Anatomy of Shopping Trends - Arvato · Some shoppers conduct more than one above activity, ......
Transcript of Anatomy of Shopping Trends - Arvato · Some shoppers conduct more than one above activity, ......
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Anatomy of Shopping TrendsThe Key Pillars Shaping Retail Success
@rickkenney
Rick Kenney
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Trends ≠ Fads
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True Shopping Stories from Across the Cloud
Shopping Activity
>1 Billion Visits
>20 Million Transactions
Periods
Q2 2017/2016/2015
Geography
30 countries globally NA and EU focus
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Retailing Formats
Collaborations
Extending the Retail Model
The New Retail Pillar
Getting Personal
Today’s Topics
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Mobile is the New Retail Pillar.
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The Mobile Migration Continues
Analysis reflects a same site analysis of digital commerce sites from Q2 2014 to Q2 2017
Computers
Mobile
Tablets
Mobile-First!
57%60%
50%
40%
30%
20%
10%
Tra
ffic
Sh
are
Computers
Mobile
Tablets
34%
60%
50%
40%
30%
20%
10%
Ord
er
Sh
are
#1traffic driver
40%of buyer traffic is mobile
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Mobile is the Source of Digital Commerce Growth
Analysis reflects Q2 2017 / Q2 2016, same-site activity
Computers | Tablets | Phones
-20%
-10%
0%
10%
20%
30%
40%
Visit Growth Order Growth
Visit and Order Growth, By Device
23%
33%
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59%Used Mobile In-Store(over the last 3 months)
22%
Research
Some shoppers conduct more than one above activity, thus sum of activities is higher than the whole
11%
Buy
30%
Compare Prices
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Apple Pay is Flattening the Funnel
2016 Christmas Holiday results
27% 58% 15%
85%Of buyers never see a checkout!
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Be where your customers are
Engaging within Consumer Platforms
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Social is an Introducer, Not a Closer
GROWTH AND HOPE, BUT… …A MORE DIFFICULT CURRENT REALITY
social traffic share growth since 201560%
47%of shoppers look for products on social media
4%
1%
Traffic Orders
0%
3%
5%
8%
Social Media as a percent of traffic and orders, respectively
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The buy button –
where else will it turn up?
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Consumer Platforms
Retailing Formats
Collaborations
Retailers are Extending their Enterprise
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IvyrevelData Dress X Google
UniqloSPRZ Artist Collab
New BalanceX Stance
CollaborationsCollaborating Across Brands
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Subscription Models: Creating a Recurring Engagement
Stitch Fix
Birchbox
Trunk Club
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Storefront Evolution
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The Hunt Begins in Stores and Digital ChannelsWhere are you most likely to start your hunt?
4%
37%
60%
Print Physical Digital
22%
19%
14%
6%
Online Marketplace
Search Engine
Social Media
Retailer or Brand App or Site
Source: Global Consumer Survey. Six Countries. March, 2017 N=6000. Values may sum to >100% due to rounding.
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–Stacey Renfro SVP, eCommerce Pier 1 Imports
25% of the (online) sales are done from
within the four walls of the store with sales
associates. Further, buy online and pick up in
store accounts for approximately 25% of net
sales. The two channels are highly integrated.
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Youth ≠ Only Digital
58%of Gen Z’s prefer to shop in stores
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The Store is a Consumer Experience Hub
Opus V –
Michelin Rated
Restaurant
Fashion in the
Square
Tesla
Showroom
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ModCloth IRLTouring Showrooms
Birkenstock x Barney’sPop-Up Box
M.GemiPop-Up Shop
M.Gemi photo courtesy of Lauryn Chamberlain, GeoMarketing
Extending Store Formats
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“Important or very important”
79%
“I want to leave a store with my purchase in-hand.”
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Shopper Product&
Making the Connection between…
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Site Search Visitors are Surgical
2.5x
Revenue from Site Searchers
Site Search Visits
10% Visits
25% Revenue
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An Expanding Product Catalog Means More to Merchandize
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… executing manually is time-consuming and burdensome on the merchant.
Curating relevant experiences for the shopper is the new mandate…
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The Impact of PersonalizationHow productive are shoppers that engage with recommendations?
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A Small Share of Visits include a Recommendation Click
7%Visits
Reflects share of visits, orders, and revenue in which shoppers that click or tap a recommendation.
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… But Those Visits are Massively Productive
7%Visits
24%
26%
Orders
Revenue
Reflects share of visits, orders, and revenue in which shoppers that click or tap a recommendation.
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Share of Revenue
25% 26%
38%
Search And / Or Recommendation
Convert 3.7xthan ‘only search’
Site Search RecommendationsBoth
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Recommendations Create More Engaged Shoppers
4.5x Higher Basket Rates
4.8x Product Views Per visit
5x Per-Visit Spend
Shoppers that click (or tap) a recommendation provide:
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Personalization Drives Repeat Visits
Shoppers that engage with a recommendation
are 2x as likely to return
37%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Click No Click
Shoppers Making a Return Visit
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Increasing the 7% Means Infusing Personalization Everywhere
Hannah’s Results
Rick’s Results Hannah’s Results
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Jack Wolfskin Personalizes Site Experiences with Einstein
Provide relevant product options for all shoppers, new or authenticated
Used customer behavior to deliver tailored product sorts with Einstein Predictive Sort
Fuse personalization into the commerce experience for all shoppers
Challenge Solution
9.1% higher revenue per visitor
3.8% higher conversion
“It’s hassle free because it’s integrated into the ecommerce platform, and it’s much more convenient to have all the data in one place.” Sandra Schoeneberg, Manager E-Commerce, Jack Wolfskin
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Mobile
Retailing Formats
Connecting
Get Personal beyond the (YMAL) box.
- Site Search
- Category Pages
- Personalized Pages
Extend your brand:
- Pop-ups
- Subscription models (yours or theirs).
- Collaborate!
Create the best experience on the small screen.
- Reduce Friction
- In-store Mobile Experiences
- Apps – Yours or Theirs
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