The Emerging Online-Offline Paradigm Greg Sterling, Program Director, Interactive Local Media.

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Presentation transcript:

The Emerging Online-Offline Paradigm Greg Sterling, Program Director, Interactive Local Media

2004 Q4 e-commerce was $21.4 billion (22% increase over 2003 Q4) A big number but only 2.2% of U.S. total retail sales Total 2004 e-commerce was valued at $69.2 billion That was still only 1.9% of U.S. total retail sales Source: U.S. Commerce Dept. E-Commerce: Big Yet Small

39% of U.S. consumers have made a local purchase after Web research (Dieringer Research Group for ShopLocal, 2005) 92% of purchases influenced by SE usage in the Consumer Electronics/Computers category were made offline (comScore, 2004) 74% of 7,300 survey respondents say they research online then buy offline (BIGresearch, 2005) 62% of U.S. online consumers prefer to buy offline ( Forrester Research, 2005 ) Majority of 61 million U.S. car buyers in 2004 used the Internet as part of the process (Borrell Associates, 2005) Internet Having Larger Influence on Offline Buying

Among media consulted for local shopping, the Internet is now equal to or greater than traditional newspapers and Yellow Pages Internet now rated higher on 10-pt excellence scale than traditional, offline media Search is the dominant category among Internet media used for local shopping For purchases over $500, 34% of survey respondents started product research online but 90% transacted offline Why: 57% of U.S. home Internet users now have broadband TKG-ConStat: March, 2005 (n=501) New TKG Findings: Local Internet Growing, Esp. Search

The New Consumer: ‘Anatomy of a Purchase’ Want to illustrate in a concrete way Actual purchase-process example Anecdotal but representative Consumer: We’ll call him Doug

Purchase of Mac Mini Triggers Need for a New Printer

Step 1: Research with a Trusted Source

The Lucky Product: Ready for E-Commerce?

Click: From CR to Yahoo! Shopping

It’s Simple Now, Right?

Compares Shipping Costs and Merchant Ratings

Lack of Confidence: Back to the Internet Doug clicked on several merchant sites Found what he considered inaccurate or manipulated price information (using rebates) Decided to look for alternative vendors

Product Name Search on Google for ‘Canon Pixma iP4000’

Click: Organic Search Result PC Magazine Review

Confirms CR Rating, Back to Looking for a Vendor Returns to Google search results Clicks on sponsored links (he knows they’re ads and isn’t troubled because he wants to buy the product) Clicks on 6 th link (PriceGrabber) = $0.24 (4/17 YSM)

PriceGrabber 6 th of 8 Links: ‘Intrigued by the Name’

Locates a Potential Vendor Uses PriceGrabber to calculate total cost Selects a low-price vendor: Digital1234.com

Digital1234: Ready to Buy but Return Policy a Problem Doug traverses the shopping cart screens Credit card information input, ready to click/place order... Notices restrictive return policy Abandons cart

Multiple Clicks Ensue Returns to process later that day Conducts same product-name search on Google to duplicate results Clicks several of the paid links, including Amazon (3) and BizRate (4) Finds what he considers more misleading price information

Revises Plan: Looking for a Local Store Wants the ability to return product locally rather than shipping it back if defective Wants the printer sooner; doesn’t want to wait for delivery or pay higher shipping costs to accelerate Decides that paying $20 - $30 more is worth convenience and confidence

Goes Directly to Familiar Retailer Web Site

Google Search: ‘Best Buy Coupons’

Climax: The Transaction! DealCatcher site sends Doug to deep link w/in Best Buy site Need to create account for discount Creates account: difficult process Makes online purchase ($152 vs. $122 online) and selects “in store” pick up Convoluted confirmation process compels wait

Endgame: In-Store Pick Up Inventory not available at first choice store Calls toll-free number and speaks with operator after local store closed (9pm) Receives confirmation of in-store availability next day (at second-choice location) Drives and obtains printer

Internet being integrated heavily into consumer research/buying behavior, incl. Local BB users relying on Internet as a powerful and often primary shopping tool, depending on category Local consumer behaviors are now more complex, creating new complexity for marketers – esp. local SMEs Question: Where to put ad dollars online to engage consumers at strategic points in the buying cycle What Does This All Mean?