Shopper Marketing - October 2016 - 148
SHOPPING IN THE FLOW
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
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
Because that's how different shopping already is!
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
TPN SPECIAL REPORT PART 2