1. Engaging Shoppers with Digital Marketing
Presented by
Bill Bishop & Curt Cullison
Brick Meets Click is dedicated to creating cutting-edge thought leadership on how consumer technology use
is influencing the future of shopping, changing retail business models, and realigning trade partnerships.
www.brickmeetsclick.com
June 14, 2013

2. What We Believe
Connected consumers are rebalancing their shopping to
do more online but not abandon the store, and this is
creating a multi-channel communications environment.
June 2013

3. Where We Operate
Delivering the strategic insight and guidance that retailers,
suppliers, & technology providers need to drive growth by
meeting shopper needs in a multi-channel environment.
June 2013

4. Are shoppers ready for a digital connection
with their food retailers?*
68% Text regularly
59% Have smartphones
13% Bought groceries online in last 30 days
* NGA/Brick Meets Click Digital Check-up for Grocery
June 2013

5. Top On Shopper Wish List
“Time your digital circular to let me get the value.”
“Save me some planning time.”
Make it quicker to find items in the store.
June 2013

6. About the Survey
23,000 Shoppers
3 Retailers
Where to Look for Guidance, not Answers
June 2013

7. Six Key Questions
Why you need strong digital relationships?
Where else do your customers search?
How can you help customers plan their shopping?
How important is digital to older shoppers?
What shoppers do with their phones?
When to shift from print to digital?
June 2013

8. Key Questions
WHY YOU NEED STRONG DIGITAL RELATIONSHIPS
WHAT WE KNOW
Shopping experience extends to the web
Competition is increasing
It makes a difference
June 2013

9. WHY YOU NEED STRONG DIGITAL RELATIONSHIPS
June 2013
80%
53%
15%
18%
5%
29%
Shop
This
Store
Going
Online
“There is a Gap”
How likely are shoppers to recommend
(% of Total Shoppers)
Promoter Passive Detractor

10. Key Questions
WHY YOU NEED STRONG DIGITAL RELATIONSHIPS
NEXT STEPS
Get your customers’ reactions
Identify and fix vulnerabilities
Take advantage of competitors’ vulnerabilities
June 2013

11. Key Questions
WHERE ELSE DO YOUR CUSTOMERS SEARCH
WHY?
It’s what they do
Looking for value
Can’t get it all in one place
June 2013

12. WHERE ELSE DO YOUR CUSTOMERS SEARCH
June 2013

13. Key Questions
WHERE ELSE DO YOUR CUSTOMERS SEARCH
NEXT STEPS
Find out more about why
Decide if you want to provide it
Look for partnerships
June 2013

14. Key Questions
HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
WHY IS THIS IMPORTANT?
Customers are shopping more stores
Planning can save time and money
Planning isn’t easy
June 2013

15. HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
June 2013
18%
23%
49%
59%
70%
Go to websites
Plan a menu
Clip coupons
Check the pantry
Look at circulars
Go Beyond the Circular
Planning Activities
(% of Shoppers)

16. Key Questions
HOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPING
NEXT STEPS
Start to think like an online retailer
Make it easier to build lists
Highlight promotions on what they buy
June 2013

17. Key Questions
HOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS
WHY IS THIS IMPORTANT?
Easy to think this is only for younger shoppers
Older shoppers do things differently
June 2013

18. HOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS
Older Shoppers Can Navigate Websites
June 2013
82% 80%
75%
0%
20%
40%
60%
80%
100%
18 - 34 35 - 54 55+
Was Your Retailer Website Easy to Use?
(% of Shoppers)

19. Key Questions
HOW IMPORTANT IS DIGITAL TO OLDER SHOPPERS
NEXT STEPS
Start with core capabilities
Try to make them comfortable
June 2013

20. Key Questions
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
WHAT WE KNOW
Way to reach shoppers on the move
Grocery shopping is different
Popularity of apps is growing
June 2013

21. WHAT SHOPPERS ARE DOING WITH THEIR PHONES
June 2013
7%
31%
44%
45%
46%
47%
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
Lots of Things
Have you used your phone in the last month to…?
(% of Smartphone Users indicating “yes”)

22. Key Questions
WHAT SHOPPERS ARE DOING WITH THEIR PHONES
NEXT STEPS
Make emails mobile friendly
Use text for short time offers
Ensure apps fit how people shop
June 2013

23. Key Questions
WHEN TO SHIFT FROM PRINT TO DIGITAL
WHAT WE KNOW
Shoppers still prefer print
Still “early days”
It’s a high reward/high risk move
June 2013

24. WHEN TO SHIFT FROM PRINT TO DIGITAL
June 2013
69%
81%
Online ads
Newspaper ads
The Gap is Narrowing
Are These Helpful?
(% of Total Shoppers)

25. Key Questions
WHEN TO SHIFT FROM PRINT TO DIGITAL
NEXT STEPS
Find out what’s holding back digital
Promote and reward use
Change locally
June 2013

26. Keep Up with What’s Happening
You can turn to Brick Meets Click to always get clear, commercial-free
guidance on how digital is impacting the shopping experience and what
you can do to build your business.
Bill Bishop Curt Cullison
Chief Architect President/Operations
Brick Meets Click Alliance HARSHA Advertising
Bill.bishop@brickmeetsclick.com ccullison@allianceharshaadvertising.com
www.brickmeetsclick.com
June 2013

27. Click here to see the paper
June 2013