Consumer Trends and the Influence of Interactive Retail

Paul Flanigantwitter.com/paulflaniganexperiate.net

How Customers Shop

Influences on Purchasing

The New Retail

The Anatomy of Impact

Final Thoughts

How Customers Shop

SHOPPING IS HARD WORK

Shoppers are exposed to 1.5 pieces of marketing material

every second.

Shoppers engage with a marketing display once

every 4.3 seconds.

Source: POPAI’s MARI Project, 9/2007

84% of marketing material isignored.

Source: POPAI’s MARI Project, 9/2007

The First Impression inFour Seconds

Attract

Engage

Persuade

Influences on Purchasing

“Over half of all shoppers that spend

at least $50 in our store

pre-research that purchase online.”

Barry JudgeChief Marketing OfficerBest Buy

“82% of shoppers use their mobile phone while in the store.”

Erin McKelveySenior Vice PresidentMillennial Media

Foursquare Facebook Places Gowalla

The New Retail

Digital Signage

Technology

Interactivity

Win The Last 10 Feet

Contributing FactorsThe campaign, time of day, day of week, month or season, promoted item, location of item in the venue, location of the screen in relation to the location of the item, age of message, customer navigation habits, customer mindsets, shopper marketing research and insights. . .

Sales Lift

12%

The Store Path

12

3

4

56

The Anatomy of Impact

Attract

Engage

Persuade

The Result ofCompelling Interactive Media

Subject Differentiation

Subject Differentiation

Augment The Experience

Augment The Experience

Augment The Experience

Augment The Experience

Environmental Differentiation

Environmental Differentiation

Environmental Differentiation

Reducing Clutter

People Stick Around

The Purchase Decision

Multiple Points of Sale

Final Thoughts

Make your store a flagship store

Have a Plan

Make the employee the CEO

Understand the customer’s ROI

Technology is a function, not a reason

Perrier Water: http://www.youtube.com/watch?v=a5erQGCIb68

Nanette Lepore: http://www.youtube.com/watch?v=yJCyiBmX69A

DTV Transition http://www.youtube.com/watch?v=vvCL9Ho49H0

Microsigns: www.microsigns.com

Hard Rock Cafe: http://www.youtube.com/watch?v=m3FJJMyiuNM

Aisle Buyer: http://www.youtube.com/watch?v=fLVXt6EmhFE

Hermes Tokyo: http://www.youtube.com/watch?v=5RD_Of2wD3g

Links to Presentation Videos