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Documente Cultură
The Empowered
Consumer
Imperative online insights and strategies for
retail and home shopping companies
February 2009
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Introduction
Welcome to the age of the Empowered Consumer where your customers and
prospects have never had more information available on which to base their
purchasing decisions.
Internet usage is evolving at a rapid
pace. Individuals are not only using
the Internet to find information, it is
also morphing into a social activity
with consumers creating content to
document their views, experiences
and commentary across all aspects
of life. It is a trend that will continue
with greater broadband penetration.
The adoption of mobile browsing
further increases accessibility and
the use of social networking sites.
This connectivity between consumers
offers marketers the opportunity to
leverage a growth channel and face
the disturbing reality that brands
are no longer solely in charge of
the information consumers have
available to them. Consumers are
undoubtedly firmly in control, and with
this empowerment has come a greater
sense of expectation around service
levels and value.
Given the growing use of email and
online as channels, its not surprising
that consumers are now changing
the way they shop to integrate them.
Previously, commodities such as
books had dominated online shopping.
However, the primary driver for online
purchases is now conveniencedriven, leading to upmarket brands
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1.0%
1.01%
0.5%
0.10%
0%
Sep
05
Jan
06
May
06
Sep
06
Jan
07
May
07
Sep
07
Jan
08
May
08
Sep
08
3.0%
2.21%
2.0%
1.09%
1.05%
1.0%
0%
Sep
Jan
May
Sep
Jan
May
Sep
05
06
06
06
07
07
07
Computers and Internet - Search Engines
Computers and Internet - Email Services
Computers and Internet - Social Networking and Forums
Lifestyle
Monthly downstream % to Shopping and Classifieds - Apparel and Accessories,
Based on UK usage.
Created: 22/10/2008. Copyright 1998-2008 Hitwise Pty.Ltd.
Jan
08
May
08
Sep
08
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60 70 % of best customers
havent purchased in last
12 months
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Prospect
Enquire
Register Online
Purchase
Post - Purchase
Repeat
Regular
Dormant
Collect
Maximise e-mail address and opt-in for new and existing customers:
utilise all cutomer touchpoints
View
Integrate
Act
The right message, to get to the right person, at the right time:
move away from lots of information, to lots of people, too often
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