Shopper Marketing - September 2017 - 57
showed that on average, 25% of shoppers who
used the digital services WSL studied added
more to their baskets. Specifically, one-third
of consumers using click-and-collect and digital coupons reported they buy more; 39% of
subscription service users buy more; and 40%
of people using curbside pickup also visit the
physical store during the same trip.
"Satisfaction levels with these options are
80%-plus, and so is their willingness to spend,"
Norman de Greve
says Liebmann. "This is not the death of retail
SVP & Chief Marketing Officer
but rather a way to be more relevant."
And the industry is really only at the beginning of shopper adoption of some of
these tools. According to the
WSL study, while only 15%
currently use click-and-collect
and only 12% are shopping via
THURSDAY, SEPT. 28 | 9:00 - 10:00 AM
subscription services, usage is
expected to double in the near
"Digital adoption will continue to accelerate, but there will
always be the need for a physical location,"
says de Greve. Successful brands and retailers
will figure out how to mesh the digital and
physical assets in a differentiated way that
make shoppers' lives easier. "How do we help
you find the items you need now, the stuff
that's a chore, and then how do we create the
best experience for discovery?" de Greve says.
"This is going to open up opportunities that
we haven't even thought of today."
Both Liebmann and de Greve believe this is
Founder, CEO & Chief Shopper
a conversation that goes beyond shopper marketing. They encourage sales teams, customer
teams and especially brand marketers to be
part of this discussion.
How Digital Has Restructured
SEPTEMBER 2017 SHOPPER MARKETING y