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FACTS & FIGURES:
New Consumer Behaviors
Shoppers blend brick-and-mortar,
e-commerce, social media and
mobile to create a new retail reality.
RETAILERS VIEW THEIR CHANNELS
     AS SEPARATE ENTITIES. SHOPPERS
     PERCEIVE THEM AS ONE.

     Fact:
     Shoppers do not distinguish between a retailer’s
     multiple channels. They perceive the shopping
     experience as an “intra-channel blur.”

     Retailers still struggle to operationalize the
     holistic multichannel experience that shoppers
     expect.


2 | Facts & Figures: New Consumer Behaviors | 2010
SHOPPERS CAN BE DISAPPOINTED
     BY AN INCONSISTENT
     MULTI-CHANNEL EXPERIENCE.

     Things that can negatively impact the brand:
            • A website that lacks a mobile version.
            • No option to buy online/pick up in-store.
            • Inability for an online return to convert to
              a new sale.




3 | Facts & Figures: New Consumer Behaviors | 2010
MULTI-CHANNEL SHOPPERS
     SPEND 50% MORE THAN SINGLE
     CHANNEL SHOPPERS

     Despite the fact that multi-channel shoppers
     are more profitable, for many traditional retailers,
     e-commerce is underdeveloped.




4 | Facts & Figures: New Consumer Behaviors | 2010
62% OF ONLINE SHOPPERS
     ARE BRAND LOYAL


     Online satisfaction builds shopper loyalty
     across all of a retailer’s channels.




5 | Facts & Figures: New Consumer Behaviors | 2010
ONLINE INFORMATION INCREASES
     SHOPPER SATISFACTION ACROSS
     CHANNELS

     Shoppers who use the Web as their primary
     research channel are more satisfied than those
     who search for information in-store.
                                                     – “Customer Satisfaction, Loyalty,
                                                        and Buying Behavior in the Evolving
                                                        Multi-Channel Retail World”,
                                                        ForeSee Results, January 2005




6 | Facts & Figures: New Consumer Behaviors | 2010
CONSUMER PRODUCT REVIEWS
     HELP CREATE PURCHASE
     CONFIDENCE

            • 77% of online shoppers use reviews to make
              a purchase decision.
            • Shoppers see negative reviews as a sign of
              authenticity.




7 | Facts & Figures: New Consumer Behaviors | 2010
MULTI-CHANNEL CONSUMERS
     ARE BETTER ADVOCATES


     Satisfied multi-channel users have higher
     attitudinal loyalty.

     Their retail relationships last longer, even
     though their loyalty is shared among other
     brands in the same category.
    – “The multichannel shopper paradox: How loyal are
       multichannel users anyway?”, Schigns, Dr. J.M.C., 2006




8 | Facts & Figures: New Consumer Behaviors | 2010
OVERALL BRAND IMAGE BUILDS
     ONLINE LOYALTY


     The “halo effect” of a multi-channel retailer’s
     existing brand image significantly impacts a
     shopper’s perception of its online attributes.
    – “What induces online loyalty? Online versus offline brand images”,
       Journal of Business Research, May 2009




9 | Facts & Figures: New Consumer Behaviors | 2010
ONLINE DRIVES IN-STORE



     Shoppers who combine online research
     with in-store shopping tend to make
     additional purchases in-store.




10 | Facts & Figures: New Consumer Behaviors | 2010
WEBSITE ADVERTISING FURTHER
     ENGAGES ACTIVE SHOPPERS


     Online ads engage the actively-shopping
     consumer at a deeper level within a website
     and in-store. They:
            • View on average 6 more pages.
            • Spend 29% more on their in-store purchases.
    – “Yahoo Research”, Yahoo, 2007




11 | Facts & Figures: New Consumer Behaviors | 2010
SHOPPING BEGINS ONLINE
            • 89% of consumers making in-store purchases
              in key retail categories have conducted online
              research prior to purchase.
            • 42% of shoppers spend over half their
              shopping time on online research.
                                                      – “Web/Store Cross-Channel Shopping
                                                         Survey”, Krillion & the e-tailing group,
                                                         March 2008




12 | Facts & Figures: New Consumer Behaviors | 2010
THE OPPORTUNITY FOR
     CLICK & MORTAR
     Given consumers’ desire for additional
     information and convenience, retailers
     have significant room to develop.
            • Only 20% of retailers allow online search
              of in-store inventory.
            • Less than 10% of retailers allow an online
              purchase to be picked up in-store.
            • Barely 15% offer online appointment-making
              for retail services


13 | Facts & Figures: New Consumer Behaviors | 2010
ONLINE IN-STORE CROSSOVER
     The need to physically evaluate an item makes
     consumers twice as likely to purchase at the local
     store versus online.

                                                      – “The Online and In-Store Crossover
                                                         Conundrum: Pinpointing the Value
                                                         of Multi-Channel Behavior”, Nielsen
                                                         Consumer Insight, September 2008




14 | Facts & Figures: New Consumer Behaviors | 2010
TWO RETAIL CATEGORIES
     LEAD THE WAY
     Home electronics and apparel categories
     demonstrate the appeal of digital touch points.




15 | Facts & Figures: New Consumer Behaviors | 2010
THE STORE RANKS HIGHEST

                                                      In home electronics
                                                      and apparel, nothing
                                                      replaces a visit to
                                                      the store.




16 | Facts & Figures: New Consumer Behaviors | 2010
“M-COMMERCE” HAS ARRIVED

     Mobile is the “new online.”
            • 9 million U.S. consumers now have
              smartphones.
            • The mobile shopping market is $750 million
              (about .5% of online sales).
            • 149 retailers have m-commerce sites.




17 | Facts & Figures: New Consumer Behaviors | 2010
MOBILE SHOPPING ADOPTION
     EXCEEDS EXPECTATIONS
     19% of consumers used their smartphones
     for shopping during the 2009 holiday season
     (Deloitte).
            • 45% used their phone to research prices.
            • 32% found coupons or read reviews.
            • 25% made purchases from their device.




18 | Facts & Figures: New Consumer Behaviors | 2010
SMARTPHONE USAGE IS
     GROWING RAPIDLY
     Nearly 1/3 of consumers use their mobile
     devices to aid shopping.

     Globally, 51% of consumers across 11 countries
     used their mobile phones for in-store activities
     during the 2009 holiday shopping season (Nielsen).




19 | Facts & Figures: New Consumer Behaviors | 2010
MOBILE OPTIONS DRIVE
     PURCHASE
     Shoppers using smartphones in-store
     are 6% more likely to purchase.




20 | Facts & Figures: New Consumer Behaviors | 2010
CONSUMERS ARE SEEKING
     USEFUL APPS
     Shoppers are hunting for retail mobile
     applications to simplify their lives.
            • Online grocery lists
            • Scannable coupons
            • SKU/items comparisons
            • Barcode scanning
            • User reviews



21 | Facts & Figures: New Consumer Behaviors | 2010
SHOPPERS SOCIALIZE ONLINE,
     SHARING WORD OF MOUTH
     ABOUT BRANDS

    There are 65 million active social network
    users in the U.S.

   “I spend a lot of time each day on Facebook checking
    out my friends’ updates and my favorite brands/company
    fan pages for updates. I am shocked to see how few
    of my favorite companies have a Facebook shop tab.”
   –Melissa, posting on a popular web apps blog.


22 | Facts & Figures: New Consumer Behaviors | 2010
CONSUMERS ARE READY FOR
     AUGMENTED REALITY IF IT
     HELPS THEM DECIDE

    Digital shoppers are also comfortable with
    augmented reality apps that use webcams
    to virtually try on clothes and accessories.




23 | Facts & Figures: New Consumer Behaviors | 2010
THERE ARE MANY OPPORTUNITIES
     FOR RETAILERS TO USE DIGITAL TO
     DRIVE DEMAND

            • Digital touchpoints provide the engaging,
              immediate, informative and sharable
              experiences the shoppers want.
            • Retail winners will be those that adopt the
              right technology for their shopper.




24 | Facts & Figures: New Consumer Behaviors | 2010
For more information, contact:
Lynn Gonsior, CMO/Executive Vice President
7575 Paragon Road
Dayton, Ohio 45459
937-439-4400
lynn.gonsior@interbrand.com
www.interbranddesignforum.com

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Facts & Figures: New Consumer Behaviors

  • 1. FACTS & FIGURES: New Consumer Behaviors Shoppers blend brick-and-mortar, e-commerce, social media and mobile to create a new retail reality.
  • 2. RETAILERS VIEW THEIR CHANNELS AS SEPARATE ENTITIES. SHOPPERS PERCEIVE THEM AS ONE. Fact: Shoppers do not distinguish between a retailer’s multiple channels. They perceive the shopping experience as an “intra-channel blur.” Retailers still struggle to operationalize the holistic multichannel experience that shoppers expect. 2 | Facts & Figures: New Consumer Behaviors | 2010
  • 3. SHOPPERS CAN BE DISAPPOINTED BY AN INCONSISTENT MULTI-CHANNEL EXPERIENCE. Things that can negatively impact the brand: • A website that lacks a mobile version. • No option to buy online/pick up in-store. • Inability for an online return to convert to a new sale. 3 | Facts & Figures: New Consumer Behaviors | 2010
  • 4. MULTI-CHANNEL SHOPPERS SPEND 50% MORE THAN SINGLE CHANNEL SHOPPERS Despite the fact that multi-channel shoppers are more profitable, for many traditional retailers, e-commerce is underdeveloped. 4 | Facts & Figures: New Consumer Behaviors | 2010
  • 5. 62% OF ONLINE SHOPPERS ARE BRAND LOYAL Online satisfaction builds shopper loyalty across all of a retailer’s channels. 5 | Facts & Figures: New Consumer Behaviors | 2010
  • 6. ONLINE INFORMATION INCREASES SHOPPER SATISFACTION ACROSS CHANNELS Shoppers who use the Web as their primary research channel are more satisfied than those who search for information in-store. – “Customer Satisfaction, Loyalty, and Buying Behavior in the Evolving Multi-Channel Retail World”, ForeSee Results, January 2005 6 | Facts & Figures: New Consumer Behaviors | 2010
  • 7. CONSUMER PRODUCT REVIEWS HELP CREATE PURCHASE CONFIDENCE • 77% of online shoppers use reviews to make a purchase decision. • Shoppers see negative reviews as a sign of authenticity. 7 | Facts & Figures: New Consumer Behaviors | 2010
  • 8. MULTI-CHANNEL CONSUMERS ARE BETTER ADVOCATES Satisfied multi-channel users have higher attitudinal loyalty. Their retail relationships last longer, even though their loyalty is shared among other brands in the same category. – “The multichannel shopper paradox: How loyal are multichannel users anyway?”, Schigns, Dr. J.M.C., 2006 8 | Facts & Figures: New Consumer Behaviors | 2010
  • 9. OVERALL BRAND IMAGE BUILDS ONLINE LOYALTY The “halo effect” of a multi-channel retailer’s existing brand image significantly impacts a shopper’s perception of its online attributes. – “What induces online loyalty? Online versus offline brand images”, Journal of Business Research, May 2009 9 | Facts & Figures: New Consumer Behaviors | 2010
  • 10. ONLINE DRIVES IN-STORE Shoppers who combine online research with in-store shopping tend to make additional purchases in-store. 10 | Facts & Figures: New Consumer Behaviors | 2010
  • 11. WEBSITE ADVERTISING FURTHER ENGAGES ACTIVE SHOPPERS Online ads engage the actively-shopping consumer at a deeper level within a website and in-store. They: • View on average 6 more pages. • Spend 29% more on their in-store purchases. – “Yahoo Research”, Yahoo, 2007 11 | Facts & Figures: New Consumer Behaviors | 2010
  • 12. SHOPPING BEGINS ONLINE • 89% of consumers making in-store purchases in key retail categories have conducted online research prior to purchase. • 42% of shoppers spend over half their shopping time on online research. – “Web/Store Cross-Channel Shopping Survey”, Krillion & the e-tailing group, March 2008 12 | Facts & Figures: New Consumer Behaviors | 2010
  • 13. THE OPPORTUNITY FOR CLICK & MORTAR Given consumers’ desire for additional information and convenience, retailers have significant room to develop. • Only 20% of retailers allow online search of in-store inventory. • Less than 10% of retailers allow an online purchase to be picked up in-store. • Barely 15% offer online appointment-making for retail services 13 | Facts & Figures: New Consumer Behaviors | 2010
  • 14. ONLINE IN-STORE CROSSOVER The need to physically evaluate an item makes consumers twice as likely to purchase at the local store versus online. – “The Online and In-Store Crossover Conundrum: Pinpointing the Value of Multi-Channel Behavior”, Nielsen Consumer Insight, September 2008 14 | Facts & Figures: New Consumer Behaviors | 2010
  • 15. TWO RETAIL CATEGORIES LEAD THE WAY Home electronics and apparel categories demonstrate the appeal of digital touch points. 15 | Facts & Figures: New Consumer Behaviors | 2010
  • 16. THE STORE RANKS HIGHEST In home electronics and apparel, nothing replaces a visit to the store. 16 | Facts & Figures: New Consumer Behaviors | 2010
  • 17. “M-COMMERCE” HAS ARRIVED Mobile is the “new online.” • 9 million U.S. consumers now have smartphones. • The mobile shopping market is $750 million (about .5% of online sales). • 149 retailers have m-commerce sites. 17 | Facts & Figures: New Consumer Behaviors | 2010
  • 18. MOBILE SHOPPING ADOPTION EXCEEDS EXPECTATIONS 19% of consumers used their smartphones for shopping during the 2009 holiday season (Deloitte). • 45% used their phone to research prices. • 32% found coupons or read reviews. • 25% made purchases from their device. 18 | Facts & Figures: New Consumer Behaviors | 2010
  • 19. SMARTPHONE USAGE IS GROWING RAPIDLY Nearly 1/3 of consumers use their mobile devices to aid shopping. Globally, 51% of consumers across 11 countries used their mobile phones for in-store activities during the 2009 holiday shopping season (Nielsen). 19 | Facts & Figures: New Consumer Behaviors | 2010
  • 20. MOBILE OPTIONS DRIVE PURCHASE Shoppers using smartphones in-store are 6% more likely to purchase. 20 | Facts & Figures: New Consumer Behaviors | 2010
  • 21. CONSUMERS ARE SEEKING USEFUL APPS Shoppers are hunting for retail mobile applications to simplify their lives. • Online grocery lists • Scannable coupons • SKU/items comparisons • Barcode scanning • User reviews 21 | Facts & Figures: New Consumer Behaviors | 2010
  • 22. SHOPPERS SOCIALIZE ONLINE, SHARING WORD OF MOUTH ABOUT BRANDS There are 65 million active social network users in the U.S. “I spend a lot of time each day on Facebook checking out my friends’ updates and my favorite brands/company fan pages for updates. I am shocked to see how few of my favorite companies have a Facebook shop tab.” –Melissa, posting on a popular web apps blog. 22 | Facts & Figures: New Consumer Behaviors | 2010
  • 23. CONSUMERS ARE READY FOR AUGMENTED REALITY IF IT HELPS THEM DECIDE Digital shoppers are also comfortable with augmented reality apps that use webcams to virtually try on clothes and accessories. 23 | Facts & Figures: New Consumer Behaviors | 2010
  • 24. THERE ARE MANY OPPORTUNITIES FOR RETAILERS TO USE DIGITAL TO DRIVE DEMAND • Digital touchpoints provide the engaging, immediate, informative and sharable experiences the shoppers want. • Retail winners will be those that adopt the right technology for their shopper. 24 | Facts & Figures: New Consumer Behaviors | 2010
  • 25. For more information, contact: Lynn Gonsior, CMO/Executive Vice President 7575 Paragon Road Dayton, Ohio 45459 937-439-4400 lynn.gonsior@interbrand.com www.interbranddesignforum.com