Shopper Marketing - June 2017 - 148

Course Correct
Brand marketers are well-equipped to influence shoppers through e-commerce, but they
have to ensure strategies accurately reflect the integrated nature of today's omnichannel
environment. They can - and should - help retailers drive more engagement and better
shopping experiences online. To do this, brands must have a compelling presence at
strategic points along the path to purchase.
Path-to-purchase points include:
Search
Social media interactions
Specific digital domains
Search patterns are often misunderstood. Google accounts for 40.7 percent of U.S. digital
ad revenues, representing $5.2 billion, according to eMarketer. U.S. digital ad spending is
increasing at a high rate, but are dollars being appropriately allocated? While Google earns
huge share, retail sites get the lion's share of product searches. Thus, another critical element
to collaborative e-commerce relationships is CPG-retailer partnerships to build a bold presence on retail sites, attract ad spend and execute search engine optimization.
To win, retailers must give CPGs the opportunity to build a brand experience on their e-tail
site, then engage the brand's qualified audience with digital media and make a strong call to
action to inspire shoppers to click through to see the brand presence on the retailer site.

Cast a Broad Net
E-commerce strategies built around the digital path-to-purchase should have a basis in
360-degree consumer insights in order to dive deep into shopper motivation and purchase
drivers. Consumer and market insights will identify key factors that serve as a strategy
foundation, identifying who makes purchases online and when and why they make those
purchases.

eShopperLink Segment Sizes
E-Shopping
Enthusiasts
E-Commerce
Avoiders

E-Grocery
Resistors

10

%

26%
Variety
Seekers

8%

17%

Review
Seekers
Selective
E-Shoppers

28

%

38

Median Age

49%

Presence of Kids

8%

Race

$63k

Median Income

16%

Household Size

15%

Ethnicity

Tend to be younger

More likely to have kids
than all other e-Commerce
segments

Nearly 1 in 10 are Asian -
notably higher than
e-Commerce users overall

20% earn more than
$100k/year (highest across all
e-Commerce segments)

Highest proportion of
5+ member households

Largest concentration of
Hispanics resides in this
segment

Source: IRI eShopperLink Segmentation

CPG marketing undoubtedly has changed and will do so even more dramatically as
shoppers move online more frequently. E-commerce is a marketing funnel. The digital
marketplace has turned the tables:
4

E-COMMERCE OPPORTUNITIES



Table of Contents for the Digital Edition of Shopper Marketing - June 2017

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
Shopper Marketing - June 2017 - 8
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