Shopper Marketing - October 2016 - 148
SHOPPING IN THE FLOW SPECIAL REPORT PART 2 ™ TECH-ENABLED SHOPPING IS A REAL REVOLUTION. YOU HAVE TO STAY AHEAD TO WIN. Our research shows that retailers and brands need to take a hard look at how they are integrating technology into the shopping experience, and start making smart investments to make sure they're staying in tune with their customers' expectations and lifestyles. Shoppers are letting retailers and brands know that with each passing day they have less patience for engaging in "traditional retail." Truly, one of the most important implications of our research is that people are using technology to decrease the time and energy they feel are wasted on inefficient shopping. But technology can do more than simply remove the chore-like aspects of shopping; technology has the opportunity to make shopping more fun and exciting than ever before. That's why people are spending so much of their free time on digital shopping sites, browsing, exploring, curating, imagining and playing - all from the comfort of their armchair at home, seat on the train, or even chaise lounge at the beach. At TPN, we believe that the most important insight to take away from our research is that shoppers have their own lives and want shopping to fit into the flow of life, not the other way around. For retailers and brands understanding this can be the key to cracking the code to highly engaging shopping experiences. having a device in your home that you can simply talk to when you want to buy virtually anything, and having that something delivered directly to your home. Where, exactly, should brands and retailers place their POP? Or, consider a web-connected refrigerator that can automatically order more milk, butter and other basic items without an interaction. How will marketers deliver "traditional" in-store messages like "try our new variety" or "stock up now?" While some may look at all this change and see only peril, we at TPN prefer a more optimistic view: Technology now gives us a brand new world of neverbefore-available opportunities to engage our customers, drive sales and build lasting relationships - on their terms. The real question then is, how focused is your organization on taking advantage of these opportunities? Take the lead on tech Look for Part Three of Shopping in the Flow™ in the November issue of Shopper Marketing magazine. In our final installment, we'll present a detailed picture of the future shopping landscape, and our best advice for getting ahead of the trend, and the crowd. In Part 3 of this series in November's Shopper Marketing magazine, we'll offer our predictions of where all this change could lead us in the next 5 to 10 years. What we envision is a completely new purchasing model, one that casts human beings as the literal point of sale, with the traditional states of shopping (Awareness, Consideration, etc.) and all our marketing and advertising efforts swirling seamlessly around them. Because that's how different shopping already is! RESEARCH METHODOLOGY TERM DEFINITIONS A peek into the future 1. Sample = 3,975 respondents 2. Research Participants a. Millennial (age 18-35) 33% b. Gen X (age 36-51) 33% c. Boomer (age 52+) 33% 3. Gender Breakdown (50/50%) 4. HHI - Approximately $56,300 median Consider for a moment, all the retail implications of 4 TPN SPECIAL REPORT PART 2 www.tpnretail.com