1. Retailing in Emerging Markets
Total Retail: Customer Trends that are
Changing Business Models – Report by PwC
Presented by:
Ms. Rachna Nath
Head of the Consumer Products Practice - PwC

2. Total Retail: Customer Trends that are Changing Business Models
Thinking Total Retail
•There was a clear difference
between how the retailer
looked at customer experience
and what the shopper wanted.
Technology has raised the bar and a
unified brand story across all channels
•To bridge this gap, it’s
important for retailers to break
the silos and create a unified
experience.
that promises a consistently superior
customer experience which ensured that
the marketing department is integrated
with the back office supply chain
facilitated by agile and innovative
technology–together which constitutes
the building blocks of the next retail
business model.
Rachna Nath,
Executive Director,
PwC

3. Total Retail: Customer Trends that are Changing Business Models
Key Trends Found in the Study
My favourite retailer: The customer is still deciding
Buying pattern: Leveraging the best of both worlds
Why do customers buy online or in-store? It’s not price. It’s trust.
The ‘social’ usage of social media
Smartphones and tablets: The game-changers

4. Total Retail: Customer Trends that are Changing Business Models
Key Trends Found in the Study
The key trends will drive the business model for the ‘total retailer’ and blur
the lines between online and in-store.
This phase of change will be led by the customer, and it might make
business sense for the retailer to co-create their business model with
them.

5. Total Retail: Customer Trends that are Changing Business Models
Trust matters
as much as
price.
That’s the
genesis of
“Multi”
channel retail.

6. Total Retail: Customer Trends that are Changing Business Models
Online
shopping
frequency is
high. Almost
one-third
customers
buy weekly.

7. Total Retail: Customer Trends that are Changing Business Models
Convenience
Plays.

8. Total Retail: Customer Trends that are Changing Business Models
Experience
(STILL)
matters!

9. Total Retail: Customer Trends that are Changing Business Models
Social Media
attracts
‘footfall’ –
based on
deals AND
product
features.

10. Total Retail: Customer Trends that are Changing Business Models

11. Total Retail: Customer Trends that are Changing Business Models
Conclusions
Retailers will need to manage the physical as well as the online store
as a portfolio of stores.
On the customer service side, managing
online customers requires additional rigor; as compared to managing
those who walk into the stores.
The online customer today is more proactive in sharing his or her
overall shopping experience on social networking sites
Customer analytics is a key area of focus for all retailers.
Retailers who are successful in differentiating
themselves in the market are the ones who are agile to change, can
build a flexible as well as scalable business model that seamlessly
integrates the front and back-end processes in order to meet customer
expectations and build trust.

12. Retailing in Emerging Markets
Total Retail: Customer Trends that are
Changing Business Models – Report by PwC
Presented by:
Ms. Rachna Nath
Head of the Consumer Products Practice - PwC