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1 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Electrical retail and disruptive technologies Markus Tuschl, Global Director Digital Retail, GfK
Technical Consumer Goods Summit Berlin 2018
2 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Where to find growth in the TCG markets
1
How to build strong
relationships with customers
2
How retailers invest in
(disruptive) technology
3
3 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Where to find growth in the TCG markets
1
4 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018 Source: GfK, EU Commission, values rounded
Widely positive consumer sentiment – relevant for durables shopping
> +5
> +20 0 to +20 0 to -20 < -20
1 to 5
-1 to +1
-5 to -1
< -5
Change of the indicator: September to December 2017
+/-0 -1
+14 +1
+22 -1
-7 -3
+20 +5
+23 +5
+57 +/-0
+32 +13
+14 -6
+/-0 -12 +23
-1
-23 +4
+8 -8
+22 +3
+31 +11
+21 +5
Indicator
Propensity to buy in Europe, December 2017
EU total
+21
5 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Source: GfK TEMAX and GfK Value Added Services; TCG (CE, PH, IT, MDA, SDA, TC, OE) growth % refers to Q1-Q4 2016:2017 in local currency | Forecast for TCG 2017 in local currency excl. SDA market; Total value converted to € for all countries
213 billion € of TCG sales – moderate overall growth. Selectively, highly dynamic markets
2.2% 2.8%
1.2%
27.9%
14.4%
14.0%
7.3%
-1.7%
-1.1%
5.3% 1.4%
1.1%
-10.2%
2.0%
9.1%
1.7%
2.2%
-1.9%
1.0%
-1.8%
Positive Negative
Growth Decline
Growth 2017 vs. 2016
Forecast 2018
6 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Europe 18
Source: GfK POS Tracking, growth value MAT Jan16-Dec17 vs. previous year in m€ and %; EU 18: AT, BE, CH, CZ, DE, ES, FI, FR, GB, HU, IT, NL, PL, PT, RU, SK, UA, number of countries can differ between product groups
Smart phones and smart home delivered the biggest growth. Additional growth categories to focus on.
2812 1687
624 575
480 364 356 261 244 222
-167 -280 -313
-438 -608
-1155
Smart/ Mobile phones (incl. Phablets)Smart Home TotalMobile Computing
HeadsetsWashing MachinesVacuum Cleaners
Comm. DeviceCore Wearables
CoolingSet-top Boxes
Car Navigation
Laser Cartridge
Storage
PTV
Media Tablets Software
(+11%)
(+6%)
(+3%)
(+33%)
(+50%)
(+25%)
(+10%)
(+22%)
(+124%)
(+296%)
(-23%)
(-6%)
(-7%)
(-2%)
(-10%)
(-10%)
+
Positive Negative
Growth absolute (m€) and % 2017 vs. 2016
7 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Visual cams
€282m +24% Vac.
cleaners €143m +186%
Air treat./cond.
€92m +>100%
Washing machines €1,449m
+50%
2017 Value €, growth
Source: GfK POS Tracking, growth value MAT Nov16-Oct17 vs. previous year EU 18: AT, BE, CH, CZ, DE, ES, FI, FR, GB, HU, IT, NL, PL, PT, RU, SK, UA, number of countries can differ between product groups; GfK TEMAX
Growth segments have distinct meanings for consumers and will drive the shopper trends impacting retail.
Laser cartridge
-€279m -6%
LED lamps €77m +89%
Smart
TV: UHD/4K €2.5bn +30%
Mobile comp. ultrathin
€2.1bn +37%
OLED display
€1,134m +107%
Drones €316m +61%
Smart/ Mobilephones
€47bn +6%
Wearables
€1.432 bn +22% Virtual
reality €319m +45%
Voice interaction
>100%
Robot vac. cleaner
€460m +23%
Added value
Behaviour changing
8 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
How tobuild strong relationships with customers
2
9 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
41
28
74
45
31
80
World Europe China
20162017
Focus on early adopters to learn, while there is still time
Source: GfK FutureBuy 2017, n=1,000 per country; EU13 in 2017 and EU 8 in 2016
Chinese shoppers are in the lead. EU shoppers catching up slowly
% of respondents agreeing
Gen Z 45%
“My mobile device is quickly becoming my most important shopping tool.”
10 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Therefore, the mobile shopping shift in Europe will accelerate
Source: GfK Point of Sales Tracking, 1 EU 18: AT, BE, CH, CZ, DE, ES, FI, FR, GB, HU, IT, NL, PL, PT, RU, SK, UA, 1 MAT 17 Jan- Dec 17
Sales of large screen smartphones that lead to convenience in shopping rise
EU1 137 Mio units
China 433 Mio units
56%
36%
7%
1% <4.5‘‘
4.5 – 5.0‘‘
20%
-51%
19%
-10%
+82% +37%
+6%
>5.5‘‘
5.0 – 5.5‘‘
11 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
The channel focus depends on the category
Source: GfK FutureBuy 2017, data for consumer durables
The mobile shift is a huge opportunity for traditional store retail, particularly in Europe
48
37 46 47
57
World Europe NorthAmerica
LatinAmerica
APAC
% of respondents agreeing
31
21
28
40 34
42
29
23
35 37
43 38
Smartphones Major homeappliances
Audio devices Wearables
Channel where category was shopped
Exclusively online Exclusively in a store Both
I can see a future where traditional stores are not a big factor in how I shop
12 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Are shoppers ready for it?
Multichannel shopping includes the option of being tracked
13 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
44
29 36
52
World Europe NorthAmerica
APAC
Source: GfK FutureBuy 2017; Word: n=35,000; Europe n=13,000; North America n=2,000; APAC n=11,000
In Europe, personalize marketing will evolve more as 1. readiness to being tracked is growing and 2. younger generations see the benefit
% of respondents agreeing
20
25
30
Europe
2015 2016 2017
0
20
40
All Gen Z Gen Y Gen X Boomers Silent
I like it when a website keeps track of my visits and recommends things to me.
14 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
IF…security of personal data is given – strong requirement in all generations
This opens the opportunity for personalized marketing and other big data driven solutions
0
50
Allrespondents
Gen Z Gen Y Gen X Boomers Silent
Source: GfK Futurebuy study, 2017 European results n=13,000.
I am more concerned about the security of my personal information when shopping online than I am when shopping in a store.
15 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
How retailers invest in (disruptive) technology
3
16 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Expected business outcome/ impact Impact on retail today
Investment relevance gap
Future invest. focus
31
30
29
26
25
23
31%
35%
30%
25%
31%
40%
62%
65%
59%
51%
56%
63%
Checkout-less stores
Augmented reality
Virtual reality
Facial recognition
Robotics
Artificial intelligence
Improve shopping experience/service, reduce cost
Entertainment experience, increase footfall in stores
Improve personalized marketing, need for security
Reduce cost, improve speed
Focus is needed on the ones that fit your strategy
Source: GfK Retail Trend Monitor Study 2017
Technologies with the potential for disruption are on the future investment agenda of retailers
Reduce cost, personalized marketing
17 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018 http://www.sueddeutsche.de/wirtschaft/saturn-geschaeft-ohne-kasse-1.3897672 (Foto: Klaus Maislinger) 12.3.2018
18 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Gen Z and Y are attracted by Virtual Reality in store
GfK Futurebuy study, 2017 European results n=13,000.
I would be more likely to visit a retail store offering Virtual Reality
0
20
40
The opportunity in VR for retail will grow
19 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018 Source: techcrunch.com, March 2018
47.3 million US adults using
voice interaction based
AI devices
20 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Expected business outcome/ impact Impact on retail today
Future invest. focus
14
14
70%
69%
84%
83%
Big data analytics
Mobile shopping app
Improve personalized marketing and service levels,
drives need for security
Drive traffic online, better multichannel experience,
improve personalized marketing
Tapping the potential of personalized marketing
Source: GfK Retail Trend Monitor Study 2017.
Big data and mobile shopping apps are and will be on top on the investment plan
Building profitable
client relationships
21 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
47
71
15
25
35
21
73
63
18
8
12
12
0% 20% 40% 60% 80% 100%
Retailer 4
Retailer 3
Retailer 2
Retailer 1
Weak relationship Strong relationship At risk relationship
Understand and drive the level of strong and positive brand relationships
Source: GfK Retailer Brand Equity Study 2017; Germany
Client relationships are very diverse and differentiated by retailer.
22 © GfK 2018 | TCG Retail and disruptive technology | TCG Summit 2018
Big opportunities for TCG retail
Innovation is a strong driver
for TCG, make sure you exploit the top
segments
Know your target groups
and be responsive to their needs
Invest in technology,
having in mind the solutions of
the future to differentiate
Build strong and
meaningful relationships
with your customers
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