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How to Leverage Multiple Sales Channels to Reach & Retain Cross-Channel Shoppers. Welcome!. May 13, 2008. Before we start. Submitting questions Submit a question at any time by using the “ask a question” module on the lower right-hand side of your console
May 13, 2008
the e-tailing group
What we do:
Product-based local search
Driving online users toin-store sales
Who we work with:
Leading manufacturers, retailers, publishers, and search engines
To better understand the mindset of consumers who research productsonline that lend themselves to purchase at a local store.
The study highlights the role of Internet information resources, the retailer channel, and web-to-store convenience options offered online—such as in-store pickup and inventory availability—in shaping consumer purchase decisions.
To the consumer, local is getting the right price for an in-stock product at a favored retailerThe ‘Local’ proposition is clear
42 percent of shoppers spend more than half of their total shopping time researching online
Shoppers multi-source: 72% look to the manufacturer’s website when researching major branded products online, while 54% seek out favored retailers
Beyond this, shopper styles affect where consumers start their research
Word-of mouth continues to play an important rolesimilarly valued by consumers
Depending upon the complexity of the product category, those surveyed invest several days or even months researching prior to making a purchase
Secondary sources include shopping comparison sites,consumer magazines online, portals/directories, and blogs
Product images (49%) and literature (48%) are expected sourcesof information that further support decision-making
When selecting a local store to make a purchaseconsumers desire a comprehensive websiteincluding convenience-centric, store-related services
For information-intensive purchases, consumers are more apt to research online and then complete their purchase at a local store
*Other includes shipping not an option, out of stock online; taking advantage of a discount offered if picked up in-store
Consumers think:“research online buy offline”
Search on Google
Buy in a physical store
Who carries this product near me?
What does it cost?
Is it in stock right now?
Search engines don’tprovide everything consumers need:
2007 online sales (est.):$1.1 billion
2007 online sales (est.):$1.5 billion
55% picked up in store
40% picked up in store
In-store pickup averages $60 more per customer ticket
In-store pickup averages $154 more per customer ticket
Source: National Retail Federation
Source: eMarketer Inc
Krillion has built a huge local shopping dataset of manufacturers, SKUs, store locations & in-stock product availability – more than 700 million data elements, and growing
Krillion Localization EngineTM
Mobile coupons will capitalize on theweb-to-store opportunity
Offers sent to consumers drivein-store purchasing
Micro-local targeting through location-aware technologies“
“Mobile phones are more likely to be used in a multichannel shopping process than to
generate m-commerce sales.”
–Gartner Group, Feb. 2008
Manufacturers: Krillion Product Locator drives revenue and directs in-store sales to dealers
Retailers: enhanced placements and integrated advertising to drive in-store sales
Publishers: Leverage Krillion’s product-based local search platform to increase audience engagement revenue opportunities