The Myth Of The Offline Shopper

@JohnARowleyJohnAlexanderRowley.com

THE MYTH OF THE OFFLINE SHOPPER

@JohnARowley


Hi, I’m John.

Over 10 years in digital.

Love chocolate.

Got a pet peeve...


“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”


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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PERSONA MARKETING

Who is theoffline shopper?

1


Identify ‘technophobe’ personas.

TEC

HN

OP

HO

BE TE

CH

NO

PH

ILE


Age is notthe only factorto consider.

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


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!”


MICRO-MARKETING

What is the shopper journey?

2


Understand their view of the journey.

TV Email SearchSocial Offline

£0 £0 £0£0 £100

The uninitiated’s view


£x £x £x£x £x

The initiated’s view


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


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



How can wetalk with them?

3


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


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


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



Measuring performance

4


Whymeasuring matters.

Channel investment!=

customer habits

Time spent Investment


Understand true value for each channel.


£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)


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


QUESTION

‘The extreme technophobe’

?


What about Marge?

Marge

87, Female,8x grand-daughters

Loves Thorntons

“I don’t even have an

internet connection”


What about Marge?

Marge has influencers...

...Who shop online!


WRAPPING UP

TAKEAWAY POINTS


PERSONA MARKETING

Understand customer needs.

MICRO-MARKETING

Use data to drive interactions.


Focus on customer intent.


Invest for your customers.

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The Myth Of The Offline Shopper

Marketing

Transcript of The Myth Of The Offline Shopper