Table of Contents
Executive Summary
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- Overview
- Top takeaways
- Pave a clear avenue for buying
- Each step is an opportunity to engage with consumers
- A personalized journey empowers consumers’ decisions to buy
- What it means
Market Perspective
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- Seamlessness is the name of the game
What’s Happening
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- eCommerce tools allow consumers to shop smarter, not harder
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- Figure 1: Tribe alert pop-up, November 2019
- Google Shopping gets personal
What to Watch
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- Wearables allow for brand interaction from everywhere
General Overview
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- Consumers see online as part of their purchase journey
- Physical stores remain a critical pillar for ecommerce
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- Figure 2: Attitudes about making purchases online, October 2019
- (Don’t) Call me – text me – if you want to reach me
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- Figure 3: Consumer attitudes, October 2019
- Online purchases inch upward
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- Figure 4: Percentage consumers shopped online last 12 months, October 2019
- Show consumers that you’re listening
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- Figure 5: Percentage consumers shopped online in last 12 months, by age, October 2019
- Purchasing online is for all products
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- Figure 6: Products consumers typically shop for online, October 2019
- Heavy online shoppers can be advocates for all online product types
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- Figure 7: Products consumers typically shop for by online shopping habits, October 2019
- From bland to yum: brands can bubble their way back to the top with mobile-first
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- Figure 8: Devices consumers use to shop online, by age, October 2019
Step One: Consumers are Unaware of Need/Want
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- Individual storytelling piques consumer’s interest
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- Figure 9: Sources that encouraged consumers to seek out a product online, October 2019
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- Figure 10: Sources that encouraged consumers to seek out a product online, by age and gender, October 2019
Step Two: Consumers become aware of need/want
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- A clear product picture propels adventure
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- Figure 11: How consumers typically shop online, October 2019
- Amazon gobbles up search starts
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- Figure 12: Online starting point, October 2019
Step Three: Consumers Consider Solutions
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- Provide a category map for consumers to find X
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- Figure 13: How consumers shop in general, October 2019
- Browsing activities leave room for brand interception
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- Figure 14: How consumers shop, by age, October 2019
- Consumers can handle (and want) the truth of reviews
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- Figure 15: Pre-purchase activities for product selection and price, October 2019
- Free shipping isn’t searched for, it’s expected
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- Figure 16: Pre-purchase activities for shipping and returns, October 2019
Step Four: Consumers Buy
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- Converge the path in the online woods
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- Figure 17: Final steps consumers take before buying, October 2019
- Consumers want to exert more control while benefiting from convenience
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- Figure 18: Final steps before purchasing, by product, October 2019
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- Figure 19: Final steps before purchasing, by product, October 2019
- Incentivize the immediate “buy now” click
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- Figure 20: Final steps before purchasing, by age and gender, October 2019
- Free shipping isn’t enough anymore
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- Figure 21: Factors driving impulse purchases, October 2019
Frustrations and Barriers
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- Account creation and poor image quality inhibit a seamless experience
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- Figure 22: Frustrations and barriers when purchasing online, October 2019
- Cart abandonment is the consumer’s way of window shopping online
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- Figure 23: Barriers to online purchases, October 2019
- Item price and total cost are two different sides of the same coin
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- Figure 24: Barriers by age, October 2019
Steps 5 and 6: Consumers Use and Replenish
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- The relationship doesn’t end after the customer clicks “buy”
Online Clothing and Accessories Purchase Process
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- Amazon: a trusted shopping partner
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- Figure 25: Where consumers start when shopping for clothing and accessories online, October 2019
- Show me the possibilities
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- Figure 26: How consumers shop for clothing and accessories online, October 2019
- Provide clothing shoppers with an online personal assistant as they buy
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- Figure 27: Last steps before purchase for clothing and accessories online, October 2019
- Figure 28: Warby Parker Home Try-On
Online Grocery Purchase Process
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- Amazon and Walmart battle it out over where to buy carrots
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- Figure 29: Where consumers start when shopping for groceries online, October 2019
- Figure 30: Imperfect Foods
- Simplify online grocery to delight and surprise
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- Figure 31: How consumers shop for groceries online, October 2019
- Inspire consumer’s meal times to score extra basket items
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- Figure 32: Last steps for purchasing groceries online, October 2019
Online Beauty Product Purchase Process
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- Maybe she’s born with it, maybe it’s Amazon
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- Figure 33: Where consumers start when shopping for beauty products online, October 2019
- Leverage expertise to pin-point underlying beauty frustrations
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- Figure 34: How consumers shop for beauty products online, October 2019
- Bigger isn’t always better
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- Figure 35: Last steps for purchasing beauty products online, October 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Behavioral data
- Abbreviations and terms
- Abbreviations
- Where consumers learn about products by age
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- Figure 36: Sources that encouraged consumers to seek out a product online, by age, October 2019
- What drives impulse purchases by age
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- Figure 37: Factors driving impulse purchases, by age, October 2019
Appendix – The Consumer
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- Figure 38: Home ownership, by age
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- Figure 39: Consumer attitudes, by age
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- Figure 40: Consumer attitudes, by gender
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- Figure 41: Quality concerns, by age
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- Figure 42: Quality concerns, by gender
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- Figure 43: Search sites, by age
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