Guest Lecture given to students of Consumer Behavior elective offered as part of PGSEM course at IIM, Bangalore on 23rd July 2011

1. Consumer Decision Making Offline & Online worlds Anuradha Sridharan PGSEM class of 2010, IIMB Ex-Cleartripper, Ex-Yahoo

2. Next 90 min CDM Stages Personal experiences Experiences from online advertising / social media / web analytics Learnings from online travel / e-commerce Offline / Traditional shopping Online as an influencing medium Online Shopping / E-Commerce

3. Decision Making - Stages Dissonance Influencing factors: - Product Involvement - Purchase Involvement - Brand in consumer's consideration set Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase

4. Influencing factors Habitual CDM Extended CDM Limited CDM In consumer's consideration set Not in consumer's consideration set Disrupt Strategy Britannia Nutrichoice offer Maintenance Strategy RedLabel Nature Care Tea Capture Strategy Colgate toothpaste variants Intercept Strategy Hamam soap Preference Strategy Nokia mobile phones Acceptance Strategy Reva rental deal

5. Traditional/Offline shopping First Moment of Truth Second Moment of Truth Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Stimulus Shelf Experience

6. “ The best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn’t." - A.G. Lafley, Ex-CEO, Procter & Gamble

7. New age of shopping First Moment of Truth Second Moment of Truth Zero Moment of Truth Ebook from Google - http://www.zeromomentoftruth.com/ Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Shelf Experience

8. "today’s consumers know so much more before they reach the shelf. They find incredible detail online, from every possible source, about the brands and products that matter to them. They browse, dig, explore, dream and master, and then they’re ready to buy with confidence. And what they learn, they share with others." - Dina Howell, CEO, Saatchi & Saatchi X

9. "Pre-shopping before buying has become a huge, huge part of customer behavior. In the past, it was pretty much confined to big-ticket items like cars, or expensive electronics or homes. Now people engage in discovery before shopping on very small things. It’s crossed all categories of shopping behavior. It’s just the way people buy today.” — Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMax

10. - the average shopper used 10.4 sources of information to make a decision in 2011, up from 5.3 sources in 2010 - 37% of shoppers find online social sources to be an influential driver when making decisions, up from 19% in 2010 Google – Shopper Sciences Study, April 2011

11. - 64% of users more likely to make a purchase from a business that answers questions on Twitter - 59% of adult Facebook users have “liked” a brand as of April 2011 http://www.emarketer.com/Article.aspx?R=1008444 http://techcrunch.com/2011/05/29/users-say-theyre-more-likely-to-buy-if-a-business-answers-their-question-on-twitter/

12. What are the strategies used by your organizations to be part of “ Zero Moment of Truth” of your consumer?

13. E-Commerce in India Source: http://articles.economictimes.indiatimes.com/2011-03-21/news/29171192_1_online-travel-market-e-commerce-travel-insurance

14. Market Share of OTAs Source: http://www.tnooz.com/

16. More discounts More customers More bookings More PLBs from suppliers The vicious cycle

17. Holiday Packages / Vacations High Margin business unit Offline Presence Travel domain expertise Logistics/tie-ups with offline agents Dedicated call center / physical lounges / live chat Dream with High expectations Quality of service Customizations Research / Planning Comparative analysis Quick response to queries

20. 5,000 train bookings

21. 1,000 hotel bookings

23. Key focus on mobile product

24. Doesn't offer travel packages as compared to competition Source: http://www.alootechie.com/news/cleartrip-completes-5-years-india-claims-currently-do-around-20k-transactions-day

25. Product design influencing decision making Clean, simple home page

26. Product design influencing decision making Total PAX fare display Current fares from airlines

27. Product design influencing decision making Round trip search results display

28. Key Challenge Brand awareness

29. Influencing factors Habitual CDM Extended CDM Limited CDM In consumer's consideration set Not in consumer's consideration set MakeMyTrip Yatra Cleartrip Expedia Travelocity

30. Cleartrip Marketing Campaign “Every trip has a purpose”

31. Campaign Microsite mypurpose.cleartrip.com

32. Non-travel e-commerce in India

34. Discount model to attract customers

35. Free shipping, prompt delivery

36. Excellent inventory

37. Superior customer service

38. “ We looked at how Chinese companies—where e-commerce is huge—did retail online. The US has an established credit card culture, while China (like India) is a cash-based economy with lesser credit card penetration. So looking at e-commerce models in China, we put in place a cash-on-delivery system. Today, more than 50% of their orders operate on a cash-on-delivery basis” Binny Bansal, COO, Flipkart

39. Do consumers make impulse purchases in Flipkart? Data points to analyze Books – best sellers, recommendations

41. Eyeballs/Page Views in 2000 Transaction volumes in 2011 Are discounts the only way to get attention from Indian consumers? Free shipping, access to wide variety, shopping from convenience of one's home – are these not valued by consumers?

43. Emotionally rewarding experience

44. Appreciate variety and a wide range of brands

45. Value and quality of the product – very crucial

46. How should e-commerce players cater to the customer's needs for products such as clothes, perfumes, fashion accessories, jewellery, shoes?

47. For further questions, Email – [email_address] Twitter - @anura