Beta testing AaramShop's new Analytics Engine. This is the 1st look into product category intelligence based on the content of the shopping bags. Objective is to understand purchase patterns on which products categories are most likely to get into shopping bags together.
More updates soon.
Since the video is low res, have added a couple of screen shots as references.
Fig 1 : Soaps and Sanitizers.
Fig 2 : Cereals and Breakfast
Fig 1 is the % of other categories which get into the shoppers bag, when products in the "soaps and sanitizers" category are bought. 25% of the shopping bags also contain "hair care and styling aids" products.
Fig 2 on the other hand is about buying behavior around Cereals and Breakfast and I am curious about the 37% buyers also buying into the Skin Care category. :-)
This info-graphic is based on our experience, over the past few years, of influencing grocery buying using the unique hybrid model of AaramShop. The hybrid model of AaramShop allows us to view both the online and offline buying behavior of consumers.
This info-graphic is focused on the process of buying.
Technology doesn't just give people a new way of doing things; it gives people a new way of thinking. The biggest impact of technology is the change it creates in people's perceptions.
In the absence of
digital technologies, it would never occur to someone that marketers
could be engaged in dialogue, much less dialogue at the point of
contact. But the presumption of dialogue created by digital technologies goes beyond the technologies themselves.
People
have learned a new capacity from digital technologies and they want to
exercise it everywhere, even in low-tech points of contact.
Digital technologies operate instantaneously, so people are losing patience with anything that operates more slowly. The
more liquid an activity becomes, the more people take it for granted,
and once a capacity becomes commonplace in one domain, the more people
come to expect it in other domains.
Technology doesn't just expand the power people have; it changes their ways of thinking as well.
It is well understood that the consumer is spending a lot of time online, in a lot of cases much more time than what he spends in front of the TV set or reading print. And this share of time is increasing at a feverish pace.
When online the consumer does his research on the brand, this research can be a combination of self driven or could be triggered by peers on his social networks.
The more expensive the purchase, the more involved and extensive the research.
This is far more relevant because this is where the consumer spends time engaged in the category, seeking and deciding what alternatives he has options of. This is when is willing to form opinions and is willing to read and listen to referrals.
Most importantly, this is one dialogue process where the consumer is completely in control – he not only chooses the time and level of dialogue, if he does not like what he sees he can merely click it away and move else where.
The consumer is not closed to any brand in this stage – he is in fact in a “SELL TO ME” mindset, which has been well captured by Yahoo and exploited to the fullest by Google by their huge success of Adwords platform. This process is radically different from the one way communication which he gets subjected to in a TVC, print ad or a hoarding.
Putting up the brands’ TVC on Youtube.com is not the answer, ensuring that the brand participates in the “search” journey – by providing access to relevant data & information on brand comparison of features, USPs, costs, etc, and enabling communication with the user community and engaging with the user community - is the answer.
While brand owners have started spending an increased percentage of their budgets online (and is growing) – for a number of brands that spend still is backed by the “awareness creation” thought process, rather than focusing on the consumers search for information journey.
This integration of shopping with technology is real. 87% of US consumers research products online before buying them in person or in a store.
However across categories…the major buying still happens off line.
ROBO = Research Online Buy Offline.
This is not limited to B2B products or big ticket purchases like computers, phones or cars, but extends across all categories.
The consumer spends his research time comparing features, absorbing user experience reviews, understanding costs.
All this before he heads out in the last mile, to check out the physical experience and then buy.
To get into the consumers mindset, presence in the last mile needs to be preceded with relevant presence in the online search process.
It is well understood that the consumer is spending a lot of time online, in a lot of cases much more time than what he spends in front of the TV set or reading print. And this share of time is increasing at a feverish pace.
When online the consumer does his research on the brand, this research can be a combination of self driven or could be triggered by peers on his social networks.
The more expensive the purchase, the more involved and extensive the research.
This is far more relevant because this is where the consumer spends time engaged in the category, seeking and deciding what alternatives he has options of. This is when is willing to form opinions and is willing to read and listen to referrals.
Most importantly, this is one dialogue process where the consumer is completely in control – he not only chooses the time and level of dialogue, if he does not like what he sees he can merely click it away and move else where.
The consumer is not closed to any brand in this stage – he is in fact in a “SELL TO ME” mindset, which has been well captured by Yahoo and exploited to the fullest by Google by their huge success of Adwords platform. This process is radically different from the one way communication which he gets subjected to in a TVC, print ad or a hoarding.
Putting up the brands’ TVC on Youtube.com is not the answer, ensuring that the brand participates in the “search” journey – by providing access to relevant data & information on brand comparison of features, USPs, costs, etc, and enabling communication with the user community and engaging with the user community - is the answer.
While brand owners have started spending an increased percentage of their budgets online (and is growing) – for a number of brands that spend still is backed by the “awareness creation” thought process, rather than focusing on the consumers search for information journey.
This integration of shopping with technology is real. 87% of US consumers research products online before buying them in person or in a store.
However across categories…the major buying still happens off line.
ROBO = Research Online Buy Offline.
This is not limited to B2B products or big ticket purchases like computers, phones or cars, but extends across all categories.
The consumer spends his research time comparing features, absorbing user experience reviews, understanding costs.
All this before he heads out in the last mile, to check out the physical experience and then buy.
To get into the consumers mindset, presence in the last mile needs to be preceded with relevant presence in the online search process.
