@JohnARowleyJohnAlexanderRowley.com

THE MYTH OF THE OFFLINE SHOPPER

@JohnARowley

@JohnARowleyJohnAlexanderRowley.com

Hi, I’m John.

Over 10 years in digital.

Love chocolate.

Got a pet peeve...

@JohnARowleyJohnAlexanderRowley.com

“We are an offline business”

“Our customer don’t read blogs or emails”

“90% of our revenue is offline”

“I don’t really shop online”

@JohnARowleyJohnAlexanderRowley.com

PERSONA MARKETING

Who is the offline shopper?

MICRO-MARKETING

What is their shopper journey?

SEAMLESS EXPERIENCES

How can wetalk to them?

ATTRIBUTION MODELLING

Measuring performance

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@JohnARowleyJohnAlexanderRowley.com

PERSONA MARKETING

Who is theoffline shopper?

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@JohnARowleyJohnAlexanderRowley.com

Identify ‘technophobe’ personas.

TEC

HN

OP

HO

BE TE

CH

NO

PH

ILE

@JohnARowleyJohnAlexanderRowley.com

Age is notthe only factorto consider.

Baby boomers fastest growing group on Facebook in 2016...

@JohnARowleyJohnAlexanderRowley.com

Understand their reasons for offline.

Hannah

35, Female,2x daughters

Buys cocktail dresses

Tina

65, Female, Retired sketch artist

Buys confectionary

Pete

44, Male, Taxi driver, Highly political

Buys car parts

“I need to try things on

before I buy”

“I’m confused by

modern technology”

“I’m not giving my

personal data away!”

@JohnARowleyJohnAlexanderRowley.com

MICRO-MARKETING

What is the shopper journey?

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@JohnARowleyJohnAlexanderRowley.com

Understand their view of the journey.

TV Email SearchSocial Offline

£0 £0 £0£0 £100

The uninitiated’s view

TV Email SearchSocial Offline

£x £x £x£x £x

The initiated’s view

@JohnARowleyJohnAlexanderRowley.com

Introducing micro-moments.

“Mobile has fractured the consumer journeyinto hundreds of real-time, intent-driven micro-moments.

Each one is a critical opportunity for brands to shape our decisions and preferences.”

▸ The big G

@JohnARowleyJohnAlexanderRowley.com

Create a micro-moment strategy.

MAKE A MAP.Identify moments you want to / need to win.

E.g. Searching for ‘formal dresses’

DEFINE NEEDS.What would make the moment easier / faster?

E.g. Simpler landing pages

PERSONALISE.Create personalised customer experiences.

E.g. ‘Secure checkout’ ad copy

BE SEAMLESS.Ensure you’re there, quick & useful.

E.g. Red carpet dresses guide

@JohnARowleyJohnAlexanderRowley.com

SEAMLESS EXPERIENCES

How can wetalk with them?

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@JohnARowleyJohnAlexanderRowley.com

People research online (Webrooming).

87%of customers research online

before visiting a store

-57%Decline in store

footfallover last 5 years

3xIncrease in average in-

store transactions

@JohnARowleyJohnAlexanderRowley.com

Create a multi-channel strategy.

Owned media (Content)

Earned media (Digital PR)

Paid media (PPC)

Affiliate partnerships

Email & CRM

Social Media

Direct Mail

Digital innovation

TEST & LEARN

CUSTOMER

INSIGHTS { }MULTI-CHANNEL

MEDIA

ASSETS

BRAND

STORIES

SEAMLESS

EXPERIENCE

SALES AND

LOYALTY

SURPRISE &

DELIGHT

@JohnARowleyJohnAlexanderRowley.com

Understand shopper intent.

AWARENESS

Direct mail

Digital PR

Paid social

CONSIDERATION

Owned content

Video ads

Peer reviews

PURCHASE

Paid media

Affiliate marketing

Point-of-sale

RETENTION

Email marketing

Owned content

Paid social

SEAMLESS CUSTOMER EXPERIENCE

CUSTOMER INSIGHTS

@JohnARowleyJohnAlexanderRowley.com

ATTRIBUTION MODELLING

Measuring performance

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@JohnARowleyJohnAlexanderRowley.com

Whymeasuring matters.

Channel investment!=

customer habits

Time spent Investment

@JohnARowleyJohnAlexanderRowley.com

Understand true value for each channel.

TV Email SearchSocial Offline

£0 £0 £0£0 £100

£100 £0 £0£0 £0

£5 £10 £20£15 £50

£35 £10 £10£10 £35

First-click

Time decay

Position based

The initiated’s view (Last-click attribution)

@JohnARowleyJohnAlexanderRowley.com

Use a model that works for your business.

£5 £10 £20£15 £50

£35 £10 £10£10 £35

Time decay

Position based

£35 £5 £15£10 £35

Time decay + Position based

@JohnARowleyJohnAlexanderRowley.com

QUESTION

‘The extreme technophobe’

?

@JohnARowleyJohnAlexanderRowley.com

What about Marge?

Marge

87, Female,8x grand-daughters

Loves Thorntons

“I don’t even have an

internet connection”

@JohnARowleyJohnAlexanderRowley.com

What about Marge?

Marge has influencers...

...Who shop online!

@JohnARowleyJohnAlexanderRowley.com

WRAPPING UP

TAKEAWAY POINTS

@JohnARowleyJohnAlexanderRowley.com

PERSONA MARKETING

Understand customer needs.

MICRO-MARKETING

Use data to drive interactions.

SEAMLESS EXPERIENCES

Focus on customer intent.

ATTRIBUTION MODELLING

Invest for your customers.

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