Author: Michael La Kier

Digital Technologies: What’s Working for Shoppers

How much have digital technologies changed shopping? The ‘steps’ within the Shopper Path-to-Purchase have remained unchanged. Plan-Shop-Evaluate. But how shoppers go through those steps has radically changed given digital, mobile and social technologies. The past decade has given Shoppers more tools than ever to navigate their everyday lives and shopping is no different. The vast majority of Americans – 95% – now own a cellphone of some kind. 77% of Americans that own smartphones. Whether it is as simple as buying toothpaste or ordering a new car, the Internet and the devices people use to access it, have reduced friction from the...

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Physical Moved to Digital, Now Digital Returns the Favor…

The growth of eCommerce – totaling roughly $334BN in 2015 – is the driving force behind retail sales, despite being less than 10% of total sales. Up from just over $91BN since 2005, it is doing much to dislocate and upset the retail world we know. Many brands that existed just a few years are gone, and many of those still here are shrinking their physical footprint. However, this disruptive force is making waves in other areas. After comparing the promise of  eCommerce vs eAdvertising ($350BN vs $60BN), Social Media platforms are now pivoting to create ‘Social Commerce’ platforms: Pinterest has...

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