The document discusses how economic crisis and exploding technology have converged to reshape shopper behavior. It finds that extreme or "Xtreme" shoppers, who make extensive use of online resources during the purchase journey, represent 37% of shoppers in the US and 30% in France. The use of smartphones and tablets is also growing rapidly. A market observation survey found that women spent only 10% of their online time on websites related directly to shoes, their preferred category, with the rest of time spent on sites like news, beauty magazines, retail sites, and social media.

1. GfK ISL Digital Conference
Online role in purchase journey
November 22nd 2011

2. p03 Future buy
Table of contents
p21 Market Obsurvey
3

3. Own the Future
Of
Shopper

4. The new Xtreme shopping equation
Own the future of shopper marketing
Shopper
Shopping behavior Representative sample Online survey Running since 2009
study of Internet users in
 US n = 1,000 each country
 EU* n = 2,245
*France (n = 227), Germany (n= 404), Poland (n=399), Russia (n=403), Spain (n=401), UK (n = 411
© Copyright GfK Custom Research North America 2011. Proprietary and Confidential 4

5. Economic Crisis & Exploding Technology Converge And Reshape
Shopper Behavior Forever
 Many barely able to meet expenses
 Only few living comfortably
 Debt crisis
Hard Economy
Technology
 Internet ubiquity
 Explosion of smartphones and
tablets as the way we live
Source: GfK Futurebuy, 2011
© Copyright GfK Custom Research North America 2011. Proprietary and Confidential 5

6. Exploding Touchpoints Are Transforming Paths To Purchase
Plan Shop
 Needs & Occasions  Retailer Choice
 Shopper Missions  Navigating
 Budgeting  Evaluating
Shopper
 Info Seeking  Sourcing
 Demographics
 Socio-economic
 Lifestyle/stage Habits
 Culture & Environment
Experience Purchase
 Transporting  Selecting Product
 Storing/Installing  Checkout
 Using  Payment
 Advocating
© Copyright GfK Custom Research North America 2011. Proprietary and Confidential 6

7. Xtreme Shoppers Are A Global Phenomenon
And Exploding Rapidly
% Xtreme shopper incidence
39%
37%
Total Europe
43%
48%
30%
37% 30% 26%
Total US Total France
Totally agree with: "The Internet has become a highly useful shopping resource
for me"
Source: GfK Futurebuy, 2011
© Copyright GfK Custom Research North America 2011. Proprietary and Confidential 7

8. Smartphones And Tablets Continue A Relentless March Toward
Ubiquity
4 out of 10
report owning
smartphones
8 out of 10 1 out of 4 Use
Use it for more it at least 2
than an hour a hours per day
day
Source: GfK Futurebuy, 2011
© Copyright GfK Custom Research North America 2011. Proprietary and Confidential 8

9. Market
Obsurvey

10. Women spent only 1/10 of their time online on websites in line
with the shoes category.
Grey Markets Beauty magazines News, Blogs, Forums, You tube
Twitter
Retailer sites Search
Private Sales Facebook
Other category
Brand sites E-Mail
Total Internet Usage of Respondents n = 212; Source: 4 week observation
© Copyright GfK Custom Research North America 2011. Proprietary and Confidential 10