1. Consumer Trends and the
Influence of Interactive Retail
Paul Flanigan
twitter.com/paulflanigan
experiate.net

3. How Customers Shop
Influences on Purchasing
The New Retail
The Anatomy of Impact
Final Thoughts

4. How Customers Shop

5. SHOPPING IS
HARD WORK

6. Shoppers are exposed to 1.5
pieces of marketing material
every second.
Shoppers engage with a
marketing display once
every 4.3 seconds.
Source: POPAI’s MARI Project, 9/2007

7. 84% of marketing material is
ignored.
Source: POPAI’s MARI Project, 9/2007

8. The First Impression in
Four Seconds
Attract
Engage
Persuade

11. Influences on Purchasing

15. “Over half of all shoppers that spend
at least $50 in our store
pre-research that purchase online.”
Barry Judge
Chief Marketing Officer
Best Buy

17. “82% of shoppers use
their mobile phone
while in the store.”
Erin McKelvey
Senior Vice President
Millennial Media

18. Foursquare Facebook Places Gowalla

19. The New Retail

20. Digital Signage

21. Technology
Interactivity

23. Win The Last 10 Feet

24. Sales Lift
12%
Contributing Factors
The campaign, time of day, day of week, month or season,
promoted item, location of item in the venue, location of the
screen in relation to the location of the item, age of message,
customer navigation habits, customer mindsets, shopper
marketing research and insights. . .

25. The Store Path
5
6
4
3
1
2

26. The Anatomy of Impact

27. Attract

28. Engage

29. Persuade

30. The Result of
Compelling Interactive Media

31. Subject Differentiation

32. Subject Differentiation

33. Augment The Experience

34. Augment The Experience

35. Augment The Experience

36. Augment The Experience

37. Environmental Differentiation

38. Environmental Differentiation

39. Environmental Differentiation

40. Reducing Clutter

41. People Stick Around

43. The Purchase Decision

44. Multiple Points of Sale

45. Final Thoughts

46. Have a Plan
Technology is a function, not a reason
Make your store a flagship store
Understand the customer’s ROI
Make the employee the CEO

48. Links to Presentation Videos
Perrier Water: http://www.youtube.com/watch?v=a5erQGCIb68
Nanette Lepore: http://www.youtube.com/watch?v=yJCyiBmX69A
DTV Transition http://www.youtube.com/watch?v=vvCL9Ho49H0
Microsigns: www.microsigns.com
Hard Rock Cafe: http://www.youtube.com/watch?v=m3FJJMyiuNM
Aisle Buyer: http://www.youtube.com/watch?v=fLVXt6EmhFE
Hermes Tokyo: http://www.youtube.com/watch?v=5RD_Of2wD3g