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Dirk Palder Capgemini: Digital Shopper Relevancy PostExpo 2012, Brussels
 

Dirk Palder Capgemini: Digital Shopper Relevancy PostExpo 2012, Brussels

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Moderator - Dirk Palder, Member of the global postal leadership team, Capgemini, ...

Moderator - Dirk Palder, Member of the global postal leadership team, Capgemini,

12:15 - 12:30 - The new trend: Consumer Relevancy (DSR) – The transformation of eCommerce
Dirk Palder, Member of the global postal leadership team, Capgemini

Ten years ago, the Capgemini Group launched Consumer Relevancy. Since then the retail and consumer product industry has seen significant changes. Consumers are now armed with technology. Capgemini therefore launched the Digital Shopper’s Relevancy (DSR). Key findings of the DSR report on digital shoppers across developing and mature markets show the challenges of e-tailers in this new environment. The new shoppers expect a seamless integration across online, social media, mobile and physical stores. Is eCommerce still a field of play for Postal Services 3.0?

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  • The DSR study is the next installment in our series of research programs in CP&R that have focused on shopper behavior.Some of you may remember consumer relevancy in 2002That was followed by our Future consumer program in 2007These studies focused primarily on shopping behavior in physical stores.With the new DSR study our focus is on all channels, including digital channels.
  • The “Digital Shopper Relevancy” Online study has been conducted in collaboration with ORC International, a London-based global research firmORC surveyed more than 16,000 consumers online from 16 countries: Australia, Brazil, Canada, China, Finland, France, Germany, India, Italy, Mexico, Russia, Spain, Sweden, Turkey, the United Kingdom and the United StatesThe consumer sample in each country was based on the national samples representative of the population in terms of age and gender. In addition, the study observed income, education, employment and marital status of the respondentsBased on the answers, the sample has been allocated into six segments with dissimilar digital shopping characteristicsKey areas of the study relate to the usage of digital channels and devices, their purchasing behavior in different product categories, and the role of digital channels throughout the customer shopping processMoreover, the study examines the respondents‘ predictions on the future development of digital shopping channels introducing also the main attributes affecting the buying decisions.The gathered quantitative data is supported by additional qualitative comments from the respondents
  • Bridge MS message on Consumer Technology Trends to how this is being used by shoppers in their journeys… (in order to introduce the all-channel journey-concept)
  • Our premise: Consumers are no longer loyal to just one channel, but rather to an experience across channels. They may use the Internet to research products, check pricing or customer reviews on social media or through smartphone apps and may actually purchase in a physical store.

Dirk Palder Capgemini: Digital Shopper Relevancy PostExpo 2012, Brussels Dirk Palder Capgemini: Digital Shopper Relevancy PostExpo 2012, Brussels Presentation Transcript

  • The new trend: Digital (Shopper) Consumer Relevancy (DSR) The Transformation of eCommerce: Profiting from Your Customers’ Desired All-Channel ExperienceDirk Palder, PostExpo Brussels, 18th Sep. 2012
  • Capgemini – the ONLY Global European Services Group inConsulting & IT: in 40 countries and 100 languages (As of December 31, 2011) North America UK & Ireland France Benelux Nordic Countries Central & Eastern 9,505 8,977 21,307 10,391 4,538 Europe 8,962 Canada United States All over Europe United People’s Republic Morocco Arab Emirates of China Mexico Taiwan India Vietnam Guatemala Philippines Malaysia Group workforce Singapore Brazil 119,707 Working offshore Chile 44,467 Australia Argentina Latin America Morocco Italy Iberia India Asia Pacific 9,176 431 2,381 4,942 35,727 3,370 Group Headquarters Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 Paris, France © 2012 Capgemini. All rights reserved. 2
  • Capgemini – a strong partner (2011 full year) Cap Gemini S.A.” is a member of the CAC40, Revenue 2011: €9,693 million listed in Paris ISIN code: FR0000125338  Operating margin : €713 million  Operating profit : €595 million Note: Our brand name is “Capgemini” but the name  Net cash and cash equivalent : €454 million of our share on the stock exchange is “Cap Gemini S.A.” Revenue by business Revenue by industry Distribution & Energy, Utilities & Consulting Services Local Professional Transportation, Customer Chemicals Services products, retail 5.3% 15.7% 12.7% 10.8% Manufacturing 17.7% 20.8% Financial Services 41.5% Technology 37.5% 9.3% 4.4% Services Outsourcing Telecom, Media Other & Entertainment 24.3% Services Public Sector Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 3
  • Agenda Background of the Study Key Global Findings Recommendations Impact for the Postal Market Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 4
  • Background of the DSR-Study
  • 10 Years + 34,000 Consumers + 18 Countries =Countless Insights Into Shopping Behavior Consumer Relevancy 2002 Future Consumer 2007 Digital Shopper Relevancy 16,000 Consumers 2,000 Consumers 16,000 Consumers 9 Countries 4 Countries 16 Countries Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 7
  • Digital Shopper Relevancy16,000 Consumers in 16 Countries Sweden Finland UK Russia France Germany Canada USA Spain Italy Turkey China Mexico India Brazil Australia The Objective: To understand how a range of channels and devices are used and valued by shoppers during the All-Channel Shopping Journey Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 8
  • Digital Shoppers* Weave In and Out of Multiple ChannelsDuring the “All-Channel Shopping Journey”(*) shoppers who use one or more digital channels in one or more phases of their journey Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 9
  • 6 Digital Shopper Segments
  • Six Different Digital Shopping Behaviors Were Identified Basedon the Study 1. Techno-Shy Shoppers 2. Value Seekers 3. Occasional Online Shoppers 4. Rational Online Shoppers 5. Digital Shopaholics 6. Social Digital ShoppersSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 12
  • Segments are Globally Quite Evenly Divided but Big DifferencesExist Among Markets This segment is dominant in emerging markets like India, China, Brazil and Mexico and also quite well presented in the US, the UK and Eastern Europe The Social Digital Shopper 25 % The Digital Shopaholic The Digital Shop-a-Holic The Digital Shopaholic 18 % Active digital shopper segment is emphasized in emerging markets The Occasional Online Shopper 16 % The Rational Online Shopper 15 % Traditional online behavior is The Value Convenience-Seeker The Seeker The Value Seeker 14 % typical for mature markets The Techno-Shy 13 % 0% 5% 10 % 15 % 20 % 25 % 30 % The Techno-Shy is the smallest segment, but relatively big in Spain, Italy and FranceSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 13
  • European Online Shopping Market is Mature; China and Indiaare Ahead in Digital Evolution Segment distribution / country Online shopping market in the UK is mature and shoppers are moving towards more active digital behavior 18 % 6% 30 % 20 % 14 % 12 % 10 % 16 % 24 % 15 % 16 % 19 % France, Germany and the US have a relatively large share of Occasional Online Shoppers 17 % 16 % 22 % 14 % 14 % 16 % "The Value-Seeker" "The Occasional Online Shopper" "The Rational Online Shopper" 19 % 17 % 19 % 16 % 19 % 10 % “TheDigital Shop-a-Holic" The Digital Shopaholic” The Digital Shopaholic "The Social Digital Shopper" 6 %2 %% 1 33 % 44 % 14 % The Techno-Shy" 5 % 6 %2 % 26 % 50 % 11 % China and India have leaped directly to the digital age; Social Digital Shoppers are the largest digital shopper segmentSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 14
  • Key Global Findings
  • This Conclusion Holds True for All Segments:They All Value the Internet as the Key Channel The Techno Shy The Value Seeker The Occasional Online Shopper Internet Internet Internet Email Email Email In-store technology In-store technology In-store technology SoMe SoMe SoMe Smartphone Phone Phone Phone Smartphone Smartphone 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5  Occasional and Rational Online Shoppers as well as Value Seekers all focus their interaction heavily to internet  Email and in-store technology are used to enforce to message  Email is considered key for aftersales service The Rational Online Shopper The Digital Shopaholic The Social Digital Shopper Internet Internet Internet Email Email Email In-store technology In-store technology SoMe Phone SoMe In-store technology SoMe Smartphone Smartphone Smartphone Phone Phone 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5  Digital Shopaholics and Social Digital Shoppers utilize a wider range of channels to find the information  Techno-Shy Shoppers are cautious in their they need use of all digital channels  Internet is, however, still the key channel in all stages of their shopping journeySource: Capgemini, Digital Shopper Relevancy, 20121 = not at all important and 5 = extremely important Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 16
  • Health/Fashion/Electronics Sell to All Segments; DIY/FoodBought Online by Digital Shopaholics Health and personal care Fashion Electronics 10% 9% 12% 28% 28% 14% 35% 16% 16% 8% 9% 8% 14% 13% 25% 29% 19% 7%  Health, fashion and electronics online stores can’t reach their shoppers by focusing on a single segment, however Digital Shopaholics are all well presented in all of these categories  Electronics online stores are the only industry in which Social Digital Shoppers forms the largest shopper segment. Social Digital Shoppers are also important in fashion Food DIY “The Rational Online Shopper” "The Digital Shop-a-Holic" 6% 9% 9% "The Social Digital Shopper" 5% 9% “The Value Seeker” “The Value Seeker” Shopaholic "The Convenience-Seeker" Shopaholic 10% 44% 3% 11% "The Techno-Shy" 5% 69% “The Digital Shopaholic” "The Rational Online Shopper" 20% "The Occasional Online Shopper"  Food and especially DIY online stores should focus their actions on Digital Shopaholics  Almost 70% of shoppers at DIY belong to the Digital Shopaholic segment  Social Digital Shoppers have also found the online food retailSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 17
  • Women are More Engaged Than Men When Using DigitalChannels. They are More Interested In: Receiving personalized offers and recommendations; this is the case across all countries Receiving inspirational content through digital channels (such as “how-to” videos) Finding out about new products in blogs, receiving messages and offers from retailers based on location, and in participating in online communities provided by retailers. Using digital devices inside the physical store to order products that are not available in the store. Comparing different products before making the final purchasing decision and being offered visual aids to help them choose the most suitable product.Source: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 18
  • Digital Channels Likely Increase the Amount Spent In Stores for50%+ of Digital Shoppers I am likely to spend more at the physical store if I have used digital I am likely to spend more with a retailer if their services are available at channels to research products before going to the store any time via any channel The Social Digital Shopper The Social Digital Shopper The Digital Shop-a-Holic The Digital Shopaholic The Digital Shop-a-Holic Shopaholic The Convenience-Seeker The Value Seeker The Convenience-Seeker The Value Seeker The Occasional Online Shopper The Occasional Online Shopper The Rational Online Shopper The Rational Online Shopper The Techno-Shy The Techno-Shy 1.0 2.0 3.0 4.0 5.0 1.0 2.0 3.0 4.0 5.0 Over half of consumers are likely to spend more money in physical store, if they have used digital channels to research products beforehand.1=strongly disagree, 5= strongly agreeSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 19
  • Digitally Active Segments Will Share Personal Information WithRetailers but Expect Better Service in Return Conventional digital I am happy to provide my personal data to a retailer as long as I trust that it will be used for my benefit shopper segments are still hesitant to share personal "The Social Digital Shopper" “The Digital Shopaholic” "The Digital Shop-a-Holic" information with retailers “The Value Seeker” "The Convenience-Seeker" "The Rational Online Shopper" "The Occasional Online… "The Techno-Shy" 0% 20% 40% 60% 80% 100% Social Digital Shoppers and Positive indication Neutral indication Negative indication Digital Shopaholics expect I prefer to be offered additional product suggestions online than face-to-face in more active guidance from store retailers online than in "The Social Digital Shopper" physical retail “The Digital Shopaholic” "The Digital Shop-a-Holic" “The Value Seeker” "The Convenience-Seeker" "The Rational Online Shopper" "The Occasional Online… "The Techno-Shy" 0% 20% 40% 60% 80% 100% Positive indication Neutral indication Negative indicationSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 20
  • Most Digital Shoppers Expect Major Changes in All-ChannelExperience In Future Half of all consumers expect that by 2020 most physical retail I expect that by 2020 most physical retail stores will just be showrooms to select and order product, and the delivery will be done separately at my convenience stores will just be showrooms to select and order product "The Social Digital Shopper" “The Digital Shopaholic” The Digital Shop-a-Holic" “The Value Seeker” "The Convenience-Seeker" Roughly 80 % of Social Digital "The Occasional Online… Shoppers and Digital Shopaholics "The Rational Online Shopper" The Techno-Shy" expect to see fully transformed role of physical stores by 2020 0% 20% 40% 60% 80% 100% Positive indication Neutral indication Negative indication Roughly 30-40 % of the I expect my favorite retailers to provide seamless integration of their online, physical and mobile shopping experience by 2014 traditional segments are more "The Social Digital Shopper" doubtful about the pace of digital The Digital Shop-a-Holic" “The Digital Shopaholic” development of shopping “The Value Seeker” "The Convenience-Seeker" experience "The Occasional Online… 56% of global consumers "The Rational Online Shopper" expect seamless integration of The Techno-Shy" multichannel shopping 0% 20% 40% 60% 80% 100% experience by 2014 Positive indication Neutral indication Negative indicationSource: Capgemini, Digital Shopper Relevancy, 2012 Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 21
  • Summary
  • Digital Shopper Relevancy Shoppers are no longer loyal to an individual channel but rather to an experience across all channels Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 23
  • Impact for the - Postal - Industry
  • Technology is Changing how Consumers Shop;Companies Must Put the Customer at the CenterThe traditional customer shopping journey is evolving to become an Companies need to rethink or adapt theirAll-Channel Shopping Journey strategies and capabilities Examples for Retailers  Design and implement an all-channel strategy  Develop customer centricity and CRM capabilities  Increase effectiveness and efficiency in their digital marketing activities Examples for Consumer Products Companies  Develop new channels to engage with consumers  Develop direct-to-consumer strategy and capabilities  Develop new capabilities to collaborate with retailers within the sales and trade marketing functions Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 26
  • Understand how Digital Shopper Behavior/Preferences Relateto Your Positioning and Digital Performance Understand different Identify most Understand your current position shopper attributes relevant and digital performance shopper segments Distribution in country / market Digital Shopper Relevancy Your current positioning & objectives Consumer Segments Consumer Strategic objectives relevancy attributes 1 Demographics • Move clients to the store. The Convenience- Ease of Access Seeker • Convey the proximity concept. • Develop private label brand image. Product 2 • Develop image of Fresh Products. The Occasional Online Shopper Price • Help clients to obtain savings. Consumer Relevancy Attributes 3 • Ease the buying process. Service The Rational Secondary • Enable new ways to redeem coupons. Experience Price Service Online Shopper segment • Get closer to the to consumer habits. Ease of Access Experience • Develop global brand image. Product 4 The Digital Key Your current digital performance Customer Journey Channel Behaviour & Preferences Shop-a-Holic segment Awareness Choose Transact Deliver After Sales Enablers Level of Development Global1 Global Global Global Global Online Social Online R2C Next Day Loyalty Card Returns Networking Advice Delivery 5 Catalogue Online C2C Advice Gift Card Time Slot Delivery M–C Query/ Complaints The Social Digital Key Direct Promotion Online Product Visual Social Network Transact Delivery Location Flex Shopper segment Online/ Mobile Product Search Online Availability Indicator Contact Centre Transact Click n Collect in store Online Mobile Delivery comparison Kiosk Transact Commerce Tracking Management Mobile Phone Service at 6 Contact Centre Mobile Transact Marketing Delivery In-store Digital In-store Device Above average / Best in class Display Transact The Techno-Shy Online Size Guides On average Below average Store Cross- Selling Average = Best in class level 1) Global: Global standard level of development Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 27
  • Help your customers to make this journey with advise, servicesor even solutions & platforms & may be partner to do so Business Change DSR Strategy & Roadmap IT Change 1 week Diagnostic Discovery Day Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 28
  • Recommendation for the Postal Industry Consumers transform markets Eat or Feed the Digital Transformation Convergence of Channel open postal service chance from distributor to digital enabler? CP, Fashion, Retailer focus on branding, marketing & sourcing and searching for support (multichannel management and SCM NOT ready? From MAKE to MANAGE Dirk Palder: Digital Shopper Relevancy- The Transformation of e-Commerce – PostExpo Brussels | Sept 2012 © 2012 Capgemini. All rights reserved. 29
  • Thank youInnovation – Transformation – Postal Services 3.0 Dirk Palder Vice President Member Global Postal-& Distribution Leadership-Team Capgemini Rheinpalais Konrad-Adenauer-Ufer 7 D- 50668 Cologne Germany Tel. +49 221 912644-100 Mobile: +49 151 4025 2222 dirk.palder@capgemini.com Twitter:@DirkPalder LinkedIn: Dirk Palder www.capgemini-postalservices.com
  • About CapgeminiWith more than 120,000 people in 40 countries, Capgemini is oneof the worlds foremost providers of consulting, technology andoutsourcing services. The Group reported 2011 global revenuesof EUR 9.7 billion.Together with its clients, Capgemini creates and deliversbusiness and technology solutions that fit their needs and drivethe results they want. A deeply multiculturalorganization, Capgemini has developed its own way ofworking, the Collaborative Business ExperienceTM, and draws onRightshore ®, its worldwide delivery model. www.capgemini.com The information contained in this presentation is proprietary. It is for Capgemini internal use only. Rightshore® is a trademark belonging to Capgemini. © 2012 Capgemini. All rights reserved.