Toward the end of last year, American shoppers reached a remarkable milestone: consumers spent more in retail stores on products which they had researched on the Internet, than those they had not. According to eMarketer, Web-influenced offline sales now account for the largest category of retail spending in the American economy. In the deck below, we take a look at the fundamentals of selling to the modern shopper. Informed, engaged and experimental, the modern consumer expects consistency and collaboration across a buying experience. More than anything else, however, shoppers retailers to listen, adapt and meet their demands across the digital and physical divide.

1. Things You Need to Know
About Selling to Local Consumers
www.streetfightmag.com@stevenhjacobs #modernshopper
Steven Jacobs | Deputy Editor | Street Fight

2. Kill the ecommerce division Consumers now shop at the seam of the
physical and digital worlds1
Think consumer — not device — first A unified experience is no longer an
opportunity — it’s a necessity2
Forget the funnel The shopping journey can begin and end wherever the
consumer choses.3
Stop thinking of mobile as a sales channel Mobile is the thread that ties the
modern shopping experience together4
5 Mobile is for doing Commerce — not content — will drive marketing
innovation on mobile

3. Kill the ecommerce division
Consumers now shop at the seam of the
physical and digital worlds.

4. Mobility has broken down the wall that once separated
online and offline commerce. Shoppers now rely on
both digital and physical resources to discover,
evaluate and buy goods and services.
Separating ecommerce and store operations only
hampers innovation, keeping the web out of the store
and the store out of the web.

5. The largest category of commerce is now web-influneced offline sales
$0.00
$450.00
$900.00
$1,350.00
$1,800.00
$2,250.00
2012 2013 2014 2015 2016 2017
Non-web-influenced-offline sales Web-influenced offline sales Online sales
Source: eMarketer

6. Stores have become productive as ecommerce has grown
0
850
1,700
2,550
3,400
4,250
$2,625.00
$2,700.00
$2,775.00
$2,850.00
$2,925.00
$3,000.00
2012 2013 2014
Foottraffic(millions)
Offlineretailspending(billions)
Offline retail spending Foot traffic
Foot traffic is declining — but store spending is slightly up
Source: WSJ, eMarketer

7. Nearly every consumer is a cross-channel shopper
95%
of shoppers
said they shop both online
and in stores.
Source: eBay

8. Think consumer — not device — first
A unified experience is no longer an opportunity
— it’s a necessity.

9. The cloud has fundamentally changed what we expect
from technology. Consumers now assume that they
can do anything anywhere — website, app or store.
But it turns out that retailers are dramatically behind
demand. Soon, that will become a liability — not just
an opportunity.

10. Shoppers want digital functionality in stores
Halfof holiday shoppers
said they were frustrated
because their in-store
experiences were different
from those online.
Source: Accenture

11. Shoppers avoid stores because of poor information
25% 60%
of consumers who avoid
stores do so because of limited
awareness of nearby stores.
of holiday shoppers said
they were frustrated with
out of stock items
52%
of holiday shoppers said
they were frustrated with
lack of information to make
purchasing decisions
Source: Google IPSOS

12. Retailers trail consumers in omnichannel adoption
of retailers offer store
inventory search online.
32%
Retailers offer….
of retailers said they
currently support buy online
and pickup in store capability
33%
Source: Accenture
71%
of consumers said
searchable store inventory
online was important
of consumers said the ability
to buy online and pickup in
store was important
Consumers want….
50%

13. Forget the funnel
The shopping journey can begin and end
wherever the consumer choses.

14. Shoppers view the digital and physical assets of a
brand as a means to an end.
Marketers should strive to create flexible systems
that can adapt to the unique needs of every
purchase decision.

15. Click-and-Collect
(Decide Remotely, Fulfill In-person)
Local Commerce
(Decide In-person, Fulfill In-person)
Ecommerce
(Decide Remotely, Fulfill Remotely)
Showrooming
(Decide In-person, Fulfill Remotely)
Remote
Remote
In-person
In-person
We discover, buy and fulfill goods and services across the commerce graph
Source: Street Fight

16. Nearly everyone buys goods
or services offline.
Nine in ten americans
shopped online last year.
That’s 90% of all Internet
users
Two-thirds of consumers said
they bought in-store after
browsing digitally.
72% of consumers said
they bought online after
browsing in store.
The majority of American shoppers already buy across the graph
Source: Pew Internet, Punchtab

17. 87% 79% 34%
Before While After
Visiting a store
Discovery occurs throughout the shopping experience
When do consumers search for information during the buying process?
Source: Google IPSOS

18. Stop thinking of mobile as a sales channel
Mobile is the thread that ties the modern
shopping experience together

19. Mobile isn’t a virtual shop in a shopper’s pocket. It’s
the thread that ties a brand’s online and in-store
assets into a cohesive experience.
It’s value is in interpretability: the ability to make
two systems — digital and physical —
communicate more effectively.

20. Mobile is increasing — not decreasing — the amount we shop in stores
0% 25% 50% 75% 100% 125%
18-29 years
30-40 years
50-64 years
65+ years
18-29
years
More young shoppers say that mobile has led them to shop in stores more frequently — not less
87% of millennials now shop the same more in stores because of mobile
Source: Gallup

21. Shoppers use the store and mobile throughout their shopping process
0%
15%
30%
45%
60%
Inspiration Research Purchase Post Purchase
Percentage of shoppers who search on mobile and used the store during phase of purchase cycle
Source: Google IPSOS

22. 42%
of shoppers use their
device for in-store
research
Mobile is the thread tying together the shopper journey
71%
of those shoppers
say the device is more
important to their
experience
Source: Google IPSOS

23. Mobile is for doing
Commerce — not content — will drive
marketing innovation on mobile

24. The hallmark of the desktop experience —
researching multiple sites in multiple taps in multiple
windows— does not apply to mobile.
Research suggest that mobile consumers want to
focus less on search and discovery and more on task
completion. That means applications that emphasize
features such as commerce, ordering and delivery
tend to thrive.

25. Mobile behavior is moving from “viewing” to “doing” — That’s good for commerce.
0%
45%
90%
135%
180%
225%
Lifestyle &
Shopping
Utilities &
Productivity
Messaging
Social
Health &
Fitness
Travel Sports News &
Magazines
Media &
Entertainment
Games
Doing
Viewing
Growth last year for mobile applications by category
Source: Flurry

26. In the 2000s, innovation focused on organizing information. Now, it’s shifting to commerce.
Google Local
Released Yelp
founded
Yellow Pages
Revenues Peak
$15.3 B
Foursquare
founded
GrubHub
IPOs Square nets $1b
valuation
Uber raises
$1.6B
2003 2011 2015
Buy and retrieveFind and discover
Source: Street Fight

27. In the 2000s, innovation focused on organizing information. Now, it’s shifting to commerce.
Google Local
Released Yelp
founded
Yellow Pages
Revenues Peak
$15.3 B
Foursquare
founded
GrubHub
IPOs Square nets $1b
valuation
Uber raises
$1.6B
2003 2011 2015
Buy and retrieveFind and discover
Source: Street Fight

28. Steven Jacobs | Deputy Editor | Street Fight
Content, research and events for the new local economy
www.streetfightmag.com@stevenhjacobs #modernshopper