Your consumers are everywhere. And, at any moment, they’re using digital to try and engage with your brand throughout their path to purchase—in and out-of-store. Here’s the impact: • Since 2009, ecommerce sales have grown at almost 3x the speed of traditional retail (U.S. Census Bureau). • Last year, digital influenced around 39% ($1.7 trillion) of all in-store sales, up almost 20% from just a few years ago (Deloitte). So, how can you capture consumers everywhere with digital? Download to learn 4 strategies to optimize digital throughout the path to purchase.

1. Optimizing Digital
Throughout the Path to Purchase
4-Step Success Strategy

2. © 2015 InReality. All Rights Reserved.
Rapid consumer adoption of digital technologies and online channels has evolved the traditional
path to purchase to the point of no return. Now consumers control when, where and how they
research, purchase and receive products, leaving brands and retailers struggling to connect the
dots between the online, mobile and physical worlds.

3. Digital influenced
around 39% ($1.7T)
of all in-store sales, up
almost 20% from just
a few years ago.
© 2015 InReality. All Rights Reserved.
Consider this:
Digital is Changing
the Rules…
This Leaves Us With Some
Eye-Opening Realities:
++ Obviously, physical retail is still very important
++ But, traditional in-store marketing alone will no
longer be enough
++ It’s now all about the consumer—getting what
they need, when they need it
++ Digital is now a big part of that, throughout the
path to purchase—in and out-of-store
Let’s take a look at how some brands and
retailers are already adapting...
94% of all U.S. retail
sales were still made
in physical stores
last year.
Ecommerce sales have
grown at almost 3x the
speed of traditional retail,
since 2009.
Source: U.S. Census Bureau
But...
Source: U.S. Census Bureau
Source: Deloitte

4. In the last decade, some brands and retailers have
rocked the industry by bringing digital in store to
support the consumer’s path to purchase.
Marc Jacobs - Popup “tweet shop”
Achieved peak volumes of organic reach and unchartered
buzz volumes
Hillshire Brands - Precision-marketing with in-store beacons
Purchase intent increased by 20x
Sephora - Virtual beauty makeover and augmented reality app
Experienced 8% revenue increase in 2014
Other interesting digital integrations to watch...
John Lewis - Miniature 3-D printed preview of customized sofa
Neiman Marcus - Dressing room “memory mirror”
Vanquish - Virtual mannequins
Alexander McQueen - Lookbook interactive touchscreen tables
Adidas - RFID changing room, security, jukebox storefront
Made.com - Augmented reality wall projections with NFC tags
BAGBOOKST - SHIRTSBOOKSBOOKS
BOOKSBAGT - SHIRTS
View Product Details
Deal Of The Day
THE SHOPPE
These brands didn’t replace
brick-and-mortar shopping...
++ They worked the digital revolution to
their advantage.
++ Driven by consumers’ insatiable appetite
for technology,
++ They fused physical shopping experiences
with phenomenal digital experiences and
shook up their retail categories.
++ This is the future of retail.
So, let’s look at how you can optimize digital
both online and in store...
Digital Isn’t
Online Only…

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So What Now?
Start your digital retail strategy by asking 4 key questions:
What’s the role
of digital in my
consumers’ path
to purchase?
How does
digital play in a
“MeCommerce”
kind of world?
Am I meeting
consumers’
mobile
expectations?
How do I know
what’s working
and what’s not?
Let’s take a closer look at these questions…

6. BUY NOW
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What’s the role of digital in my
consumers’ path to purchase?
Know exactly how, when, where and why
consumers interact with your brand AND
your competition:
++ How and when they research
(on PCs, mobile devices or in store)?
++ How their devices interact with your
brand, including the apps they use/want
social media?
++ What influences their “Zero Moments of Truth”
—where buying decisions are made?
++ When digital has the greatest impact,
and why?
++ Where are the gaps or pain points in the
customer experience?
++ Where digital could most influence purchases,
and why?
Also Check Out: “How Mobile Research Ensures You Understand
Your Customers’ Path to Purchase”
“Path to Purchase”, “Customer
Journey Mapping”... Regardless of
what you call it, Understand it:
Online Offline

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Do:
++ Start with mobile research to get insights
directly from the consumer while they are
in the moment
++ Take risks; offer consumers something
unique and innovative
++ Be strategic; target specifically who you want
to go after, when and with what message
++ Resist the urge to push the sale too early
in the path to purchase
++ Keep customer experience above all else
++ Integrate the full experience across both
in-store and online channels
++ Test, measure, improve, repeat, constantly
Dont’s:
–– Get wrapped up in technology for the
‘wow-factor’
–– Invest in low-value apps, spam, technology
that might frustrate rather than enhance
the experience, etc.
–– Assume the technology will work without a
strategy and consumer research to support it
Some Digital
Dos Don’ts…
Digital isn’t always the right solution.
“Digital for digital’s sake” can result in
poor ROI and brand negativity.
What’s the role of digital in my
consumers’ path to purchase?

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Key Takeaway
“Digital for digital’s sake” can backfire, especially in store. Mobile research of consumers
and their path to purchase is the key to really understanding what consumers are doing, so
you can determine the best role for supporting the consumer with digital, and ultimately in
influencing the sale.
What’s the role of digital in my
consumers’ path to purchase?

9. © 2015 InReality. All Rights Reserved.
MeCommerce puts consumers uniquely
in charge of their “me-first” quest for
products and services.
++ Not too long ago, brick-and-mortar stores
were the only way to shop.
++ Consumers were at the mercy of store hours,
inventory and selection, and the store was
almost exclusively focused on “the sale.”
++ Now digital has put the consumer in
charge—with the ability to browse and buy
wherever and whenever they please.
++ For you this means it’s no longer just about
“the sale”—it’s about the journey that
got the customer there.
++ Smart uses of digital can enhance this
experience and maximize ROI:
Last year digital influenced $1.7T of
in-store sales compared to just $0.33T a
few years ago.
Source: Deloitte
MeCommerce
(më-ka-mers): noun.
1. A consumer’s “me-first” view
of shopping
2. Highly relevant and
individualized experiences
3. The ability to shop interactively
with powerful digital devices as
desired
How does digital play in a
“MeCommerce” kind of world?

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Creating a
MeCommerce
Experience
By focusing on 3 things, you can create
“me-first” experiences that steer the
path to purchase in your favor...
Proximity. Know the location of customers.
++ Doing research at the front of the store?
++ Needing directions?
++ In the aisle seeking product info?
Location-based technologies such as beacons/BLE
and mobile apps can be used to identify a customer’s
location and increase conversion opportunities.
More: “Proximity Marketing 101: The 3 Must-Haves”
Context. Know what customers are doing, and align
the experience with their desires. This could mean
using technologies such as sensors, interactive
tablets or digital POP displays to trigger relevant
content related to a product/brand they may be
interacting with or to help alert a store assistant for
more help.
Behavior. It’s not just the name that’s important.
What really matters is understanding the consumer’s
behavior so you can better predict and cater to their
needs. Digital elements that incorporate messaging
based on who the consumer is—new/returning, likes/
dislikes, demographics and purchase history—drive
purchasing conversions and upselling.
How does digital play in a
“MeCommerce” kind of world?

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Key Takeaway
Digital has changed the game. It’s now all about MeCommerce and creating hyper-
relevant experiences. Winners will be those who learn to adapt more dynamic marketing
techniques to meet consumers, when, where and how they want.
How does digital play in a
“MeCommerce” kind of world?

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Am I supporting consumer
use of mobile effectively?
Fact: Consumers are expected to spend
More: “The 2015 Reality of Retail Research Report”
via mcommerce this year
$34 BILLION
75% of consumers are now using mobile
while shopping in store, with:
++ 61% getting price comparisons
++ 46% finding product information
++ 43% accessing social media product
++ 33% actually purchasing in store
of Smartphone
Users Have their
Phones with them
22 Hours a Day
Source: IDC
Research
Source: Forrester Research

13. Am I supporting consumer
use of mobile effectively?
© 2015 InReality. All Rights Reserved.
3 Principles
of a Good
Mobile Strategy
Focus on value
A good mobile strategy isn’t just about giving
consumers the ability to make purchases and
pull up savings on the go. Most consumers don’t
even purchase on mobile. It’s about influencing
consumers at the critcial (often mobile) moments
that matter most in their decisions, by offering
them value relevant to what they’re trying to
do—whether it’s helping to find detailed product
information, a nearby store, reviews, price
comparisons, store inventory, etc.
Be everywhere with consumers
The reality is 70% of consumers are now
becoming aware of products through means
outside of brand/retailer advertising. To influence
them, you have to understand how they’re using
mobile and be everywhere with them. Consumers
are using their mobile devices in store and out-
of-store for different reasons. Have you crafted a
mobile experience specific to these two situations?
Source: Deloitte
Use in-store content marketing
Fact: 85% of consumers would be more likely to
shop in stores that offer personalized offers. Some
brands and retailers have already taken advantage
of this with beacons and experienced a 20%
conversion rate. Have you?
Sources: Google, Media Post

14. Am I supporting consumer
use of mobile effectively?
© 2015 InReality. All Rights Reserved.
Key Takeaway
Mobile will be a critical component to brick-and-mortar survival moving forward.
As the impact of advertising continues to lose its ability to affect consumer
behavior, the key is to ensure that you are using mobile to bring value to consumers
everywhere, especially—in and out-of-store.

15. 60%
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The benefit of digital done well:
Better data
consumer
intelligence
It’s time for standard retail performance
metrics to change.
In the past, it was not uncommon to see a brand/
retailer compare in-store sales against online sales.
Moving forward, retailers and brands need to stop
focusing exclusively on where consumers purchase,
and instead focus on the bigger picture: the journey
that got consumers there.
Consider this:
Consumer digital behaviors have shattered the path
to purchase into some 800+ customer journey
options and counting.
Source: Cisco
It’s therefore time to start looking at total sales across
all channels, and understand the role that each touch
point plays in moving a shopper along their path to
purchase—online and offline.
How will I know what’s
working, what’s not?

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Traffic Flow. Pair technologies like Bluetooth Low
Energy (BLE) beacons with the consumer’s mobile
device to sense and ID them—demographics and
purchase history—when entering the store. And,
footpath-mapping or smart cart technologies will allow
in-depth awareness of how consumers move through
the store, the most visited areas, and length of the visit.
Conversion Rates. Where we have digital elements in
retail, like displays, we can use analytics to dig deeper.
We can understand what the customer did when they
engaged with your brand and when you ultimately
lost them. And, by tying in-store data with actual POS
data and supplementing the findings with consumer
research, we can fill in the gaps. For example, what
influenced purchases the most and why they made
certain decisions or chose another brand over yours.
Here we can also use a content management system
to remotely update and A/B test content, so you can
pinpoint what gets consumer attention.
Referral Source. This is typically done via consumer
research, given the difficulty of tracking consumers
before entering a store. However, as consumers
become more comfortable sharing information about
their daily lives, it’s conceivable that soon we will be
able to follow them pre-, during and post store visit
via their mobile devices. This allows you to understand
which initiatives resonate with consumers and gets
them into the store.
More: “4 Metrics to Bring Online Measurement In Store”
Measuring the
Entire Path to
Purchase…
For years measuring store performance
outside of just sales has been a struggle.
But, now thanks to a landscape of digital
technologies, we can bring the intelligence
of online into the store.
How will I know what’s
working, what’s not?

17. How will I know what’s
working, what’s not?
© 2015 InReality. All Rights Reserved.
Key Takeaway
Digital brings opportunity for continuous improvement and competitive advantage.
You now have unprecedented tools to measure, test and support other metrics-based
decisions to fine-tune customer experiences and drive sales.

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In Conclusion…
Digital isn’t only impacting ecommerce. It’s impacting the entire path to purchase.
And, given that 94% of all U.S. retail sales are still in physical stores, the strategy is NOT to choose
between ecommerce and brick-and-mortar—but rather, rethink the challenges of digital growth
and how it can work to your advantage. For some brands and retailers, digital will disrupt business.
Others will realize that digital dictates hybrid thinking, and they be rewarded with:
Use digital as an opportunity to create hyper-relevant customer experiences. And take off!
Game-changing customer
experiences that drive results.
The ability to personalize every
step of the customer’s journey.
Positive influence over the path
to purchase and the final sale.

19. 3 Strategies To
Captialize on
Retail Disruption
The 2015 Reality of
Retail Report
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Meet InReality
InReality optimizes how consumers experience brands and retailers. We turn consumer insights
into innovative in-store solutions for the reality of 21st century retail. For 20 years, we’ve helped
clients like The Coca-Cola Company, Tempur Sealy, Kodak and The Home Depot to better connect
with and engage customers through scalable, results-driven solutions.
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