Showrooming: Learning to Woo Customers and Win Sales - IN-Store- Superzoo- 2013

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When Customers Do Research Online - Or
in Your Store - Do You Win?
July 24, 2013
For A Copy Of Today’s Presentation
2 Ways To Obtain A Copy:
1. Log On To Our Facebook Page:
www.facebook.com/CBCGroup
• When Customers Do Research
2. Email CBCG
lynn@cbc-group.net
Creative Business Consulting Group www.cbc-group.net
Shopping Isn’t What It Used To Be ..

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• How Consumers Shop Today
• Where Are Consumers Doing Research For
Shopping
• What Tools Are Consumers Using To
Research
• Turning Browsers Into Buyers
How To Create An Engaged In-store Selling
Approach
Seminar Objectives
Today’s Consumers Want To Be Served
• Retailers Must Make Shopping Convenient
• Consumers Already Know Which Products And Brands
They Need Before They Enter The Store
• Consumers Have Formulated Opinions By Consulting
Family, Friends And Strangers.
How Does Today’s Consumer Shop?
They Want To Be Served
• Consumers Already Know Which Products And
Brands They Need Before They Enter The Store
• Consumers Have Formulated Opinions By
Consulting Family, Friends And Strangers.
They Listen To Their Families And Friends First
• Consumers Talk To Relatives And Friends
• Only 18% Of Consumers Rely On Retailers And
Manufacturers Information To Make Purchase
Decisions

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They Want To Be Served
• Consumers Already Know Which Products And
Brands They Need Before They Enter The Store
• Consumers Have Formulated Opinions By
Consulting Family, Friends And Strangers.
They Listen To Their Families And Friends First
• Consumers Talk To Relatives And Friends
• Only 18% Of Consumers Rely On Retailers And
Manufacturers Information To Make Purchase
Decisions
Social Media Channels Are A Rich Source Of
Information And Influence
• 50% Of Consumers Who Follow A Brand On
Social Media Submit Their Own Comments
• 40% Are More Loyal To Brands They Have
Engaged With Online
• Knowledgeable,
Empowered, Dynamic,
Smart
• Technologically Savvy;
Increasingly Smarter
Seeking More And More
Information Than Ever
Before
• Gaining 24/7 Access To
Data Through A Variety Of
Sources: Mobile Devices,
Tablets, Apps And Social
Media
Does Your Brand Meet Consumer Needs?
Purchase Decision Influences Are Different
Between Generations

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Consumers Have Changed How They Research
Products
• 97% Of Consumers Are Now
Researching Products And Future
Purchases Online*
• 90% Of Consumers Are Utilizing Search
Engines
February 2012 ClickIQ
Consumers Have Changed How They Research
Products
• 97% Of Consumers Are Now
Researching Products And
Future Purchases Online*
• 90% Of Consumers Are Utilizing
Search Engines
• On Average Consumers Are
Looking At 7.9Different Sources
For Product Information
BEFORE Making A Purchase
• 42% Are Using Comparison
Shopping Engines To Research
Purchases
February 2012 ClickIQ
Consumers Have Become More Sophisticated In
Their Approach To Shopping
2012 Deloitte Retail & Consumer Spending Survey,
40% Of Smartphone Owners
Use Their Phones For In-
store Price Comparisons-
Top Mobile Shopping-related
Activity
Smartphones Will Influence 19 Percent
($689 Billion) Of U.S. Retail Store Sales
By 2016*

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Show Rooming Can Be Costly In 2 Ways; Lost
Sales and Product Wear And Tear
Definition Show rooming:
Customers Go To A Local Store
Touch, Feel And Learn About
Products They’d Like To Buy, Then
Head Online To Purchase The
Product (For Less)
• Customers Use Price Comparison
Tools And Software While In A
Brick And Mortar Retail Location
The Leading Mobile Retail Activities
Among People Using Smartphones:
1.Find A Store (33%)
2.Compare Prices (21%)
3.Look For Deals (20%)
Learn What Comparison Tools Your Customers
Are Using
Google Shopper
*BIA/Kelsey Group 2012
• Google Shopper App Is Available For
The IPhone And Android Phones
• Lets Users Scan Product Barcodes
And Compares The Price With Other
Listings In Google’s Database
• Since This Is A Google Product, Each
Listing Features Detailed
Descriptions And Reviews, And It
Has Directions And Contact
Information For Nearby Stores Built
Into It
• Google Offers Available On the App-
People In Select Cities Can Find
Promotions Going On Near Them.

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Red Laser
• Smartphone App Good For Doing
Quick Price Comparisons
• Shoppers Use Their Phone’s
Camera To Scan The Barcodes Of
Products In Stores And RedLaser
Will Compare This Information With
Other Products In Its Database
• (Sites Like Ebay, TheFind And
Google Product Search)
• Redlaser Takes GPS Location Into
Account And Recommends Nearby
Stores Where Customers Can Find
The Same Product For Less
IPhone And Android
Decide.com
• Free App Find Gadget Prices
Online And Nearby
• Notes Whether There's A New
Model Due Out Soon Or Other
Factors That Could Impact
Pricing
• App Users Can Scan Barcodes
Or Type In A Product Name To
Find Items, And Sign Up For
Price-drop Alerts If They
Decide To Wait.
• •IPhone, Android
Price Check by Amazon
• Free Price-check App That Lets
Users Search By Scanning A
Barcode, Snapping A Picture Or
Saying Or Typing In The Product
Name
• Available For IPhone And Android
Users On Other Platforms,
Including Blackberry And Windows,
Can Use The Amazon Mobile App,
Which Offers The Same Price-
checking Capabilities, But Requires
An Extra Click Or Two To Access
Them Among Other Features In
The App.)
• The Catch With Both Amazon Apps,
Of Course, Is That They Only
Check Prices On Amazon.

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Creative Business Consulting Group www.cbc-group.net2012 Deloitte Retail & Consumer Spending Survey
• Shoppers Are Still Seeking Satisfying In- Store
Experiences—it’s Just How And When They
Decide To Open Their Wallets That Has
Changed
• 61% Of Smartphone Owners Who Use
Devices For Comparison Purposes Have
Bought Goods In A Store
• Consumer In-store Mobile Activities Add To
Rather Than Take Away From, In-store Sales
• Smartphone Users Are 14% More Likely To
Convert In A Store Than Non-smartphone
Users
The News Is Not All Bad - Consumers Are Still
Looking For Personal Interactions
How To Turn A Browser Into a Buyer?
• Train Sales Associates To Help Customers With
The Decision Making Process
• Educate Associates On ALL Products
• Provide Customer Opinions On Products
(Showcase Online Reviews)
Employee Training/Enhanced Customer Service
• Train Sales Associates To Help Customers With
The Decision Making Process
• Educate Associates On ALL Products
• Provide Customer Opinions On Products
(Showcase Online Reviews)
• Stress The Benefits Of Immediate Delivery Vs.
Online Shipping Fees And The Hassles Of
Returns/Exchanges For Online Sales
• Know the Price Comparison Tools That
Customers Are Using
• Equip Sales Associates With In-Store Technology
to Improve/Enhance Shopper Experience
(Tablets, etc.)
• Price Match If Appropriate
Employee Training/Enhanced Customer Service

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Merchandising
• Creative/Interactive Displays Are Key
Advantage To In-store Experience
• Optimally Display Products To Enhance
Shopping Experience
Merchandising
Shopping Experience
Coupons/Exclusive Offers
• Encourage/Incent Shoppers To Buy
Immediately
• Downloadable QR Codes
• Google Shopping Paid Ads
• Retailmenot (IPhone App) Offering Coupons
• Facebook Offers
Merchandising
Shopping Experience
Coupons/Exclusive Offers
• Encourage/Incent Shoppers To Buy
Immediately
• Downloadable QR Codes
• Google Shopping Paid Ads
• Retailmenot (IPhone App) Offering Coupons
• Facebook Offers
Location Based Marketing Programs
• Offer Programs/Deals That Incent Customers
To Make In-store Purchase
• Train Your Staff On How To Find These
Applications While They Are Working With The
Customers To Insure Purchase Conversion

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• Incorporate Online And Mobile
Technology Tools Into Marketing And
Advertising Platforms
• Using Mobile Technology To Better
Serve Customers (In-Store w/Employees
and To Customers With Location
Programs)
• Use Google To Run Unique Search Ads
Based On Proximity To Your Location
• Offer Discounts Or Coupons For Brands
If A Purchase Is Made In-store In Your
Search Copy
• Create Facebook Offers For In-store
Purchases Only
Multi-channel Marketing Techniques
What’s Next?
• Mobile Wallets Hold Consumer Gift
Cards, Gift Certificates, Tickets,
Coupons And More In Their Mobile
Phones
• Interact With Their Customers With
Little Competition. Engage
Customers With Special Offers And
Discounts Only Accessible From
Their Mobile Wallet And Only
Redeemable In Stores
• Provide Hyper Local Content That
Leads To More Relevant
Advertising
Gyft, Passbook And Google Wallet
Mobile Wallet Marketing
Retailers Will Succeed When They Engage
More Effectively With Sophisticated Consumers

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28+ Years Retail Industry Experience
Fortune 500 Sales and Marketing
Executive; Business Strategist
Experienced Brand Manager And
Marketing Executive
Developer Of Successful Marketing
And Social Media Campaigns
Contact Information: (617) 437 -9191
Email: lynn@cbc-group.net
Creative Business Consulting Group –
Lynn Switanowski

Showrooming: Learning to Woo Customers and Win Sales - IN-Store- Superzoo- 2013

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Showrooming: Learning to Woo Customers and Win Sales - IN-Store- Superzoo- 2013