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2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
2010 Shopper Research Study
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2010 Shopper Research Study

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Research study result from a survey of 2,243 shoppers conducted by Cognizant. This study sought to understand shopper attitudes and behaviors related to their in-store shopping experience, the advent …

Research study result from a survey of 2,243 shoppers conducted by Cognizant. This study sought to understand shopper attitudes and behaviors related to their in-store shopping experience, the advent of new technology platforms shoppers use, how they source information for purchasing product across retail channels and formats.

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  • When asked to rank order negative store characteristics, shoppers ranked stores not providing cash refunds (even with a receipt) as their #1 negative. A product marked “on sale” but the cash register ringing up a regular or different price followed as the #2 negative
  • When asked to rank order negative store characteristics, shoppers ranked stores not providing cash refunds (even with a receipt) as their #1 negative. A product marked “on sale” but the cash register ringing up a regular or different price followed as the #2 negative
  • Scale Based question need to have a separate legend
  • Transcript

    • 1. “The Intelligent Store”Findings from a survey of shoppersPresented by Cognizant <br />June 2010<br />Steven Skinner<br />Vice President, Cognizant Business Consulting<br />Retail, Hospitality and CPG Practice Leader<br />
    • 2. Your Meeting Facilitator – Steven Skinner<br />My Job Today:<br />Facilitate your discussion so that you achieve maximum learning<br />The Method To My Madness Today:<br /><ul><li>Present you summary primary research data of a shopper study Cognizant recently completed
    • 3. Provide you with detailed documentation including some secondary research to support your group conversations
    • 4. Define discussion scope and organize you into conversation groups
    • 5. Have each group deliver a 5-10 minute discussion in the larger group setting
    • 6. I will type up the notes from each group and send to you electronically along with the survey data</li></ul>Your Responsibilities:<br /><ul><li>Discuss the data, its implications and what actions companies should take
    • 7. Document your discussions</li></li></ul><li>First Things First: Cognizant 2010 Consumer Research Overview<br />Objective:<br />To better understand how consumers interact with retail stores and the overall customer experience<br />Methodology:<br /><ul><li>An online survey was conducted among adults 18+ across the United States
    • 8. A total of 2,243 completed surveys was collected May 21-25, 2010
    • 9. The data was also segmented by gender, income and generation. For the purposes of this report, the generations were defined as the following age groups:
    • 10. Gen Y = 18-33
    • 11. Gen X = 34-45
    • 12. Baby Boomers = 46-64
    • 13. Emerging Elders = 65+</li></ul>Respondent Profile:<br /><ul><li>Gender: 83% women and 17% men
    • 14. Average age: 46.8
    • 15. Average household income: $65,548</li></li></ul><li>Cognizant 2010 Shopper Survey Summary – All Shoppers<br /><ul><li>Anywhere Cross Channel Is In</li></ul>73% want cross channel at store checkout<br />53% want cross-channel from a in-store kiosk<br /><ul><li>Poor Service is (of course) out</li></ul>74% cited as first or second choice (checkout)<br /><ul><li>Manual Coupon Redemption is an irritant</li></ul> 2nd highest checkout irritant<br /><ul><li>Mobile Services are not a panacea </li></ul>Only 1% want mobile device checkout! <br /> Coupon, price and product look-up drive use<br />
    • 16. Cognizant 2010 Shopper Survey Summary – Gender Analysis<br /><ul><li>Out of Stock– Men are from Mars….</li></ul>andprefer a 10% voucher<br /><ul><li>Out of Stock – Women are from Aisle One…</li></ul>and prefer free home delivery<br /><ul><li>Males Need Help!</li></ul>33%chose poor associate knowledge as top store irritant<br /><ul><li>Both Hate Online / In-Store Price Discrepancies:</li></ul>3rd highest store irritant<br /><ul><li>Newspapers are not Dead…yet</li></ul>Both prefer grocery product information from newspaper ads<br />
    • 17. Cognizant 2010 Shopper Survey Summary – Generational Analysis<br /><ul><li>Emerging Elders and their Emerging Cross-Channel Sophistication</li></ul>41% want “buy in-store and deliver to home” service<br /><ul><li>The Internet and the Store Meet</li></ul> Generation X and Y identify cross-channel price conflicts as their 3rd highest store irritant<br /><ul><li>Generation X and Y want cross channel consistency</li></ul> these age segments were the most sensitive group to channel price conflicts<br /><ul><li>Mobile Services for Gen X and Y moving faster (Doh!)</li></ul> …but they still get most product information from store shelves<br />
    • 18. 7<br />Cognizant 2010 Shopper Survey Summary – Income Analysis<br /><ul><li>Well, maybe radio advertising will die instead of newspapers</li></ul> Only 1% of shoppers across all income groups received product via the radio <br /><ul><li>We’ve heard this story before</li></ul>31%of high income shoppers chose poor associate product knowledge the #1 store irritant<br /><ul><li>What was that you said?</li></ul>82% of the high income shoppers want coupons on their mobile devices – more than any other income segment<br /><ul><li>High Income Shoppers want cross-channel remedies also</li></ul>27%want home delivery of an out of stock product – their #1 choice<br />
    • 19. Strategic Imperatives for Retailers and Focus Areas within Stores<br />All the initiatives that made the high-priority list are well defined software projects with tangible ROI calculations. In 2010 progress ranges from POS to merchandising and supply chain. However, the survey suggest that investment plans for 2011 look very strong.<br /> Source: RIS Retail Technology Study 2010<br />A retail CIO typically can devote about 30 to 35 percent of the IT budget to new initiatives. The rest of the budget is required to maintain and upgrade existing systems.<br />Cost reduction and margin enhancements along with Same store sales. Retailers will focus on standardizing their core set of store processes and focus on Customer retention.<br />Source: NRF Horizons Report 2009-2010<br />
    • 20. Shopper Customer Experience Survey Questions<br />“If a store is out of a product you seek, which of the following would you MOST want the retailer to do to remedy the situation?”<br />1<br />“Which aspect of the check-out process at a store do you dislike the MOST?”<br />2<br />“Which of the following service offerings do you MOST value from a store?”<br />3<br />A) “If a retailer offered its own online social network (similar to others such as Facebook, MySpace or Twitter), please indicate how likely you would be to visit it using the 10-point scale below?”<br />B) “If a retailer provided access to a centralized pool of associates who would be available to customers via live video feeds, please indicate how likely you would be to use this service?”<br />4<br />5<br />“Which ONE of the following characteristics do you dislike the most in a store?”<br />“If a retailer offered the following services for a personal mobile device, please indicate how likely you would be to use them?”<br />6<br />“If each of the following were available, which would be your MOST preferred (and SECOND most preferred) method to receive product information?”<br />7<br />“Rank the following store characteristics in the order of how much you dislike them”<br />8<br />“If a retailer offered the following new or alternative payment methods, please indicate how likely<br />you would be to use them?”<br />9<br />“From which of the following do you get MOST of your information for the product types – Apparel, Grocery, Home goods<br />10<br />
    • 21. Ordering an out of stock item from the register and getting it home-delivered at no extra charge was the most popular retailer remedy among shoppers<br />“If a store is out of a product you seek, which of the following would you MOST want the retailer to do to remedy the situation?”<br />1<br />Most<br />Second most<br />
    • 22. Female customers prefer deliver to home versus a 10% off voucher<br />Gender<br />Based Analysis<br />“If a store is out of a product you seek, which of the following would you MOST want the retailer to do to remedy the situation?”<br />1<br />Male population would prefer the discount coupon and come back to the store later.<br />
    • 23. Generation Y prefers discount vouchers to other remedy forms<br />Generation<br />Based Analysis<br />“If a store is out of a product you seek, which of the following would you MOST want the retailer to do to remedy the situation?”<br />1<br />
    • 24. The high income customer prefer cross channel fulfillment, Product substitution is preferred among low income groups. <br />Income<br />Based Analysis<br />“If a store is out of a product you seek, which of the following would you MOST want the retailer to do to remedy the situation?”<br />1<br />
    • 25. Shopper Customer Experience Survey Questions<br />“If a store is out of a product you seek, which of the following would you MOST want the retailer to do to remedy the situation?”<br />1<br />Ordering an out of stock item from the register and getting it home-delivered at no extra charge was the most popular retailer remedy among shoppers<br />Female customers prefer deliver to home versus a 10% off voucher.<br />Generation Y prefers discount vouchers to other remedy forms.<br />Store should be capable of handling ‘Out of stock’ conditions  should be highly integrated with backend systems such as Order Management, Sourcing and Logistics <br />The high income customer prefer cross channel fulfillment, Product substitution is preferred among low income groups. <br />
    • 26. Inattentive cashiers were the single most disliked aspect of the check-out process at stores <br />“Which aspect of the check-out process at a store do you dislike the MOST?”<br />2<br />Most<br />Second most<br />
    • 27. Gender<br />Based Analysis<br />Manual coupon rebate processes are a source of high store environment dissatisfaction among women and men.<br />“Which aspect of the check-out process at a store do you dislike the MOST?”<br />2<br />Training needs to be continually focused on cashiers as they are the frontline of customer service<br />
    • 28. Generation<br />Based Analysis<br />Across Generations “Inattentive Cashiers” were the most disliked aspect <br />during the check out process<br />“Which aspect of the check-out process at a store do you dislike the MOST?”<br />2<br />
    • 29. Income<br />Based Analysis<br />Across All Income groups “Inattentive Cashiers” & “Mail Rebates” were <br />the disliked aspects during the check out process<br />“Which aspect of the check-out process at a store do you dislike the MOST?”<br />2<br />
    • 30. Shopper Customer Experience Survey Questions<br />“Which aspect of the check-out process at a store do you dislike the MOST?”<br />2<br />Manual coupon rebate processes are a source of high store environment dissatisfaction among women and men<br />Across Generations “Inattentive Cashiers” were the most disliked<br /> aspect during the check out process<br />Across All Income groups “Inattentive Cashiers” & “Mail Rebates” were the disliked aspects during the check out process<br />Checkout should not be neglected by retailers as customer form opinion based on their experience here  Point-Of-Sale should transform to Point-Of-Service<br />
    • 31. Online Returns and Mobile purchases were not as valued among shoppers<br />“Which of the following service offerings do you MOST value from a store?”<br />3<br />Most<br />Second most<br />
    • 32. Gender<br />Based Analysis<br />Store returns and delivery scored high among females as desired store service offerings.<br />“Which of the following service offerings do you MOST value from a store?”<br />3<br />Males prefer home delivery from an in-store purchase to other service offerings along with in-store pickup.<br />
    • 33. Generation<br />Based Analysis<br />Emerging Elders want the convenience of in-home delivery<br />“Which of the following service offerings do you MOST value from a store?”<br />3<br />Mobile solutions surprisingly lagged most store services throughout the survey.<br />
    • 34. Income<br />Based Analysis<br />Shoppers identified more traditional service offerings as the ones<br /> they most valued from a store<br />“Which of the following service offerings do you MOST value from a store?”<br />3<br />
    • 35. Shopper Customer Experience Survey Questions<br />“Which of the following service offerings do you MOST value from a store?”<br />3<br />Online Returns and Mobile purchases were not as valued among shoppers<br />Store returns and delivery scored high among females as desired store service offerings.<br />Emerging Elders want the convenience of in-home delivery<br />Shoppers identified more traditional service offerings as the ones they most valued from a store<br />Customers are looking forward to better service in terms of product pickup and return  Retailer needs to concentrate on Cross-Channel Integration<br />Areas where retailers need to invest for future growth New channels such as mobile and online returns <br />
    • 36. Shoppers are unlikely to visit a retailer’s online social network or access a retailer’s associates via live video feeds<br />A) “If a retailer offered its own online social network (similar to others such as Facebook, MySpace or Twitter), please indicate how likely you would be to visit it using the 10-point scale below?”<br />B) “If a retailer provided access to a centralized pool of associates who would be available to customers via live video feeds, please indicate how likely you would be to use this service?”<br />4<br />Average Ratings On Scale of 1–10 (1 = Very unlikely to use, 10 = Very likely to use)<br />Utilizing the services of popular social networking sites is a better option than building a new social networking site by retailers<br />
    • 37. Gender<br />Based Analysis<br />Proprietary retailer social networks are not favorable in general with males or females.<br />A) “If a retailer offered its own online social network (similar to others such as Facebook, MySpace or Twitter), please indicate how likely you would be to visit it using the 10-point scale below?”<br />4<br />
    • 38. Generation<br />Based Analysis<br />Generation Y and Generation X are more likely to visit proprietary retailer social networks, potential indicating a future shift as this demographic ages.<br />A) “If a retailer offered its own online social network (similar to others such as Facebook, MySpace or Twitter), please indicate how likely you would be to visit it using the 10-point scale below?”<br />4<br />
    • 39. Income<br />Based Analysis<br />Irrespective of the income groups, retailer owned social networking<br /> site was not a feature desired by Shoppers<br />“If a retailer offered its own online social network (similar to others such as Facebook, MySpace or Twitter), please indicate how likely you would be to visit it using the 10-point scale below?”<br />4<br />
    • 40. Gender<br />Based Analysis<br />Neither female nor male customers are likely to access a centralized pool of associates via live feeds<br />B) “If a retailer provided access to a centralized pool of associates who would be available to customers via live video feeds, please indicate how likely you would be to use this service?”<br />4<br />12%<br />11%<br />
    • 41. Generation<br />Based Analysis<br />Associates interacting with customers via live video feeds doesn’t seem to be popular among any generation<br />B) “If a retailer provided access to a centralized pool of associates who would be available to customers via live video feeds, please indicate how likely you would be to use this service?”<br />4<br />12%<br />13%<br />12%<br />10%<br />
    • 42. Income<br />Based Analysis<br />Associates interacting with customers via live video feeds doesn’t seem to be popular among any income class<br />B) “If a retailer provided access to a centralized pool of associates who would be available to customers via live video feeds, please indicate how likely you would be to use this service?”<br />4<br />13%<br />12%<br />12%<br />13%<br />13%<br />13%<br />10%<br />
    • 43. Shopper Customer Experience Survey Questions<br />A) “If a retailer offered its own online social network (similar to others such as Facebook, MySpace or Twitter), please indicate how likely you would be to visit it using the 10-point scale below?”<br />B) “If a retailer provided access to a centralized pool of associates who would be available to customers via live video feeds, please indicate how likely you would be to use this service?”<br />4<br />Shoppers are unlikely to visit a retailer’s online social network or access a retailer’s associates via live video feeds<br />Online Social Network<br />Utilizing the services of popular social networking sites is a better option than building a new social networking site by retailers<br />Proprietary retailer social networks are not favorable in general with males or females.<br />Generation Y and Generation X are more likely to visit proprietary retailer social networks, potential indicating a future shift as this demographic ages.<br />Centralized Pool of Associates<br />Neither female nor male customers are likely to access a centralized pool of associates via live feeds<br />Associates interacting with customers via live video feeds doesn’t seem to be popular among any generation or any income class<br />Social media is a big influencer in customer decision process  Retailers need to tap this to connect with the customer<br />Trend shows customer does not want to try new channels and is happy with the present social channels<br />
    • 44. Shoppers most disliked a store being out of stock on a product. However, running a close second among dislikes were store associates with poor product knowledge<br />5<br />“Which ONE of the following characteristics do you dislike the most in a store?”<br />Inattentive cashiers, slow cashier check-out and poor associate product knowledge point to a need to improve store-level training<br />
    • 45. Gender<br />Based Analysis<br />Males would prefer store associates with a higher level of product knowledge.<br />5<br />“Which ONE of the following characteristics do you dislike the most in a store?”<br />Cross-channel price mismatch dissatisfaction demonstrate shoppers are savvy on multi-channel price levels as well as delivery options.<br />
    • 46. Generation Y and Generation X are more sensitive to cross-channel price discrepancies than other age groups.<br />Generation<br />Based Analysis<br />“Which ONE of the following characteristics do you dislike the most in a store?”<br />5<br />Baby Boomers, Generation Y and Generation X are more sensitive to out of stock than other poor store attributes.<br />
    • 47. Among the High Income shoppers, Store associates with poor product knowledge is the most disliked characteristic<br />Income<br />Based Analysis<br />“Which ONE of the following characteristics do you dislike the most in a store?”<br />5<br />
    • 48. Shopper Customer Experience Survey Questions<br />“Which ONE of the following characteristics do you dislike the most in a store?”<br />5<br />Shoppers most disliked a store being out of stock on a product. However, running a close second among dislikes were store associates with poor product knowledge<br />Males would prefer store associates with a higher level of product knowledge<br />Generation Y and Generation X are more sensitive to cross-channel price discrepancies than other age groups<br />Online refunds and online promotion mismatch are disliked mostly by customers in higher income group<br />Customers demand better service at stores  Improve Store efficiency , Better Workforce Management (Scheduling, Task management, Training)<br />
    • 49. Coupons rated the highest among mobile services that shoppers would be most likely to use<br />“If a retailer offered the following services for a personal mobile device, please indicate how likely you would be to use them?”<br />6<br />
    • 50. Gender<br />Based Analysis<br />While mobile services rated low through most of the survey, integrating coupons, price and product look-up significant increased shopper likelihood to leverage their PDAs in-store.<br />“If a retailer offered the following services for a personal mobile device, please indicate how likely you would be to use them?”<br />6<br />Female<br />Male<br />
    • 51. Generation<br />Based Analysis<br />Gen-Y and Gen-X shoppers are more likely to use mobile devices. This could portend that while mobile device leverage has rated low through the survey, expectations of PDA use will increase as these groups age and technology grows more convenient.<br />“If a retailer offered the following services for a personal mobile device, please indicate how likely you would be to use them?”<br />6<br />
    • 52. Income<br />Based Analysis<br />Respondents with household income of $200,000+ use mobile devices the most for all the services. This can be attributed to the “affordability” factor<br />“If a retailer offered the following services for a personal mobile device, please indicate how likely you would be to use them?”<br />6<br />Interestingly, high income shoppers are also most likely to use coupons<br />
    • 53. Shopper Customer Experience Survey Questions<br />“If a retailer offered the following services for a personal mobile device, please indicate how likely you would be to use them?”<br />6<br />Coupons rated the highest among mobile services that shoppers would be most likely to use<br />While mobile services rated low through most of the survey, integrating coupons, price and product look-up significant increased shopper likelihood to leverage their PDAs in-store.<br />Gen-Y and Gen-X shoppers are more likely to use mobile devices. This could portend that while mobile device leverage has rated low through the survey, expectations of PDA use will increase as these groups age and technology grows more convenient.<br />Respondents with household income of $200,000+ use mobile devices the most for all the services. This can be attributed to the “affordability” factor<br />Mobile Commerce is the next big thing that retailers are focusing to connect with tech savvy customer  Improves Customer Service by providing customers to shop using mobile devices <br />
    • 54. Traditional methods were the clear-cut most preferred way to receive product information – ranking in the top three<br />“If each of the following were available, which would be your MOST preferred (and SECOND most preferred) method to receive product information?”<br />7<br />Most preferred<br />Second most preferred<br />Preference #1 reinforces the need to continually improve associate product knowledge<br />Dynamic displays interesting were more preferred than online shopper feedback.<br />
    • 55. Gender<br />Based Analysis<br />Female shopper are more likely to get information from the store signs & cards and through online customer feedback while male shoppers are likely get information from informed store associates<br />“If each of the following were available, which would be your MOST preferred (and SECOND most preferred) method to receive product information?”<br />7<br />Female<br />Male<br />
    • 56. Generation<br />Based Analysis<br />Emerging elders prefer to receive product information through traditional methods such as “from store associates”. However online customer feedback and mobile product scanning access are almost as preferred as product packaging for Generations X and Y.<br />“If each of the following were available, which would be your MOST preferred (and SECOND most preferred) method to receive product information?”<br />7<br />
    • 57. Income<br />Based Analysis<br />Shoppers with household income >$200,000 receive product information using personal mobile devices while those with HH income<$25,000 rely on product package for info<br />“If each of the following were available, which would be your MOST preferred (and SECOND most preferred) method to receive product information?”<br />7<br />
    • 58. Shopper Customer Experience Survey Questions<br />If each of the following were available, which would be your MOST preferred (and SECOND most preferred) method to receive product information?”<br />7<br />Traditional methods were the clear-cut most preferred way to receive product information<br />Female shopper are more likely to get information from the store signs & cards and through online customer feedback while male shoppers are likely get information from informed store associates<br />Emerging elders prefer to receive product information through traditional methods such as “from store associates”. However online customer feedback and mobile product scanning access are almost as preferred as product packaging for Generations X and Y.<br />Shoppers with household income >$200,000 receive product information using personal mobile devices while those with HH income<$25,000 rely on product package for info<br />In-store Marketing (Price and Promotion Management, Better Shelf Management) helps customer shopping in store<br />
    • 59. When asked to rank order negative store characteristics, shoppers most disliked: 1) stores refusing to provide cash refunds and 2) prices being different between the store shelf<br />and/or promotion and cash register<br />“Rank the following store characteristics in the order of how much you dislike them?”<br />8<br />Ranked by Average Score (1 = Dislike the most, 7 = Dislike the least)<br />
    • 60. Gender<br />Based Analysis<br />Male customers are more unhappy compared to female customers when it comes to POS displaying different price and returns not being accepted at another store<br />“Rank the following store characteristics in the order of how much you dislike them?”<br />8<br />
    • 61. Generation<br />Based Analysis<br />Across generations accurate Price Labeling and Returns Management seem more important than Store environment issues <br />“Rank the following store characteristics in the order of how much you dislike them?”<br />8<br />
    • 62. Income<br />Based Analysis<br />Returns Management seems to be a major issue among high income customers while Poor Promotional/Pricing signage is an issue with low income customers<br />8<br />“Rank the following store characteristics in the order of how much you dislike them?”<br />
    • 63. Shopper Customer Experience Survey Questions<br />“Rank the following store characteristics in the order of how much you dislike them?”<br />8<br />When asked to rank order negative store characteristics, shoppers most disliked: 1) stores refusing to provide cash refunds and 2) prices being different between the store shelf and/or promotion and cash register<br />Male customers are more unhappy compared to female customers when it comes to returns not being accepted at another store, disorganized store and POS displaying different price<br />Emerging Elder generation dislikes music being too loud, poor promotional signage, cluttered store - more compared to the other generations<br />Compared to lower income groups, higher income groups are more dissatisfied with returns not being accepted a) in different store of the retailers b) without receipts<br />Return process need to be more streamlined. Retailers should also look at store aesthetics to draw customers. <br />
    • 64. Coupons were the overwhelming favorite among shoppers when offered as an alternative payment method<br />“If a retailer offered the following new or alternative payment methods, please indicate how likely<br />you would be to use them?”<br />9<br />Average Ratings On Scale of 1–10 (1 = Very unlikely to use, 10 = Very likely to use)<br />
    • 65. Gender<br />Based Analysis<br />Female and male shoppers preferred paying by coupons followed by loyalty cards<br />“If a retailer offered the following new or alternative payment methods, please indicate how likely<br />you would be to use them?”<br />9<br />
    • 66. Generation<br />Based Analysis<br />Payment with mobile devices is a potential growth area in the Gen Y<br /> customer segment<br />“If a retailer offered the following new or alternative payment methods, please indicate how likely<br />you would be to use them?”<br />9<br />
    • 67. Income<br />Based Analysis<br />Customers are more likely to use mobile devices as an alternative form of method as their income increase<br />“If a retailer offered the following new or alternative payment methods, please indicate how likely<br />you would be to use them?”<br />9<br />
    • 68. Shopper Customer Experience Survey Questions<br />“If a retailer offered the following new or alternative payment methods, please indicate how likely<br />you would be to use them?”<br />9<br />Coupons were the overwhelming favorite among shoppers when offered as an alternative payment<br />method<br />Payment with mobile devices is a potential growth area in the Gen Y customer segment<br />Customers are more likely to use mobile devices as an alternative form of method as their income increase<br />Retailers to focus on Coupon and Loyalty management  reiterates need for better customer service <br />
    • 69. Overall, the Internet, newspaper and word-of-mouth (family/friends) is where shoppers obtain most of their product information for apparel, grocery and home good items<br />“From which of the following do you get MOST of your information for the below product types?”<br />10<br />
    • 70. Gender<br />Based Analysis<br />Female shoppers are more likely to get information from the internet while male shoppers are likely get information from the informed store associates during apparel shopping<br />“From which of the following do you get MOST of your information for apparel products?”<br />10<br />Female<br />Male<br />
    • 71. Generation<br />Based Analysis<br />While Gen-Y shoppers use internet the most for information on apparel products, they also rely on information from family and friends<br />“From which of the following do you get MOST of your information for apparel products?”<br />10<br />
    • 72. Income<br />Based Analysis<br />Shoppers with household income >$200,000 receive product information using catalogs and magazines. This can be attributed to the high-end fashion apparel that this category of shoppers typically purchase<br />“From which of the following do you get MOST of your information for apparel products?”<br />10<br />
    • 73. Gender<br />Based Analysis<br />While male shoppers prefer internet to get information on home products female shoppers prefer to get it from family and friends<br />10<br />“From which of the following do you get MOST of your information for home products ?”<br />Female<br />Male<br />While female shoppers prefer using internet for apparel male shoppers use internet for home products<br />
    • 74. Generation<br />Based Analysis<br />Emerging elders prefer to receive product information through traditional methods such as “from store associates” and “newspaper ads”<br />“From which of the following do you get MOST of your information for home products?”<br />10<br />Interesting fact is that ‘baby boomers’ use internet to get product info much more than ‘Gen-X shoppers’<br />The trend of ‘increasing interaction with family & friends’ from elders to Gen-Y is worth noticing<br />
    • 75. Income<br />Based Analysis<br />The low income group shoppers rely on TV Ads and family & friends much more than the other segments<br />“From which of the following do you get MOST of your information for home products?”<br />10<br />The high income group also relies on store associates more than the rest<br />
    • 76. Gender<br />Based Analysis<br />Both male and female shoppers prefer to get information on grocery products from newspaper ads. But male shoppers get information from store associates more than female shoppers<br />“From which of the following do you get MOST of your information for the grocery products?”<br />10<br />10<br />Female<br />Male<br />
    • 77. Generation<br />Based Analysis<br />Though newspaper ads is the preferred method to get grocery product info across all generations, the % of Gen-Y shoppers getting info from newspaper ads is less when compared to other generations<br />“From which of the following do you get MOST of your information for the home products?”<br />10<br />Gen-Y shoppers getting info about grocery products from family & friends is an interesting fact<br />
    • 78. Income<br />Based Analysis<br />Shoppers across all income groups prefer to get grocery product info from the newspaper ads<br />“From which of the following do you get MOST of your information for the below product types?”<br />10<br />
    • 79. Shopper Customer Experience Survey Questions<br />10<br />“From which of the following do you get MOST of your information for the below product types?”<br />Female shoppers are more likely to get information from the internet while male shoppers are likely get information from the informed store associates during apparel shopping<br />While Gen-Y shoppers use internet the most for information on apparel products, they also rely on information from family and friends<br />Emerging elders prefer to receive home products information through traditional methods such as “from store associates” and “newspaper ads”<br />The low income group shoppers rely on TV Ads and family & friends much more than the other segments for info on home products<br />Though newspaper ads is the preferred method to get grocery product info across all generations, the % of Gen-Y shoppers getting info from newspaper ads is less when compared to other generations<br />Retailers need to target customers through the right media as current customer is “Informed customer”<br />
    • 80. www.cognizant.com<br />

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