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thearf.org
Our Approach
78%
2%
8%
5%
7%
78%
3%
10%
4%
5%
79%
2%
6%
5%
8%
77%
1%
10%
5%
7%
Yes, that was the original brand I had in mind
No, the brand I initially intended to buy was out ofstock
No, I switched for better value
No, I accidentally came across something that is moreinteresting
No, for some other reason
Did They Buy the Brand They Had In Mind?
Overall
Auto
Smartphone
Grocery
6.6
9.5
7.7
1.3
Overall Auto Smartphone Grocery
Total Number of Sources Used (Online and Offline)
for Marketers
• Marketers need to be “marketing” to people before they are actively shopping the category by increasing brand presence across channels
• Consumers need help making sense of it all. Help them by managing their perception of risk.
IMPLICATIONS
Consumers Live in Interconnected Worlds
Social media expands the consumer’s “trust network”
57%
71%
71%
74%
71%
73%
74%
77%
69%
70%
68%
66%
68%
Friends/followers on social networking sites
Fan pages/Following brands on socialnetworking sites
Blogs
Comparison-shopping sites
Search engines
Reviews: professional/expert
Reviews: consumer-generated
Brand/Company website
Online-only retailer
Other retail websites
Video websites
Online advertising
Daily-deal sites like Groupon, Living Social, orGoogle Offers
65%
64%
56%
74%
63%
71%
72%
76%
66%
64%
59%
57%
54%
21%
33%
30%
36%
26%
28%
39%
48%
30%
19%
18%
28%
24%
Importance of Each Online Source: By Category (Somewhat/Very Important)
Auto Smartphones Grocery
for Marketers
• People’s “trust networks” are highly influential and factor greatly into both high- and low-risk/reward purchases.
• Marketers need to help consumers interact about their brands to be perceived as trusted and less as adversaries.
• Mobile can help facilitate this process
IMPLICATIONS
Shopping Is an Emotional Experience
41%
82% 83%
72%
GrocerySmartphoneAutoOverall
Excitement About the Purchase (Somewhat/Very Excited)
Purchase Decision Stage and Sentiment for All Observed Product Categories
Post-Purchase Comments
Pre-Purchase Comments
negative
198
92
neutral
371
307
positive
808
407
Note: Numbers adjacent to the dot groupings are the actual counts, while the dots illustrate the frequency graphically.
Plutchik Wheel of Emotions
Shar
e o
f In
cid
ents
in C
ateg
ory
11% 14% 13% 19%
54% 35%
14% 22%
41%
14%
22% 42%
42%
27%
0%
25%
50%
75%
100%
Problem Recognition Information Search CompetitiveEvaluation
Purchase Decision Post- Purchase
Emotions at Each Purchase Stage
Fear
Distraction
Apprehension
Pensiveness
Acceptance
Trust
Serenity
Surprise
Interest
Sadness
Annoyance
Disgust
Anger
Anticipation
Joy
5% 17%
11%
35%
17%
11%
12%
6%
0%
25%
50%
75%
100%
ProblemRecognition
Information Search CompetitiveEvaluation
Purchase Decision Post- Purchase
Fear
Distraction
Apprehension
Pensiveness
Acceptance
Trust
Serenity
Surprise
Interest
Sadness
Annoyance
Disgust
Anger
Anticipation
Joy
For smartphones, post-purchase messages split into joy vs. anger, disgust, annoyance and sadness.
Sh
are
of
Inc
ide
nts
in
Ca
teg
ory
for Marketers:
• Consumers share their triumphant shopping experiences online. Marketers need to ensure that consumers have the information they need to have a positive shopping experience.
• Monitor the emotional journey the consumer is on. Watch out for disconnects between the brands’ values and the ways the brands are being discussed online.
• Use this learning to optimize marketing communications.
IMPLICATIONS
Summary
• Think of mobile’s potential role in the passive stage and when moving from passive to active – Conveying emotions
– Catching downtimes
• Marketers need to actively participate in simplifying online information for consumers.
• Marketers need to facilitate consumer conversations about their products and brands.
• Monitor the emotional journey and respond in real time