Let's dispel the misnomer that shopper marketing is just in-store ...
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Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
Let's dispel the misnomer that shopper marketing is just in-store ...
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R E S E R C R E P O R T
rcesiion rudenc & noesais
By ma S H a Sa J D e H a n D ni c k Jo n e S ar c Wr l D W i D eo sites’ht ee leromsmisht ha tam reo iterisotersi s t. r maretirebm fo iwo sh “” ooshrseset lcaro eim ha st the store. o cotrary to olar belief shoer mareti mst be viewe as more tha st mareti istore.
eople used to alk into a store and buy a television, but times have changed. Today, a shopper may research Ts in magaines and online, brose a store circular delivered in the mail, go to the store, and hile there check for online prices on a smartphone, maybe even order the set online, and pick it up in the store. orrester esearch predicts that by , nearly percent of transactions ill be eecuted ith the consumer crossing channels. This trend represents a fundamental change in the ay people shop, but there has been a dearth of insights for marketers to leverage. rc Worldide recently completed a research study that uncovers ne insights into the multichannel shopper. This study provides a look at crosschannel shopping across a broad scope of categories studied, including durables, services and consumer packagedgoods. The study as conducted online, and included
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minute intervies ith more than , respondents in the nited tates, nited ingdom and rance.
Their shopping behaviors, attitudes, motivations and barriers ere studied across channels such as stores, online, phone, catalog and flyers. The research illuminates ho multichannel shoppers are, hy they shop across channels, hat role the different channels play in the shopping process, and ho these shoppers behave in specific categories and industries. An en G A G e d sh o p p e R ultichannel shoppers are driven by a need to make an informed purchase decision and put in due diligence to ensure they are getting eactly hat they ant. They are driven to get the best price possible and ill shop around to find it. or them, it’s orth spending the time and they enjoy the hunt. hopping is not a chore for multichannel shoppers it’s, in fact, uite a delight. They enjoy immersing themselves in the eperience and are on a constant lookout for great deals and ne trends. Whether they are shopping everyday consumables or the occasional bigticket item, heavy multichannel shoppers spend more time shopping, and shop in many more places than light shoppers. While the store is a common place for both heavy and light multichannel shoppers to shop, differences emerge depending on the category. Light shoppers stick to the store for packaged goods, hile heavy shoppers also shop alternative channels such as online, circulars and infomercials, tripling the time spent shopping for packaged goods. When shopping for
std o mltichannel shoppers ields valale insihts
highticket durable goods, both heavy and light While multichannel shopping is a rapidly groing shoppers spend more time online than in the store. occurrence, it is not eually established across all types ut heavy shoppers go the etra mile, shopping of categories. There are varying degrees of multichannel around in different channels. shopping and buying behaviors. hoppers are prone to multichannel shop durable ce G o R i e sA t dR i v e Be h A v i o Rcategories such as computers, automobiles and There is no onesiefitsall approach to multichannel appliances more than they are for packaged goods. marketing. To truly grasp the compleities of ut not all packaged goods are alike certain categories multichannel shopping you must eamine it from three like skin care and pet supplies have emerging dimensions: the category, the shopper and the channel. shopping behaviors. s people shop in multichannel ifferent categories eperience varying degrees of more places, they generally are more open to buying multichannel shopping. epending on the category in more alternative and emerging channels. being shopped, different patterns of shopper archetypes The behavior in categories that are likely to emerge. nce you determine hich type of shopper see a prevalence of multichannel shopping tends to dominates your category, understanding the channel be uite different from those that don’t. To a large mi they use proves to be uniuely relevant for your etent, this behavior is eplained by a riskreard category. model developed by Leo urnett that illuminates the
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Multichael Shopper Archetypes
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involvement, approach and mindset that people have toards a category. ultichannel shopping is more heavily affected by risk than reard.When risk is eliminated from the process, multichannel shopping diminishes because people no longer feel the need to shop around. isk helps eplain hy durables are heavily multichannel shopped hile packaged goods are not. ecause durables cost more, the risk of failing to find the “perfect” product is higher and shoppers are motivated to save big dollars. urables are also purchased less freuently and are more complicated to shop, so shoppers need to research them more. n contrast, consumables are purchased routinely and reuire little effort to shop. ust as risk is a factor in multichannel shopping, reard also dras people to shop in certain categories more than others. ertain nondurables such as books, s and designer jeans are multichannel shopped because people treat these as a leisure activity and hence enjoy shopping for them. This is in contrast to other categories that may be vieed as burdensome or routine. imilar shopping patterns don’t necessarily translate into similar purchase patterns. lthough durables are shopped one ay and consumables another, purchase patterns don’t necessarily align. omputers and accessories are purchased online or in an alternative channel, but autos are not. ooks and music are purchased online, but designer jeans are not.
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ih eward
© rc orlwie ultichannel hoer tuy
To a large etent this phenomenon is also eplained by the risk dimension. roducts that shoppers need to touch and feel before purchasing on’t be purchased in an alternative channel unless the uncertainty is mitigated. usic and books have both successfully enabled people to sample the product, and overcome the barrier to purchase. oever, shoppers don’t yet feel comfortable buying designer jeans ithout trying them on. th e pA c k A G e d- Go o d s Qu e s t i o n The inevitable uestion for packagedgoods marketers is, ho ill the multichannel shopping phenomenon affect their categories We see that certain packaged goods — like skin care, pet supplies and packaged organic foods, are eperiencing higher levels of multichannel shopping and buying than others. This is because categories like skin care are becoming more comple as ne products emerge, making it difficult to navigate selection at the shelf. kin care has relied on more informative channels like direct sales and infomercials to address the compleity and intimacy of the decision. imilarly, unfamiliar categories, such as packaged organic foods, have a need for research. n the case of pet food, shoppers rely on more information sources because they’re often unable to make a choice themselves. arketers have enabled people to indulge their passions for their pets and no shoppers embrace
social media netorks to celebrate their passion. n diligence to find eactly hat they are looking for each of these instances, shoppers are illing to put in at the best possible price.pportunistic denturers an etended effort to make an informed selection. get a thrill from treasure hunting and discovering What are the barriers holding back other packaged unbeatable deals, andSa Passionistasenjoy shopping goods Why is cereal any different than pet food Why around to find the latest and greatest. are shoppers illing to shop more channels for their mong the other archetypes that emerged: pet’s food than their on everal reasons prevail.ualit eoteesare highly discerning and need to Wellestablished, lo involvement, routine and eperience products firsthandEficient Sprinters unplanned purchases primarily take place instore. readily pay more for convenienceollar eaulters Limited channels to purchase also restrict multichannel use price as their primary decision criteria, sacrificing shopping. f packagedgoods marketers ant to engage both brand and eperience. multichannel shoppers, they must create more When e apply the category lens, different opportunities for shopper involvement through more archetypes dominate in different categories.or engaging eperiences in alternative channels. eample, ithin packagedgoods categories like laundry detergent,ollar eaultersandEficient Mu l t i c h A n n e l sh o p p e R AR c h e t y p e sSprintersske highest, and represent the prevalent To engage multichannel shoppers in your category, pricedriven, lo involvement behavior. you need to understand them. n eamining multichannel Within emerging packaged goods, such as shopping behavior across the categories, e also skin care and pet supplies,ollar eaulters and uncovered si shopper archetypes based on their overallEficient Sprintersstill overinde, butpportunistic attitudes and motivations to multichannel shopping.denturersandSa Passionistasalso emerge as mong these general shopper archetypes, to these categories have become more engaging to shop. dominate among heavy multichannel shoppers — inally, ithin durables,Strategic Saersandualit theStrategic Saers, pportunistic denturersand eoteesare both overrepresented as these are high Sa Passionistas items that reuire research and involvement toare about average — ticket representing motivations driving multichannel shopping — precision, find the right product at the right price. prudence and passion. The type of multichannel shoppers that dominate Strategic Saerscategory determine the mi of channels that your inare committed to doing due
Multichael Shopper Archetypes Across Cateories
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The cateory archetyes are base on attitues towars cateory shoin.
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Chael sae Across Multichael Shopper Archetypes ach shoer archetye uses a uniue mi of channels to meet his or her nees.
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should be used to meet their uniue shopping needs. The store is used eually by all types of shoppers. nline is also a popular channel among many archetypes, but the heaviest multichannel shoppers — Strategic Saers to use online more to research— tend and price compare. againes are preferred amongSa Passionistas andpportunistic denturersbecause they offer a fun ay to brose for ne trends. atalogs are a favorite amongSa Passionistasfor gathering inspiration, but Strategic Saersalso use them for comparison shopping. n contrast, theEficient Sprinterandollar eaulterare relatively less engaged across channels. ifferent channels serve different needs. ifferent archeypes use different channels because each channel does something different for them. Television, magaines and catalogs are used for inspiration. nline, flyers and circulars are employed to save money and find the best deal. tores, customer service and sales reps help ith eperiencing a product first hand. irculars are part of a routine and so are stores. hoppers haven’t defined a clear role yet for mobile phones this is an emerging channel. ecoding the category, shopper and channel tri factor is at the core of uncovering the multichannel story for marketers. What should you do sk yourself these key uestions: • o prevalent is multichannel shopping in my category
• Which multichannel shopper archetypes dominate in my category • What channel mi do shoppers use in my category
The ansers may ell lead you to harnessing the poer of the multichannel shopper and fueling their passion for shopping.n
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