PRESENTATION: The New Shopper Anatomy: Consumer Mindsets, Motivations, & Mainstays The world changed forever in 2020, and so did consumers’ shopping habits. Join us for our kick-off presentation as we break down the must-know shopper trends for commerce planning and activation. You’ll receive an exclusive look at new data from Catalyst and Kantar’s original research into shopper mindsets, motivations, and more. PANEL: The New Shopper Anatomy – Continuing the Conversation Join us as we continue the conversation on emerging shopper trends with a lively panel discussion featuring commerce experts and industry trailblazers. Our speakers will weigh in on online grocery, omni-channel shopping, convenience, as well as additional shopper trends, including predictions for holiday 2020, the future of physical retail, and other shifts in consumer mindset and behavior.

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Session 1: The New Shopper Anatomy
THE NEW COMMERCE
CONFERENCE
WELCOME TO

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https://bit.ly/32hWHeW
THIS PRESENTATION ORIGINALLY AIRED
AS A WEBINAR. THE RECORDING IS
AVAILABLE HERE:

3. What is the New Commerce Conference?
• Digital commerce thought-leadership to
prepare marketers for the changing world of
commerce.
• Insights, tips, & recommendations to better
understand today’s consumer and maximize
online & in-store sales.
• Expert perspective from industry trailblazers.
The New Commerce Conference
Schedule: 1 – 2:30 pm ET every Weds.
October 7th:
• Getting Started Marketing on Instacart
October 14th:
• The Age of Omni-Commerce & What It Means
for Marketing Strategies (presentation)
• Less Silos, More Symbiosis: Omni-Channel
Strategies to Drive In-Store & Ecomm Sales
(panel)
Register: https://www.catalystdigital.com/the-
new-commerce-conference/
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4. Hosted By
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5. PRESENTATION: The New Shopper
Anatomy: Consumer Mindsets,
Motivations, & Mainstays
1:10pm – 1:40pm
PANEL: The New Shopper
Anatomy: Continuing the
Conversation
1:45pm – 2:30pm
Today’s Agenda
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Meghan Lavin
Catalyst
Rachel Dalton
Kantar
Alex Sherman
Microsoft-
PromoteIQ
Bob Land
Dorel Juvenile
Vivian Nantembe
Catalyst
Rachel Dalton
Kantar
Kerry Curran
GroupM Services, US
MODERATOR PANELISTS

6. Housekeeping & FAQs
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Will recording be shared?
Yes!
Will slides be shared?
Yes!
How do I ask a question?
Type your question in the "[Enter question for staff]"
field. Only the presenters see the question. Questions
will be addressed at the end of each session.
Other questions?
Email info@catalystdigital.com.

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Meghan Lavin, Partner, Director of Marketing, Catalyst
Rachel Dalton, Director Ecommerce & Omnichannel, Kantar
THE NEW SHOPPER ANATOMY
Consumer Mindsets, Motivations, & Mainstays

8. The State of Ecommerce 2021 is a landmark
study based on two quantitative surveys with 500
online purchasers and 209 marketers, sales
professionals and advertising professionals.
It is also informed by numerous interviews with
industry professionals to help make sense of the
rapidly evolving commerce landscape in the US.
StateofEcomm2021.com
Original Research
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9. Meet Catalyst
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Organic Search | Paid Search | Paid Social | Digital Commerce |
Programmatic
www.CatalystDigital.com

10. Meet Kantar
10 Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

11. MINDSET:
What’s the commerce mindset?
MOTIVATION:
What’s influencing decisions on where
& how to buy?
MAINSTAYS:
What consumer trends are here to
stay?
Agenda
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12. CONSUMER
MINDSET
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13. BEYOND JUST BEING HELPFUL, ECOMMERCE
& ONLINE SHOPPING GIVE SHOPPERS A
SENSE OF ENJOYMENT OR PLEASURE.
13 Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

14. of online purchasers exposed to an ad while shopping said
that these ads were helpful reminders of things they
needed or prompted an idea for something they wanted
Shoppers view advertising as helpful, not a
hindrance
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54%
36%
of online purchasers click an ad/promo*
*among those online purchasers who saw an ad or promo while shopping for a product at the time of purchase; note small base sizes
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020
of online purchasers who ranked online & offline
touchpoints influential on their purchase said PDPs
had the biggest influence on their purchase41%

15. Aware of non-traditional commerce
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59%
of online purchasers are aware
of social commerce
61%
of those aware are either very, or
somewhat, likely to purchase from
social sites in the future
15%
24%
35%
26%
Not at all likely
Not very likely
Somewhat likely
Very likely
Awareness of social commerce
Yes 59%No 41%
How likely to purchase
from social media in future
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

16. online shoppers who own voice-enabled
devices (Alexa, Google Home, etc.) use
their devices to buy products
Visual & voice catching up
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28%
51%
of respondents who have not used
voice assistants for shopping say the
barrier is that it’s simply not a habit
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

17. 70% of online purchasers are
aware if the packaging they
receive from an ecommerce order
is recyclable or not, and when it is,
80% of those consumers, in turn,
are recycling.
Consumers take note of sustainability
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70%
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

18. CONSUMER
MOTIVATIONS
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19. Shoppers rely on retailer sites and apps more than any
other touchpoint in the days leading up to a purchase
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0%
5%
10%
15%
20%
25%
30%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
%RankedasMostInfluential
%EngagedinTouchpoint
Preshop Touchpoints Rank #1
Retailer
Website/
App Net
Internet
Search
Net
Email Ad
Net
Brand
Website/
App Net
Social
Media
Post/Ad
Net
In-store
Net
Offline
Ad Net
Reco
Net
Blog/
Online
Forum
Net
Read as: Among all online purchasers, 37% visited a retailer website/app in the days or weeks leading up to a purchase
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

20. But, offline touchpoints still matter
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Nearly one-third of online
purchasers say that offline
touchpoints helped them
make their purchase decision
Read as: Among all online purchasers, 37% visited a retailer website/app in the days or weeks leading up to a purchase.
37%
28%
21% 20% 20%
13%
18% 17% 17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Pre-shop TouchpointsPre-shop Touchpoints
Online 66%
%EngagedinTouchpoint
Offline 31%
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

21. Factors motivating where & how to purchase
CONVENIENCE SHOPABILITY PRICE/VALUE ASSORTMENT SERVICE
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• It’s the most
convenient
• It’s the quickest
way to shop and
be done with it
• Allows me to
decide when and
how I shop
• There’s more
product
information to
help me choose
• Able to find what
I’m looking for
• It’s easier to
compare
products
• Ability to price
match /
guaranteed lowest
price
• Best deals and
promotions
• Easy to use
coupons
• Has the best
variety of brands
to choose from
• Has the best
variety of
different types of
products to
choose from
• Items I want are
always in stock
• Great customer
service
• Valuable
loyalty/membership
program
• Helpful in
answering my
questions

22. Convenience matters more than price
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36%
47%
52%
57%
66%
Service
Price/Value
Assortment
Shoppability
Convenience
Reasons for choosing a retailer for product purchase
Read as: 66% of online purchasers say convenience is the main reason they choose
to purchase at a specific retailer
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

23. CONSUMER
MAINSTAYS
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24. CROSS-PLATFORM SHOPPING IS
THE HALLMARK OF TODAY’S
CONSUMER
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25. Cross-platform shopping is the hallmark of today’s consumer,
cementing the importance of integrating retail, search, and social
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50%
of online purchasers search
for inspiration on
Instagram*
63%
of online purchasers do
initial product research on
Amazon*
63%
of online purchasers do
product & price
comparison on Walmart*
50%
of online purchasers
discover new brands &
products on Google*
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020
*Among those who visited these specific sites; note small base sizes

26. While retailers lead in terms of site visits, social platforms and traditional
search sites are paramount, particularly for inspiration and discovery
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38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

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Importance of a cross-channel, cross-retailer
approach
If advertisers want to maximize sales
and grow their brand, no longer can
they look at retail media as a stand-
alone channel.
They must take a cross-channel retail
media approach that is inclusive of
traditional retailers as well as search,
social, and programmatic.

28. Lean into experts
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In a complicated and rapidly changing
environment, brands are capitalizing on partners’
specialty skills, tech, and experience on their
path to an integrated and comprehensive
ecommerce strategy.
“You need to find the best agencies leveraging
the best tech in order to compete.”
John Denny, VP Ecommerce & Digital Marketing, CAVU Venture Partners
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

29. ONLINE GROCERY & LAST MILE
DELIVERY IS HERE TO STAY
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30. of online purchasers have
used Amazon Prime Now
and nearly one quarter have
used Instacart
Last mile providers continue to gain momentum
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49%
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

31. Planned usage of delivery services in the next year
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4%
5%
17%
14%
13%
8%
44%
35%
38%
45%
45%
29%
52%
60%
46%
41%
42%
63%
Amazon Prime Now
Deliv
Postmates
Doordash
Shipt
Instacart
More than in the past The same as in the past Less than in the past
Read as: Among those online purchasers who used Instacart, 63% plan to use the service more in the future.
Note that Shipt, Postmates, and Deliv are small bases: use only directionally.
Over 50% of purchasers
plan to use Instacart,
Delivery, PrimeNow, or
Deliv MORE in the future
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

32. More than Just Food: It encompasses the full grocery store. Consumers are shopping
alcohol/beer, beauty products, highly perishable items, & more through online grocery.
Attracting Older Demos: 65% of Baby Boomers say they will use Instacart more in the
future.
Challenging Physical Notions: Brands need to reset expectations and adopt a digital
mindset to be successful in the online grocery world.
Winning the First Basket: Brands who invest early will have the advantage of
increased visibility in their category, and the opportunity to establish a customer relationship
on the platform and earn that customer’s loyalty.
Online Grocery & Last Mile Delivery
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33. To Summarize
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MINDSET:
• Utilitarian shopping & shopping for enjoyment
• Open to helpful advertising & non-traditional commerce vehicles
• Paying attention to sustainability
MOTIVATION:
• Retailer sites & apps
• Convenience
MAINSTAYS:
• Multi-platform shopping
• Online grocery & last mile delivery

34. Get the full report
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StateOfEcomm2021.com
Foundational ecommerce study based on perspectives
from shoppers, marketers, retailers, and partners that
reflect and address the opportunities and challenges of
the industry going into 2021.

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QUESTIONS?

36. QUESTIONS FOR OUR PANELISTS?
Enter them into the question box on your
GoToWebinar screen.
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The New Shopper Anatomy: Continuing the Conversation
ALEX SHERMAN
CEO & Co-Founder
Microsoft-PromoteIQ
BOB LAND
VP of Consumer Experience
Dorel Juvenile
VIVIAN NANTEMBE
VP, Client Development
Catalyst
RACHEL DALTON
Director, eCommerce & Omni-
channel Insights
Kantar
KERRY CURRAN
Managing Partner, Executive Director,
Marketing & Growth,
GroupM / Catalyst
MODERATOR
PANELISTS

37. Don’t miss the next session in The New Commerce Conference:
Getting Started Marketing on Instacart
Wednesday, 10/7, 1 – 2:30pm EST
• Suzanne Skop, Instacart
• Melissa Burdick, Pacvue
• Tarik Mughisuddin, Catalyst
https://www.catalystdigital.com/the-new-commerce-conference/
Thank you!
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