This document summarizes consumer shopping trends from a 2011 digital marketing report. It finds that most women now spend equal time shopping online and offline. Email offers, coupons and reviews most influence women's purchases. Many women shop from work online for clothes, books and electronics. Mobile commerce is growing rapidly and most consumers are interested in using mobile apps and websites from retailers. The document outlines best practices from top retailers like Nordstrom and Pottery Barn in areas like website design, product pages and mobile sites. It also provides an example of JC Penney's successful social media campaign to support after school programs.

1. DIGITAL MARKETING SHOPPER TRENDS | AUGUST, 2011
Lord & Taylor

2. ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved
AGENDA
1.L&T Customer
2.Consumer Behavior
3.Trends
•Consumer
•Retail/eCommerce
•Digital Fashion
4.Web Traffic Data
5.Mobile commerce
6.Best In Class
2

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Lord & Taylor’s Core Customer
3
Demographics
Segmentation
Psychographic Scale
Shopping Attitudes
Apparel
Attitudes
Leisure
Activities
Females
Mall Maniac
High Brand Loyalty
Spends
$$$ on Cosmetics
Fashion Forward
Museums
18-34, 35-49 (primary)
Multi-Channel
Needs Approval
Frequent Shopper
Makes Unique Fashion Statement
Photography
College/Grad School Grad
Status Striver
Low Shopper Impulse
Brand Driven
Spends more than they can afford
Cooking for fun
Not Married
Prefers shopping with friends
Designer label improves image
Reads books
Employed Full/
Part-time
Really enjoys shopping
Quality is very important
Higher Income
Small Family
Source: Simmons, Shopped in the last 3 months

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Shopping Behavior – Media Used
4
% of Media Used in Planning Shopping
Source: “How America Shops & Spends,” Magrid Associates, November 2010

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“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008
Where Women Shop
Online vs. Offline Shopping
5
Women Overall
Women 18-34
Women 35+
Equal Time for Both
40%
39%
40%
More Online
28%
27%
28%
More Offline
32%
34%
32%
Home
Work
Women Overall
59%
40%
Woman 18-24
48%
51%
Woman 35-54
63%
37%
Work vs. Home Shopping

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“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008
Why Women Shop Online
Time Crunch
6
Time saver/convenience
53%
To pass time
40%
I need it now
38%
Most downtime
35%
No time at home
20%

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“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008
Why Women Shop Online
Prompts for Shopping At Work
7
18-34 yr. olds
35-54 yr. olds
Need a specific item
69%
69%
Boredom
60%
33%
Email notifications
40%
37%
Email subscriptions
38%
34%
Online ads that are relevant
31%
23%

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How Women Shop
Purchase Drivers
Email Offers 60% (7 out of 10 women sign up for retailer’s email alerts)
Television Commercials 35%
Online Ads 30%
Direct Mail Offers 30%
Newspaper Circulars 28%
Bargain Hunting
Read online circulars 61%
Go directly to site for circular 61%
Receive circular through email 30%
8
“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008

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How Women Shop
Purchase Influencers
9
Online Coupons
68%
Store Coupons
66%
Consumer Reviews On Retail Sites
61%
Recommendations from family/friends
59%
E-mails from Companies/Brands
45%
Content on Brand/Company Sites
36%
Blog Recommendations
33%
Facebook Post from Friends
19%
“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008

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When Women Shop Online
Day of the Week
Time of Day
Most women shop between 11am-5pm
10
“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008
Monday
33%
Tuesday
27%
Wednesday
35%
Thursday
33%
Friday
52%
Saturday
11%
Sunday
7%

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Who do Women Shop For Online
Women
Moms
Self
74%
70%
Spouse or significant other
48%
57%
Child
40%
76%
Someone else
22%
20%
Friends
20%
18%
11
“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008

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What do Women Shop For Online
12
“The New Female Consumer: The Rise of the Real Mom.” Advertising Age, November 2009. “Living LaVida Rapida.: AOL/OMD Global Moms Study, July 2008
Clothes
57%
Books & Movies
46%
Electronics
38%
Shoes
35%
Travel
31%
Home Decor
31%

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Consumer Digital Behavior Trends
13

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The Digital Path to Purchase
Digital tactics that play a significant role in the path to purchase
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•Electronic CRM
•Mobile CRM
•Social Media
•Advocacy
•Product Reviews
Shopper Purchase/Retailer Sales
In-Home
•SEO/SEM
•Online Media
•Social Networks
•Websites
•Mobile Sites
•Smartphone Apps
•Digital Promotions
•Digital coupons
•Retailer Websites
•SEO/SEM
•E-Commerce
•Shopping Apps
•GPS
•Mobile Search
•Mobile Sites
•Shopping Apps
•QR Codes
•Paperless Coupons
•Kiosks/Digital Signage
On-the-Go
In-store
Consumer Demand
Consumer Loyalty
In-store Marketing Institute 2010

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Consumer Digital Behavior Trends At-Home (Desktop/Laptop) Shopper
Printable Web Coupons
Online Circulars
Retailer Websites
Ratings/Reviews
Email
Facebook
0%
50%
100%
% of People Interested in Using
% People Who Have Used
15
In-store Marketing Institute 2010

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Consumer Digital Behavior Trends On-The-Go (Mobile) Shopper
Mobile Search
Mobile Websites
Text Alerts
Retailer Apps
Mobile Phone Shopping List
Mobile Coupons
0%
10%
20%
30%
40%
50%
% of People Interested in Using
% People Who Have Used
16
In-store Marketing Institute 2010

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Consumer Digital Behavior Trends In-Store Shopper
In-store Kiosks
TV in-store
Touchscreen Digital Signage
Payment from Cell Phone
0%
10%
20%
30%
40%
50%
% of People Interested in Using
% People Who Have Used
17
In-store Marketing Institute 2010

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Retail/eCommerce Digital Trends
18

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Hot Trends for Retail/eCommerce
•eCatalogs (online/tablet, rich media, shop)
•Tablet Apps
•Product Videos
•User Generate Video Product Reviews
•Mobile Apps
•QR Codes
•In-store digital kiosks/tablets
•Social Commerce
19

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Fashion Digital Trends
20

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Fashion Digital Trends
•eCatalogs (online/tablet, rich media, shop)
•Video (Fashion shows, behind the scene, interactive, how-to-video)
•Mix & Match apps
•Build your look
•Four Square Promotions
•Blogs
21

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Web Traffic Data
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Website Traffic
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Website Traffic
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Website Traffic
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Website Traffic
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Mobile Commerce
27

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M-commerce - Consumer
•Mobile commerce will top $6 billion by the end of 2011 and is expected to reach $31 billion by 2016.
•Worldwide mobile commerce should hit $119 billion in 2015.
•In a one year period worldwide sales for Amazon from mobile was more than $1 billion
•1-800-Flowers.com tops $1 million in quarterly m-commerce sales – up 9,900% from same quarter in 2010.
28
“What Users Want from Mobile – July 2011 (Equation Research)

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M-commerce - Consumer
•33.3 millions Americans now use their cell
phones for shopping-related activities.
•15% of mobile phone owners research products
and compare prices every month.
•8% of mobile phone owners scan barcodes.
•7% of mobile adults shop from their phone.
•30% of adult iPhone owners want to use their phone
to pay for purchases in stores.
•12% of non-iPhone owners want to use their phone to
pay for purchases in stores.
29
“The 2011 Mobile Consumer Report – Experian Simmons

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M-commerce - Consumer
Store
% of shoppers who are mobile phone owners interested in making purchases using their phone
Off 5th
35%
Loehmann’s
31%
bebe
29%
Neiman-Marcus
27%
Nordstrom Rack
26%
Nine West
26%
Ralph Lauren
26%
Abercrombie & Fitch
26%
Brooks Brothers
25%
Saks Fifth Avenue
25%
30
“The 2011 Mobile Consumer Report – Experian Simmons

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M-commerce - Consumer
31
“The 2011 Mobile Consumer Report – Experian Simmons
Type of mobile app downloaded
%
Type of mobile app
Downloaded
%
Music
97%
Utilities
23%
Games
43%
News
23%
Entertainment
42%
References
21%
Weather
33%
Travel
20%
Social Networking
29%
Shopping
19%
Sports
26%
Finance
19%
Communication
25%
Food/Health
9%
20.7 million cell phone owners have downloaded an app in the last month.

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M-commerce - Retailer
32
“The 2011 eMarketer Mobile Web: Best Practices for Retailers Report
Retailers Diverse Tactics
•Text alerts and coupons
•Product ratings and reviews
•Store locators
•Barcode Scans
•QR Codes
•Location based apps
•Social Media feeds

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Best In Class
33

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eCommerce – Best in Class – Overall Design/Content
Pottery Barn
•Great layout and design
•Easy to navigate
•Engaging and inspiring content
•Easy to search and drill down to find
the right product
•Use of video in design and decorating
tips
•Online catalog
34

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eCommerce – Best in Class Product Page
Nordstrom
•Alternate product views
•Ratings/reviews at the top
•Suggested products on the right
•Social sharing functionality
•Wish list or shopping cart
Zappos
•Product videos
•Ratings/Reviews
35

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eCommerce – Best in Class
Target
•Awareness of mobile
•Weekly Ad
36

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mCommerce – Best In Class
JC Penney
•Optimized for mobile
browser
•Ease of navigation
•Offers coupons
•Store Ads
•Order tracker
37

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mCommerce – Best In Class
1800flowers.com
•Optimized for mobile
browser
•Ability to sort by price, etc.
•Easy to shop and add to
cart
•Allows consumer to chose
delivery date
•Integration of email
functionality on product page
38

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Social – Marketing that Inspires Change
Jcpenney is donating up to 100,000,000 pennies for after school programs to local communities. As the largest cause marketing initiative jcpenney has ever launched, pennies from heaven will have a prominent role in the Company’s overall back-to-school promotions.
Prior to the official launch in stores, customers will be able to collect virtual pennies as part of a fun, interactive experience on jcp.com/pennies. This new microsite serves as a personalized social hub for supporters to learn more about the issue and get involved through various online activities that trigger a donation to afterschool programs. Once users collectively generate 100 million virtual pennies, jcpenney will donate $1 million to the afterschool cause. Elements of the pennies from heaven online challenge include:
•sending a “lucky penny” to friends on Facebook using a customized application;
•watching the pennies from heaven commercial video;
•downloading the pennies from heaven ringtone;
•liking jcpenney on Facebook or following jcpenney on Twitter and;
•checking into a jcpenney store on Foursquare.
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JC Penney – Pennies from Heaven Challenge

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Social – Marketing that Inspires Change
40
JC Penney – Pennies from Heaven Challenge