«Demystifying the Swiss online shopper»
Olivier Colomb, PwC
ORGANISATOR: www.bergzucker.com
PARTNER:
ÜBER DEN REFERENTEN
Olivier Colomb ist Manager bei PwC am Sitz in Genf im Bereich Strategy & Operations. Über die letzten ...
Demystifying the Swiss
online shopper
PwC @ Social Hub– 5 September 2013
Olivier Colomb / Erica Dubach-Spiegler
PwC 4
PwC
United States
Brazil
UK
France
Netherlands
Switzerland
Germany
China
& HK
Turkey
Canada
Russia
11 000 online
interview...
PwC
Three major findings that demystify the Swiss
online shopper
6
Swiss consumers
behaviours
The digital revolution
is st...
PwC 7
Swiss consumers
behaviours
The digital revolution
is still to come
Strategies:
multichannel vs Total
Retail
PwC
Swiss consumers feel far more confident about
buying online
8
11%
8%
22%
35%
18%
6%
5%
17%
37%
31%
5%
5%
How long have...
PwC
Behaviours are dramatically different across
countries
9
Consumer behavior online and in-store. Global
Full sample, 11...
PwC
0%
5%
10%
15%
20%
25%
0% 10% 20% 30% 40% 50% 60% 70%
Top 3 Factors (% of shoppers mentionning)
What does practical mea...
PwC
Three major findings that demystify the Swiss
online shopper
11
Swiss consumers are
practical
The digital revolution
i...
PwC
Appetite for social media varies significantly
across countries
74%
of Swiss online
shoppers use social
media
27%
inte...
PwC
Only 5% of Swiss online shoppers shop through a
social media platform monthly or more
13
27%
15%
15%
8%
4%
58%7% 2%
38...
PwC
Tablets and smartphones still behind PCs
14
11%
7%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
In Store Online via PC...
PwC
57% average for store purchasing
2%
2%
1%
2%
1%
2%
2%
2%
1%
2%
2%
1%
2%
1%
1%
2%
1%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
2%
1...
PwC
The rise of new retail spaces – Experience as a key
element
• Digital in stores? Yes, if
convenient
• Showrooming
• Mi...
PwC
Three major findings that demystify the Swiss
online shopper
17
Swiss consumers are
practical
The digital revolution
i...
PwC 18
5%
7%
7%
8%
9%
13%
13%
14%
21%
27%
Mediamarkt
Tchibo
Ikea
Interdiscount
Digitec
Nespresso
Weltbild
Apple
Coop
Migro...
PwC 19
42%
58%
Yes No
19%
33%
56%
52%
43%
38%
29%
25%
23%
19%
14%
12%
5%
3%
Lower price
Full range or more choice
That's a...
PwC
20% 17% 18%
15%
15% 10%
9%
6%
8%
6%
6%
4%
45%
50%
54%
4% 6% 7%
First Second Third
20
First
favorite
retailer
Second
fa...
PwC 21
Early and/or exclusive
access to products    
Innovative products   
Innovative approach to
marketing

Pers...
Total Retail…the way forward
PwC
Decade of change
0
25
50
75
100
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2...
PwC
It all comes down to the customer
People expect a
connected experience
Consumers compare
experiences across industries...
PwC
Trust the fundamentals: placing customers at the
centre of the R&C business
Total Retail acknowledges that customer,
e...
PwC 26
Supply chains: be flexible and get customers what they want, when and where
they want it while increasing your prof...
ÜBER SOCIAL HUB
Der Social Hub ist das monatliche Fachtreffen zum
Thema Social Media und bietet die Möglichkeit, sich
vert...
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Social hub pw c demystifying the swiss online shopper - 2013-v2

  1. 1. «Demystifying the Swiss online shopper» Olivier Colomb, PwC ORGANISATOR: www.bergzucker.com PARTNER:
  2. 2. ÜBER DEN REFERENTEN Olivier Colomb ist Manager bei PwC am Sitz in Genf im Bereich Strategy & Operations. Über die letzten 8 Jahre hat Olivier mit verschiedenen Detailhändlern und FMCG Produzenten an ihren digitalen Herausforderungen gearbeitet. Zudem ist Olivier Mitarbeiter der Retail & Consumer Multichannel Initiative in der Schweiz und ein aktives Mitglied des Digital Transformation Central Team bei PwC. ORGANISATOR: www.bergzucker.com PARTNER:
  3. 3. Demystifying the Swiss online shopper PwC @ Social Hub– 5 September 2013 Olivier Colomb / Erica Dubach-Spiegler
  4. 4. PwC 4
  5. 5. PwC United States Brazil UK France Netherlands Switzerland Germany China & HK Turkey Canada Russia 11 000 online interviews of online shoppers across 11 countries in 2012 Field research carried out in July and August 2012 Online survey respondents in France, Germany and the UK are nationally representative of online users in those countries. In other countries they are representative nationally of the Research Now (RN) panel of online users' profile for the following demographics: Age, Gender, Employment status and Region A global piece of research South Africa India Italy Middle East 5
  6. 6. PwC Three major findings that demystify the Swiss online shopper 6 Swiss consumers behaviours The digital revolution is still to come Strategies: multichannel vs Total Retail
  7. 7. PwC 7 Swiss consumers behaviours The digital revolution is still to come Strategies: multichannel vs Total Retail
  8. 8. PwC Swiss consumers feel far more confident about buying online 8 11% 8% 22% 35% 18% 6% 5% 17% 37% 31% 5% 5% How long have you been shopping online? How often do you shop online? I don't remember 10 years or more 5-9 years 3-4 years 1-2 years Less than 1 year Never Once a year A few times per year Monthly Weekly Daily
  9. 9. PwC Behaviours are dramatically different across countries 9 Consumer behavior online and in-store. Global Full sample, 11’067 online shoppers Onlinebehavior In store behavior Practical user Bargain hunter Social addict Shopping lover Bargain hunter Practical shopper
  10. 10. PwC 0% 5% 10% 15% 20% 25% 0% 10% 20% 30% 40% 50% 60% 70% Top 3 Factors (% of shoppers mentionning) What does practical mean? 10 Key needs Nice-to-have Important to some shoppers What factors attract you to shopping online? Lower prices / better deals than in-store More convenient than shopping in- store (fast checkout, 24/7 etc.) Home delivery option Easier to compare and research products/ offers than in-store Wider variety of products than in-store Easier to find my favourite brands online Customer reviews of products available Better product information than in-store Most important factor (% of shoppers selecting)
  11. 11. PwC Three major findings that demystify the Swiss online shopper 11 Swiss consumers are practical The digital revolution is still to come Strategies: multichannel vs Total Retail
  12. 12. PwC Appetite for social media varies significantly across countries 74% of Swiss online shoppers use social media 27% interact with brands or retailers via social media 4% buy online through a social media platform Use of social media 0% 100%10% 80%20% 30% 40% 50% 60% 70% 90% Proportion of people using social media 12
  13. 13. PwC Only 5% of Swiss online shoppers shop through a social media platform monthly or more 13 27% 15% 15% 8% 4% 58%7% 2% 38% 14% 32% 47% 21% 34% 8% 87% In Store Online via PC Online via social media Daily Weekly Monthly Less than once a month Never 1% 3% 3%2% Follow brands or retailers Provide positive or negative comments Discover some brands I didn’t know Purchase products as a result of information on social media Purchase an item though a social media platform I do not follow brands or retailers through social media I have used social media to…How often do you go shopping? Categories? Reasons to visit brands?
  14. 14. PwC Tablets and smartphones still behind PCs 14 11% 7% 4% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% In Store Online via PC Online via Tablet Online via mobile or smartphone Less Same More Never use this shopping channel How do you think the frequency of your shopping behavior will change over the next 12 months? What happened in 2013?
  15. 15. PwC 57% average for store purchasing 2% 2% 1% 2% 1% 2% 2% 2% 1% 2% 2% 1% 2% 1% 1% 2% 1% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 2% 1% 1% 1% 2% 1% 2% 1% Consumer electronics and computers Household appliances Clothing and Footwear (incl. Sportswear) Books, Music, Movies Furniture and Homeware Sports/Equip ment/Outdoor Jewelry/ Watches DIY Grocery Toys Health and Beauty Stores remain a centerpiece of Swiss consumers’ purchase journeys across most product categories Which method would you most prefer for researching and buying? Ø 57% 29% 39% 41% 12% 50% 42% 44% 43% 55% 32% 43% 20% 23% 16% 16% 18% 15% 13% 12% 13% 15% 14%2% 2% 3% 1% 3% 2% 2% 2% 1% 2% 1% 39% 16% 21% 56% 8% 13% 10% 8% 9% 17% 16% 3%3% 3% 5% 15% 11% 7% 17% 24% 27% 31% 19% 30% 20% Store only Web-to-Store Catalogue-to-Store Web only Store-to-Web Catalogue-to-Web Catalogue only Other Don't research 15
  16. 16. PwC The rise of new retail spaces – Experience as a key element • Digital in stores? Yes, if convenient • Showrooming • Mix traditional store/ high street • Social Media in Store • Google? Amazon? E-Bay? Ricardo? 16
  17. 17. PwC Three major findings that demystify the Swiss online shopper 17 Swiss consumers are practical The digital revolution is still to come Strategies: multichannel vs Total Retail
  18. 18. PwC 18 5% 7% 7% 8% 9% 13% 13% 14% 21% 27% Mediamarkt Tchibo Ikea Interdiscount Digitec Nespresso Weltbild Apple Coop Migros 6% 6% 10% 10% 11% 11% 17% 19% 30% 34% Denner Orell Füssli Ikea Tchibo Digitec Interdiscount Nespresso Apple Coop Migros The Swiss multichannel landscape: local and regional players hold their ground 2012 2011
  19. 19. PwC 19 42% 58% Yes No 19% 33% 56% 52% 43% 38% 29% 25% 23% 19% 14% 12% 5% 3% Lower price Full range or more choice That's all I needed - one brand Love of brand / loyalty Good stock availability Better warranty / guarantee Better service Customisation/ personalisation of product Better experience Other What made you choose to buy directly from the brand website? The Swiss multichannel landscape: the rise of direct-to-consumer models Have you ever bought from a website that sells only products from one brand?
  20. 20. PwC 20% 17% 18% 15% 15% 10% 9% 6% 8% 6% 6% 4% 45% 50% 54% 4% 6% 7% First Second Third 20 First favorite retailer Second favorite retailer Third favorite retailer The Swiss multichannel landscape: online retail is not cannibalizing sales Do you think you have spent more with your favorite retailer since you started shopping across multiple channels? No - my spending has decreased Substantially more (over 50% more) A lot more (25-50%) More (10-25%) A little more (up to 10%) No - my spending has been broadly the same 44% 50% 40%
  21. 21. PwC 21 Early and/or exclusive access to products     Innovative products    Innovative approach to marketing  Personalization of website    Fast and reliable delivery    Return to store  I trust the retailer  I like the staff   Easy to use website   Click & collect    Free returns    Most significant drivers The key multichannel drivers of consumer spending differ considerably by country
  22. 22. Total Retail…the way forward
  23. 23. PwC Decade of change 0 25 50 75 100 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 %UKactiveadultpopulation Traditional Consumer Transitionals Digital Natives New and different types of customer behaviours are emerging – A decade of disruption is beginning Up to 2013 Traditional consumer behaviour is the majority 2013–2019 Transitional behaviour is the majority 2020 and beyond Digital native behaviour dominates 23
  24. 24. PwC It all comes down to the customer People expect a connected experience Consumers compare experiences across industries and think “if I can do that on Amazon, why can’t I do this with you?” People expect to participate Consumers expect to be able to find reviews and give feedback, have their views taken into account and collaborate with their favourite brands People make smarter decisions Consumers are better informed than ever, which means they make smarter decisions that lead to better personal outcomes People have an innovation appetite The rapid evolution of personal technology has created consumer thirst for innovative new services and products 24
  25. 25. PwC Trust the fundamentals: placing customers at the centre of the R&C business Total Retail acknowledges that customer, experience and product are at heart of the business; and channels are simply the way customers prefer to buy a specific purchase, at a given point in time. 25
  26. 26. PwC 26 Supply chains: be flexible and get customers what they want, when and where they want it while increasing your profitability Digital intelligence: make sense of multichannel consumers Store innovation: engaging and connected, flawless store-level execution “Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.” Jim Rohn
  27. 27. ÜBER SOCIAL HUB Der Social Hub ist das monatliche Fachtreffen zum Thema Social Media und bietet die Möglichkeit, sich vertieft zu informieren und mit Kollegen auszutauschen. Die Veranstaltungsreihe findet jeden ersten Donnerstagmorgen des Monats statt. Der Networking-Anlass ist kostenlos und wird stets begleitet von einem spannenden Kurzreferat (ca. 30 bis 45 Minuten) wobei nationale und internationale Referenten praxisbezogene Case Studies aus dem Bereich Social Media vorstellen. www.swissonlinepublishing.ch/socialhub ÜBER DEN ORGANISATOR Bergzucker ist Ihr Full-Service-Partner für Kommunikation in Marketing und Vertrieb im Zeitalter von sozialen Konversationen. www.bergzucker.com ORGANISATOR: www.bergzucker.com PARTNER:

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