Jason "Retailgeek" Goldberg presents "Evolution of the Path to Purchase", at the CrossView CrossChannel executive summit in Chapel Hill North Carolina, on 4/23/2012

1. Evolution of the Path to Purchase
Jason Goldberg
Vice President of Business Strategy & Customer Experience
jgoldberg@crossview.com
Confidential © 2012 CrossView, Inc. All rights reserved.

2. Ready? Set…
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3. Go!
Blue Blue Blue Blue
Blue Red Blue Blue
Blue Blue Blue Blue
Blue Blue Blue Blue
Blue Blue Blue Blue
Blue Blue Blue Blue
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4. Blue Blue Blue Blue
Blue Blue Blue Blue
Blue Blue Blue Blue
Blue Blue Blue Blue
Blue Blue Red Blue
Blue Blue Blue Blue
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5. Video Slide
http://www.youtube.com/watch?v=oSQJP40PcGI
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6. Which sells more jam?
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7. 3% Conversion Rate 30% Conversion Rate
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8. CrossView.com 8

9. CrossView.com 9

10. CrossView.com 10

11. Amazon
9%
Walmart
27%
Steak
62%
Sears
2%
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12. CrossView.com 12

13. Not Quite the Average: An Empirical Study of Web Use
– Harald Weinreich, Hartmut Obendorf, Eelco Herder, & Matthias Mayer
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14. Not Quite the Average: An Empirical Study of Web Use
– Harald Weinreich, Hartmut Obendorf, Eelco Herder, & Matthias Mayer
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22. Know Price Free Shipping
No
15% No
30%
Yes
Yes
70%
85%
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23. Path to Purchase
It used to be so easy…
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24. Traditional Funnel
Awareness Familiarity Consideration Purchase Loyalty
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25. Awareness
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26. Familiarity
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27. CrossView.com 27

28. Consideration
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29. Purchase
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30. Loyalty
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31. Customer Journey
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38. CrossView.com 38

39. Web Store
Mobile Web Store Direct Marketing
Mobile POS Call Center
Mobile Self-Service Retail Interactive
Retail POS
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40. “Multi-channel consumers spend
82% more per transaction than a
customer who only shops in store.”
– Ian Geddes, Lead Retail Partner, Deloitte LLP
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41. “We know that 60% of our U.S. store
sales are influenced by our customers’
experience on bestbuy.com and 40%
.
of the products we sell online are picked
up in-store.”
– Brian Dunn, Former CEO, Best Buy
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42. “ 90% of our customers research
online at least occasionally before
purchasing in-store.”
– Karen Hoguet, CFO, Macy’s
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43. “ 52% of those buying a TV in-store
at Fnac (French CE Retailer) had
previously used the internet for
research.
– Google “Offline Shoppers who Research Online Spend More” study
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44. “ 76% of consumers researched
online prior to purchase during the
holiday season.”
– Google 2012 Post Holiday Recap
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45. – Traqline Survey
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46. “ 21% of internet transactions
involve research in-store.”
– Ian Geddes, Lead Retail Partner, Deloitte LLP
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47. Web Influence Sales
$1 = $5
$1 = $10
$1 = $60
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53. Zero Moment of Truth
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54. Zero Moment of Truth
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55. Zero Moment of Truth
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56. Zero Moment of Truth
A busy mom in a minivan
• looking up decongestants on her mobile phone as she waits to pick up her son at school.
An office manager at her desk
• comparing laser printer prices and ink cartridge costs before heading to an office supply
store.
A student in a cafe
• scanning user ratings and reviews while looking for a cheap hotel in Barcelona.
A winter sports fan in a ski store
• pulling out a mobile phone to look at video reviews of the latest snowboards.
A young woman in her condo
• searching the web for juicy details about a new guy before a blind date.
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57. Old Consideration Tree
Price
Brand
Size
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58. Old Consideration Tree
Price
Brand
Size
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59. New Consideration Tree
Price
Social Proof
Size
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60. Awareness
– Rand Fishkin SEOMoz
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61. Familiarity
– Rand Fishkin SEOMoz
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62. Consideration
– Rand Fishkin SEOMoz
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63. Consideration
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64. Consideration
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65. Purchase
– Rand Fishkin SEOMoz
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66. Purchase
– Rand Fishkin SEOMoz
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67. Loyalty
– Rand Fishkin SEOMoz
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68. Customer Journey
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69. Customer Journey
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70. Customer Journey
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71. Customer Journey
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72. The Future
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73. What should I do differently today if…
I believe that 20% of our
sales will soon come from
digital retailing – and that
80% of our sales will be
heavily influenced by it?
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74. What should I do differently today if…
I believe more than 70% of
all shopping activity and
half of all internet activity
will be from a mobile
device?
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75. What should I do differently today if…
I believe the customers will
not make a purchase
without social proof?
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76. What should I do differently today if…
I believe that customers
will have perfect price
transparency?
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77. Video Slide
http://www.youtube.com/watch?v=a6cNdhOKwi0
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78. for your time & interest.
Jason Goldberg
VP of Business Strategy
& Customer Experience
jgoldberg@crossview.com
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79. Special Thanks to Our 2012 Sponsors:
Confidential © 2012 CrossView, Inc. All rights reserved.