INSPIRING NEW
SHOPPER BEHAVIOURS

THE CHALLENGE FOR BRANDS TODAY

THE CHALLENGE FOR BRANDS TODAY
WE ALL LOVE LOTS OF BRANDS
WE DON’T BUY

DIGITAL INNOVATION
OMNI-CHANNEL
SHOPPING &
CONVERGENCE
RETAIL AS THEATRE
BRINGING TOGETHER THE BEST OF ONLINE & INSTORE
NEVER BEEN MORE
OPPORTUNITIES

5
IN MOST CATEGORIES OVER
50% MAKE UP THEIR MINDS
WHILE SHOPPING
LONG LIVE THE STORE!

Sources:
Nielsen Media
Kantar Retail IQ
Quantcast *P2+
Top 10 Websites*
**Daily Uvs based on Quantcast Monthly UV data for top visited websites and applied estimates for duplication
Top 10 TV Channels
Top 10 Retailers
10.7M daily viewers
21M daily
unique visitors
36M daily shopper
visits
WE ALL STILL SHOP!

7
NEW PURCHASE
BEHAVIOURS...
ROPO, BORIS
& BIMBO
Research Online, Purchase Offline
Buy Online Return In-Store
Browse In-Store on Mobile, Buy
Online

8
NEW INFLUENCES...
Social, Personal
& Aspirational
Social media is driving decisions &
even tastes.
(PWC Retail – Retailing 2020 & Achieving Total Retail)
Personal and meaningful
relationships with brands is the
driving new loyalty.
Brands are expected to have a
conscience and be ‘good’.
(*2.5 billion ‘aspirational consumers’ - BBMG, GlobeScan and
SustainAbility, October 2013)

INSPIRING
POSITIVE
BEHAVIOURS
Openness to ideas
Increased shopping time
Increased basket size
Increased spending
Increased enjoyment
Increased impulse
OUR ROLE

MINIMISING
NEGATIVE
BEHAVIOURS
Increased anxiety
“Need to get out”
Less time in category
Decreased purchase beyond
urgent items

11
MAP THE SHOPPER JOURNEY…
trigger
trigger purchase

3 EVOLVING RETAIL DRIVERS
IMMEDIACY EXCLUSIVITY &
BARGAINS
SHOWROOM &
SERVICE

IMMEDIACY
Convenient solutions: time poor;
fit in with MY day, less waste;
synergy solutions. Commuter
Commerce.
Want it now: I want it get it now,
see it, want it, buy it.24/7 DELIVERY
4PM DINNER DECIDE
GET IT NOW

BE ON MY DOORSTEP
Pass My Parcel – UK
Twice daily local newsagent delivery
PERSONAL DELIVERY

FIT IN AROUND ME
Lamoda– Russia
Delivers to customers’ home and allows
15 mins to try on their choices
PERSONAL DELIVERY

TAKE CARE OF ME WHEN I
NEED YOU
Walgreens – US
Personal delivery pharmacy
app
PERSONAL DELIVERY

GIVE ME WHAT I WANT
Deliveroo - UK
Restaurant food delivery service
Hello Fresh – UK
Fresh food and recipe delivery
PERSONAL DELIVERY

KNOW WHEN I AM RUNNING OUT
Amazon Dash - UK & US
Shopping list replenishment,
ordering & deliveryMANAGE MY RESOURCES

SHOPPING MIRRORS USAGE –LESS WASTE
M&S – UK
Posh Dogs & Posh Dog Rolls
MANAGE MY RESOURCES

GIVE ME SOLUTIONS – LESS WASTE
MANAGE MY RESOURCES
BACARDI – UK
Carry Pack – Spirits & Mixer

ONLY ONE CLICK AWAY
Tesco– UK
Powatag Meal Deals Challenge
ONE CLICK AWAY

AVOID DISAPPOINTMENT
ONE CLICK AWAY
Argos - UK
Check & Reserve

TWITTER ‘BUY NOW’ – MAXIMISING IMPULSE
Burberry– UK
Buy-Now bank details stored on
system
ONE CLICK AWAY

GIVE ME THE EDITORIAL
GUIDANCE TO CHOOSE, & VISUAL
CUES TO PURCHASE
ONE CLICK AWAY
Grazia– UK
GraziaShop launched November
2014 – editorial & commerce
combined

SHOWROOM & EXPERIENCE
HELP & EXPERTISE
THE ULTIMATE SHOWROOM
SECURITY
Consultative: get help with
shopping decisions, exposure to
products, information, and
expertise, enable proficiency.
Sharing: Shoppers enjoy helping
each other by imparting the
knowledge, skill, and experience
they have developed over time to
others.
Feeling & seeing for self: tactile
environment, security it fits &
works.

HELP ME MAKE THE RIGHT DECISION
Apple – Global
Genius Bar
Philips – UK
Digital Screens In-Store
HELP ME BUY WELL

THE PERFECT WEAR FOR EVERY OCCASION
HELP ME MAKE THE RIGHT DECISION
Triumph Fantasy Mirror – Selfridges UK
Interactive Screen
HELP ME BUY WELL

HELP ME MAKE THE
BEST CHOICE
HELP ME BUY WELL
Scala – Connected store – “lift
technology” displaying relevant info;
lift multi products to compare.

THE PERFECT WEAR FOR EVERY OCCASION
HELP ME BUY WELL
Sunglass Hut – Interactive wall
changes to visualise ideal eye-wear
occasion.

LET ME EXPERIMENT
L’OREAL – Make-up genius – the 1st
virtual make up App.HELP ME BUY WELL

MAKE ME FEEL SECURE IT’S RIGHT
NIKE – running gait analysis (UK).HELP ME BUY WELL

CELEBRATE COLLECTIVE PASSIONS
SWEATSHOP – running club; running
events. (UK).CONNECTED COMMUNITY

FEEL THE
DIFFERENCE
M&S – bedding comparison zone. (UK).
TOUCH & FEEL RETAIL

COMPARE THE DIFFERENCE
LULULEMON – legging side by side (UK)
TOUCH & FEEL RETAIL

SHOW ME THE BENEFIT
LIFEBUOY – handle on hygiene (Middle
East)TOUCH & FEEL RETAIL

EXCLUSIVITY & BARGAINS
CURATED WORLD
BRAND TEMPLE
EXCLUSIVE OFFERS
Escapism: transportation,
dreaming, inspiration, immersion
Social Shopping: shopping
curated by your friends; Self
creation: aspirational, lifestyle in a
box
Bargains: limited edition,
exclusives, personalised promotion

THE MODERN
FLAGSHIP STORE
ALFRED DUNHILL – flagship store –
Bourdon House. 3 floors of understated
indulgence, charm, and great taste.
BRAND HOMAGE

LIVING SHOWROOMS
IKEA / AIRBNB – Sydney sleepover – “A
sleepover at IKEA” for $12.
ALFRED DUNHILL – flagship store –
Bourdon House. 3 floors of understated
indulgence, charm, and great taste.
BRAND HOMAGE

ESCAPISM & PURITY
DYLAN’S CANDY BAR – boutique chain of
stand-alone Candy, modern day Willy
Wonka.
BRAND HOMAGE

SENSORIAL LEARNING
EXPERIENCE
T2 – boutique chain of T2 stores.
Combining loose teas and beets.
BRAND HOMAGE

SHOPPING ON SOCIAL MEDIA
PINTREST – blue Buy It, next to Red Pin It.SOCIAL SHOPPING

100% SHOPPABLE
NET-SET – shop any item directly from the app, join
style tribes, upload your own style and image
recognition will find similar styles for you to shop.
SOCIAL SHOPPING

CURATED LIFE
WHITE COMPANY – new Norwich flagship,
styled as “perfect world” apartment.
CURATED WORLD

SHOP WHAT YOU SEE
TARGET– use your phone to shop what you
see.
CURATED WORLD

GET THE WHOLE
LOOK AT SHELF
TARGET– use your phone to shop the
complete solution.
CURATED WORLD

SHOW ME WHERE TO GO
– TRAFFORD CENTRE
TRAFFORD CENTRE - beacon technology
navigates you to best offers instore,
promotions linked to person, traffic.
PERSONAL NAVIGATOR

PERSONALISED PROMOTIONS, DISCOUNTS

3 EVOLVING RETAIL DRIVERS
IMMEDIACY EXCLUSIVITY &
BARGAINS
SHOWROOM &
SERVICE

3 EVOLVING RETAIL NEEDS
IMMEDIACY EXCLUSIVITY &
BARGAINS
SHOWROOM &
SERVICE
• PERSONAL DELIVERY
• MANAGE MY RESOURCES
• ONE CLICK AWAY
• BRAND HOMAGE
• CURATED WORLD
• SOCIAL SHOPPING
• PERSONAL
NAVIGATOR /OFFERS
• HELP ME BUY WELL
• COMMUNITY
CONNECTION
• TOUCH & FEEL RETAIL

THANK YOU
sarah.todd@geometry.com