Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ecommerce Summit 2019

110 views

Published on

GFK presentation

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Ecommerce Summit 2019

  1. 1. Simplifying the consumer journey Cutting effort, travel, and thought Justin Saddlemyer March 29 2019
  2. 2. “There are too many choices in many of the categories I shop” Percentage of respondents who agree or strongly agree. Global sample, n = 25.000 – 35.000 (depending on year), source: FutureBuy annual study.
  3. 3. There is a growing interest in simplifying the consumer experience.
  4. 4. 1. Less effort 2. Less travel 3. Less thought
  5. 5. Less effort
  6. 6. 2% 5% 26% 68% Do you own a smart speaker (Belgium)? Have multiple smart speakers Have one smart speaker Interested in a smart speaker Not interested in a smart speaker N = 4337 Source: GfK Online Panel Belgium February 2019
  7. 7. 0% 10% 20% 30% 40% 50% Other purchases Communication (e.g. texts) Controlling other smart devices Cooking assistant Playing games Shopping (clothes, household products…) Look up general information Consulting calendar Operating television Operating smart lights Playing music What are Belgian smart home users doing with their devices? N = 208 Source: GfK Online Panel Belgium February 2019
  8. 8. 10% 24% 10% 56% 0% 20% 40% 60% 80% 100% Compared to a year ago, are you shopping more, less or about the same via smart speaker? (Worldwide) More of About the same Less of Never done N = 35’004 Source: GfK FutureBuy 2018
  9. 9. 6% 7% 16% 19% 23% 34% 94% 93% 84% 81% 77% 66% 0% 20% 40% 60% 80% 100% Dishwasher Cooling Dental care Washing machines Personal scales Air Treatment Smart Domestic Appliances (% of smart appliances vs total market of product group) Smart Other It’s not just limited to smart speakers. Smart devices in general are picking up momentum in Belgium. Source: GfK POS Data 2018
  10. 10. The growth of the smart home doesn’t just ease consumer’s lives, but also their shopping experiences.
  11. 11. Our findings show that many Belgians welcome these changes to their shopping experience.
  12. 12. Direct ordering from the fridge. Internal camera. Recipe suggestions.
  13. 13. 2% 7% 13% 14% 21% 44% Attitudes towards smart refrigerators I already use one Very interested Interested A little bit interested Not really interested Not at all interested A large number of Belgians are interested in these types of innovations. N = 4337 Source: GfK Online Panel Belgium February 2019
  14. 14. Takeaway: smart devices are picking up momentum, and many have direct applications to shopping.
  15. 15. Less travel
  16. 16. 44%Would be more likely to visit a retail store that offered some sort of augmented reality or virtual reality experience Global, FutureBuy, 2018
  17. 17. Shopping giants are looking to make the visit unnecessary.
  18. 18. 3% 11% 36% 22% 29% 0% 20% 40% 60% 80% 100% Have you already heard of 'Virtual Reality', abbreviated 'VR'? Yes, and I have regular experiences with or in VR Yes, and I have had at least one experience with or in VR Yes, I have already heard about it and I know what it is Yes, I have heard about it but do not know exactly what it is No, I have never heard of it N = 1030 Source: GfK Online Panel Belgium April 2018
  19. 19. Try before you buy!
  20. 20. 2% 5% 35% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Have you used Augmented Reality to shop? Yes, I have used AR to shop multiple times Yes, I have used AR to shop once No, I haven't used AR to shop but would be interested to try No, I haven't used AR to shop and am not interested N = 4337 Source: GfK Online Panel Belgium February 2019
  21. 21. Takeaway: virtual reality and augmented reality shopping solutions are already here, and a large percentage of Belgians are open or eager to use them.
  22. 22. Less thinking
  23. 23. Choice overload: when too much choice decreases motivation and probability of purchase.
  24. 24. 35% 40% 44% 43% 0% 20% 40% 60% 80% 100% 2015 2016 2017 2018 I like it when a website keeps track of my visits and then recommends things to me (Worldwide) % of people who strongly agree or agree Percentage of respondents who agree or strongly agree. Global sample, n = 25.000 – 35.000 (depending on year), source: FutureBuy annual study.
  25. 25. Need some help with your decisions?
  26. 26. 1% 6% 9% 13% 21% 50% Attitude towards Artificial Intelligence giving advice about clothing I already use one Very interested Interested A little bit interested Not really interested Not at all interested N = 4337 Source: GfK Online Panel Belgium February 2019
  27. 27. Subscription services are another way to cut the thought.
  28. 28. 21% of Belgians are at least a little bit interested in automating clothes shopping (5% are very interested) 1,5% 5% 7% 9% 20% 57% Attitude towards clothing subscriptions I already use one Very interested Interested A little bit interested Not really interested Not at all interested N = 4337 Source: GfK Online Panel Belgium February 2019
  29. 29. 0% 20% 40% 60% 80% 100% Via a courier service that delivers meals to your home (eg UberEATS, Deliveroo, ...) For a supplier of meal boxes (eg HelloFresh, Smartmat, Marley Spoon, Doozo, Ekomenu, 15Gram Foodbox, ...). Via a supermarket or food store, where I had my order delivered. Via a supermarket or food store, where I then picked up my order myself. In what way have you purchased food? N = 4953 Source: GfK Online Panel Belgium May 2018
  30. 30. 10% 24% 10% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Compared to a year ago, are you doing more, less or about the same of shopping via subscriptions? (Worldwide) More of About the same Less of Never done N = 35004 Source: GfK FutureBuy 2018
  31. 31. Takeaway: AI and subscription services have the ability to help consumers choose, and can fundamentally shape the way they shop.
  32. 32. To conclude
  33. 33. The innovations in this presentation present solutions to real consumer desires/difficulties.
  34. 34. Our data shows that consumers are interested in technologies that simplify the shopping experience.
  35. 35. Thank you! +321674-2456 | Senior Research Expert Justin Saddlemyer Justin.Saddlemyer@gfk.com GfK Belgium

×