The document discusses how the connected consumer has changed shopping and marketing. It notes that the shopping experience is now a complex web of interactions across physical and digital channels. It argues that the goal of marketing should no longer be just selling products, but minimizing friction throughout the entire purchasing process. Several examples are given of companies creating frictionless and transformational experiences for connected consumers, such as one-hour delivery and merging physical and digital experiences using technologies like iBeacons. The document concludes by encouraging marketers to rethink their traditional approaches to appeal to today's connected shoppers.

1. ERWIN PENLAND PRESENTS FOOD FOR THOUGHT
SHOPPER
MARKETING
Tim Scholler, SVP Shopper Experience
Will Lee, SVP Shopper Marketing
Erwin Penland - Proprietary and Confidential

2. Images of heretics
Joan of Arc; Thomas Jefferson; Galileo; Oscar Wilde; Walt Whitman; Darwin
Heretics challenge the way we
think, but often they weren’t really
heretics…just ahead of their time.
#epfft

3. #epfft
The Connected Consumer
has Killed the Shopper

4. Our shopping lists have gone
digital, but our behavior still lives
with a foot in both the “virtual” and
“real” worlds.

5. When it comes to buying,
there is no singular
Moment of Truth.

6. It’s a complex,
multi-layered and
non-linear web of
interactions along the
path to purchase.
#epfft

7. The purpose of marketing
communications is not to
sell goods and services –
it’s to minimize buying
and consumption friction.

8. Today’s shopper marketing objective:
frictionless transactions in
communication and experiences.
Because even typing a password is
TOO MUCH WORK!

9. BRANDS
Brands at the center
create content for the
Connected Consumer
to curate.
#epfft

10. BRANDS
SERVICE
BRANDS
BRANDED
EXPERIENCES
2010
COMMODITIES
1950
1900
A History Of Our Relationship
To Shopping And Buying
Success involves creating transformational
experiences for our Connected Consumers.
TRANSFORMATIONAL
EXPERIENCES
#epfft

11. So how do we appeal to
this connected
consumer and create
these transformational
experiences?

12. One way is to create new
shopping opportunities, occasions
and path-to-purchase intersects.

13. Brands are also continually
removing friction from the journey
– from trial to repeat customers –
with “One-click,”™ auto-replenish
& same day delivery.
#epfft

14. eBay NOW
Expectations of
immediacy carry thru to
the fulfillment channel –
creating surprise and
delight throughout the
purchase experience –
like eBay’s one-hour
delivery service.
#epfft

15. PayPal Here™ + iBeacon (SK) @ Macy’s
Brands are also merging their brick and
mortar presence with your most
personal device – giving you a
concierge wherever you go, with
iBeacon and other mobile tech.
#epfft

16. And bridging the physical
and digital divide by
leveraging social currency
of demand to curate the
in-store buying journey.
Click 2 Brick
#epfft

17. Branded
Personalized + Low friction + Experiences
Shopper Marketing Success

18. You don't need to be a heretic,
just be willing to rethink your
traditional approach.

19. Food For Thought
Food For Thought is Erwin Penland's thought leadership platform.
It began six years ago with a three-day annual symposium
celebrating the intersection of food, creative thinking,
entrepreneurialism and social responsibility through events,
discussions and of course, dining.
The fully experiential gathering is crafted to inspire dialogue and
debate among prominent entrepreneurs, business leaders and
creative thinkers from around the country—showcasing
how creativity is paramount to success in every organization, and
in fact, in life.
The platform itself has been extended into quarterly client
sessions, internal agency training programs, research and
marketing trend presentations.
For more information:
Joe Saracino
Chief Marketing Officer
Erwin Penland
joe.saracino@erwinpenland.com
Erwin Penland
erwinpenland.com
@erwinpenland on Twitter and Instagram
facebook.com/erwinpenland
Food for Thought Conference
foodforthoughtconference.com
Erwin Penland - Proprietary and Confidential