Here’s a look at how shopper marketers could take a closer look at the newer path to purchases that includes not just tech enabled information but also a greater overall brand connect .
every shopper marketer is well aware of the path to purchase. And there is no question that it is evolving. The path is becoming more and more complex with the rising adoption of the smartphone and other technologies. And that complication will only grow in its intensity. For example, TV -- which was historically about building awareness through ads and product placement -- is now inspiring shopping behavior. A study conducted by Google in 2010 showed that 83 percent of TV advertising that viewers watch is done while using computers and are searching a product after being exposed to an ad. What is even more interesting is what they are searching… According to The Wall Street Journal, 36 percent are looking up food and beverages -- items that would normally be considered commodity purchases. When we look at the store, similar shopper multitasking is occurring. Most shoppers rely on smartphones to help make decisions. Obviously, they are checking prices and looking up product information, and we know this information can dramatically change their shopping path. But perhaps most interestingly, more than half of these people prefer using their phone rather than asking an associate for information. This suggests that the shopper trusts the information from the broader community versus an associate; most often they are looking for product reviews. And nearly all these shoppers say this information has influenced their purchase decision. All of these points suggest that Shopper Marketing relies on delivering an integrated shopping experience. But as integration is quickly becoming the cost of entry, we believe the true potential is something more powerful than just integration -- it lies in the power of the connection. For example, let’s look at P&G’s first Olympics Campaign from 2010. This campaign was an early attempt at promoting P&G, beyond their individual brands. It led with a TV ad rooted in connection. No performance claim. No “Reason to Believe.” No efficacy statement. Simply a great spot thanking Mom for her work and sacrifice on behalf of our Olympians. And it worked. P&G drove such an emotional connection with Moms through this campaign that they saw a high number of viewers searching for P&G online -- purely in order to learn how they may support the brand. They also saw a lift in sales as a proof point of this connection. It delivered a strong enough ROI to convince them to launch an even bigger campaign for the 2012 Olympics. A bet that is proving very fruitful for P&G, and proving the power of making an emotional connection with the Shopper. Based on this perspective, we have set out to prove the strength of the connection. And we are seeing success. We helped a fashion retailer launch an integrated Mother’s Day program that invited fashion designers, shoppers, and employees to tell us what they learned from Mom. We featured these heartfelt lessons in the pages of their direct mail catalog, in social media, online, and in their much-anticipated store windows. In turn, the shoppers responded with deeper participation with the brand. We are also testing this philosophy in home improvement -- a more maledominated industry. We currently are launching a refreshed NY store with window vignettes intended to inspire urban redecoration -- the goal being to tell stories through these occasions and connect with shoppers beyond simply merchandised, product-featured displays. Through this deeper, richer connection we helped shoppers see the retailer as an enabler to their dreams, and not just a home improvement warehouse. Ultimately, we believe the bar has been raised for Shopper Marketers. It is time to let creativity inspire action through a rich connection that celebrates the shopper beyond the performance of a product. And we believe the connection will be the reward — for the shopper, the brand, and the store
When we look at the store, similar shopper multitasking is occurring. Most shoppers rely on smartphones to help make decisions. Obviously, they are checking prices and looking up product information, and we know this information can dramatically change their shopping path. But perhaps most interestingly, more than
half of these people prefer using their phone
rather than asking an associate for information.