Jill PuleriVice President and Global Industry Leader for Retail

IBM Global Business Services

2013 IBM Consumer Research Study

• 26,000

Respondents

• 14 Countries

From Transactions to Relationships: Connecting with the Transitioning Shopper

The Good News

4% increase over 2011$586B

HolidaySales

The Good News

HolidaySales

Online sales $96B

4% increase over 2011$586B

The Good News

HolidaySales In-store sales

$490B

Online sales $96B

4% increase over 2011$586B

Shopper’s Last Purchase

84%In Store

14%

Online

Shopper’s Next Purchase

84%In Store

56%Store

Decided

9%Store

Abandoners

35%TransitionalCustomers

The Revolution is Over

The Customer isin Control

The Showroomer

48% 33%Research while

in storeUse a mobile

device in store

The Showroomer

58%Visit online

communities more than once a day

Over half write

positive reviews

Learning to ListenSources used to influence strategy decisions

Source:Q15 What sources of information influence your marketing strategy decisions? n=1733

Market research

Competitive benchmarking

82%

80%

Learning to ListenSources used to influence strategy decisions

Source:Q15 What sources of information influence your marketing strategy decisions? n=1733

Market research

Competitive benchmarking

82%

80%

Customer analytics

Consumer-generated reviews

Third-party reviews & rankings

Online communications

Blogs

74%

48%

40%

42%

26%

The Digital Exhaust

From Many to One

• The Revolution Is Over• The Customer Is King (Again)• All Hail The King