This year’s ARF SHOPPERxSCIENCE event explored how CPG brands and retailers can keep pace with consumers and implement winning solutions. Takeaways included the latest trends and evidence-based examples to succeed in a new world of bricks, clicks, swipes, and voice.
- Digitally Disrupted Consumer – Jason Goldberg, SVP Commerce & Content Practice, SapientRazorfish
- “Digital disruption has permanently changed the brain of the shopper.”
- “Social Proof” has become more important than brand on the decision tree for most consumers with reviews the most important attribute in selling goods online.
- The assumption that consumers only know what retailers tell them is no longer true.
- Closing the O2O Loop for CPG – Kevin Hartman, Head of Analytics, Consumer, Govt. & Entertainment Sector, Google
- Three key difficulties hinder the power of measurement:
- Tracking behaviors – Siloed organizations with their own data and disparate KPIs thwart progress towards consistent, impactful measurement.
- Attributing model – Marketers use various attribution models each of which distributes credit differently across the conversion path. Deciding credit for conversions can be a difficult decision.
- Acting on insights – Very few companies are fully embracing the infrastructure and staffing needs.
- Online video tests use real working media and randomized controlled trials. Retention curves track the number of viewers at each second of an online video and can show when viewers drop off.
- One finding from Google’s Unskippable Ads is that the story arc has changed. From a traditional story arc (with a lead-in, climax, then big reveal) to an emerging story arc that starts high.
- Culture Shock: Cross-Cultural Marketing in an Omnichannel World – Amy Gomez, SVP, Cross-Cultural Marketing & Mafe Villas Boas, VP- Strategy & Cross-Cultural Lead, Geometry
- 92% of growth in the US population from 2000 to 2014 came from multicultural consumers.
- Shopping behaviors, whether on or offline are bound to culture – these shoppers operate differently within the key dimensions of culture: individualism vs collectivism, power distance; uncertainty avoidance; time orientation; indulgence and restraint.
Our cross-cultural roadmap:
- What are the cultural codes guiding your shopper’s behavior?
- How do these cultural codes influence your customer’s journey?
- How can you capitalize on culture to make your message more relevant?
- Is the omnichannel experience provided by your brand culturally responsive?
- Unlocking Omnichannel Growth with Unified Marketing Effectiveness – Mike Ellgass, EVP, Technology and Retail Platforms, IRI
- The path to purchase is continually evolving and becoming more complex. In such an environment it is key for brands to instill measurement of all marketing channels as part of standard business processes. What does unified measurement mean to an industry that still relies on offline conversion?
Source: The ARF SHOPPERxSCIENCE Event (2018, September 6). The ARF.
For more in-depth SHOPPERxSCIENCE takeaways, click here.