Online and Offline shopping experiences are blurring.

A new research from Google & Ipsos found that 80% of shoppers will research online for holidays shopping before making a purchase this season, and they switch devices to suit their needs. 

“For example, 51% of shoppers will research online and then visit the store to purchase, while 17% will visit a store first and then purchase online. Another 32% will research online, visit store to view a product, then return online to purchase. In short, the shopper’s journey looks less like a funnel and more like a flight map, and the lines between online and offline shopping experiences are blurring.” says Google Retail Industry Director, Todd Pollak.

This integration of the online and offline experiences offers great opportunities but also brings with it risks for all brands / retailers who are focussed on any one of the two formats. It is important to have a "hybrid" commerce strategy.

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The role of mobile in shopping related research.

At the Path To Purchase Institute’s annual Shopper Marketing Expo, Alison Chaltas of GFK shopper and retail strategy, shared a global study that revealed the future of shopping is “getting extreme.”

Chaltas said that a hard economy – with one in three barely able to meet expenses and only 15% living comfortably – is fueling the emergence of a new shopper profile. This “extreme shopper” is wired; 68% research purchases on the internet and buy in store.

While “extreme shopper” was new, the concept of ROBO (research online buy offline) has been around for a while, but the percentage was interestingly high. However, what caught my attention was the way in which the shopper was doing the research and the emergence of mobile as the research tool.

The study found one quarter are using their phone to help shop, and that they’re seeing a broadening of categories this applies to, not just consumer electronics and clothes, but also food and beverages, as well as health and beauty.

They also found a multi-dimensional aspect to mobile shopping: value seeking is the goal of 89%, 51% are using mobile to connect to social media as a shopping tool, 24% are using it transactionally, and 82% informationally.

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Seamless shopper experience is a must.

According to Google, 62% of shoppers used a smartphone in a store  (in the US) to help with shopping research last year, indicating that retailers should aim to inform in-store purchase decisions with mobile apps or sites that are optimized for mobile.

Google says that, as far as online goes, video is becoming increasingly powerful in many categories, as far as discovery.

Mobile, is another big opportunity, not just because you can drive conversions, but so many people come to retailers through mobile. The key is not to have a disconnection between your mobile experience and your desktop web experience as a retailer. Consumers should get a familiar and seamless experience no matter what screen they’re on.

Price has historically been a major driver of purchases online, but having faith in the experience is becoming really important as well.

And for good reason – Google found that 13% of shoppers plan to watch online videos to help with shopping research, and 48% will use tablets to read product reviews before purchasing.

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Planning meeting.

As we undertake a planning session for our business plans, as we lay down reviews and processes, I am reminded of a great quote from Alice in Wonderland.

Alice:        Would you tell me, please, which way I ought to go from here?

 
The Cat:   That depends a good deal on where you want to get to.
 

Alice:        I don't much care where.
 

The Cat:   Then it doesn't much matter which way you go.
 

Alice:         …so long as I get somewhere.
 

The Cat:    Oh, you're sure to do that, if only you walk long enough.

Un-learning Sampling : Re-learning Sampling.

It is not revolutionary as an idea but it is effective as hell. And like most things around, it has now even got it selves a sexier tag - “tryvertising”. 

Call it what you may, the fact remains that while folks don’t believe in advertisements too much, the consumers and prospects want to (and love to) discover new products, test them in the comfort and privacy of their living room before buying them at the shop on a regular basis. Sampling of your product converts prospects to consumers. 

While it has been proven to be effective, it is also expensive and difficult initiative to effectively implement in the FMCG / CPG space, predominantly due to scale, which leads to serious process in-efficiencies. 

The sampling processes have stayed relatively unchanged for decades – and that is tragic – because if sampling is done well to the modern socially hyperactive consumer – the impact is going to be far higher today then it has ever been. 

Tools like “like” & “share” assist the success and enable the sampled prospect to advocate the product within peer groups with a lot more ease today that just a few years ago. However, leveraging the power of social networks to generate referrals and reviews within the community is a small, though crucial, part of any well-run product sampling initiative. 

However, one needs to guard against falling pray to turning the campaign into a mere “like” campaign on Facebook with little subsequent follow-thru’ and a measurable return for your efforts, that helps drive sales. 

AaramShop has have come up with an effective sampling solution enabled by technology, curated for the FMCG / CPG brands, which uses AaramShop’s strength of being a hybrid model having retailers on the ground who are able to reach out to consumers in their catchment areas. 

“WannaSample” is a move towards using the engagement opportunities on the Web, Mobile, and on-ground activation options to drive effective sampling and trials among the consumers. The unique solution is geared to go beyond and generate product reviews, references and advocacy.

Based on our understanding and research into current sampling programmes & solutions we have identified the areas in which they are deficient, and then looked at how our solution can help mitigate the challenges. 

Talk to us and evaluate the opportunities offered by this unique process; please contact us here.

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