital, 2014
AOL Item & Price Experience
AOL Item & Price Experience
AOL Item & Price Experience
7 Days of Sunday : From Print Circular to Digital
Distribution
Reach &
PerformanceTo extend newspaper
audience, partnering with
Aol will allow retail clients
the ability reach 89% of
American consumers at a
frequency of 300x per
month using Aol & Ad.com
media distribution platforms
US OVERALL:
Pop 313 MM
Ad.com: 89%
Sunday Readers: 41%
Ad.com Lift: 2.1x
Scale & Access To Rich ContentPartnering with AOL allows retail clients to
exponentially increase scale with Aol & Ad.com
reaching 89%. Maximize reach across Aol’s
premium suite of sites and gain access to Aol’s full
inventory of editorial and video content to further
enrich the experience
Pricing &
MeasurementFlexible CPM, CPE, CPV &
CPC pricing models and
measurability for smart
optimizations
PartnershipsG/O Digital provide access to the
extensive library of circulars and
products across retail and CPG
clients…plug and play integration
with existing product APIs
Interactive + Cross-
screen + 100%
Turnkey IntegrationCreate beautiful, interactive and
engaging experience with Aol’s Item &
Price Pictela ad unit with executions
tailored for each device
OMNI Creative Execution
728X90 300X250
300X1050
300X600
Tablet and Mobile
“Marketing is moving from wholesale
spraying to custom hand holding.
Focus on the poetry of the
interaction and not just the
plumbing of the delivery.”
Rishad TobaccowalaChief Strategist. Member of Directoire + at Publicis Groupe
Video Local LiftProgrammatic Buying Meets Programmatic Creative
P&G Crest and Walmart Co-Marketing Video Execution
CLICK HERE TO WATCH THE VIDEO ONLINE
