By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence series, we sat down with Paul Donagher, Managing Director, Consumer
and Retail, Market Strategies International. In our conversation, he shed some
light on omnichannel has impacted retail, how shoppers are shaping the future of retail
, why it’s important to link
digital and physical shopper marketing, and more.
Here’s what Donagher has to say:
How has omnichannel
impacted retail positively?
From a consumer perspective it has opened a whole range of
researching and buying opportunities, or ‘instants of intent’. The intent has
to be on both sides of the relationship, where both the consumer has the need
and the marketer has the opportunity to have their brand positioned perfectly
with the proper connections planning. Connections planning is really what
omnishopping is all about ‘ furthermore, we believe that the best outcomes for
marketers start with a thorough understanding of consumers both from a category
and brand perspective. This can only be achieved through properly conducted
research that uses all of the attitudinal, behavioral and neuro approaches at
What can retailers do
better to embrace the omnichannel customer journey and experience?
Our research shows that the relationship from the retailer
side has to meet three key criteria ‘ Seamlessness, Centricity and Experience.
We conducted our own qual and quant research that really narrowed down the
requirements for retailers to these three broad buckets.
How are shoppers
shaping the future of retail?
The information is all on the Omnishoppers side. They are
better informed than ever before’which in itself poses questions and provides
opportunities to retailers.
What are some shopper
insights lifecycle best practices you can share?
We spend a good deal of time trying to illuminate what we call
‘Day in the Life’. Of course, depending upon the category, the Omnishopper
journey and the constituent path-to-purchase can be weeks or longer, however we
use the notion of a ‘Day in the Life’ to look for the key sequencing that
matters to the brand. The ‘instants of intent’ I mentioned previously have to
be uncovered and the reasons for those instants (needs, motivations etc.) have
to be properly uncovered.
Why is it important
to link digital and physical shopper marketing?
That’s what the Omnishopper demands ‘ the notion of
Seamlessness I mentioned. The Omnishopper loves the research capabilities of
digital and the in-store benefits of in-store (shopping with friends, touching
the product etc.). From the research perspective, understanding digital is the
big opportunity. We continually look for those data sources that are
‘organically’ created for us and were not necessarily created for market
researchers. Whether it be big data or something else, these data exist and we
are uniquely placed to capture, process and analyze them for marketing purposes
How does omnichannel
customer experience impact customer loyalty?
We hear a lot about the lack of loyalty among Omnishoppers.
We think that is premature but that loyalty may have to be redefined as will
associated loyalty programs.
How is digital
Every consumer is a well-informed researcher ‘ they know
what to look for and where to look for it.
Where do you see
retail moving in the next 5 years?
There have to be more ways for every party in the
transaction to be compensated. If I research on one site but then buy in-store
or vice-versa, each party has performed a service. We hear a lot of discussion
on how to make sure everyone is compensated for their part in the
What are some key
points attendees can expect to take away from your session at OmniShopper?
We will spend a lot of time talking about different
techniques ‘ not created for market research ‘ that help elucidate
Seamlessness, Centricity and Experience. While we will also show how to best
uncover a ‘Day in the Life’ of Omnishoppers in any category. We’re looking
forward to it!
If you want to hear more from Donagher, don’t miss his presentation ‘The
Secret to Omnichannel Retail Success’ at OmniShopper 2016 taking place July
10-13 in Chicago, IL. For more information about the conference or to register,
click here: http://bit.ly/2920AJK