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Shopper Behaviors in 2015 and Beyond

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INSPIRING NEW SHOPPER BEHAVIOURS


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THE CHALLENGE FOR BRANDS TODAY  


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THE CHALLENGE FOR BRANDS TODAY   WE ALL LOVE LOTS OF BRANDS WE DON’T BUY


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NEVER BEEN MORE OPPORTUNITIES DIGITAL INNOVATION RETAIL AS THEATRE OMNI-CHANNEL SHOPPING & CONVERGENCE BRINGING TOGETHER THE BEST OF ONLINE & INSTORE


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IN MOST CATEGORIES OVER 50% MAKE UP THEIR MINDS WHILE SHOPPING LONG LIVE THE STORE! 5  


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WE ALL STILL SHOP! 36M daily shopper visits 21M daily unique visitors 10.7M daily viewers Top 10 Retailers Top 10 Websites* Top 10 TV Channels Sources: Nielsen Media Kantar Retail IQ Quantcast *P2+ **Daily Uvs based on Quantcast Monthly UV data for top visited websites and applied estimates for duplication


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NEW PURCHASE BEHAVIOURS... ROPO, BORIS & BIMBO Research Online, Purchase Offline Buy Online Return In-Store Browse In-Store on Mobile, Buy Online 7  


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NEW INFLUENCES... Social, Personal & Aspirational Social media is driving decisions & even tastes. (PWC Retail – Retailing 2020 & Achieving Total Retail) Personal and meaningful relationships with brands is the driving new loyalty. Brands are expected to have a conscience and be ‘good’. (*2.5 billion ‘aspirational consumers’ - BBMG, GlobeScan and SustainAbility, October 2013) 8  


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OUR ROLE INSPIRING POSITIVE BEHAVIOURS Openness to ideas Increased shopping time Increased basket size Increased spending Increased enjoyment Increased impulse


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MINIMISING NEGATIVE BEHAVIOURS Increased anxiety “Need to get out” Less time in category Decreased purchase beyond urgent items


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MAP THE SHOPPER JOURNEY… trigger trigger purchase 11


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3 EVOLVING RETAIL DRIVERS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE


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IMMEDIACY 4PM DINNER DECIDE 24/7 DELIVERY GET IT NOW Convenient solutions: time poor; fit in with MY day, less waste; synergy solutions. Commuter Commerce. Want it now: I want it get it now, see it, want it, buy it.


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BE ON MY DOORSTEP PERSONAL DELIVERY Pass My Parcel – UK Twice daily local newsagent delivery


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FIT IN AROUND ME PERSONAL DELIVERY Lamoda– Russia Delivers to customers’ home and allows 15 mins to try on their choices


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TAKE CARE OF ME WHEN I NEED YOU Walgreens – US Personal delivery pharmacy app PERSONAL DELIVERY


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GIVE ME WHAT I WANT Deliveroo - UK Restaurant food delivery service PERSONAL DELIVERY Hello Fresh – UK Fresh food and recipe delivery


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KNOW WHEN I AM RUNNING OUT MANAGE MY RESOURCES Amazon Dash - UK & US Shopping list replenishment, ordering & delivery


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SHOPPING MIRRORS USAGE –LESS WASTE MANAGE MY RESOURCES M&S – UK Posh Dogs & Posh Dog Rolls


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GIVE ME SOLUTIONS – LESS WASTE MANAGE MY RESOURCES BACARDI – UK Carry Pack – Spirits & Mixer


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ONLY ONE CLICK AWAY ONE CLICK AWAY Tesco– UK Powatag Meal Deals Challenge


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AVOID DISAPPOINTMENT ONE CLICK AWAY Argos - UK Check & Reserve


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TWITTER ‘BUY NOW’ – MAXIMISING IMPULSE ONE CLICK AWAY Burberry– UK Buy-Now bank details stored on system


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GIVE ME THE EDITORIAL GUIDANCE TO CHOOSE, & VISUAL CUES TO PURCHASE ONE CLICK AWAY Grazia– UK GraziaShop launched November 2014 – editorial & commerce combined


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SHOWROOM & EXPERIENCE THE ULTIMATE SHOWROOM Consultative: get help with shopping decisions, exposure to products, information, and expertise, enable proficiency. HELP & EXPERTISE Sharing: Shoppers enjoy helping each other by imparting the knowledge, skill, and experience they have developed over time to others. Feeling & seeing for self: tactile environment, security it fits & works. SECURITY


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HELP ME MAKE THE RIGHT DECISION Apple – Global Genius Bar HELP ME BUY WELL Philips – UK Digital Screens In-Store


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HELP ME MAKE THE RIGHT DECISION THE PERFECT WEAR FOR EVERY OCCASION HELP ME BUY WELL Triumph Fantasy Mirror – Selfridges UK Interactive Screen


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HELP ME MAKE THE BEST CHOICE HELP ME BUY WELL Scala – Connected store – “lift technology” displaying relevant info; lift multi products to compare.


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THE PERFECT WEAR FOR EVERY OCCASION HELP ME BUY WELL Sunglass Hut – Interactive wall changes to visualise ideal eye-wear occasion.


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LET ME EXPERIMENT HELP ME BUY WELL L’OREAL – Make-up genius – the 1st virtual make up App.


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MAKE ME FEEL SECURE IT’S RIGHT HELP ME BUY WELL NIKE – running gait analysis (UK).


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CELEBRATE COLLECTIVE PASSIONS CONNECTED COMMUNITY SWEATSHOP – running club; running events. (UK).


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FEEL THE DIFFERENCE TOUCH & FEEL RETAIL M&S – bedding comparison zone. (UK).


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COMPARE THE DIFFERENCE TOUCH & FEEL RETAIL LULULEMON – legging side by side (UK)


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SHOW ME THE BENEFIT TOUCH & FEEL RETAIL LIFEBUOY – handle on hygiene (Middle East)


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EXCLUSIVITY & BARGAINS BRAND TEMPLE CURATED WORLD Escapism: transportation, dreaming, inspiration, immersion Social Shopping: shopping curated by your friends; Self creation: aspirational, lifestyle in a box Bargains: limited edition, exclusives, personalised promotion EXCLUSIVE OFFERS


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THE MODERN FLAGSHIP STORE BRAND HOMAGE ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste.


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LIVING SHOWROOMS IKEA / AIRBNB – Sydney sleepover – “A sleepover at IKEA” for $12. BRAND HOMAGE ALFRED DUNHILL – flagship store – Bourdon House. 3 floors of understated indulgence, charm, and great taste.


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ESCAPISM & PURITY BRAND HOMAGE DYLAN’S CANDY BAR – boutique chain of stand-alone Candy, modern day Willy Wonka.


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SENSORIAL LEARNING EXPERIENCE BRAND HOMAGE T2 – boutique chain of T2 stores. Combining loose teas and beets.


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SHOPPING ON SOCIAL MEDIA SOCIAL SHOPPING PINTREST – blue Buy It, next to Red Pin It.


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100% SHOPPABLE SOCIAL SHOPPING NET-SET – shop any item directly from the app, join style tribes, upload your own style and image recognition will find similar styles for you to shop.


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CURATED LIFE CURATED WORLD WHITE COMPANY – new Norwich flagship, styled as “perfect world” apartment.


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SHOP WHAT YOU SEE CURATED WORLD TARGET– use your phone to shop what you see.


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GET THE WHOLE LOOK AT SHELF CURATED WORLD TARGET– use your phone to shop the complete solution.


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SHOW ME WHERE TO GO – TRAFFORD CENTRE PERSONAL NAVIGATOR TRAFFORD CENTRE - beacon technology navigates you to best offers instore, promotions linked to person, traffic.


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PERSONALISED PROMOTIONS, DISCOUNTS


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3 EVOLVING RETAIL DRIVERS IMMEDIACY EXCLUSIVITY & BARGAINS SHOWROOM & SERVICE


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3 EVOLVING RETAIL NEEDS IMMEDIACY •  •  PERSONAL DELIVERY MANAGE MY RESOURCES •  ONE CLICK AWAY EXCLUSIVITY & BARGAINS •  BRAND HOMAGE •  CURATED WORLD •  SOCIAL SHOPPING •  PERSONAL NAVIGATOR /OFFERS SHOWROOM & SERVICE •  •  HELP ME BUY WELL •  COMMUNITY CONNECTION TOUCH & FEEL RETAIL


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THANK YOU sarah.todd@geometry.com


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