DIGITAL-INFLUENCED PATH TO PURCHASE
STEPPING STONES: SHOULD SHOPPERS NEED THEM
Presented by:
Anne Zybowski
Vice President, Retail Insights
Stepping-Stone
1. One of a series of stones
acting as footrests for
crossing streams, marshes,
etc.
2. A circumstance that assists
progress towards some goal
Kantar Retail’s Path-to-Purchase Framework
Shopper is in Control; Assist & Influence is Key
– The following slides outline Kantar Retail’s Digital-Influenced
Path to Purchase Framework, a helpful way to think about
the work that suppliers and retailers need to do along the
path to influence shoppers at the point of decision –
whenever and wherever that is.
• Stepping stones is important visual that is very purposeful; in today’s
world, shoppers often skip steps along the path – making each stone
all the more critical, should the shopper use it in the path to decision
• Skipping the path is more and more common with new tools to
automate routine and save shoppers time and money (autoreplenishment/subscribe and save); increased importance to being
on the list when the shopper is the
• Recursive nature of the loop is new dynamic. Must make the click
stick and always-be-closing.
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
2
Off the Path: The Digital Shift
More Points of Influence Before FMOT
Media/
Awareness
Source: Kantar Retail analysis
Zero-MOT
FMOT
SMOT
© Copyright 2012 Kantar Retail
3
How Does Digital Impact the Path to
Purchase? Is it a Pool, a Puddle, a Circle?
Stepping-Stone
step·ping - stone
1. One of a series of stones acting as footrests for
crossing streams, marshes, etc.
2. A circumstance that assists progress towards
some goal
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
4
A “Typical” Path to Purchase
New Mom Buying a Car Seat
Choose
Retailer/
Channel
Select & Buy
User
Satisfaction
Source: Kantar Retail analysis, Company websites
© Copyright 2012 Kantar Retail
5
Digital & Information = Two New “Steps”
Information & Social Media Alter Research and Advocacy
User
Satisfaction
Navigate
Store/Site
Select &
Buy
Choose
Trusted
Source
Advocate
Community
Choose
Channel
Create
Demand
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
6
Information is Critical to Buying Process
Trusted Source for Information is Key
3rd Party/Social
• Google &
other Search
• Blogs
• Communities
• Social
• Facebook
Manufacturer
• Vendor.com
• Brand sites
Retailer
• Retailer.com
• Amazon.com
Source: Kantar Retail analysis
Navigate
Store/Site
Choose
Trusted
Source
Choose
Channel
Step is often recursive…
© Copyright 2012 Kantar Retail
7
In World of Social & Consumer-Generated
Media – Advocacy is the Best PR
• Moves well beyond “satisfied” customers
– Engagement
– Conversation
Choose
– Listen
Trusted
Advocate
Community
Source
Source: Kantar Retail analysis, Company websites/Facebook
© Copyright 2012 Kantar Retail
8
The Shopper Controls the Path
CPG/Retailers Must Influence & Assist Along the Path
User
Satisfaction
Navigate
Store/Site
Select &
Buy
Choose
Trusted
Source
Advocate
Community
Choose
Channel
Create
Demand
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
9
Getting Started: From Control to Influence
• Path is recursive & not necessarily sequential
– In some cases, shoppers will skip the path altogether
– Focus on points of influence is key
• Digital influences two new steps
– Trusted source info = ensure visibility at key points of influence
– Advocacy = can I leave my product in the hands of its users?
• If you are trusted source, need to be able to close
– Find the right conversations to become last retailer shopped
– Closing the deal is complex, new skills & focus required
Source: Kantar Retail analysis
© Copyright 2012 Kantar Retail
10
Anne Zybowski
Vice President, Retail Insights
245 First Street
Floor 10
Cambridge, MA
02142
W +1 617 588 4195
F +1 617 499 2723
www.KantarRetailiq.com
© Copyright 2012 Kantar Retail