La empresa La empresa

digital y los digital y los

nuevos retos nuevos retos

del marketing del marketing

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Introducción

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Our research has evolved from understanding the presence of

technology in shopping to its importance in choosing a retailer

2010 Meeting the Demands of the Smarter Consumer

‘Use of technology’

2011Capitalizing on the Smarter Consumer

‘Personalization’

2012Winning Over the Empowered Consumer

‘Trust’

2013From Transactions to Relationships

‘Transactions by channel’

2014Greater Expectations

‘Expectations’

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We surveyed 30,554 consumers in 16 countries to discover their

opinions of omnichannel capabilities and the impact on choice

Japan(1829)

Australia(1822)

China(1799)

Italy(1838)

UK(1804)

US(3143)

Brazil(1828)

France(1823)

Canada(1881)

Mexico(1822)

Spain(1841)

Denmark(1815)

Poland(1840)

Germany(1819)

India(1811)

South Korea(1839)

Primary Research in 16 Countries —Total Surveyed = 30,554

Source: IBM IBV 2013 survey, n= 30,554

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Results were analyzed across income, generations and product

categories

Product categoriesAges surveyedIncome brackets

Upper n= 7627

Upper Middle n= 7553

Lower Middle n= 7167

Lower n= 8205

Generation (18-24) n= 2656

Generation (25-29) n= 3186

Generation (30-39) n= 7496

Generation (40-49) n= 6426

Generation (50-59) n= 5517

Generation (60+) n= 5273

Adult Apparel n= 3959

Kids Apparel n= 3769

Luxury Brands n= 3328

Health & Beauty n= 3947

Consumer Electronics n= 3793

Grocery n= 4356

Shoes n= 3701

Home Merchandise n= 3701

Source: IBM IBV 2013 survey, n= 30,554.

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Key Findings

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While the store still rules, it is losing share rapidly

2012 2013

In-Store

Online

Other

Source: IBM IBV 2013 survey, n= 30,554 Q26 Last purch channel

Year on year comparisons include 13 of 16 surveyed countries

84%

14%

2%

72%

27%

1%

Percent of last purchases reported by channel

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Growth in online sales is a result of shoppers going directly to the

web and not exclusively from showrooming

Pre-purchase activities for 2013

Visited a store

Compared

prices online

Looked online

for new items

8%

13%

14%

Source: IBM IBV 2013 survey, n= 30,554. Q27 Online prepurch activities

Year on year comparisons include 13 of 16 surveyed countries

Percent of shoppers who

showroomed for their last purchase

6% 8%2012 2013

Showrooming defined as having visited a store

before ultimately making the purchase online

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Social networking saw a frequency increase with more posting

about purchased items

of consumers in 2013 indicated they posted

about a retailer they had shopped43%

Source: IBM IBV 2013 survey, n= 30,554. Q50, Q51, Q52

Year on year comparisons include 13 of 16 surveyed countries

Social activities year on year

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Friends’ social posts are more influential in determining purchasing

choices than direct retailer communications

Source: IBM IBV 2013 survey, n= 30,554. Q40 decision influencers

Influencers of purchase behavior

Chart shows percent of shoppers finding the communication “somewhat” or “very influential'

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Friends’ social posts are more influential in determining purchasing

choices than direct retailer communications

En cada aparición pública de Michelle Obama, las redes

sociales compiten para identificar las marcas fabricantes

de sus vestidos, zapatos y accesorios y proliferan los

links a las tiendas on line de dichos fabricantes. Según un

estudio publicado por la HBR, este efecto “social”

redunda en que estos fabricantes tienen un revalorización

“instantánea” del 2% de sus acciones, lo que supone un

impacto económico de 14$ millones por cada una de sus

189 apariciones públicas. (Catherine Rampbell, “Does

Michelle Obama wardrobe move markets?” The New York

Times, citando estudio de David Yermack)

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Sharing “ways to reach me” is still in the minority for most shoppers

but sharing current location is gaining interest

19% 36%2011 2013

Mobile # = 38%

2013 — Willingness to share

Social handle = 32%

Willing to share current location (GPS)

Source: IBM IBV 2013 survey, n= 30,554. Q31 and Q54

Year on year comparisons include 13 of 16 surveyed countries

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Half of consumers are neutral about SoLoMo* initiatives and are still

waiting for a reason to engage with retailers

Retailers using current location (GPS)

negative neutral positive

28 49 23

23 51 26

22 50 28

20 50 30

17 52 31Associates able to pull up my browsing

history

Retailers texting me

Retailers analyzing my posts to recommend

new items

Retailers contacting me via social networks

Source: IBM IBV 2013 survey, n= 30,554. Q31 InfoShare *SoLoMo = Social Location Mobile

Interest in SoLoMo

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Five top omnichannel requirements emerged from consumer

rankings

1. Price consistency across channels

2. In-store, locate out-of-stock item and get it

shipped home

3. Track order status

4. Consistent assortment across channels

5. Return in store of online purchases

Top 5 omnichannel capabilities

Source: IBM IBV 2013 survey, n= 30,554 Q21 HYP2 New capabilities

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Going deeper, the data outlined four classes of consumers

differentiated by their omnichannel maturity

Importance of key Omnichannel capabilities

Omnichannel Maturity

19%19%

40%40%

29%29%

12%12%

Traditional

Transitioning

Tech-intrigued

Trailblazers

Source: IBM IBV 2013 survey, n= 30,554.

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Consumer adoption of SoLoMo behaviors also distinguished the

four classifications

SoLoMo–

limited

SoLoMo–

used

SoLoMo–

expected

19%19%

TraditionalUses least amount of technology while shopping

TransitioningUses technology mostly for research and information

Tech-intriguedUses SoLoMo from browsing through buying

TrailblazersUses SoLoMoextensively; including as a Retailer evaluation tool

40%40%

29%29%

12%12%

Source: IBM IBV 2013 survey, n= 30,554.

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RESULTS SUMMARY

• Stores require quick attention

– The store still rules for most purchases

– Stores are being skipped over more than ever

– Online growth accelerates; Showrooming is not the culprit

• SoLoMo is growing and consumers are waiting

– Many consumers are willing to share contact information

– E-tailers and other industries are driving consumer expectations

– Consumers still wondering about Retail SoLoMo application

• Consumers have specific omnichannel requests

– Much agreement on 5 basic asks exists

– Consumers want to self-serve & therefore need visibility and consistency

– Trends indicate omnichannel requirements are only going to increase

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Consumer expectations are changing rapidly and they are

defining the must-haves today

• Use SoLoMo to energize the store

– Consumer SoLoMo openness is there but retail benefits must be clear

– Other industries can inspire new applications

• Execute the new omnichannel requirements

– Consistent delivery of the top five asks is needed

– Coordination of fulfillment and returns between channels is essential

– Negative surprises in pricing & assortment must be mitigated or eliminated

• Audit yourself against the Trailblazers asks and act quickly

– Self-serve capabilities such as multiple fulfillment options are desired

– On-demand personalized communication can empower shoppers

– Consistency needs to extend to promotion & loyalty program execution

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Muchas gracias por su atención