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NIELSEN CONSUMER 360 JUNE 2013 EVOLUTION OR REVOLUTION: THE IMPACT OF DIGITAL ON SHOPPERS AND STORES
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2 CLIENT INTRODUCTION Douglas Straton E-commerce Center of Excellence Unilever Kelly Breitenbecher SVP of Omnichannel and Merchandising Operations Petco Steve Carlotti Managing Director Cambridge Group
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 WHAT DO WE MEAN BY ‘DIGITAL’? Today we will focus on Digital Touchpoints and e-commerce & influenced sales DIGITAL ADVERTISING DIGITAL TOUCHPOINTS E-COMMERCE ++ ACROSS ANY DIGITAL PLATFORM + DIGITALLY INFLUENCED SALES
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 THINKING ABOUT THE DEMAND SEGMENTS HIGH DIGITAL TOUCHPOINT USAGE LOW DIGITAL TOUCHPOINT USAGE LIGHT E-COMMERCE BUYERS HEAVY E-COMMERCE BUYERS
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 TWO SIMPLE OPPORTUNITY AREAS FOR A COMPLICATED WORLD Role that category plays in e-commerce OPPORTUNITY KEY FOR SUCCESS HOW PEOPLE SHOP Importance of touchpoints in digital shopper marketing Shopper Marketing Opportunity WHERE PEOPLE BUY E-commerce Opportunity
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 WHAT WE KNOW ABOUT HOW PEOPLE SHOP Source: Q Digital Shopping Information Survey; Nielsen NetView Google/Nielsen Life360 Mobile Search Moments Q Base: Total mobile searches n=6,303. Q: Why did you search on this mobile device? (select all that apply) 90% of retail site visitors are browsers, not buyers 2x As much Millennial digital engagement for CPG vs. Boomers How many people see mobile search as most convenient? 2 in 3
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 WHAT WE KNOW ABOUT WHERE PEOPLE BUY Source: Q Digital Shopping Information Survey 40% Increase in CPG e-commerce penetration in 12 mos. How often is only a single category purchased in an online trip? #1 reason people buy online is for lower price 60%
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 WHERE PEOPLE BUY FUTURE OF ECOMMERCE
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 NON-LINEAR PATH-TO-PURCHASE CHANNELS BLURRING, ENTER AND BUY ANYWHERE MULTI-CHANNEL EXECUTION RETAILER WIN TODAY DIGITAL /eCOM NEW MODELS WIN BIGGER ON-LINE
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 NOT JUST A CHANNEL BUT A SHOP WINDOW THAT ENABLES “ANYWHERE” % using Digital to research products or services % using Digital to purchase products or services Internet Penetration RESEARCH PRODUCTS ONLINE OPP TO BUILD EQUITY OPP TO DRIVE TRIAL CLOSE SALE ANYWHERE
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 ECOMMERCE IS SOCIAL+MOBILE+RETAIL MOBILE IS “GLUE” CONNECT ANYWHERE SHOPPER IS IN CONTROL RICH ENGAGING CONTENT CLOSE THE SALE
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 ENABLE MULTI-CHANNEL BETTER LEVERAGE DIGITAL REAL ESTATE – SHOPPERS EXPECTATIONS
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 SHOPPING ALONGSIDE MOBILE IS THE NEW NORMAL Who you’re talking to When you’re shopping Where you’re going What you want/like Who you’ve paid SMARTPHONE PENETRATION SOCIAL NETWORKING APPS PAYMENT SHOPPING
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 HOW DO WE ACTIVATE? NOT JUST WHERE TO BUY, BUT SHOPPING HOW? SHOPPER CENTRIC CREATE ENGAGING CONTENT WHERE AND HOW TO ENGAGE HOW TO CLOSE THE SALE Enhanced/ Relevant Content Search Ratings Lists
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 YOUR OPPORTUNITY TO SHARE AND CONNECT! Table Talk time THE THREE QUESTIONS Given there are many more browsers than buyers in CPG digitally, where do you see your opportunity? With the continued e-commerce channel growth, how will it impact the trip and basket composition for shoppers? How will Millennials and their differing expectations change shopping?
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 IN CLOSING… LET’S CONTINUE THE DIALOGUE transcript FactPack community
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