Certainly every shopper marketer is well aware of the path to purchase. And there is no question that it is evolving.
The path is becoming more and more complex with the rising adoption of the smartphone and other technologies. And that complication will only grow in its intensity. For example, TV — which was historically about building awareness through ads and product placement — is now inspiring shopping behavior. A study conducted by Google in 2010 showed that 83 percent of TV advertising viewers are using computers while watching, and are searching a product after being exposed to an ad. What is even more interesting is what they are searching…
According to The Wall Street Journal, 36 percent are looking up food and beverages — items that would normally be considered commodity purchases.
When we look at the store, similar shopper multitasking is occurring. Most shoppers rely on smartphones to help make decisions. Obviously, they are checking prices and looking up product information, and we know this information can dramatically change their shopping path. But perhaps most interestingly, more than half of these people prefer using their phone rather than asking an associate for information. This suggests that the shopper trusts the information from the broader community versus an associate; most often they are looking for product reviews.
And nearly all these shoppers say this information has influenced their purchase decision.
All of these points suggest that Shopper Marketing relies on delivering an integrated shopping experience. But as integration is quickly becoming the cost of entry, we believe the true potential is something more powerful than just integration — it lies in the power of the connection.
For example, let’s look at P&G’s first Olympics Campaign from 2010. This campaign was an early attempt at promoting P&G, beyond their individual brands. It led with a TV ad rooted in connection. No performance claim. No “Reason to Believe.” No efficacy statement. Simply a great spot thanking Mom for her work and sacrifice on behalf of our Olympians. And it worked. P&G drove such an emotional connection with Moms through this campaign that they saw a high number of viewers searching for P&G online — purely in order to learn how they may support the brand. They also saw a lift in sales as a proof point of this connection. It delivered a strong enough ROI to convince them to launch an even bigger campaign for the 2012 Olympics. A bet that is proving very fruitful for P&G, and proving the power of making an emotional connection with the Shopper.
Based on this perspective, we have set out to prove the strength of the connection. And we are seeing success. We helped a fashion retailer launch an integrated Mother’s Day program that invited fashion designers, shoppers, and employees to tell us what they learned from Mom. We featured these heartfelt lessons in the pages of their direct mail catalog, in social media, online, and in their much-anticipated store windows. In turn, the shoppers responded with deeper participation with the brand.
[via Media Post]