© 2010 IBM Corporation
Varejo 2010:Indo ao Encontro do Consumidor Inteligente
© 2010 IBM Corporation2
*Note: ‘Home Merchandise’ refers to stores in which one shops for TVs, games, appliances, hardware, home décor and/or home furnishings;
Source: IBM Institute for Business Value Analysis Retail 2010, n=32,087; http://en.wikipedia.org/wiki/Baby_boomers;
http://en.wikipedia.org/wiki/Generation_Jones; http://www.jour.unr.edu/outpost/specials/genx.overvw1.html;
http://en.wikipedia.org/wiki/Generation_Y; http://en.wikipedia.org/wiki/Generation_Z;
IBV pesquisou 33,087 consumidores em 6 países em segmentos distintos para entendersuas características de hoje
Markets surveyed Segments surveyed Ages surveyed
United States
Canada
United Kingdom
China
Brazil
India
n=13,960
n= 3,998
n= 5,508
n= 3,011
n= 3,011
n= 2,599
Department stores
Discount, dollaror club stores
Specialty apparel stores
Pharmacy & Healthand Beauty aid (HBA)
Grocery
Home Merchandise*
n=5,143
n=4,680
n=4,833
n=4,771
n=8,016
n=4,644
Generation Z (15–19)
Generation Y (20–30)
Generation X (31–43)
GenerationJones (44–55)
Baby Boomers (56+)
n=1,344
n=7,161
n=8,817
n=7,215
n=7,550
© 2010 IBM Corporation3
Notes: *‘Home Merchandise’ refers to stores in which one shops for TVs, games, appliances, hardware, home décor
and/or home furnishings
Source: IBM Institute for Business Value Analysis Retail 2010, n=3,011; http://en.wikipedia.org/wiki/Baby_boomers;
http://en.wikipedia.org/wiki/Generation_Jones; http://www.jour.unr.edu/outpost/specials/genx.overvw1.html;
http://en.wikipedia.org/wiki/Generation_Y; http://en.wikipedia.org/wiki/Generation_Z
IBV pesquisou 3,011 consumidores brasileiros emsegmentos para entender suas características de hoje
Segments surveyed
Department stores
Discount, dollar or wholesale stores
Specialty apparel stores
Drug / Health & Beauty aid stores
Grocery
Home Merchandise*
n=503
n=502
n=502
n=501
n=501
n=502
Ages surveyed
Generation Z (15–19)
Generation Y (20–30)
Generation X (31–43)
Generation Jones (44–55)
Baby Boomers (56+)
n=175
n=1,196
n=1,028
n=512
n=100
© 2010 IBM Corporation4
Hoje, mais de 50% da população mundialvive em áreas urbanas
Rural
Urbana
Source: IBM Institute for Business Value analysis, UN World Population Prospects: The 2007 Revision Population Database; “Wealth Gap Creating a Social Time Bomb,”
10/23/08, Guardian newspaper UK; “Burgeoning bourgeoisie.” The Economist, February 14, 2009
� Em 2008, população urbana > população rural
� Algumas cidades maiores que alguns países
� Em 2020, 16 cidades com mais de 20 milhões de pessoas
� A maioria delas em países emergentes
0.7 1.0 1.3 1.7 2.3 2.9 3.5 4.2
1.8 2.0 2.4 2.7 3.0 3.3 3.4 3.5
25%
50%
75%
100%
1950 1960 1970 1980 1990 2000 2010F 2020F
© 2010 IBM Corporation55 9/23/2010
A demografia do consumo em 2020
Novo mercado - 5.5 bilhões de pessoas responsáveispor 57% do consumo mundial
© 2010 IBM Corporation6
Nos mercados em desenvolvimento, a face do varejista está mudandorapidamente
Open Space Glass WindowsNo Utilities On the MainsCash in a Tin Cash in a TillStock Protected Stock on a ShelfOwner at the Door Till at the DoorOwner serves Self Service
© 2010 IBM Corporation77 9/23/2010
22% da população (1.46 bilhões pessoas), on-line e o número irá subir para2.2 bilhões em 2013
O número de telefonescelulares é 9 vezesmaior que o número de carros nos mercadosemergentes
Apenas os americanosacessam: 1,000,000,000,000 web pages65,000 iPhone apps10,500 estações de rádio5,500 revistas200+ canais de TV a cabo
63% dos adultos pesquisamem redes sociais, e 47%das vezes são influenciadospelo que leem
Source: Internetworldstats.com; Strategy Analytics; Informa; Teleco, social networks - www.marketingcharts.com, Sept 22, 2008 Markettools), Americans acces: www.creativethinking.com, June, 2009
A tecnologia mudou a forma comoconsumidores interagem, obtem informaçãoe compram produtos e serviços
© 2010 IBM Corporation8
Consumidores mais informados, mais demandantes e com mais poder
Store POS
Web
Mobile
Immersive
Source: IBM Global Retail Industry
© 2010 IBM Corporation9
9/23/2010
Instrumentados Interconectados Maisdemandantese com altasexpectativas
+ +
Conclusão: Os clientes hojeestão mais inteligentes
© 2010 IBM Corporation10
O consumidor inteligente é:
Instrumentado
© 2010 IBM Corporation11
Consumidores tem um alto nível de confortocom algumas tecnologias, e este confortocontinua a aumentar com tecnologiasemergentes
75%
48%
32%
20%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Website
Kiosk in store
TV (use of remote to
make purchases)
Mobile phone
None
Altern
ative technolo
gie
s
% selected of technologies
Consumers choice of alternative methods*
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
*Note: Respondents selected ‘all that apply’
© 2010 IBM Corporation12
Generation Z is
the most willing
to use mobile phones
Generation Y isthe most willing to
use websites
Generations Y, X and Jones are the
most willing to use
kiosks
Generations Z and Baby Boomers are
the most willing
to use TVs to
shop and make
purchases
Cada geração mostra um mais alto nível de conforto em realizar compras com alguma das 4 tecnologias
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
© 2010 IBM Corporation13
50%
43%
0%
20%
40%
60%
80%
100%
No technology One or more technology
93% dos consumidores entrevistados estãoabertos a utilizar alguma tecnologia em seuprocesso de compras
Number of Instrumented Consumers
Source:IBM Institute for Business Value Analysis, Retail 2010, n=3011
*Note: Respondents selected ‘all that apply’
50% of consumers surveyed said they are willing to use two or more technologies for shopping and making purchases.
Technologies that consumers are willing to use to shop and to make purchases:
• Website• Kiosk in store • Mobile phone• TV
7%
93%
INSTRUMENTED =2 or more technologies
1 technology
© 2010 IBM Corporation14
O consumidor inteligente é:
Interconectado
© 2010 IBM Corporation15
Consumidores familiarizados com internet utilizam websites para compararem preços, serviços, promoções, e social networking
37%40%43%
56%
75%77%84%
88%96%
0%
20%
40%
60%
80%
100%
120%
Shop live with
your social
network
Schedule
appointments
Import your
social network
product
preferences
from this
retailer
Write or read
product
reviews
Access
personal
account
information
Access and
print digital
coupons
Schedule
product
deliveries
Access live
customer help
Compare
prices
Perc
ent ‘Y
es’sele
cte
d for
activity
Website activities
Source: IBM Institute for Business Value Analysis, Retail 2010; population who selected website technology, n=2263
Acc
ess
and
prin
t e-
coup
ons
Com
pare
pr
ices
Acc
ess
pers
onal
acco
unt
info
rmat
ion
Sch
edul
e pr
oduc
t de
liver
ies
Wri
te o
r re
ad
prod
uct r
evie
ws
Acc
ess
live
cust
omer
he
lp
Sch
edul
e m
eetin
g
with
in-s
tore
empl
oyee
s
Vie
w y
our
soci
al
netw
orks
frie
nds’
pref
eren
ces
Sho
p liv
e w
ith y
our
soci
al n
etw
ork
© 2010 IBM Corporation16
Consumidores estão dispostos a utilizarquiosques preferencialmente para revercaracterísticas de produtos, comprar e obterinformação sobre como utilizar os produtos
24%
58%
71%75%78%
87%
0%
20%
40%
60%
80%
100%
Post products on
your social network
account
Email product
information to
yourself or friend
Purchase ancillary
products
Obtain product
information/
instructions
Purchase itemsReview product
features
Perc
ent “
Yes’sele
cte
d for
activity
Kiosk activities
Source: IBM Institute for Business Value Analysis, Retail 2010, population who selected kiosk technology, n=1442
© 2010 IBM Corporation17
Para os que desejam utilizam seustelefones celulares para comprar, 77% estariam dispostos a comprar utilizando SMS
77%
20%
3%
0% 20% 40% 60% 80% 100%
Yes
Maybe
No
Percent selected
Text and buy it
Source: IBM Institute for Business Value Analysis, Retail 2010, population who selected mobile phone technology, n=596
Prive Button Front Cardigan Dark GrayText GDC to 467467
© 2010 IBM Corporation18
83% dos consumidores estariam dispostosa ajudar no processo criativo – variedade de produtos, disposição da loja e idéias de novosserviços
65%
18%
13%
2%
3%
0% 20% 40% 60% 80% 100%
Very likely
Somewhat likely
Neither likely nor
unlikely
Somewhat unlikely
Very unlikely
Lik
elih
ood
Percent selected
Likelihood to co-create
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
83% =‘Likely to co-create’
© 2010 IBM Corporation19
68% dos consumidores estariam dispostosa seguir varejistas nas redes sociais
How likely are you to ‘follow’ a retailer on a social network, such as Facebook or Twitter?
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3,011
40%
28%
15%
6%
11%
0% 20% 40% 60% 80% 100%
Very likely
Somewhat likely
Neither likely nor
unlikely
Somewhat unlikely
Very unlikely
Lik
elih
ood
Percent selected
= 68% are ‘Likely to follow a retailer’
© 2010 IBM Corporation20
… porém existe um motivo para isto: amostras grátis
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3,011
Note: *’preferred status’ referred to things such as access to special promotions or advance sales notices
ReasonRank
Being able to trial new products (free samples)
Receiving preferred consumer status*
Influencing product development or changes
Interacting with other consumers
Providing feedback to retailer on customer service or store experience
Learn new industry trends
Sharing feedback and reviews with people in my social network
1
2
3
4
5
6
7
Most important reasons for ‘following’ a retailer
© 2010 IBM Corporation21
O Consumidor Inteligente é :
Mais demandante e com altas expectativas
© 2010 IBM Corporation22
Foram analisadas relações entre o queconsumidores acreditam ser o mais importante e quais áreas os varejistas mais precisam melhorar
Source: IBM Institute for Business Value Analysis, Retail 2010
Preços/ Promoções
Serviço de Atendimento ao Cliente
Responsabilidade Social
Experiência na Loja
Conveniência
Produtos
© 2010 IBM Corporation23
Prioridades dos consumidores sãoPreços & Promoções e Produtos
75
100
125
75 100 125
Impact Score - Importance
Impact score
-Im
pro
vem
ent
Intelligent Consumers’ Priorities
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
Products
Convenience
Store Experience
Price/ Promotion
Social Responsibility
Customer ServiceHigh Importance/Low Improvement
Low Importance/Low Improvement
Low Importance/High Improvement
High Importance/High Improvement
Both importance and
improvement scores
are ≥ 100
75
© 2010 IBM Corporation24
A boa notícia: consumidores estão prontospara recompensar os varejistas que fazem a coisa certa - comprando mais
71%
14%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Yes
No
Not sure
Percent selected
Likelihood to spend more with retailer if improvements are made
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
� Each generation had 60% or more of consumers state they would likely reward retailers for their improvements
– The percentage is greatest for Generation X (73%), Generation Y (72%) and Generation Z (71%)
� By segment, consumers shopping within Discount, dollar, wholesale stores (75%) are most likely to spend more with their retailer if improvements are made
– The percentage is 60% or above for all segments
© 2010 IBM Corporation25
Likelihood to RecommendA willingness to recommend one’s
primary retailer to friends and family
Purchase Intent
ANDA willingness to increase one’s purchases
if one’s primary retailer expanded its
assortment and offered products currently
found only at other stores
Staying Rate
ANDA willingness to stay with one’s primary
retailer, even if other retailers begin
offering competitive products or services
Antagonists Apathetics Advocates
Consumer Attitude
An Advocate is defined by three criteria
As ações dos consumidores são definidaspela experiência acumulada e direciona seucomportamento fututo
© 2010 IBM Corporation26
Advocates
Apathetics &Antagonists
Likelihood to Recommend
39% dos consumidores no Brasil advogama favor do seu varejista principal
Advocacy defined: the three requirements for advocacy
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3,011
Purchase Intent+ Staying Rate+Advocacy =
Advocacy in Brazil has increased by 5 percentage points since last year.
= 39%
US (41%), UK (32%), Canada (31%), India (22%) and China (10%)
© 2010 IBM Corporation27
Principais motivos pelos quais osconsumidores trocam de varejistas
Source: IBM Institute for Business Value, Retail 2010; U.S. n=13,960, Canada n=3998, UK = 5508 India n=2599, China n=3011, Brazil n-3011,Note* Respondents had an option to selefct ‘prefer not to answer” US household income n=13,265, Canada n-3792, UK n-5237, india n=2473, china n=2910, Brazil n=2776
US, UK, Canada and Brazil consumers shift because the
‘store has lower prices or good
sale prices’
India consumers shift because
‘the products I want are not always available’
China consumers shift because ‘the product
selection was better because I could find the
products/brands that meet my preferences’
© 2010 IBM Corporation28
Conclusão: Oportunidade para osvarejistas pensarem e agirem de umanova maneira
Forneceremuma melhore maisinteligenteexperiênciana compra
Desenvolveremmerchandising e uma cadeialogística e de abastecimentomais inteligente
Construiremoperaçõesmaisinteligentes
+ + =
© 2010 IBM Corporation29
Para sobrevevir neste ambientecompetitivo, o varejo inteligente precisaotimizar 3 áreas:
MERCHANDISING e SUPPLY CHAIN
OPERAÇÕES
EXPERIÊNCIA DA COMPRA
RETAIL
© 2010 IBM Corporation30
A próxima geração do varejo : “Customer Centric & Smarter”
Digital multimedia displays
Electronic signs
Customer kiosks
Personal shopper devices
Unattended retailing
Consumer loyalty ID
technologies
Mobile inventory management devices
Asset monitoring system
Employee kiosks
Application and data integration infrastructure
Digital Video
Security
Mobile manager and POS devices
Wireless Networks
Consumer Mobile Devices
© 2010 IBM Corporation31
Nova Fronteira em CRM : Análise Preditiva
Captura Preditividade Ação
…
…
Data
CollectionDeployment
TechnologiesPlatform
Pre-built Content
Statistics
Attract Up-sell Retain
TextMining
DataMining
Data Collection delivers an
accurate view of customer attitudes and opinions
Predictive capabilities bring repeatability to
ongoing decision making, and drive confidence
in your results and decisions
Unique deployment technologies and
methodologies maximize the impact of
analytics in your operation
© 2010 IBM Corporation32
Download da pesquisa completa:
http://www-935.ibm.com/services/us/gbs/bus/html/ibv-the-smarter-consumer.html
© 2010 IBM Corporation33
Conclusão do Estudo: Indo ao Encontro do Consumidor Inteligente
All consumers will expect ubiquitous access to the information, products and services they want. And those retailers that deliver what they demand will thrive. Smarter consumers will thus produce smarter retailers,retailers that are better equipped to win a bigger share of the minds, hearts and wallets of the consumers they delight.
© 2010 IBM Corporation34
Mario Faria
• Partner, IBM: [email protected]
• Professor at BSP • Founder of the Digital Mad Men
[email protected]/fariamario
Twitter: mariofaria
Brasil – São Paulo+55 11 9783-5294