What Are The Similarities And Differences Between Online And Offline Shoppers?

According to the world clothing and shoe net, we always need to find an essential problem when business is becoming more and more complex. Under the new retail pattern, no matter how the environment changes, the most important thing is to grasp the consumer in the new retail environment. Shopping The characteristics of attitude and behavior will be reduced through the study of shoppers in the new retail environment to restore the maximization of all channel sales based on the buyer's perspective.

Needless to say, shoppers are becoming more and more complex. There are thousands of factors that influence the whole process from the idea of shopping to the final purchase. For example, in the past quarter, a non food category has more than 190 shoppers on a single Jingdong platform, producing more than 120 million exposure, and over 5000 shopping paths. brand Shang He Online retailers Great challenges have been raised.

If we make a simple summary of this complex problem, the first thing we should pay attention to is the similarities and differences between online and offline shoppers.

01 online and offline consumers are different.

From the perspective of gender, the majority of shoppers are women under the line, and the proportion of men is relatively small. From the age perspective, shoppers in the offline age are relatively high, especially when the shoppers are below the age of 18-30. The proportion of online male shoppers is much higher than offline.

The main characteristics of online consumers are: highly educated, high-income and younger. Consumers account for nearly half of the 18 to 30 years old, which puts forward higher requirements for manufacturers and brands.

02 online and offline purchase purpose and frequency are different.

Before purchase

Online and offline purchases are different: offline shopping is usually about daily replenishment and emergency shopping, and online can be attributed to leisure shopping and Festival shopping.

The electricity supplier building Festival further promoted consumers' online leisure and promotional shopping. According to Nelson statistics, sales of electricity supplier Festival can account for 30% of the annual sales of fast moving products. Consumers choose to shop at the electricity supplier Festival. The main driving factors are price, second new products and third gift giving. More importantly, for different categories, these three factors are not the same. For brands, it is necessary to study whether there are other opportunities beyond their price promotions. For the electricity supplier, we need to promote different marketing activities according to the characteristics of different categories.

Nelson research also found that online and offline consumers can meet the interests of different points. Consumers online shopping is more about the level of service experience, online shopping is looking for the best price, which is also needed to further explore brand business and e-commerce.

From the frequency of online shopping and offline shopping, more than half of the offline consumers usually only go to two retailers. The proportion of consumers to three retailers has dropped significantly, but 44% of online shoppers will choose three or more e-commerce platforms. The reason is that there are regional restrictions on offline stores, while online shopping provides convenient contrast conditions for consumers. Consumers can make detailed comparison of products on different platforms. Therefore, like offline operation, distribution is also very important for brand operators' online operation. In addition, there is a systematic plan for the promotion and price mechanism among different platforms.

In purchase

There are also big differences between online and offline shopping baskets. We compare the online and offline shopping baskets of soft drinks and dairy products, and find that online shopping centers have a high similarity in their shopping baskets, while there are big differences between the two types of shoppers except the fresh ones. That is to say, due to the difference of online and offline business environment and competition environment, the shopping basket of adjacent categories is different, so there should be different linkage strategies between online and offline categories.

03 online offline purchase path is different.

Next, let's take a look at the difference between online and offline consumers from the perspective of shopping routes. According to Nelson research, for fast moving consumer goods category purchase, compared to before buying, brand players have the opportunity to exert greater influence on consumers' purchase.

Before purchase

For the influencing factors before purchase, the importance of brand accumulation is two times that of advertising.

However, advertising will affect the accumulation of brand assets in the future. So what kind of advertising can be invested online or offline? What kind of investment can achieve the maximum rate of return? As is well known, online advertising is eroding the share of traditional media. But at the same time, we should also see that while the proportion of online marketing is increasing, its return on investment is decreasing year by year. Over the past three years, the average return on investment in Internet marketing has been 1.9, while the long-term impact of TV media on a brand is still very high, that is to say, the best delivery is both.

With the increasing fragmentation of digital media, how should online advertising be launched? Should advertising be put in or out of the station? Take the infant category with higher consumer intake as an example. Online, for baby category, the highest marginal portfolio is 5.4 contacts, 45% of which are in the electricity supplier station, and 50% outside the electricity supplier station. If we do a further dismantling, there are several important nodes in the electronic business station that need to be considered by brands, including category search, home page advertising and promotion products. And outside the station, according to the validity of the contact, from high to low, followed by pre video advertising, APP boot ads, video ads, booth advertising. Therefore, it is an effective tool to help brands to optimize online advertising.

In purchase

For the "purchase" link, let's take a look at the line. If the offline purchase is segmented, the more impact on consumers is whether products are discovered by consumers and then attract consumers. In the "discovered" link, multi point display is a very effective way to achieve; promotion is still the most important element in whether or not it can be attracted.

For the online shopping link, take Nelson's latest panorama sales month monitoring data as an example, online food consumer involvement product line can generate more than 8000 shopping paths, but among them, 85% sales are 32 important nodes. If we comb these 32 nodes again, the following six nodes are the most important after upgrading the conversion rate of traffic flow: non search traffic, click, browse, add car, evaluation and repeat purchase. That is to say, the most important thing is whether there is a good push or measure of the consumer in every node, especially the introduction of traffic, so as to achieve the final breakthrough of users.

After purchase

With the development of online social functions, the degree of visualization after online shopping is higher. Most consumers can read more comments after shopping online, then visit other people's comments, and then conduct the two spread through social interaction or personal micro-blog WeChat.

And offline experience is more abstract, through the spread of word of mouth to connect. However, it is interesting to note that with the popularity of digitalization, consumers will gradually integrate online reviews after online shopping, that is, online and offline purchases are merged.

Finally, Nielsen research found that the trend of online offline integration is very significant from the perspective of consumer behavior. The mainstream of the six fast selling products category basically more than 30% of consumers may choose to collect information online and eventually buy online. Similarly, 30% consumers choose to buy goods online.

This tells us the whole channel - the integration of online and offline has arrived and will be a normalization.

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