1. THE EVOLUTION OF SHOPPING
February 2012
PREPARED BY:
Architect Partners
Dr. Phil Hendrix (IMMR)
Special Thanks to Deepak Ravichandran

2. TABLE OF CONTENTS
SHOPPING IS EVOLVING .............................................................................................................................................. 3
FRAMEWORK FOR UNDERSTANDING INNOVATION ................................................... 10
INNOVATORS ................................................................................................................................................................................... 13
2

3. SHOPPING IS EVOLVING
3

4. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
MOBILE DEVICES ARE BECOMING INTEGRAL TO SHOPPING ...
ONLINE
IN - STORE MOBILE
4

5. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
... COMPLEMENTING BOTH IN-STORE AND ONLINE.
IN -STORE ONLINE
BRANDS
MOBILE MOBILE
Rewards Zone Store
5

6. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ALSO, LOCATION AWARENESS IS NOW A GIVEN ...
6

7. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
... AND SOCIAL SIGNALS BRING NEW INSIGHTS.
WORD-OF-MOUTH TURBOCHARGED
CAN CONVEY PURCHASE INTENT
DEMONSTRATES INTERESTS AND DESIRES
PROVIDES REAL-TIME CUSTOMER FEEDBACK
7

8. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
WHY SHOULD RETAILERS & BRANDS CARE?
INCREASE TRAFFIC Get customers shopping, in your store
INCREASE CONVERSION Get customers to buy now
INCREASE TRANSACTION SIZE Get customers to buy more
IMPROVE SATISFACTION Get customers to repeat
ONLINE
STORE MOBILE
8

9. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
KEY THEMES DRIVING INNOVATION
SHOPPING AS AN INTEGRATED Integrating in-store, on-line and mobile
EXPERIENCE shopping increasingly essential.
PERSONALIZED MARKETING Marketing messages are everywhere and
increasingly personalized.
EASIER OPTION DISCOVERY Customers embracing powerful mobile
AND PRE-PURCHASE RESEARCH shopping tools, resources and information.
Happening both outside and inside stores.
HARVESTING DATA AND Collecting data and converting into actionable
TRANSLATE INTO INSIGHTS insights and actions, increasingly real-time.
Mobile, location and social bring new,
extremely valuable datasets.
9

10. FRAMEWORK TO UNDERSTAND
INNOVATION
10

11. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
THE FUNDAMENTALS OF SHOPPING STILL STAND ...
ATTRACT
CUSTOMER
ENCOURAGE HELP THEM
REPEAT LEARN
ENCOURAGE & CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS
HELP SUGGEST
THEM ADDITIONAL
PAY PURCHASES
11

12. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
SO, LET’S USE THIS FRAMEWORK FOR CONTEXT
ATTRACT
CUSTOMER
ENCOURAGE HELP THEM
REPEAT LEARN
ENCOURAGE & CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS
HELP SUGGEST
THEM ADDITIONAL
PAY PURCHASES
12

13. INNOVATORS
13

14. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
ADVERTISING ENCOURAGE PROMOTION
HELP THEM
Location Specialist REPEAT Coupons LEARN
Search + SEM Deals
ENCOURAGE & CONVERT TO
Display & MANAGE SOCIAL Flash Sales PURCHASER
In-Application SIGNALS
CREATE SOCIAL
SIGNALS
HELP SUGGEST
THEM ADDITIONAL
Social PAY PURCHASES
Video
MARKETING
SMS / Text MANAGEMENT
Email E-/MOBILE
COMMERCE
14 PLATFORM

15. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
REVIEWS
ENCOURAGE HELP THEM
REPEAT LEARN
PRICE AND
AVAILABILITY ENCOURAGE & IN-STORE CONVERT TO
MANAGE SOCIAL NAVIGATION PURCHASER
SIGNALS
ONLINE
MERCHANDISING /
AUGMENTED HELP PERSONALIZATION
SUGGEST
REALITY THEM ADDITIONAL
PAY PURCHASES
IN-STORE
ASSISTED SELLING
15

16. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
CONVERSION ENCOURAGE HELP THEM
MANAGEMENT REPEAT LEARN
DISTRIBUTED ENCOURAGE & CONVERT TO
STORE PLATFORM MANAGE SOCIAL PURCHASER
SIGNALS
AD RETARGETING
HELP SUGGEST
THEM ADDITIONAL
PAY PURCHASES
16

17. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
UPSELL / CROSS-SELL
RECOMMENDATIONS ENCOURAGE HELP THEM
REPEAT LEARN
IN-STORE
ASSISTED SELLING ENCOURAGE & CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS
AD RETARGETING
HELP SUGGEST
THEM ADDITIONAL
PAY PURCHASES
17

18. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
MOBILE WALLET
ENCOURAGE HELP THEM
REPEAT LEARN
CARRIER BILLING
VIRTUAL
ENCOURAGE & CURRENCY CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS
PAYMENT
INFRASTRUCTURE
HELP SUGGEST
THEM ADDITIONAL
PAY PURCHASES
18

19. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
SOCIAL
ENCOURAGE NETWORKS
HELP THEM
REPEAT LEARN
SHARE
PURCHASES
REVIEW
ENCOURAGE & CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS
SOCIAL NETWORK
ENGAGEMENT &
HELPMONITORING SUGGEST
THEM ADDITIONAL
PAY PURCHASES
SOCIAL REFERRAL
PLATFORM
19

20. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
ENCOURAGE HELP THEM
REPEAT LEARN
LOYALTY &
REWARDS
ENCOURAGE & CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS CLIENTING
SOFTWARE
HELPCUSTOMER SUGGEST
THEMSUPPORT ADDITIONAL
PAY PURCHASES
BRANDED Numerous Service Providers
APPLICATIONS
20

21. SHOPPING IS FRAMEWORK TO
EVOLVING UNDERSTAND INNOVATION INNOVATORS
ATTRACT
CUSTOMER
ESTABLISHED VENDORS SPECIALISTS
ENCOURAGE HELP THEM
REPEAT LEARN
ENCOURAGE & CONVERT TO
MANAGE SOCIAL PURCHASER
SIGNALS
HELP SUGGEST
THEM ADDITIONAL
PAY PURCHASES
21