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Shopper Marketing Q2 Report: Search: Being Present Source: Google Post-Holiday Learnings for 2011 Consumers search across channels during the holidays...

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Presentation on theme: "Shopper Marketing Q2 Report: Search: Being Present Source: Google Post-Holiday Learnings for 2011 Consumers search across channels during the holidays..."— Presentation transcript:

1 Shopper Marketing Q2 Report: Search: Being Present Source: Google Post-Holiday Learnings for 2011 Consumers search across channels during the holidays... Q: In which of the following ways did you shop? Visited the store, purchased at the store Researched online, then purchased online Researched online, then went to the store to purchase Researched online, checked out products in the store, then went back online to purchase Visited the store first, then purchased products online Shoppers researched across channels and in a variety of sequences.

2 Source: Google Post-Holiday Learnings for 2011 Shopper Marketing Q2 Report Search: Being Present …They relied on many online research sources… Q: Which online sources, if any, did you use for holiday shopping? Online shoppers favored store websites, followed by online-only retailers and search engines.

3 Shopper Marketing Q2 Report Search: Being Present Source: Google Post-Holiday Learnings for 2011 …And spend significant time Q: How many days did you spend researching before purchasing? Vacation Electronics Home Appliances Watches Home Furnishings Jewelry Sporting/Fitness Items Entertainment Items Toys Books or Magazines Fashion Accessories Beauty & Cosmetics Items Clothing or Apparel Gift Cards Pet Supplies

4 Shopper Marketing Q2 Report Social: Engaging Shoppers Source: PowerReviews|The E-Tailing Group, February 2010 Consumers are reading more product reviews… Q: The number of customer reviews needed to feel confidence in a product?

5 Shopper Marketing Q2 Report: Social: Engaging Shoppers Source: PowerReviews|The E-Tailing Group, February 2010 …And they’re taking more time reading reviews Q: Time spent reading reviews before making a purchase decision?

6 Shopper Marketing Q2 Report: Social: Engaging Shoppers Source: PowerReviews|The E-Tailing Group, February 2010 …Still, they’d like more reviews and credibility Q: What practices undermine trust in reviews?

7 Shopper Marketing Q2 Report: Mobile: Along the Path Source: Coffee Table| The E-Tailing Group, February 2011 Consumers use smart phones to find stores, check prices… Q: How frequent are these smart phone activities during the past six months? FREQUENTLY/OFTEN RARELY/NEVER SOMETIMES Looked up store details (location, hours etc.) Checked for sale/specials Checked Amazon for competitive pricing Browsed an online store Checked product ratings/reviews Checked online retailers other than Amazon for competitive pricing Checked inventory of a product before store visit Checked prices on comparison-shopping sites

8 Shopper Marketing Q2 Report: Mobile: Along the Path Source: Coffee Table| The E-Tailing Group, February 2011 …In-store they redeem coupons, and check prices and products… Q: How frequent are these in-store smart phones activities? FREQUENTLY/OFTENRARELY/NEVER SOMETIMES Accessing coupons for redemption in store Checking Amazon for competitive pricing Checking retailer’s website for products not in store Checking online retailers other than Amazon for competitive pricing Scanning barcodes and compare prices to other retailers Scanning barcodes for product information Checking prices on comparison-shopping sites Making purchases at another retailer Checking in on Shopkick to receive reward points Checking for product ratings/reviews

9 Source: Coffee Table| The E-Tailing Group, February 2011 Shopper Marketing Q2 Report Mobile: Along the Path …And Consumers buy many categories by mobile… Categories purchased by mobile phone in the past six months: 37% 31% 26% 23% 22% 20% 18% 16% 11% 10% 8% 5% 4% 24% Book/Magazines Tickets (movies, concerts, theater) Clothing and Accessories Music/DVDs/Video Digital Books Consumer Electronics Gift Cards/Certificates Movies Computer Hardware and Software Food Toys/Video Games Crafts/Hobbies Gifts and Collectibles/Flowers Health and Beauty Items Jewelry/Watches Pet Supplies Furniture/Home and Garden Sporting Goods Luxury Items Don’t know/Unsure

10 Shopper Marketing Q2 Report: Grocery Shopping Source: Acosta customer survey, October 2010 Top 10 Digital Preferences Ways shoppers would like grocery retailers to reach out digitally: EXTREMELY APPEALINGVERY APPEALING


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