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Digital Shopper Relevancy

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The myths of the all-Channel experience and how to be relevant …

The myths of the all-Channel experience and how to be relevant

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Brian Girouard
Vice President, Capgemini

Published in: Technology
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  • 1. Digital Shopper RelevancyProfiting from Your Customers’ Desired All-Channel Experience Brian Girouard, Capgemini November 15, 2012
  • 2. 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 Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 2
  • 3. 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 Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 3
  • 4. Digital Shoppers* Weave In and Out of Multiple ChannelsDuring the “All-Channel Shopping Journey” Shoppers are no longer loyal to an individual channel but rather to an experience across all channels(*) shoppers who use one or more digital channels in one or more phases of their journey Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 4
  • 5. We Analyzed Different Dimensions of Digital Shopping Behavior Shopping Journey Phase Market Digital Maturity Channels 6 distinct segments of digital shoppers with specific behavior and preferences in their digital shopping journeys Product Category Shopper Demographics Attitudes & Expectations Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 5
  • 6. Segment 1: Techno-Shy Shoppers1 Passive attitude to technology Digital channels not important Only little recent online shopping Prefer personal contact Bought online during last six months Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 6
  • 7. Segment 2: Value Seekers2 Price-Sensitive, Looking for best deals Fashion & Personal Healthcare More women than men Bought online during last six months Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 7
  • 8. Segment 3: Occasional Online Shoppers3 Fewer online transactions Use digital for choosing & tracking Better educated, majority > 45 yrs Bought online during last six months Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 8
  • 9. Segment 4: Rational Online Shoppers4 2nd most active segment Know what they want Fashion & Electronics Less interested in social & mobile Bought online during last six months Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 9
  • 10. Segment 5: Digital Shopaholics5 Highest rate of online purchases Heavy use of digital thru Journey Social, share opinions Expect fully integrated experience Men, working full time, educated Bought online during last six months Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 10
  • 11. Segment 6: Social Digital Shoppers6 Frequently shop online, but purchase < avg in most categories Social media, smartphones, identification are important Young & from developing markets Bought online during last six months Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 11
  • 12. Developing Countries Have a Higher Degree of Digital-SavvyShoppers Dominant in developing markets 43% are “Digital Savvy” Smallest segment, but relatively big in Spain, France & Germany Value Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 12
  • 13. Women are More Engaged Than Men When Using DigitalChannels Women are more interested in: Receiving personalized offers and recommendations Receiving inspirational content Participating in online communities. Using digital devices inside the physical storeSource: Capgemini, Digital Shopper Relevancy, 2012 Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 13
  • 14. 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 I am likely to spend more with a retailer if their services are digital channels to research products before going to the store available at 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 5.01=strongly disagree, 5= strongly agreeSource: Capgemini, Digital Shopper Relevancy, 2012 Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 14
  • 15. Most Digital Shoppers Expect Major Changes in All-ChannelExperience In Future Half of all consumers expect that by I expect that by 2020 most physical retail stores will just be showrooms to select 2020 most physical retail stores will and order product, and the delivery will be done separately at my convenience just be showrooms to select and order "The Social Digital Shopper" product “The Digital Shopaholic” The Digital Shop-a-Holic" “The Value Seeker” "The Convenience-Seeker" "The Occasional Online… Roughly 80 % of Social Digital "The Rational Online Shopper" Shoppers and Digital Shopaholics The Techno-Shy" expect to see fully transformed role of 0% 20% 40% 60% 80% 100% physical stores by 2020 Positive indication Neutral indication Negative indication I expect my favorite retailers to provide seamless integration of their online, Roughly 30-40 % of the traditional physical and mobile shopping experience by 2014 segments are more doubtful about the "The Social Digital Shopper" pace of digital development of shopping The Digital Shop-a-Holic" “The Digital Shopaholic” experience “The Value Seeker” "The Convenience-Seeker" "The Occasional Online… "The Rational Online Shopper" The Techno-Shy" 56% of global consumers expect seamless integration of multichannel 0% 20% 40% 60% 80% 100% shopping experience by 2014 Positive indication Neutral indication Negative indicationSource: Capgemini, Digital Shopper Relevancy, 2012 Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 15
  • 16. How to be Relevant?The Myth of All Channels Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 16
  • 17. The Myths of the All-Channel Experience Attempting to be great at all aspects of (digital) shopper engagement is the way to win… Most businesses understand what their (digital) shoppers really want… A compelling website, slick apps, and social media listening are the ingredients for delivering an All-Channel Experience… Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 17
  • 18. It’s crucial to be clear on your brand position, and defend itdigitally Dominate on one attribute Differentiate on another attribute Be On Par for the rest Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 18
  • 19. Being relevant is about understanding shopper needs andperceptions across the 5 Key Attributes Illustrative Access Experience Price Product Service Easy to reach stores Friendly and clean Competitive pricing Wide and deep Customer Service store assortment Easy to navigate Compelling Complaints No damaged goods Freshness/ QualityTraditional stores in store promotions handling /Relevancy Maximum opening Availability return policy InspirationalCriteria for hours Atmosphere (no stock-outs) Loyalty programPhysical Channels “Making It “All About “Lowering “Better “Whatever It Easy for Your Your Costs” Stuff, Better Takes for You” Experience” Life” You” e-Commerce Inspirational Dynamic Pricing Wider and deeper Personalized offersAdditional (mobile, social, Content assortment web) Location-based Technology-Relevancy Community pricing Advanced / enabled staff –Criteria for visualized product Flexible delivery- engagements Personalized support in-store information andDigital Channels options ( home, (share Pricing Interactive service (usage) advice store-pick-up etc.) experiences) via digital channels Solution Pricing Mobile in-store Product (e.g. click-to-chat, Social Shopping Price social media) Shopping support Comparison Comparison Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 19
  • 20. Superior execution starts with putting the consumer in the center and building capabilities to deliver an All-Channel Experience Put the Shopper at the Center Relevant Personal Engaging Truly all-channel Grow the All-Channel Experience 2011 – H1 2011 – H2 2012 – H1 2012 – H2 HIGH HIGH HIGH MED MED MED Future State Mobile Augmented MED MED MED Reality Game Coupons MED MED MED Mobile Web Location BasedMobile Presence Factory Services LOW MED LOW HIGH HIGH HIGH HIGH HIGH HIGH Mobile Mobile Google Earth Ticketing Compensation Enterprise MED MED MED MED MED LOW Mobile App Business Profiling Factory Process Mgmt MED MED MED Enhancements MED MED MED Facebook Service Service Group Game Reusable Portal Define and Build the Integration Management LOW LOW MED LOW MED LOW LOW LOW LOW Facebook Identity & Widget Ticketing MDM Access Mgmt Factory HIGH HIGH MED LOW LOW LOW Bid-Based Strategy, Tools Capacity Mgmt Required Capabilities Integration Current State Strategic Foundations Web Presence Social Network Presence Target Model Diff Cost Time Enabler Consumer Interaction Follow a Phased & Consumer Management Controlled Approach Commerce Management Operations Management Deploy Integrated & Flexible Business & IT Architectures Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 20
  • 21. How Can Capgemini Help? Customer Digital Social Insight & Digital in theDigital Strategy Analytics / Re-Platform Interaction Store Digital Marketing Let’s Discuss an All-Channel Experience Discovery Workshop Digital Shopper Relevancy | November 2012 © 2012 Capgemini. All rights reserved. 21
  • 22. Contact Brian Girouard Vice President, Capgeminibrian.girouard@capgemini.com

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