Company News • 16.07.2015

Digital tools create new shopper journeys

Impact of social and mobile in deconstructing the shopper journey

Use of digital shopping tools.
Use of digital shopping tools.
Source: Epsilon Data Management, LLC

Epsilon has released findings from its Digital Shopping Tool Impact Study 2015. The study shows how people are shopping, what’s guiding their purchasing decisions and what tools they are using before, during and after purchase. The research reveals a noticeable shift towards mobile and social digital tools that is changing the very nature of the shopping process.

The Epsilon online study of over 2,800 consumers, coupled with in-depth interviews and discussion boards with over 50 shoppers, measures the usage and influence of 16 different digital shopping tools.

“Overall, the availability of these tools has resulted in a significant shift in the way shopping takes place,” shared Kim Finnerty, Senior Vice President, Research & Insights at Epsilon.  “The study shows the process to be more complex and individualized than in the past, with shoppers executing shopping tasks in “chunks” of activity at times, places and on devices that are most convenient for them. Not only are these “deconstructed” journeys highly individual, but they also vary from one shopping “trip” to the next depending the user’s time constraints, device availability and mood.”

Let’s Get Social

According to the research, a retailer’s social media activity has a greater impact on shoppers than the retailer’s website, pointing to the benefit of investing in active engagement with fans via social media. One of social media’s key strengths is its ability to influence trial of new products and brands. Not surprising, social media is even more influential with Millennials than it is with Boomers.

The platform shoppers cite as most influential to their shopping decisions is Facebook, although Pinterest and Google+ are strong contenders.  Twitter is much less influential in the shopping process overall, but Millennials state that it is quite influential for them.

“Social media by its nature involves distraction and nonlinear interaction and may be seen as unpredictable by both marketers and shoppers,” Finnerty stated. “However, our study shows that social media becomes both useful and influential precisely because there are so many ways to interact with it. Social as part of the shopping journey improves the experience and informs the purchase decision.”

Shoppers’ “App”etite

This year, as in the past several years, shoppers point to shopping apps as the tool most likely to improve their shopping experience, by facilitating the process and making them feel like a smart shopper. When shoppers speak about how they use shopping apps, their comments include diverse activities such as creating their shopping list, looking for coupons, checking inventory in-store, checking competitive pricing and reading product reviews. Findings show that shopping apps have become the bridge between the virtual and real worlds of shopping.  More than any other tool, when shoppers discuss using shopping apps, they talk about them in the context of going to the store or being at the store. Additionally, the study shows that the shopping apps most often used by consumers are those that belong to a specific retailer, rather than a brand or third-party.

Coupons, Coupons, Everywhere

When it comes to coupons, the research unveils that downloading and printing coupons is still a fairly universal phenomenon and one that shoppers continue to find rewarding and influential. 42% of Millennials report using “old school” coupons, compared to 60% of Boomers. Of those shoppers using printable coupons, Millennials are even more likely than Boomers to say the coupons influenced them to buy products they hadn’t planned, to try new products and to choose one store over another.

Learnings from the qualitative portion of the study indicate that people don’t necessarily distinguish between different types of digital coupons in the same way the industry does. They tend to think of coupons delivered digitally to be interchangeable, whether they are printable, mobile-only or Load-to-Card coupons. The ethnographies uncovered a completely new shopping behavior, driven by Millennials and their use of digital coupons. In these shopper journeys, the study found that shoppers are first finding the item they want to buy and then searching to find a specific coupon to apply to the purchase.

Finnerty added, “Rather than being spurred to action by a lucky encounter with a coupon, as was the case with previous generations, shoppers today take for granted that they can search for whatever they want and when they find it, they will also find a coupon. This is a new level and type of shopper control than most imagined when digital coupons were first introduced and it demands changes in the way brands and retailers interact with shoppers.”

For more information including a comprehensive view of the new shopping experience and recommendations on how to better connect with shoppers, download the Digital Tool Impact Study 2015 at:

Source: Epsilon Data Management, LLC

related articles:

popular articles:

Thumbnail-Photo: Good news for brick and mortar retailers
08.03.2019   #brick and mortar retail #in-store marketing

Good news for brick and mortar retailers

71 percent of shoppers are spending more in-store than online

Both men and women are spending significantly more in-store than online during a typical shopping visit according to a new report, by First Insight, Inc. The company, which recently surveyed consumers on shopping habits, purchase behavior and ...

Thumbnail-Photo: Holistic POS solutions in visual communication...
12.02.2019   #digital signage #Trade fair special EuroCIS 2019

Holistic POS solutions in visual communication

Product presentation and brand presence through signage

The effective placement of products at the POS is becoming increasingly difficult today due to the broad diversity of brands and the struggle for presentation area that goes along with it. Striking POS solutions are thus all the more important. ...

Thumbnail-Photo: U.S. prestige beauty industry sales grow six percent in 2018...
07.02.2019   #brick and mortar retail

U.S. prestige beauty industry sales grow six percent in 2018

Artisanal fragrance was the fastest growing aspect of the market

The U.S. prestige beauty industry reached 18.8 billion dollar in 2018, a six percent sales increase over 2017, according to The NPD Group. The skincare category grew by 13 percent and contributed 60 percent of the industry’s total gains; ...

Thumbnail-Photo: Students create packaging of the future
07.03.2019   #sustainability #design

Students create packaging of the future

Annual design competition PIDA

What will a sustainable and exciting packaging concept look like in 2030? Most likely we will see many and innovative answers to that question at PIDA (Packaging Impact Design Award), the international design competition arranged and hosted by ...

Thumbnail-Photo: Designer Outlet Croatia as hybrid retail destination...
04.04.2019   #customer counting #shoppingcenter

Designer Outlet Croatia as hybrid retail destination

Building footfall and counting shopper traffic

Designer Outlet Croatia, majority-owned by Ingka Centres has enhanced shopper traffic performance by adding an aspirational, 'hybrid' retail destination to the existing IKEA Store in Zagreb supported by the implementation of a traffic ...

Thumbnail-Photo: The Guinness Storehouse in Dublin – a powerful customer magnet...
14.03.2019   #customer satisfaction #customer relationship management

The Guinness Storehouse in Dublin – a powerful customer magnet

Brand advertising with taps, creamy whitecaps, and hashtags

Just in time for Saint Patrick's Day, we turn our attention to arguably the favorite drink of the Irish: the iconic Guinness beer. Or, more precisely, the home of the stout: the Guinness Storehouse opened its doors in 2000 right in the heart of ...

Thumbnail-Photo: Brand  Marketing Summit
19.03.2019   #event #marketing

Brand Marketing Summit

Map your customers journey and engage at the right time

The Brand Marketing Summit (25th-26th June, London) is the must attend event for those looking to reinvent their marketing and engage their customers. Knowing your customer and their journey has become essential to delivering customer engagement. ...

Thumbnail-Photo: The customer is always right? Two customers might spell trouble!...
09.05.2019   #consulting #brick and mortar retail

The customer is always right? Two customers might spell trouble!

How salespeople can handle customers who bring company along

Customers rarely shop alone. Most of them shop with family or friends. The other person might not always be in a good mood, patient or friendly. Can the salesperson simply ignore the other person in these instances? How should he or she handle this ...

Thumbnail-Photo: Imaginative sales promotion – displays for the POS...
25.03.2019   #pos marketing #displays

Imaginative sales promotion – displays for the POS

The POPAI Award finalists 2019 in our photo gallery

This year's participants impress with their attentive designs, functionality and practical handling. The contestants demonstrate the wide-ranging possibilities a display offers for presenting products and attracting attention at the point of ...

Thumbnail-Photo: Award-worthy product presentations – Point of purchase displays...
08.05.2019   #pos marketing #displays

Award-worthy product presentations – Point of purchase displays

The 2019 POPAI Awards finalists in our photo gallery

This year’s POPAI Awards finalists prove that retail displays can do more than just grab the attention of consumers.Today’s displays not only reflect the overall customer journey, but also focus on storytelling and digital elements.The ...


Westiform GmbH & Co. KG
Westiform GmbH & Co. KG
Kinzigtalstrasse 2
77799 Ortenberg