Table of Contents
Executive Summary
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- The rise of the connected consumer
- The majority of consumers use three or more sources of information
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- Figure 1: Repertoire of sources of information about brands and products, February 2015
- Secondary touchpoints have a supporting function
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- Figure 2: Attitude towards utility of sources of information about a brand or product, February 2015
- Mobile apps need to be improved to appeal to the connected consumer
- Over half of consumers feel online customer service is not effective…
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- Figure 3: Attitudes towards communication with companies, February 2015
- …and only few are ready for location-based marketing
- Consumers prefer less intrusive marketing channels…
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- Figure 4: Preferred sources of information about offers and deals, February 2015
- …but want the best of both worlds
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- Figure 5: Correspondence analysis of attitudes towards payment channels, February 2015
- Will digital wallets be a game changer?
Issues and Insights
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- How should companies look to engage consumers with contextual marketing?
- The facts
- The implications
- Digital and in-store touchpoints can complement each other
- The facts
- The implications
Market Background – What You Need to Know
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- The rise of the connected consumer
- The development of a personal data economy
- Contextual marketing enables a truly personalised customer experience
- Omni-channel integration guarantees a seamless consumer journey
- Empowered customers co-create brand value
Market Background
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- The rise of the connected consumer
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- Figure 6: Ownership of smartphones and tablets, January 2012 – November 2014
- Cyber-security, privacy and the personal data economy
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- Figure 7: Concerns relating to online data/security, November 2014
- Be personal, be relevant
- And find the perfect timing
- The real-time enabler: Beacon technology
- What is beacon technology?
- How can beacons enable smarter shopping experiences?
- What’s next? New frontiers for beacon technology
- From multi-channel to omni-channel
- Empower your customers to co-create brand value
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- Figure 8: Snickers’ tweet after the Italy-Uruguay FIFA Worldcup match, June 2014
- Innovation can be a bottom-up approach
The Consumer – What You Need to Know
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- The majority of consumers are multi-channel
- The connected consumer: Millennials and parents of under-16s
- Two-way communication means twofold expectations
- Limited use of mobile apps poses a challenge
- Digitally target multi-channel Millennials and connected parents
Brand Touchpoints
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- Which information sources do people use?
- Brands’ websites are the preferred source of product information
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- Figure 9: Sources of information about brands and products, February 2015
- The potential of secondary touchpoints
- The majority of consumers use three or more sources of information
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- Figure 10: Repertoire of sources of information about brands and products, February 2015
- Be ready to digitally target multi-channel Millennials…
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- Figure 11: Repertoire of sources of information about brands and products by age, February 2015
- Figure 12: Use of selected touchpoints by age, February 2015
- …and connected parents
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- Figure 13: Repertoire of sources of information about brands and products by parental status, February 2015
- Figure 14: Use of selected touchpoints by parental status, February 2015
- But target them separately
- Which sources do they find most helpful?
- Secondary touchpoints have a supporting function
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- Figure 15: Attitude towards utility of sources of information about a brand or product, February 2015
- Mobile apps seen as the least useful touchpoint…
- …and need to be improved to appeal to the connected consumer
Perceptions of Information Sources
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- Positive perceptions of brands’ websites
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- Figure 16: Correspondence analysis of perceptions of sources of information, February 2015
- Mismatch between use and perceived utility of visiting a store
Attitudes towards Communication with Brands
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- Over half of consumers feel online customer service is not effective…
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- Figure 17: Attitudes towards communication with companies, February 2015
- …but about a third want to connect on all devices at all times
- The benefits of an improved online customer service
- Are consumers ready for location-based marketing?
Preferred Channels for Offers and Deals
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- Consumers prefer less intrusive marketing channels…
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- Figure 18: Preferred sources of information about offers and deals, February 2015
- …but modern digital channels are emerging
- …and are preferred by the connected consumer
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- Figure 19: Interest in selected sources of information about offers and deals by age and parental status, February 2015
Attitudes towards Payment Channels
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- Consumers want the best of both worlds
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- Figure 20: Correspondence analysis of attitudes towards payment channels, February 2015
- Is personalisation the key to boosting app use?
- Will digital wallets be a game changer?
Appendix
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- Abbreviations
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