1. 1 Decoding todays everywhere shopper August 2013
2. 2 Online survey of diverse shoppers across FMCG &
durables Trending since 2009 Now 14 countries (n=600 per country)
Broad Foundation Of Shopper Attitudes And Behavioral Trends o USA o
Brazil o Chile o Mexico o Netherlands o Belgium o Austria o Russia
o Czech Republic o Bulgaria o Romania o China o Korea o Australia
Emerging, global shopper insights reshaping the path to
purchase
3. 3 Smartphones still more active in-store, but shoppers seems
more comfortable transacting purchases via tablet Source: GfK
Futurebuy, 2013, all country average Tablets Surpassed Smartphones
For Shopping Outside The Store % shoppers engaging in shopping
activity (all country average) IN STORE Find products Find best
price Check product reviews Purchase product OUT of STORE Find
products Find best price Check product reviews Purchase product 33%
38% 40% 44% 19% 24% 33% 28% 42% 42% 47% 50% 17% 21% 21% 21% Tablet
Smartphone
4. 4 Source: GfK Futurebuy, 2013 China Rises Above Diverse
Array Of Top Tablet Shopping Markets Tablet penetration China %
Tablet owners shopping on tablet Tablet penetration Brazil
Netherlands Mexico United States Korea
5. 5 Food/Bev, OTC and household categories still predominantly
in-store Bigger ticket categories drive more online activity
Source: GfK Futurebuy 2013 Omni-Channel Shopping Now Commonplace
14% 15% 20% 26% 31% 38% 43% 52% 57% 58% 66% 70% % shoppers
reporting omni-channel behavior (US) Cleaning OTCs Food &
Beverage Lawn & Garden Beauty & Personal Home Improvement
Auto Mobile Devices Home Appliances Apparel Toys Consumer
Electronics Cross-category average: 37%
6. 6 Source: Futurebuy, 2013 Omni-Channel Just Emerging In
Food/Beverage Except In APAC Food/Bev % shopping both online &
in-store 46% 51% 15% Netherlands Austria Belgium Czech Republic
Bulgaria Romania Mexico Chile Russia Brazil US Australia China
Korea All country average Comparable to Consumer Electronics
levels!
7. 7 Source: GfK Global Audit, 2013 Virtual Subway Grocery
Market Click arrow to play video China
8. 8 Peapod Turns The Truck Into A Store US
9. 9
10. 10 (% agree/strongly agree) Source: Futurebuy, 2013
Retailer Loyalty Universally Eroding plummeting softening I am now
less loyal to any one retailer because I shop around more to find
the best value Belgium Brazil Chile Russia Austria Czech Republic
United States
11. 11 Mobile payment gaining momentum; Google Wallet awareness
nearly doubling Showrooming Activities Sharply On The Rise %
Smartphone Shoppers Reporting Activity In Past 6 Months (US)
Showrooming 22% Source: GfK Futurebuy 2013, US 37% Saw product in
store then purchased on phone elsewhere UP from 22% (2012) Friendly
Showrooming 31% Saw product in store & purchased on phone from
same stores site Mobile Wallet Fully Digital 44% aware of Google
Wallet Saw product in store & used Mobile wallet to purchase in
store 33%Saw product on phone & purchased on phone without
store visit.
12. 12 Social Retail Experience Redefines Boundaries
Germany
13. 13 Spaaza My Price Loyalty App
14. 14 Shopping for jeans through in-store mobile app phone is
your remote control Makes experience fast, easy, fun for tech savvy
customers Hointer How it works: 1. Download stores app 2. Scan
items to try-on & select size 3. You are assigned a dressing
room 4. Clothes are waiting there 5. Toss rejects down shoot in
dressing room 6. Additional requests show up within 10sec 7. Fitted
right away if alterations (free) 8. Mobile payment (associate
device) 9. Email is mailed, no paper 10.Sales associate on hand to
help
15. 15 RFID chips embedded in select items that will start
short videos on in-store mirrors/ screens when item is in close
proximity Burberry, UK Digital Signage: RFID The only weakness of
all this mobile tech is it depends upon shopper participation
16. 16 Cell Tower Geolocation Data Enables Profiling And
Tracking Of All Shoppers, Not Just App-Downloaders Mobile Providers
3rd Party Consumer Data AssetsMobile Information De-identified
opt-in mobile participants provide linkage variables to project to
entire population within a market. Data Feed, Tools and
Applications
17. 17 Features Compare your site against competition to
evaluate shopper traffic and conversion over time down to the hour
Utilize updated shopper traffic flow within your defined shop trade
area Find out which neighborhoods your shoppers come from
Independent verification of relative store traffic in sites and
shops you define Have confidence in observed, rather than reported,
customer behavior See census-level information about your shopper
clusters
18. 18 Applications Location-based tracking is a dynamic new
product that will change the way you think about retail. Forever.
Whos visiting your store? Where do they come from? How often do
they visit? Are they your target demographics? And how does your
retail space compare with the competition? Using de-identified and
aggregated cell tower data, location-based tools provide the
answers to these questions and more -- giving you the ability to
connect with your customers movements as they go in and out of your
shopping area, by the hour, over time.
19. 19 Benefits Target areas for shopper activation Pinpoint
locations for consumer marketing and promotions Optimize leaflet
distribution areas based on actual catchment areas Determine
conversion (footfall) Install bonus models based on actual
potential Evaluate your/competitive retail network performance
Assess visitor frequency at prospective new retail locations Adjust
pricing for (digital) billboards according to (changing)
frequencies
20. 20 The Next POS: Implications And Success Criteria For
Mobile Marketers SUCCESS CRITERIA IMPLICATIONS Appending
Anonymizing Aggregating Applications Commodity Data Omnipresent
Application dependent Profit will be in the application