FEBRUARY 10-13, 2013 // THE MIRAGE HOTEL // LAS VEGAS, NV

Reaching Shoppersvia Digital Marketing Tools

Presented by

BILL BISHOP

WWW.BRICKMEETSCLICK.COMTWITTER @BRICKMEETSCLICK.COM AND #NGASHOW13

Shopper Wish List

1) “Time your digital circular to let me get the value.”

2) “Save me some planning time.”

3) Make it quicker to find items in the store.

Time is $. Think how to save shoppers time

About the Survey

• 23,000 Shoppers

• 3 Retailers

• Where to Look for Guidance, not Answers

Six Key Questions

1. Why you need strong digital marketing?

2. Where else do your customers search?

3. How can you help customers plan their shopping?

4. How Facebook can be your friend?

5. What shoppers do with their phones?

6. When to shift from print to digital?

Key Questions

WHAT WE KNOW

• Shopping experience extends to the web

• Competition is increasing

• It makes a difference

WHY YOU NEED STRONG DIGITAL MARKETING

Key Questions

Shop This Store

Going Online

80%

53%

15%

18%

5%

29%

How likely are shoppers to recommend (% of Total Shoppers)

Promoter Passive Detractor

WHY YOU NEED STRONG DIGITAL MARKETING

Key Questions

NEXT STEPS

• Get your customers’ reactions

• Identify and fix vulnerabilities

• Take advantage of competitors’ vulnerabilities

WHY YOU NEED STRONG DIGITAL MARKETING

Shoppers do notice when your onlineexperience falls short

Key Questions

WHY?

• It’s what they do

• Looking for value

• Can’t get it all in one place

WHERE ELSE DO YOUR CUSTOMERS SEARCH

Key QuestionsWHERE ELSE DO YOUR CUSTOMERS SEARCH

Other supermarkets Online coupons Product manufacturer

2.5

2.4

2.1

Visits to other Websites in past month(Average Number of Visits)

Key Questions

NEXT STEPS

• Find out more about why

• Decide if you want to provide it

• Look for partnerships

WHERE ELSE DO CUSTOMERS SEARCH

Key Questions

WHY IS THIS IMPORTANT?

• Customers are shopping more stores

• Planning can save time and money

• Planning isn’t easy

WHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING

Key QuestionsWHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING

Go to websites

Plan a menu

Clip coupons

Check the pantry

Look at circulars

18%

23%

49%

59%

70%

Planning Activities(% of Shoppers)

Key Questions

NEXT STEPS

Start to think like an online retailer

Make it easier to build lists

Highlight promotions on what they buy

HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING

Get more involved in helping to plan shopping trips

Key Questions

WHY IS THIS IMPORTANT?

• It’s not enough to “be Liked”

• This is a two-way platform

• Pull is more important than push

HOW FACEBOOK CAN BE YOUR FRIEND

Key QuestionsHOW FACEBOOK CAN BE YOUR FRIEND

Text messages

Facebook post

17%

20%

Is Facebook Helpful?(% of Total Shoppers)

Key Questions

NEXT STEPS

• Prioritize to avoid overload

• Personalize messages

• Consider a second page

HOW FACEBOOK CAN BE YOUR FRIEND

Key Questions

WHAT WE KNOW

• Way to reach shoppers on the move

• Grocery shopping is different

• Popularity of apps is growing

WHAT SHOPPERS ARE DOING WITH THEIR PHONES

Key QuestionsWHAT SHOPPERS ARE DOING WITH THEIR PHONES

Use Twitter to Tweet about your experience

Create an electronic shopping list

Compare prices across retailers

Check product reviews

Receive text messages from retailers

Post Facebook comments

7%

31%

44%

45%

46%

47%

Have you used your phone in the last month to…?(% of Smartphone Users indicating “yes”)

Key Questions

NEXT STEPS

• Make emails mobile friendly

• Use text for short time offers

• Ensure apps fit how people shop

WHAT SHOPPERS ARE DOING WITH THEIR PHONES

Key Questions

WHAT WE KNOW

• Shoppers still prefer print

• Still “early days”

• It’s a high reward/high risk move

WHEN TO SHIFT FROM PRINT TO DIGITAL

Key QuestionsWHEN TO SHIFT FROM PRINT TO DIGITAL

Online ads

Newspaper ads

69%

81%

Are These Helpful?(% of Total Shoppers)

Key Questions

NEXT STEPS

• Find out what’s holding back digital

• Promote and reward use

• Change locally

WHEN TO SHIFT FROM PRINT TO DIGITAL

Big rewards for digital shift but not easy to do. Plan smart!

Keep Up with What’s Happening

Brick Meets Click is the place where you can always turn to get

clear, commercial-free perspectives on how digital is impacting

the shopping experience.

ACCELERATE YOUR LEARNING CURVE, save time, and

minimize risk by tapping BMC's deep understanding of retail and

the changing shopper.

www.brickmeetsclick.comTwitter: @brickmeetsclick.com