
27 Mar Shopper Engagement: Progressive Transition
Insight
The progressive transition
The continuous evolution of the retail space has made the shopper harder to identify and target. Brick and mortar establishments aren’t disappearing, but the traditional shopping experience is advancing. The appealing convenience of e-commerce is influencing customer decisions and expectations, meaning marketers are being challenged to merge the digital and the physical into a seamless, personalised experience.
Presence is fundamental. Time and place are critical. Knowing your shopper and how to engage them along their shopper journey needs to be understood and defined.
The new kids on the block
How to define the shopper in a merged retail and e-commerce space? Rakuten Marketing have assisted by identifying four modern profiles dominant among Millennials.
Shopper Influences
Shopping has become an ambient activity that is executed everywhere and at anytime. No matter the profile there are still key influencers taking effect although the delivery may differ.
Brands have to be visible when consumers are ready to interact. Brands must work with the retailers to build an ecosystem of presence. Brands need to organise themselves around consumption and the lives of consumers, therefore defining the inter-dependency between the digital and physical. This can be achieved by Defining the Zero moment of truth.
Stimulus
Zero Moment of Truth
Defined as the moment of decision making influenced by online research, social media and recommendations. The Zero Moment of Truth is found in-between the initial exposer and actual purchase of a product or service.
1st Moment of Truth
2nd Moment of Truth