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«Demystifying the Swiss online shopper»
Olivier Colomb, PwC
ORGANISATOR: www.bergzucker.com
PARTNER:
ÜBER DEN REFERENTEN Olivier Colomb ist Manager bei PwC am Sitz in Genf im Bereich Strategy & Operations. Über die letzten 8 Jahre hat
Olivier mit verschiedenen Detailhändlern und FMCG Produzenten an ihren digitalen Herausforderungen
gearbeitet. Zudem ist Olivier Mitarbeiter der Retail & Consumer Multichannel Initiative in der Schweiz und ein aktives
Mitglied des Digital Transformation Central Team bei PwC.
ORGANISATOR: www.bergzucker.com
PARTNER:
Demystifying the Swiss online shopper PwC @ Social Hub– 5 September 2013 Olivier Colomb / Erica Dubach-Spiegler
PwC 4
PwC
United States
Brazil
UK
France
Netherlands
Switzerland
Germany
China & HK
Turkey
Canada Russia
11 000 online
interviews of online shoppers
across 11
countries in 2012
Field research carried out in
July and August 2012 Online survey respondents in France, Germany and the UK are nationally representative of online users in those countries. In other countries they are representative nationally of the Research Now (RN) panel of online users' profile for the following demographics: Age, Gender, Employment status and Region
A global piece of research
South Africa
India
Italy
Middle East
5
PwC
Three major findings that demystify the Swiss online shopper
6
Swiss consumers behaviours
The digital revolution is still to come
Strategies: multichannel vs Total Retail
PwC 7
Swiss consumers behaviours
The digital revolution is still to come
Strategies: multichannel vs Total Retail
PwC
Swiss consumers feel far more confident about buying online
8
11%
8%
22%
35%
18%
6%
5%
17%
37%
31%
5%
5%
How long have you been shopping online? How often do you shop online?
I don't remember
10 years or more
5-9 years
3-4 years
1-2 years
Less than 1 year
Never Once a year
A few times per year
Monthly
Weekly
Daily
PwC
Behaviours are dramatically different across countries
9
Consumer behavior online and in-store. Global Full sample, 11’067 online shoppers
On
lin
e b
eh
av
ior
In store behavior
Practical user
Bargain hunter
Social addict
Shopping lover Bargain hunter Practical shopper
PwC
0%
5%
10%
15%
20%
25%
0% 10% 20% 30% 40% 50% 60% 70%
Top 3 Factors (% of shoppers mentionning)
What does practical mean?
10
Key needs
Nice-to-have
Important to some shoppers
What factors attract you to shopping online?
Lower prices / better deals than in-store
More convenient than shopping in-store (fast checkout, 24/7 etc.)
Home delivery option
Easier to compare and research products/ offers than in-store
Wider variety of products than in-store
Easier to find my favourite brands online
Customer reviews of products available
Better product information than in-store
Most important factor (% of shoppers selecting)
PwC
Three major findings that demystify the Swiss online shopper
11
Swiss consumers are practical
The digital revolution is still to come
Strategies: multichannel vs Total Retail
PwC
Appetite for social media varies significantly across countries
74%
of Swiss online
shoppers use social media
27%
interact with
brands or retailers via social media
4%
buy online through a social media platform
Use of social media
0% 100% 10% 80% 20% 30% 40% 50% 60% 70% 90%
Proportion of people using social media
12
PwC
Only 5% of Swiss online shoppers shop through a social media platform monthly or more
13
27%
15%
15%
8%
4%
58% 7% 2%
38%
14%
32%
47%
21%
34%
8%
87%
In Store Online via PC Online via social media
Daily Weekly Monthly Less than once a month Never
1% 3%
3% 2%
Follow brands or retailers
Provide positive or negative comments
Discover some brands I didn’t know
Purchase products as a result of information on social media
Purchase an item though a social media platform
I do not follow brands or retailers through social media
I have used social media to… How often do you go shopping?
Categories? Reasons to visit
brands?
PwC
Tablets and smartphones still behind PCs
14
11%
7%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
In Store Online via PC Online via Tablet Online via mobile orsmartphone
Less Same More Never use this shopping channel
How do you think the frequency of your shopping behavior will change over the next 12 months?
What happened in 2013?
PwC
57% average for store purchasing
2%
2% 1%
2%
1%
2%
2%
2%
1%
2%
2% 1%
2%
1%
1% 2%
1%
2%
2% 1%
1% 1%
1%
1%
1%
1%
1%
2% 1%
1% 1%
2% 1%
2% 1%
Consumer electronics and computers
Household appliances
Clothing and Footwear (incl. Sportswear)
Books, Music, Movies
Furniture and Homeware
Sports/Equipment/Outdoor
Jewelry/ Watches
DIY Grocery Toys Health and Beauty
Stores remain a centerpiece of Swiss consumers’ purchase journeys across most product categories Which method would you most prefer for researching and buying?
Ø 57%
29%
39% 41%
12%
50%
42% 44% 43%
55%
32%
43%
20%
23% 16%
16%
18%
15% 13%
12%
13%
15%
14% 2%
2%
3%
1%
3%
2% 2% 2%
1%
2%
1%
39% 16% 21%
56%
8%
13% 10%
8%
9%
17%
16%
3% 3%
3%
5%
15% 11%
7%
17% 24%
27% 31%
19%
30%
20%
Store only Web-to-Store Catalogue-to-Store Web only Store-to-Web Catalogue-to-Web Catalogue only Other Don't research
15
PwC
The rise of new retail spaces – Experience as a key element
• Digital in stores? Yes, if convenient
• Showrooming
• Mix traditional store/ high street
• Social Media in Store
• Google? Amazon? E-Bay? Ricardo?
16
PwC
Three major findings that demystify the Swiss online shopper
17
Swiss consumers are practical
The digital revolution is still to come
Strategies: multichannel vs Total Retail
PwC 18
5%
7%
7%
8%
9%
13%
13%
14%
21%
27%
Mediamarkt
Tchibo
Ikea
Interdiscount
Digitec
Nespresso
Weltbild
Apple
Coop
Migros
6%
6%
10%
10%
11%
11%
17%
19%
30%
34%
Denner
Orell Füssli
Ikea
Tchibo
Digitec
Interdiscount
Nespresso
Apple
Coop
Migros
The Swiss multichannel landscape: local and regional players hold their ground
2012 2011
PwC 19
42%
58%
Yes No
19%
33%
56%
52%
43%
38%
29%
25%
23%
19%
14%
12%
5%
3%
Lower price
Full range or more choice
That's all I needed - onebrand
Love of brand / loyalty
Good stock availability
Better warranty / guarantee
Better service
Customisation/personalisation of product
Better experience
Other
What made you choose to buy directly from the brand website?
The Swiss multichannel landscape: the rise of direct-to-consumer models Have you ever bought from a website that sells only products from one brand?
PwC
20% 17% 18%
15% 15% 10%
9%
6% 8%
6%
6% 4%
45% 50%
54%
4% 6% 7%
First Second Third
20
First favorite retailer
Second favorite retailer
Third favorite retailer
The Swiss multichannel landscape: online retail is not cannibalizing sales Do you think you have spent more with your favorite retailer since you started shopping across multiple channels?
No - my spending has decreased
Substantially more (over 50% more)
A lot more (25-50%)
More (10-25%)
A little more (up to 10%)
No - my spending has been broadly
the same
44% 50%
40%
PwC 21
Early and/or exclusive access to products
Innovative products
Innovative approach to marketing
Personalization of website
Fast and reliable delivery
Return to store
I trust the retailer
I like the staff
Easy to use website
Click & collect
Free returns
Most significant drivers
The key multichannel drivers of consumer spending differ considerably by country
Total Retail…the way forward
PwC
Decade of change
0
25
50
75
100
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
% U
K a
cti
ve
ad
ult
po
pu
lati
on
Traditional Consumer Transitionals Digital Natives
New and different types of customer behaviours are emerging – A decade of disruption is beginning
Up to 2013 Traditional consumer behaviour is the majority
2013–2019 Transitional behaviour
is the majority
2020 and beyond Digital native
behaviour dominates
23
PwC
It all comes down to the customer
People expect a connected experience
Consumers compare experiences across industries and think “if I can do that on Amazon, why can’t I do this with you?”
People expect to participate
Consumers expect to be able to find reviews and give feedback, have their views taken into account and collaborate with their favourite brands
People make smarter decisions
Consumers are better informed than ever, which means they make smarter decisions that lead to better personal outcomes
People have an innovation appetite
The rapid evolution of personal technology has created consumer thirst for innovative new services and products
24
PwC
Trust the fundamentals: placing customers at the centre of the R&C business
Total Retail acknowledges that customer, experience and product are at heart of the business; and channels are simply the way customers prefer to buy a specific purchase, at a given point in time.
25
PwC 26
Supply chains: be flexible and get customers what they want, when and where they want it while increasing your profitability
Digital intelligence: make sense of multichannel consumers
Store innovation: engaging and connected, flawless store-level execution
“Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.” Jim Rohn
ÜBER SOCIAL HUB Der Social Hub ist das monatliche Fachtreffen zum
Thema Social Media und bietet die Möglichkeit, sich
vertieft zu informieren und mit Kollegen
auszutauschen. Die Veranstaltungsreihe findet jeden
ersten Donnerstagmorgen des Monats statt.
Der Networking-Anlass ist kostenlos und wird stets
begleitet von einem spannenden Kurzreferat (ca. 30 bis
45 Minuten) wobei nationale und internationale
Referenten praxisbezogene Case Studies aus dem
Bereich Social Media vorstellen.
www.swissonlinepublishing.ch/socialhub
ÜBER DEN ORGANISATOR Bergzucker ist Ihr Full-Service-Partner für
Kommunikation in Marketing und Vertrieb im Zeitalter
von sozialen Konversationen.
www.bergzucker.com
ORGANISATOR: www.bergzucker.com
PARTNER: