Shopper Marketing - September 2016 - 199


nience channel solutions
"We see the shopper evolving to
at MillerCoors. "The key
for us is to tap into the
the point where e-commerce
shoppers needs for a spebecomes a critical part of a
cific occasion, whether
it's by offering a specific
convenience solution."
product or package size,
Daniel Warhaftig, senior marketing manager for
or through a targeted mesconvenience channel solutions, MillerCoors
sage for that occasion. If
we're not already on their
nity for marketers to create a better shopping experishopping list, then how do we increase basket size and
ence that delivers the kind of serendipitous moments
get on the list?"
that customers expect.
In the following sections, we examine five major conclusions of the study:
1. Shoppers do not recognize their unplanned purchases A DIFFERENT KIND OF IMPULSE
as impulsive when shopping online to the degree that One of the study's most striking findings was an apthey do in brick-and-mortar stores. There's a different parent disconnect among shoppers when it came to
acknowledging their impulse purchases online. In the
kind of "impulse" at work.
2. In general, the reasons for conducting grocery shop- survey, respondents were far more likely to report makping online are consistent with what we know about ing unplanned purchases in stores than while shopping
overall online shopping behavior - i.e., they are large- online. (See chart below). During the virtual shopalong
phase, however, the following sentiment was often rely about efficiency and convenience.
3. The needs and objectives of online grocery shoppers peated in one form or another: "I never impulsively buy
do change, however, depending on the shopping con- things [online]. I always have a mental list, but sometext. What may be considered a benefit to some (e.g. times I'll get something that wasn't planned because it
saving time) is perceived as a hindrance to others (a was on special."
On the surface, those comments contained an inhersea of endless options).
4. Certain types of triggers and influences are likely to ent contradiction - one that was clarified by comparing
result in more impulse purchases online. The effects of the two sets of data. "After repeatedly witnessing this
social proof, for example, can be seen in a widely posi- disconnect in the video logs, it became clear that the
statistical results were likely more reflective of a differtive response to peer recommendations and reviews.
5. Brands and retailers have yet to fully understand or ing definition of 'impulsive,' or simply that having an
embrace many of these triggers. There is an opportu- impulse online doesn't feel as impulsive to shoppers,"

Q: "On average, how often would you say you make an unexpected
purchase in-store vs. online when shopping?"
30

IN A STORE
ONLINE
22.5

15

7.5

0

Never

Almost Never

Sometimes

Once in a While

Every Time

Almost Every Time

Always

Source: Integer's Unplanned Purchases in Online Grocery Shopping Study

3



Table of Contents for the Digital Edition of Shopper Marketing - September 2016

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
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Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
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Shopper Marketing - September 2016 - 55
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Shopper Marketing - September 2016 - 79
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Shopper Marketing - September 2016 - 89
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Shopper Marketing - September 2016 - 109
Shopper Marketing - September 2016 - 110
Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
Shopper Marketing - September 2016 - 142
Shopper Marketing - September 2016 - 143
Shopper Marketing - September 2016 - 144
Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
Shopper Marketing - September 2016 - 147
Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
Shopper Marketing - September 2016 - 153
Shopper Marketing - September 2016 - 154
Shopper Marketing - September 2016 - 155
Shopper Marketing - September 2016 - 156
Shopper Marketing - September 2016 - 157
Shopper Marketing - September 2016 - 158
Shopper Marketing - September 2016 - 159
Shopper Marketing - September 2016 - 160
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Shopper Marketing - September 2016 - 163
Shopper Marketing - September 2016 - 164
Shopper Marketing - September 2016 - 165
Shopper Marketing - September 2016 - 166
Shopper Marketing - September 2016 - 167
Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
Shopper Marketing - September 2016 - 171
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Shopper Marketing - September 2016 - 208
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