#Think Big- Pool Corp

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Think BigShopping Isn’t What It Used To Be

January 8 - 9, 2013 Dallas, TX

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Creative Business Consulting Group www.cbc-group.net

�25 + Years Retail Industry Experience

�Fortune 500 Sales and Marketing Executive; Business Strategist

�Experienced Brand Manager And Marketing Executive

�Developer Of Successful Marketing And Social Media Campaigns

�Contact Information: (617) 437 -9191Email: [email protected]

Creative Business Consulting Group –Lynn Switanowski

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“Hugging Your Customer” Has Changed Dramatically in 2014


Today’s Consumers Want To Be Served • Retailers Must Make Shopping Convenient• Consumers Already Know Which Products And Brands

They Need Before They Enter The Store• Consumers Have Formulated Opinions By Consulting

Family, Friends And Strangers.

Today’s Consumers Want To Be Known• They Want A Personalized Shopping Experience

Tailored To Meet Their Needs And Preferences. It’s Their Top Priority – (2011 and 2012)

Social Media Channels Are A Rich Source

Of Information And Influence• 50% Of Consumers Who Follow A Brand On Social

Media Submit Their Own Comments• 40% Are More Loyal To Brands They Have Engaged

With Online

Shopping Isn’t What It Used To BeHH.

Creative Business Consulting Group www.cbc-group.net*BIA/Kelsey Group 2012

The Household Is “Virtual• Consumers Are Shopping For a Wider Range Of

Family Members (Mutigenerational Households)

Incomes And Shopping Attitudes Are

Diverging• 20% - 25% Of Consumers Search For Sale

Goods And Only Buy What They Need (Regardless Of Affluence or Attitude)

Consumers Listen To Their Families

And Friends First• Consumers Talk To Relatives And Friends • Read Independent Reviews When They Want To

Know More About A Product • Only 18% Of Consumers Rely On Retailers And

Manufacturers Information To Make Purchase Decisions

Consumers Have Changed As Well....

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Purchase Decision Influences Are Different Between Generations


Consumers Have Changed How They Research Products

• 90% Of Consumers Are Now Researching Products And Future Purchases Online*

• Half (45.9%) of US online shoppers researched products in-store, only to ultimately buy online*

• 42% Are Using Comparison Shopping Engines To Research Purchases

February 2012 ClickIQ

On Average Consumers Are Looking At 7.9 Different Sources For Product Information BEFORE Making A Purchase


Consumers Are Using Mobile Devices To Influence Purchase Decisions And Behavior

2012 Deloitte Retail & Consumer Spending Survey,

40% Of Smartphone Owners Use Their Phones For In-store Price Comparisons-

64% Of Smartphone Owners Are Now Using Their Mobile Devices To Shop Online

Smartphones Will Influence 19 Percent ($689 Billion) Of U.S. Retail Store Sales

By 2016*

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Show Rooming Can Be Costly In 2 Ways; Lost Sales and Product Wear And Tear

Competition is Fierce for Customer Purchase Dollars

• Customers Use Price Comparison Tools And Software While In A Brick And Mortar Retail Location

The Leading Mobile Retail Activities

Among People Using Smartphones:

1.Find A Store (33%)

2.Compare Prices (21%)

3.Look For Deals (20%)


Know What Tools Your Customers Are Using To Compare Prices While They Are In Your Store

*BIA/Kelsey Group 2012


Learn What Comparison Tools Your Customers Are Using To Help Combat Show rooming

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Price Check by Amazon


• Free Price-check App That Lets Users Search By Scanning A Barcode, Snapping A Picture Or Saying Or Typing In The Product Name

• Available For IPhone And Android Users On Other Platforms, Including Blackberry And Windows, Can Use The Amazon Mobile App, Which Offers The Same Price-checking Capabilities, But Requires An Extra Click Or Two To Access Them Among Other Features In The App.)

• The Catch With Both Amazon Apps, Of Course, Is That They Only Check Prices On Amazon.


Google Shopper


• Google Shopper App Is Available For The IPhone And Android Phones

• Lets Users Scan Product Barcodes And Compares The Price With Other Listings In Google’s Database

• Since This Is A Google Product, Each Listing Features Detailed Descriptions And Reviews, And It Has Directions And Contact Information For Nearby Stores Built Into It

• Google Offers Available On the App-People In Select Cities Can Find Promotions Going On Near Them.

Creative Business Consulting Group www.cbc-group.net2012 Deloitte Retail & Consumer Spending Survey

• Shoppers Are Still Seeking Satisfying In- Store Experiences—it’s Just How And When They Decide To Open Their Wallets That Has Changed

• 63% Of Smartphone Owners Who Use Devices For Comparison Purposes WANT to Buy Goods In A Store

• Consumer In-store Mobile Activities Add To Rather Than Take Away From, In-store Sales

• Smartphone Users Are 14% More Likely To Convert In A Store Than Non-smartphone Users

The News Is Not All Bad - Consumers Are Still Looking For Personal Interactions

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A Successful Business Today Must Communicate Via Multiple Message Points


Differentiate Your Pool Store From The Competition –Engage Your Customers to Grow Your Business


Create Enhanced Customer Service Programming With Educated Associates

• Train Sales Associates To Help Customers With The Decision Making Process

• Educate Associates On ALL Products

• Provide Customer Opinions On Products (Showcase Online Reviews)

• Stress The Benefits Of Immediate Delivery Vs. Online Shipping Fees And The Hassles Of Returns/Exchanges For Online Sales

• Know the Price Comparison Tools That Customers Are Using

• Equip Sales Associates With In-Store Technology to Improve/Enhance Shopper Experience (Tablets, etc.)

• Price Match If Appropriate

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Use Multi-channel Marketing Techniques To Capture Customers At Their Point of Engagement


• Incorporate Online And Mobile Technology Tools Into Marketing And Advertising Platforms

• Using Mobile Technology To Better Serve Customers (In-Store w/Employees and To Customers With Location Programs)

• Use Google To Run Unique Search Ads Based On Proximity To Your Location

• Offer Discounts Or Coupons For Brands If A Purchase Is Made In-store In Your Search Copy

• Create Facebook Offers For In-store Purchases Only


Use Innovative Merchandising Programs To Engage Customers On A Consistent Basis Merchandising• Creative/Interactive Displays Are Key Advantage

To In-store Experience• Optimally Display Products To Enhance Shopping

Experience




Experience

Coupons/Exclusive Offers• Encourage/Incent Shoppers To Buy Immediately • Downloadable QR Codes• Google Shopping Paid Ads • Retailmenot (IPhone App) Offering Coupons• Facebook Offers

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Experience

Coupons/Exclusive Offers• Encourage/Incent Shoppers To Buy Immediately • Downloadable QR Codes• Google Shopping Paid Ads • Retailmenot (IPhone App) Offering Coupons• Facebook Offers

Location Based Marketing Programs • Offer Programs/Deals That Incent Customers To

Make In-store Purchase• Train Your Staff On How To Find These

Applications While They Are Working With The Customers To Insure Purchase Conversion


Integrate Mobile Into Your Brick-and-Mortar Store Experience

When Shoppers Search For A Store Name Or Category Online, They Expect To See The Following:

• A Map With Directions• A Phone Number That They Can Easily

Click-to-call• Special Offers That Match Their Location• Information About Products Offered:

• Features And Benefits• Shipping Information• Special Offers (Coupons)

Mobile Assistance To Customers Might Also Be A Map, A Shopping List, A Personal Shopper, A Salesperson And A Product Finder All At Once.

• What Does Your Store Deliver with your Mobile Online Experience?• Is your Website Mobile and Tablet Friendly?


Retailers Will Succeed When They Engage More Effectively With Sophisticated Consumers

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