Understanding the path to purchase for the connected consumer
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Technology is king Technology is transforming the retail environment with a multitude of new innovations. From leveraging consumers’ mobile devices, through digital marketing or the role of iBeacons in store, to introducing payment platforms such as Powatag or interactive kiosks; technology is vital. Added to this, 3D printing, wearable devices and dynamic personalised catalogues, means the role of technology is now maximising the potential of the virtual and physical environment. Technology for technology’s sake A word of warning, do not introduce technology to gain space on the bandwagon. For the in-store environment the use of technology needs to provide cost effective advantages for the shopper that deliver something beyond current membership or loyalty benefits and a commercial benefit for you. Maximise your channel offer Ensure your presence, from the high street to website, apps and social media, is maximised to deliver brand engagement. THE PRICE IS RIGHT Ensure customers don’t feel cheated by offering different prices across different channels without clear benefit differentials. A SEAMLESS OMNICHANNEL EXPERIENCE Ensure shoppers have a range of convenient options when looking to fulfil their purchases. From click and collect to home delivery, provide the right options to ensure consumer buy-in. Fulfil consumer desires Don’t forget the competition Blink and your competitors will have shifted their stock control to RFID. Don’t lose track of the competition and ensure you manage your brand’s equity to stay ahead. It’s not just about the products! Empower your staff to engage and deliver the brand message and enthuse customers about products, whilst also ensuring staff are up to speed with the entire Omnichannel offering across the business. A KNOWING SMILE A HELPING HAND It’s not just about staff in store offering a helping hand to customers; ensure that all channels offer help to customers at all stages of the sales process to create a positive experience. Informing consumers about special offers relating to items in their shopping cart, offering alternative product options, or sending reminders of unfinished shopper journeys can all result in increased customer satisfaction and conversion. REMEMBER THE SHOPPER JOURNEY Ensure ease of shop. Whether physical or online, at a macro level it is vital to understand the overall layout. Whilst at a micro level, ensure adjacencies/product locations work and displays (technology- led or otherwise) encourage interest and engagement. There is a need to minimise any disconnect between online and in-store. Customers want flexibility to shop across all channels and switch channels at any point of their journey. SPA Future Thinking provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across all channels and categories. For more information on understanding the path to purchase or our approach to shopper research, please contact a member of the Shopper Team. T: 01865 336 400 E: [email protected] www.spafuturethinking.com innovation intelligence inspiration the connected consumer’s path to purchase
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The march of all things digital is creating an increasingly dynamic path to purchase. What was once a linear journey, where a simple call to action was enough to ensure consumer buy-in and purchase; is now a complex web of advertising, communications and special offers, delivered directly to the connected consumer. Today’s shoppers are enticed by the opportunity to shop anywhere, any time and on any device. Embracing an Omnichannel offering presents new challenges, as well as a multitude of opportunities, for retailers and brand owners alike. With an increasing number of online and offline touchpoints to understand and influence, capturing the complexities of all types of customers, missions and retailer formats in the moment of purchase, is crucial to inform business strategy. Download our top tips to understand the new connected path to purchase, including: • Technology is king • Technology for technology’s sake • Maximise your channel offer • Ensure the Omnichannel experience is seamless • The price is right At SPA Future Thinking we employ extensive understanding of the retail environment for both retailers and manufacturers, to evaluate shopper motivation, behaviour and customer experience across all channels and categories. For more information on understanding the path to purchase or our approach to shopper research, please call or email Noreen Kinsey, Head of Shopper on +44 (0) 1865 336 400 or [email protected]
Transcript of Understanding the path to purchase for the connected consumer
Technology is king
Technology is transforming the retail environment with a multitude of new innovations. From leveraging consumers’ mobile devices, through digital marketing or the role of iBeacons in store, to introducing payment platforms such as Powatag or interactive kiosks; technology is vital.
Added to this, 3D printing, wearable devices and dynamic personalised catalogues, means the role of technology is now maximising the potential of the virtual and physical environment.
Technology for technology’s
sake
A word of warning, do not introduce technology to gain space on the bandwagon.
For the in-store environment the use of technology needs to provide cost effective advantages for the shopper that deliver something beyond current membership or loyalty benefits and a commercial benefit for you.
Maximise your channel
offerEnsure your presence, from the high street to website, apps and social media, is maximised to deliver brand engagement.
THE PRICE IS RIGHT
Ensure customers don’t feel cheated by offering different prices across different channels without clear benefit differentials.
A SEAMLESS OMNICHANNEL EXPERIENCE
Ensure shoppers have a range of convenient options when looking to fulfil their purchases.
From click and collect to home delivery, provide the right options to ensure consumer buy-in.
Fulfil consumer
desiresDon’t forget the
competitionBlink and your competitors will have shifted their stock control to RFID. Don’t lose track of the competition and ensure you manage your brand’s equity to stay ahead.
It’s not just about the products! Empower your staff to engage and deliver the brand message and enthuse customers about products, whilst also ensuring staff are up to speed with the entire Omnichannel offering across the business.
A KNOWING SMILE
A HELPING HAND
It’s not just about staff in store offering a helping hand to customers; ensure that all channels offer help to customers at all stages of the sales process to create a positive experience.
Informing consumers about special offers relating to items in their shopping cart, offering alternative product options, or sending reminders of unfinished shopper journeys can all result in increased customer satisfaction and conversion.
REMEMBER THE SHOPPER
JOURNEY
Ensure ease of shop. Whether physical or online, at a macro level it is vital to understand the overall layout.
Whilst at a micro level, ensure adjacencies/product locations work and displays (technology-led or otherwise) encourage interest and engagement.
There is a need to minimise any disconnect between online and in-store.
Customers want flexibility to shop across all channels and switch channels at any point of their journey.
SPA Future Thinking provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across all channels and categories.
For more information on understanding the path to purchase or our approach to shopper research, please contact a member of the Shopper Team.
T: 01865 336 400 E: [email protected]
www.spafuturethinking.com innovation intelligence inspiration
the connected consumer’spath to purchase
