Confidential P&G InformationInternal Use Only. Not to be copied, shared, or disclosed outside of P&G. Unpublished Copyright 2013 P&G.

All rights
reserved. All Shelving, Distribution, Pricing & Promotion decisions are at the sole discretion of the retailer.
DIAPER
eSHOPPER INSIGHTS
e-SBD is the distillation of P&Gs proprietary knowledge of online shopper behavior, insights, and winning best practices which
reflect the unique opportunities, challenges and redefinition of shopper expectations and sales fundamentals for brands and
retailers to win in a virtual environment. Given the unique characteristics involved, and new skills and expertise required,
e-SBD is presented as a complement to SBD.
Confidential P&G InformationInternal Use Only. Not to be copied, shared, or disclosed outside of P&G.
Unpublished Copyright 2013 P&G. All rights reserved. All Shelving, Distribution, Pricing & Promotion decisions are at the sole discretion of the
retailer.

Global eSBD
Standard
eShopper Insights and Support*
M
a
k
e

i
t

S
i
m
p
l
e

Share of Search
Shoppers search rather than browse for consumables because they are often on a mission for a particular item
3
- 81% of online shoppers list, The search function is easy to use/gives reliable results as an important attribute
of online shopping for baby care
4

Shoppers expect to find the national brands first with other top selling brands/sub-brands
20

- If the first page of results does not show shoppers brand, there is a risk of losing the sale
4
- Shoppers typically do not go beyond page 1 and rarely beyond page 3; 70+% of sales happen on page 1
19,20
Shoppers are open to search term suggestions that can broaden their purchase consideration
19
Offer Right
Assortment
Consumers want to know eRetailer is in the baby game and carries a variety of products
19
- Product assortment is good was found to be an essential key driver for on-line purchasing
4
- 90% of shoppers list assortment strategy as an important attribute for an online retailer in baby care
4
- 83% of online shoppers list There is a good range of products/brands as an important attribute
when shopping online for baby care
4
Consumers expect a bigger assortment online than offline
19
- Shoppers were confused and disappointed by retailers who did not carry the same SKUs online
and ultimately abandoned their cart and switched websites
20, 15
- Shoppers expect the more to be larger sizes, discontinued SKUs, niche categories, and hard to find SKUs.
Shoppers feel there is an exclusivity factor for these SKUs
20, 15
- In baby, mom is expecting to find larger count packs online for convenience
1
Lack of bulk sizes is
a key barrier to online purchase
14
- 69% of online shoppers list, I can get products online that I cannot find/get in the store/offline as in important
attribute when shopping online for baby care
4
Consumers expect options, but do not want to be overwhelmed by thousands of products
4
Product breadth can be overwhelming and result in overly-complex decision-making and an abandoned cart
19
Shoppers typically do not go beyond page 1 and rarely beyond page 3; 70+% of sales happen on page 1
19,20
Provide basic product
information
If the right basic product information is there, consumers will buy from the shelf
19
Can find all the information I need was found to be an essential key driver for on-line purchasing
4
78% of online shoppers list Important pieces of information are easy to find as an important attribute
when shopping online for baby care
4
Providing a full product title is important
Showing only the brand names (Pampers, Huggies, Luvs) is confusing and appears limited because many shoppers
are looking specifically for Swaddlers or Cruisers and do not necessarily associate them with Pampers
19
For most consumables, consumers look for familiar packages when shopping online
3

Shoppers rely heavily on product images and will assume the image shown is what they will receive
3
While shoppers appreciated large images, they commented that they needed at least minimal content product
name, price (preferably per unit), rating to confidently make a purchase decision
3
Shoppers often look for validating content (ratings & reviews, mom-certified, etc.) to help make a final selection
3
For Baby, shoppers like to see reviews and ratings from other moms and feel ingredients and product benefits are
important as well
19,20
Provide enhanced
eContent
Enhanced eContent is important for giving shoppers confidence that they are purchasing the right product for them
77% of online shoppers list Information about the product is clear and thorough/there are good pictures as an
important attribute when shopping online for baby care
4
Supportive content is also needed for more clearly defining how to choose the appropriate stage (PNIT)
3

On the product detail pages, shopper is looking for advanced content, however, does not want to see too much.
This can be overwhelming and shopper will de-select all the information if there is too much
19
Provide Filters to
Drive Selection
If products are easy to find, the shopper feels it has everything they need
19
Search for diapers pulls up13,594 results on Amazon.com
3
Shoppers typically search for brand | category | diaper size (e.g., Pampers diapers size 4) then may filter by
sub-brand/benefit (e.g., Swaddlers, Pull-Ups)
3
Respondents reacted favorably to nearly all filtering options stage (PNIT), brand, diaper size, and weight
although Gender and Special Features received mixed responses
3
Filters need to be simple and relevant
Eye-tracking shows that filters need to be relevant, simplified and not overwhelming for shoppers to use
19, 20
Shoppers want Brand and the In-page navigation connection first. After that, shopper is looking for only relevant
filters. Too many adds confusion and less usage
19
1
Note: Consistent with SBD, Delight Me standard insights are not included.
2
3
4
5
Confidential P&G InformationInternal Use Only. Not to be copied, shared, or disclosed outside of P&G.
Unpublished Copyright 2013 P&G. All rights reserved. All Shelving, Distribution, Pricing & Promotion decisions are at the sole discretion of the
retailer.

Global eSBD
Standard
eShopper Insights and Support*
Offer a Quick
and Easy Path
to Purchase
Website is easy to navigate was found to be an essential key driver for on-line purchasing
4
Easy to use/navigate web-site and easy to find the product I want are some of the fundamental drivers for
retailer choice and for product purchase
5
Enabling shoppers to make a decision from the shelf via add to cart or buy it now, keeps them in browsing and
in shopping mode
20
Shoppers want to be able to see which step theyre on in the process and how many more steps until check-out
20
Online shoppers are demanding, impatient and do not tolerate problems
6

G
u
i
d
e

M
e

Guide the
Shopping Journey
93% of shoppers rated shopper based planogram/wayfinding as the most important attribute
of online shopping for baby care
4
Shoppers tend to associate navigation with how they shop and think in store by product type
(i.e. diaper, wipes, training pants) and by baby stage (i.e. newborn, toddler)
20
Shoppers use the in-page navigation more effectively than left hand navigation but like it
to match to drive clarity and visibility
19
Shoppers remember other things they need to purchase when items are presented in context to the relevant zone,
category, or sub-category. This helps meets shoppers needs and drive basket sizes
19
57% of online shoppers list It's possible to see in the same page the products of two or more different but related
categories as an important attribute when shopping online for baby care
4
Shoppers often look first for trusted brands when shopping online for consumables
3
Iconic brand logos and marks within top navigation, left navigation and in-page allowed shoppers to
quickly narrow by the first de-selection point (brand) in her purchase process
19, 20, 3
61% of online shoppers list Brands logo are used to help to recognize products categories or in promotional
communications as an important attribute when shopping online for baby care
4
73% of online shoppers list The brand is easy to recognize as there is the logo picture and name
as an important attribute when shopping online for baby care
4
Product image clusters proved to be effective for in-page navigation and category definition
3
Drive Larger Baskets
While she may start on a mission to buy diapers, once that mission is accomplished, she is open to suggestions
when it comes to providing the best for her baby
3
Product suggestions made after add-to-cart performed well when relevant recommendations were made
3
65% of shoppers rated adjacenciesas an important attribute of an online retailer for baby care
4
When shoppers are reminded of their offline basket, they expand their trip
19
Shoppers were particularly attuned to suggestions tied to data (people who bought X, also bought Y) noticing
frequently bought together items on the product detail pages, as well as the relevant, distinctive cross-sells in the
cart
19, 20
Cross-sells and/or up-sells should be complementary products rather than products similar to the selected item
3
Completing regimens or tasks is most relevant and appealing to shoppers. Complete the Changing task (i.e. offering
wipes and ointments/creams as part of a regimen suggestion on the product detail page and then offering other
baby items (leveraging offline affinity data) to cross-sell in the cart worked well
19
Shoppers will trade up to a larger size if it means a lower per unit cost
3
Highlight
Whats New
Mom is shopping online for items she knows, trusts and regular repeat purchases. She doesnt buy products she isnt
familiar with online but is open and seeking content about new items
19
93% of shoppers rated shopper new item strategy as an important attribute of an online retailer for baby care
4
66% of online shoppers list There are new items/products just launched in the market as an important attribute
when shopping online for baby care
4

Provide Brand Store
Link
Brand Store link needs to be visible on the first page of search results
Shoppers typically do not go beyond page 1 and rarely beyond page 3; 70+% of sales happen on page 1
19, 20
Shoppers often look first for trusted brands when they shop online for consumables
3
7
Note: Consistent with SBD, Delight Me standard insights are not included.
8
9
10
6
Confidential P&G InformationInternal Use Only. Not to be copied, shared, or disclosed outside of P&G.
Unpublished Copyright 2013 P&G. All rights reserved. All Shelving, Distribution, Pricing & Promotion decisions are at the sole discretion of the
retailer.

Supporting Studies
1. Brazil eCommerce ATL summary, September 2010
2. China eSBD Shopper Understanding,
Eye Tracking Data Analysis Report
3. eSBD Research Findings, October 2010
4. WE e-commerce eSDB shopper Research, J an 2011
5. WE eSBD Qualitative Eye Tracking Research Learnings
Final, J une 2010
6. Germany Meta study eCommerce drivers, Sept 2011
7. How to win with WE eCommerce shopper, Feb 28, 2011
8. 123 For J apan eCommerce Global CMK, Dec 2010
9. J apan eCommerce Shopper, Aug 2010
10. Korea i-shopping purchase barriers and drivers
11. Korea Internet Shopper Insights, J une 2010
12. Poland CMK Summary eShopper H&P, Sept 2010
13. Poland H and P Presentation eshopper, Sept 2010
14. Summary ecommerce Shopper Understanding Russia, Nov 2010
15. eSBD Bricks and Clicks Foundational Research Topline Oct 2010
16. NA Immersion Summary Sept 2010
17. NA Habit Change Summary, April 2011
18. Russia Baby Care eCommerce online study, Feb 2012
19. Baby Care eCommerce Overview Sept 27 2011
20. Baby Care esbd examples J uly 12, 2011

Key Contacts:
CMK, Global eCommerce DRA: Katie Nappi
CMK, Diapers DRA SPOC: Marton Hars
Why are there separate eShopper Based Design standards (eSBD)
and shopper insights for the eCommerce channel?
The eCommerce channel is the only channel where shopping occurs in a virtual
vs. physical environment. P&G e-SBD is analogous to SBD, and reflects the unique
opportunities, challenges and redefinition of shopper expectations and sales fundamentals for
brands and retailers to win in a virtual environment. For example,
the shelf is an outcome of search, assortment is theoretically endless, shoppers frequently
walk out and abandon carts at the speed of a click. Given the unique characteristics involved,
and new skills and expertise required, e-SBD is presented
as a complement to SBD.

How should I use this information?
CBD: Use to develop external selling documents to improve your SBD implementation.
CMK: Use the human insights to create the shopper story behind business initiatives.

How does each standard affect my business?
For information on the uplift from SBD for your category,
please contact your local DRA representative.


Contact your local DRA rep for more information.