Shopper Marketing - October 2016 - 145
SHOPPING IN THE FLOW
NEW RESEARCH: Retailers aren't giving tech-savvy
shoppers the shopping they really want.
WHAT'S YOUR NEXT MOVE?
People of all ages are embracing technology for
shopping, and they want more. Because what
they're really in the market for is faster, easier
and more relevant shopping.
We all know retail is changing fast due to technologyenabled shopping. But one of the less-recognized side
effects is that some of our time-honored marketing
models aren't working anymore.
For example, the traditional purchase-funnel no
longer adequately represents how people shop.
Connected technologies allow consumers to
virtually fly through Awareness, Consideration,
Conversion and Loyalty, as fast as they can click
the "buy now" button.
At TPN, we call this new reality Shopping in the
Flow™ to help convey how shopping is now a fluid
activity intermixed with the normal flow of
consumers' lives. This process is so free-flowing, it
is reorganizing the funnel itself.
Researching for solutions
To fully understand Shopping in the Flow™, we
embarked on a comprehensive, proprietary research
project. In this, Part 2, of our special insert series,
we'll present our findings, and we'll give you
recommendations on how to start taking the lead on
The big takeaway from our research: Your shoppers
want shopping to be faster, easier and more
personally relevant to their lives, and they are
supporting the technologies, retailers and brands
that make that happen. Clearly, not just any "new
technology" will do.
6 KEY LEARNINGS FOR CONNECTING
TECH WITH YOUR SHOPPERS
These important findings from our research can guide
your next move in shopper-focused tech:
The vast majority of shoppers understand and
appreciate the speed and ease technology brings to
2. O f the "near future" technologies, most shoppers are
more interested in connected TV, connected
appliances, Virtual Reality and self-service kiosks that
help them discover an expanded selection of products.
Today's consumers are excited about integrating
existing and emerging technology into their shopping
- even Artificial Intelligence and Virtual Reality! They
prefer that new technology seamlessly mesh with their
4. Shoppers need to understand the benefits of a given
technology before they will adopt it; it must
complement the way they shop, and seem exciting,
among other factors.
No single technology makes perfect sense for all
categories. Rather, specific technologies seem better
suited to address specific shopper needs and
expectations unique to each category.
6. The primary barrier to entry is availability; if shoppers
had convenient access to it, they likely would use it.
GO INSIDE TO SEE THE CRITICAL DATA.
[Shopping in the Flow™] noun
Shopping intermixed into the normal flow of the consumer's daily life,
and characterized by rapid, fluid progress through the traditional
purchase stages of Awareness, Consideration, Conversion and Loyalty.
Shopping on the shopper's terms, not the retailer's.