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A look at the why we buy using digital and the effect digital has on the in-store shopping experience.
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(c) Copyright 2014 Tery Spataro
BUYER’S DECISION MAKING PROCESSAND USE OF DIGITAL
Revised March 16, 2014
Originally published January 2, 2012
Tery Spataro
Exploration of the effect digital has on making a decision on what to buy
(c) Copyright 2014 Tery Spataro
WahWahNot another
BORINGSlideshare!
COURSECORRECTION
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
Buying Stuff
The story of using digital to turn consumers from shoppers to customersinto experience lovers
Types of Shoppers
Experiential Customers: They have no specific need or desire in mind when they come into the store. Rather, they want a sense of experience and/or community.
Loyal Customers: They represent no more than 20% of customer base, but make up more than 50% of sales. Not true 20/80.
Discount Customers: They shop the same stores frequently, but make their decisions based on the size of our markdowns.
Hunter. BusinessKnowHow. (2011)
Impulse Customers: They do not have buying a particular item at the top of their "To Do" list, but come into the store on a whim. They will purchase what seems good at the time.
Mission Based Customers: They have a specific intention to buy a particular type of item.
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
Reminder of the 7 Steps+ Digital
What happened to the other footprints?
Need Recognition
Whoa these shoes are
stinky
(c) Copyright 2012 Tery Spataro
WH00T! Shoes beautiful
shoes
Search for Information(c) Copyright 2012 Tery Spataro
Pre-purchase Comparison Evaluation
(c) Copyright 2012 Tery Spataro
Purchase
(c) Copyright 2012 Tery Spataro
Consumption
loving my new yello shoes :D 11 hours ago by Trutrudiva
Don't get me wrong, I LVE me some new shoes. But, I'm NOT loving this new boot! #prayingforfasthealing 2 hours ago by LSainsworth
Loving My New Red Shos #hott 14 hours ago by EvelynJay
(c) Copyright 2012 Tery Spataro
Post-consumption
(c) Copyright 2012 Tery Spataro
Divestment
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
How does this effect in store
retail?
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
SHOPPING NEEDS TO BE REINVENTED
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
CUSTOMERS WANT SOMETHING MORE…
Digital creates experiences
(c) Copyright 2014 Tery Spataro
IN STORE IS A DIGITAL STAGELET’S WOW THEM
Ralph Lauren 3D Video Projection on Bond Street Storehttp://www.youtube.com/watch?v=rPr0CgvmBM4
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
Retailers Using Digital
Citibank• Your money your experience.
1969• What non-shoppers do when
waiting.
Sunglass Hut• Feeding your social vanity.
(c) Copyright 2014 Tery Spataro
Citibank Citigold Lounge
• Customers get a whole new experience with Citigold Lounge – it’s not just about banking.
• Taking a cue from hotels, Citigold Lounge has lovely concierge area that warming greets you.• Digital window expresses the
news of the day.• Digital theatre in the back of the
store w/ wifi access.• With video chat you can see your
customer service rep and feel more secure about your money.
(c) Copyright 2014 Tery Spataro
Gap 1969
• We all know how it feels to have to go shopping with someone when you don’t want to or like to shop.
• Give those customers a reason to stick around and wait.
• Gap 1969 in Soho took a design cue from Apple to provide this table in the center of the store for shoppers & non shoppers to use.• The iPad extends the 1969
assortment • And gives those bored tag-along-
shoppers something to do.
(c) Copyright 2014 Tery Spataro
Sunglass Hut
• A eye on vanity, Sunglass Hut let you and your friends see how great you look
• Get a snap of yourself in those $800 Tiffany shades to share with friends
(c) Copyright 2014 Tery Spataro
DIGITAL STUFF IS HAPPENING ALL AROUND US
(c) Copyright 2014 Tery SpataroInspiration by IBM
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
Go Ahead Touch It!IBM Immersive Experience
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
Be the Star- American Eagle
(c) Copyright 2012 Tery Spataro
(c) Copyright 2014 Tery Spataro
Be on the Stage– Forever 21
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
Store Brings the Market to the Customers - Tesco Pop-Up
http://www.youtube.com/watch?v=fGaVFRzTTP4
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
Look No Bags!- eBay pop-up store
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
Personalized for You- Gucci Immersive Store
http://fashionandmash.wordpress.com/2011/09/26/gucci-pushes-retail-engagement-with-immersive-video-displays/gucci_oooii_entry/
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
More Than 8,000 Shoes – Adidas
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
Try the Watch - the New Fitting Room-Tissot Augmented Reality
(c) Copyright 2014 Tery Spataro
(c) Copyright 2014 Tery Spataro
Need Something Else?- At JC Penney’s customer’s preferences rule!
(c) Copyright 2014 Tery Spataro
Lookbook - Shopbop
(c) Copyright 2014 Tery Spataro
Snapette & Share It
(c) Copyright 2014 Tery Spataro
Other Digital Expressions
VR Dressing RoomMobile TransactionsQR CodesCisco Hologram Mannequin
(c) Copyright 2014 Tery Spataro
What does the Customer Want?
• Creativity, inspiration, compelling in-store entertainment
• Wants to feel good about the store they enter ~ it has to be clean, organized, with a clear traffic flow
• Preferences, selection and assortment to fit desires
• Assortment has quality first, quantity second
• Trends on hand
• Reasons to try & buy
• Share their experiences with their friends
• Convenience
(c) Copyright 2014 Tery Spataro
THANK YOU!I can bring the digital experience to your retail strategy!
(c) Copyright 204 Tery Spataro
(c) Copyright 2014 Tery Spataro
Tery Spataro is widely known for helping brands understand the role technology plays in marketing, innovation and retail environments. Wielding over two decades of experiences in marketing as a digital strategist, Tery takes a deep look into understanding why, what and who.
She’s created tech marketing strategies for automotive, food and beverage, consumer packaged goods, education, energy, entertainment, health care, insurance, pharmaceuticals, non-profits and retail brands.
Tery has brought digital to life in physical space, having worked with Bloomingdales, Michael’s craft stores, Sally Hansen, Novartis, Whole Foods and Nine West.
She helps clients by identifying problems with marketing, communication, branding and retail space. She provides research, strategy and creative ideas with a clear direction on how to proceed.
Tery has held executive roles with top agencies and served as a senior strategist for several consulting firms. No stranger to entrepreneurial life, Tery founded or co-founded, self-funded and operated seven start-ups.
Through the years she has lectured at universities and international conferences, providing valuable industry thought leadership, and has been quoted in books and articles about business and marketing.
Tery has an MBA in marketing from Regis University and wrote and illustrated a book about quantum perceptions called “The Other Side of the Box”.
Special thanks to Rick Colby for editing.Bio || Twitter || LinkedIn || The Book || Pinterest || Slideshare || Glossi
(c) Copyright 2014 Tery Spataro
Stuff I Did Confluence: Connected Human - Creating better health through self manage of health data, we are the
connect human.
Confluence: Man with Machine - The continuation of Confluence and the exploration of robots and robotics and the impact these applications have on our humanness and the environment.
The Future is Now – A look at the confluence of humans, technology and the environment.
Digital Experiences & Shopping – Overview of the buyer’s decision-making process using digital, the future of in-store retail and use of digital experiences.
Digital Strategy – Strategy for innovation, communication and promotion.
Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire information for shopping. This report was voted the best of Slideshare.
The Changing World of Digital - looks at digital communication from a historical perspective and identifies the way the consumer changes from passive involvement to participant.
Healthy Digital - explores who the natural and organic consumer is and identifies their digital behavior.
Community During Crisis – what Governments can learn from the Boulder Community’s usage of Social Media during the Boulder Fire.
Digital Marketing Strategy vs Tactics – Asking strategic questions, forming ideas and identifying tactics.
The Other Side of the Box - the story about a cat, box and perception. “The Other Side of the Box” a book about perception, a cat and quantum thoughts.
(c) Copyright 2014 Tery Spataro
Please like on Facebook :)
A curious book about a cat and box available at Lulu.com