Sharing some of the research we did last year to understand how digital shopping behaviors are evolving across 12 unique product categories: Apparel, Electronics, Grocery, Appliances, Automotive Supplies, Beauty, Wireless, Jewelry, Home Remodeling, Furniture, Software, and Restaurants.
SMITH pov-8-modes-of-shopping.noappendixHerb Sawyer
The document discusses research into the emotional drivers of shopper purchase decisions. It identifies 8 emotional "modes" that influence how consumers shop, such as "Know-it-all", "Needs validation", and "Decision anxiety". These modes reflect consumers' emotional mindsets and influence their preferences across shopping channels, content, and experiences. Understanding a shopper's mode allows retailers to better optimize marketing, products, and services to meet the consumer's needs and drive purchase conversions.
Are Vietnamese satisfied with their life and country? Which part do they prefer and what is their self-image? The survey revealed the effects of income and living location
This document provides an overview of the state of the influencer marketing industry in 2022 based on surveys of over 2,000 marketing professionals. Some key findings include: influencer marketing is expected to grow to $16.4 billion in 2022; three-quarters of respondents intend to dedicate a budget to influencer marketing in 2022; and the most common challenge for those running campaigns in-house is measuring ROI and campaign results. The report aims to provide benchmarks, metrics, and data on influencer marketing to help inform future campaigns.
The survey of 512 Vietnamese aged 18-39 found that:
- Cost is the most important factor in fashion choices, followed by design and quality.
- Local shops are the most popular location to buy clothes, followed by supermarkets.
- 46% spend less than 300,000 VND per month on fashion, while high spenders (over 1 million VND monthly) favor brands, quality, and shopping malls.
- Lazada is the most used online fashion retailer, with 63% having bought items online.
This document provides an overview of key megatrends impacting consumers in Vietnam according to a report by Euromonitor International. It discusses eight focus megatrends including digital living. Digital living in Vietnam is characterized by near universal social media use and preference for online communication. Mobile devices are widely used for activities like food delivery, banking, and payments. The document also summarizes partnerships between companies like MoMo and Gojek to expand digital services and cashless payments in Vietnam. Younger generations are more frequent users of technology while most Vietnamese actively manage their personal data and privacy settings.
A survey of 133 Vietnamese youth in Ho Chi Minh City found their convenience store usage patterns. 34.6% visited stores 2-3 times per week, with males visiting more frequently than females. Family Mart was the most popular chain, comprising 51 stores in the city. 40.6% visited in the evenings, with little difference by age or gender. While drinks were the most commonly purchased item (59.4%), cigarettes and cosmetics were rarely bought. Younger males were more likely to eat food inside stores than older males or females. Location was more important for females' store choice compared to price for males.
More and more Vietnamese parents are conscious what their kids eat. How Vietnamese children eat each meal and what their parents think. Let's discover it through Q&Me service!
SMITH pov-8-modes-of-shopping.noappendixHerb Sawyer
The document discusses research into the emotional drivers of shopper purchase decisions. It identifies 8 emotional "modes" that influence how consumers shop, such as "Know-it-all", "Needs validation", and "Decision anxiety". These modes reflect consumers' emotional mindsets and influence their preferences across shopping channels, content, and experiences. Understanding a shopper's mode allows retailers to better optimize marketing, products, and services to meet the consumer's needs and drive purchase conversions.
Are Vietnamese satisfied with their life and country? Which part do they prefer and what is their self-image? The survey revealed the effects of income and living location
This document provides an overview of the state of the influencer marketing industry in 2022 based on surveys of over 2,000 marketing professionals. Some key findings include: influencer marketing is expected to grow to $16.4 billion in 2022; three-quarters of respondents intend to dedicate a budget to influencer marketing in 2022; and the most common challenge for those running campaigns in-house is measuring ROI and campaign results. The report aims to provide benchmarks, metrics, and data on influencer marketing to help inform future campaigns.
The survey of 512 Vietnamese aged 18-39 found that:
- Cost is the most important factor in fashion choices, followed by design and quality.
- Local shops are the most popular location to buy clothes, followed by supermarkets.
- 46% spend less than 300,000 VND per month on fashion, while high spenders (over 1 million VND monthly) favor brands, quality, and shopping malls.
- Lazada is the most used online fashion retailer, with 63% having bought items online.
This document provides an overview of key megatrends impacting consumers in Vietnam according to a report by Euromonitor International. It discusses eight focus megatrends including digital living. Digital living in Vietnam is characterized by near universal social media use and preference for online communication. Mobile devices are widely used for activities like food delivery, banking, and payments. The document also summarizes partnerships between companies like MoMo and Gojek to expand digital services and cashless payments in Vietnam. Younger generations are more frequent users of technology while most Vietnamese actively manage their personal data and privacy settings.
A survey of 133 Vietnamese youth in Ho Chi Minh City found their convenience store usage patterns. 34.6% visited stores 2-3 times per week, with males visiting more frequently than females. Family Mart was the most popular chain, comprising 51 stores in the city. 40.6% visited in the evenings, with little difference by age or gender. While drinks were the most commonly purchased item (59.4%), cigarettes and cosmetics were rarely bought. Younger males were more likely to eat food inside stores than older males or females. Location was more important for females' store choice compared to price for males.
More and more Vietnamese parents are conscious what their kids eat. How Vietnamese children eat each meal and what their parents think. Let's discover it through Q&Me service!
Vietnam's consumer market is on the rapid increase. This time, we focus on youth in HCM and Hanoi as they are the center of consumer market. How does Vietnamese youth in urban area live, spend and value their lives?
The document provides an overview of consumer types in Vietnam based on a survey conducted by Euromonitor International in 2022. It identifies the five main consumer types in Vietnam and their respective proportions of the population. The largest group is the Undaunted Striver, making up 34% of respondents. The document then profiles each consumer type in more detail, providing their demographic characteristics, values, shopping motivations, and preferences. It also outlines the best ways for companies to target each consumer type to appeal to their traits and develop resonant marketing campaigns. The profiles are intended to help companies better understand their target markets in Vietnam beyond typical demographics.
The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.
This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows
The survey was conducted among more than 350 people aged 18-39 in Ho Chi Minh City to study their shopping behaviors at convenience stores. Family Mart and Circle K were the top brands associated with convenience stores. The survey found that beverages and instant foods were the most commonly purchased items at convenience stores, and Family Mart was recognized, visited, and used most compared to other convenience store brands.
- The number of modern trade stores in Vietnam has increased overall since 2018, with some store types like convenient stores and drug stores increasing substantially, while others like department stores and fashion stores saw more modest growth.
- However, some chains also saw decreases in stores due to restructurings, such as Vinmart closing some locations and restaurant chains Mon Hue and Pho Hung shutting down.
- The report provides store count data for 2020 and comparisons to 2018 and 2019 for various retail store formats in Vietnam like supermarkets, convenience stores, department stores, fashion stores, coffee shops, and food chains.
Vietnam’s two biggest cities - HCM and Hanoi is said to have a different culture and people living there have different values in opinions. This survey was made in order to clarify those differences
This survey was conducted among nearly 500 male and female between 18 - 39 years old in HCM and Hanoi in January 2019
A survey was conducted in Vietnam to study medicine usage. Over 2,600 Vietnamese participants completed an online survey. The key findings were:
- Vietnamese spend around $2.65 billion per year on medicine and get sick every 1.5 months, spending $3.6 per illness.
- Respiratory, skin, and digestive issues are common. Over 1/3 don't take medicine when sick.
- Medicines are most often purchased at traditional pharmacy stores without a prescription. Popular brands for conditions like flu, coughs, and stomachaches were identified.
1) According to a survey in Vietnam, 90% of urban 20-39 year olds own smartphones and spend over half their daily internet time on mobile. 50% of online shopping and YouTube usage in Vietnam is via smartphones.
2) Digital advertising spending accounts for 27% of total ad spending worldwide but only 5-10% in Vietnam, indicating a gap between brands and consumers. Television remains the dominant media at 91 minutes consumed daily versus 103 minutes on mobile internet.
3) Facebook is the dominant social media platform in Vietnam, used by 98% of urban 20-39 year olds, who spend an average of 2.5 hours per day on it. The average Vietnamese user likes 48 brand pages primarily to
Vietnam retail store landscape is in the modest change, with the number of modern trade stores are on the increase.
This report was made with an intention to summarize the trend of modern trade by categories, by knowing the store numbers of the major players.
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
The document summarizes opportunities for Swedish companies in Vietnam's growing consumer market. Vietnam has Southeast Asia's fastest growing retail market, driven by increasing living standards and changing consumption behaviors. While the retail market remains immature with traditional trade dominating, modern trade is growing. Key opportunities for Swedish companies include providing Western/Nordic style products, safe and organic products, and retail store solutions. Success requires localizing offerings, extensive distribution networks, long-term investment, and engaging the market.
Food delivery service in Vietnam increased its popularity further due to the social isolation of the Covid-19.
This survey was made in order to understand the latest trend of the delivery services as well as how the demand has increased during Covid period.
This survey was conducted among 840 respondents in HCM and Hanoi in April 2020.
Facebook Messenger and Zalo are the two most commonly used messaging application in Vietnam. How are they used differently, then? Take a look at our full report to compare the best two apps in Vietnam
- A survey was conducted in Ho Chi Minh City, Vietnam on fast food eating behaviors and brand preferences among 476 respondents aged 18-39.
- 71% of respondents liked or liked very much fast food. 47% were regular fast food users, with higher rates among males and youth. Hanging out with friends was the most common occasion for eating fast food.
- The most frequently used fast food brands were KFC and Lotteria. KFC and Lotteria were seen as having good prices, locations, and promotions, while McDonald's was associated with higher prices.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data from GSO
Vietnam consumer price index data from GSO
Vietnam car sales trend (VAMA)
Vietnam motorbike sales trend (VAMM)
This report was made in July 2020
Mini store such as Miniso or Mumuso is on the increase mainly at the cities such as Ho Chi Minh and Hanoi.
This survey was conducted to find out users’ motivations to use these stores as well as the recognition of the main brands.
The survey was conducted to about 600 male and female among 20 – 39 years old in HCMC & Hanoi.
The COVID-19 outbreak in Vietnam in 2021 caused significant challenges:
- Vietnam recorded its largest GDP decline in over 20 years in Q3 2021 due to strict lockdown measures.
- Unemployment rose while around 90,000 businesses suspended operations or went bankrupt in the first three quarters of 2021.
- Exports and industrial production declined in September.
- Consumer confidence in the economic situation remained lower than normal levels, though started improving in mid-September as restrictions began lifting.
Vietnam is in the top of the country in the world having the fastest growing population of ultra rich individuals. This leads to a blooming consumption. The modern trade therefore thrives.
The competition among retail chains is very tough. All the retail brands take measures to engage their customers, retain and drive repeat purchases. A loyalty program is one of a most useful tool to manage the customer database and increase the engagement with the brand.
The research was conducted to have a better understand of the loyalty program usage. It surveyed 260 shoppers at modern retail chains, from 15 to 60 years old nationwide.
People now reflexively turn to their smartphone to search for information and make purchasing decisions. This document discusses how brands can reach consumers during these "micro-moments" by being present when people search on their phones, providing useful information to help with research, and enabling quick purchases. It provides examples of companies like Sephora, Unilever, Argos and Fancy that optimized their mobile experiences for the different micro-moments in the consumer journey.
The Social Shopper: How Retailers Can Connect with Shoppers Marisa Peacock
Considering that four in ten social media users have purchased an item online after sharing it on Twitter, Facebook or Pinterest, there is much to gain by leveraging the loyalty and sustained satisfaction that social media can bring. Successful social media campaigns start with understanding the behaviors associated with your audience. Learn best practices designed to get the most out of social media as you launch campaigns to connect with customers.
Vietnam's consumer market is on the rapid increase. This time, we focus on youth in HCM and Hanoi as they are the center of consumer market. How does Vietnamese youth in urban area live, spend and value their lives?
The document provides an overview of consumer types in Vietnam based on a survey conducted by Euromonitor International in 2022. It identifies the five main consumer types in Vietnam and their respective proportions of the population. The largest group is the Undaunted Striver, making up 34% of respondents. The document then profiles each consumer type in more detail, providing their demographic characteristics, values, shopping motivations, and preferences. It also outlines the best ways for companies to target each consumer type to appeal to their traits and develop resonant marketing campaigns. The profiles are intended to help companies better understand their target markets in Vietnam beyond typical demographics.
The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.
This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows
The survey was conducted among more than 350 people aged 18-39 in Ho Chi Minh City to study their shopping behaviors at convenience stores. Family Mart and Circle K were the top brands associated with convenience stores. The survey found that beverages and instant foods were the most commonly purchased items at convenience stores, and Family Mart was recognized, visited, and used most compared to other convenience store brands.
- The number of modern trade stores in Vietnam has increased overall since 2018, with some store types like convenient stores and drug stores increasing substantially, while others like department stores and fashion stores saw more modest growth.
- However, some chains also saw decreases in stores due to restructurings, such as Vinmart closing some locations and restaurant chains Mon Hue and Pho Hung shutting down.
- The report provides store count data for 2020 and comparisons to 2018 and 2019 for various retail store formats in Vietnam like supermarkets, convenience stores, department stores, fashion stores, coffee shops, and food chains.
Vietnam’s two biggest cities - HCM and Hanoi is said to have a different culture and people living there have different values in opinions. This survey was made in order to clarify those differences
This survey was conducted among nearly 500 male and female between 18 - 39 years old in HCM and Hanoi in January 2019
A survey was conducted in Vietnam to study medicine usage. Over 2,600 Vietnamese participants completed an online survey. The key findings were:
- Vietnamese spend around $2.65 billion per year on medicine and get sick every 1.5 months, spending $3.6 per illness.
- Respiratory, skin, and digestive issues are common. Over 1/3 don't take medicine when sick.
- Medicines are most often purchased at traditional pharmacy stores without a prescription. Popular brands for conditions like flu, coughs, and stomachaches were identified.
1) According to a survey in Vietnam, 90% of urban 20-39 year olds own smartphones and spend over half their daily internet time on mobile. 50% of online shopping and YouTube usage in Vietnam is via smartphones.
2) Digital advertising spending accounts for 27% of total ad spending worldwide but only 5-10% in Vietnam, indicating a gap between brands and consumers. Television remains the dominant media at 91 minutes consumed daily versus 103 minutes on mobile internet.
3) Facebook is the dominant social media platform in Vietnam, used by 98% of urban 20-39 year olds, who spend an average of 2.5 hours per day on it. The average Vietnamese user likes 48 brand pages primarily to
Vietnam retail store landscape is in the modest change, with the number of modern trade stores are on the increase.
This report was made with an intention to summarize the trend of modern trade by categories, by knowing the store numbers of the major players.
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
The document summarizes opportunities for Swedish companies in Vietnam's growing consumer market. Vietnam has Southeast Asia's fastest growing retail market, driven by increasing living standards and changing consumption behaviors. While the retail market remains immature with traditional trade dominating, modern trade is growing. Key opportunities for Swedish companies include providing Western/Nordic style products, safe and organic products, and retail store solutions. Success requires localizing offerings, extensive distribution networks, long-term investment, and engaging the market.
Food delivery service in Vietnam increased its popularity further due to the social isolation of the Covid-19.
This survey was made in order to understand the latest trend of the delivery services as well as how the demand has increased during Covid period.
This survey was conducted among 840 respondents in HCM and Hanoi in April 2020.
Facebook Messenger and Zalo are the two most commonly used messaging application in Vietnam. How are they used differently, then? Take a look at our full report to compare the best two apps in Vietnam
- A survey was conducted in Ho Chi Minh City, Vietnam on fast food eating behaviors and brand preferences among 476 respondents aged 18-39.
- 71% of respondents liked or liked very much fast food. 47% were regular fast food users, with higher rates among males and youth. Hanging out with friends was the most common occasion for eating fast food.
- The most frequently used fast food brands were KFC and Lotteria. KFC and Lotteria were seen as having good prices, locations, and promotions, while McDonald's was associated with higher prices.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data from GSO
Vietnam consumer price index data from GSO
Vietnam car sales trend (VAMA)
Vietnam motorbike sales trend (VAMM)
This report was made in July 2020
Mini store such as Miniso or Mumuso is on the increase mainly at the cities such as Ho Chi Minh and Hanoi.
This survey was conducted to find out users’ motivations to use these stores as well as the recognition of the main brands.
The survey was conducted to about 600 male and female among 20 – 39 years old in HCMC & Hanoi.
The COVID-19 outbreak in Vietnam in 2021 caused significant challenges:
- Vietnam recorded its largest GDP decline in over 20 years in Q3 2021 due to strict lockdown measures.
- Unemployment rose while around 90,000 businesses suspended operations or went bankrupt in the first three quarters of 2021.
- Exports and industrial production declined in September.
- Consumer confidence in the economic situation remained lower than normal levels, though started improving in mid-September as restrictions began lifting.
Vietnam is in the top of the country in the world having the fastest growing population of ultra rich individuals. This leads to a blooming consumption. The modern trade therefore thrives.
The competition among retail chains is very tough. All the retail brands take measures to engage their customers, retain and drive repeat purchases. A loyalty program is one of a most useful tool to manage the customer database and increase the engagement with the brand.
The research was conducted to have a better understand of the loyalty program usage. It surveyed 260 shoppers at modern retail chains, from 15 to 60 years old nationwide.
People now reflexively turn to their smartphone to search for information and make purchasing decisions. This document discusses how brands can reach consumers during these "micro-moments" by being present when people search on their phones, providing useful information to help with research, and enabling quick purchases. It provides examples of companies like Sephora, Unilever, Argos and Fancy that optimized their mobile experiences for the different micro-moments in the consumer journey.
The Social Shopper: How Retailers Can Connect with Shoppers Marisa Peacock
Considering that four in ten social media users have purchased an item online after sharing it on Twitter, Facebook or Pinterest, there is much to gain by leveraging the loyalty and sustained satisfaction that social media can bring. Successful social media campaigns start with understanding the behaviors associated with your audience. Learn best practices designed to get the most out of social media as you launch campaigns to connect with customers.
highlights the psychology of online buyer and brings in the facts and real time analysis on consuming patterns. From content , design and ad positioning , this session describes the granularity of consumer thought process.
How Seamless are You?
Accenture went on a journey to understand consumer preferences to shop seamlessly across channels
and the ability of retailers to deliver that seamless experience.
The document provides insights from a survey of 1,000 US online shoppers on trends in ecommerce. Some key findings include: 1) Unexpected shipping costs were the top reason for cart abandonment (28%); 2) 54% of shoppers said they would purchase abandoned cart items with a discount; and 3) Reviews were important for purchase decisions for 55% of shoppers. The conclusions suggest testing mobile optimizations as usage increases, and that personalization and social media's influence require more refinement.
1) Retail is being disrupted by new digital-savvy shoppers who seamlessly move between online and in-store shopping. They expect personalized, convenient experiences and relevant offers across all channels.
2) Traditional retailers must adopt an omnichannel approach and focus on creating life experiences instead of just transactions to survive. They need to provide value and ease of shopping at every touchpoint.
3) The future of retail involves predictive, personalized experiences everywhere and letting consumers help design products and own brands through participation and social selling. Retailers will need to harness consumer data and mobile technology to drive in-store sales and create seamless shopping journeys.
The document discusses online grocery shopping in India. It first provides background on the growth of e-commerce in India, noting that online retail makes up 15% of the 50,000 crore e-commerce market. The document then outlines the scope and objectives of a study on online grocery shopping conducted by Nirala Imex Inc., which aims to determine consumer attitudes, influential factors, and preferences regarding online grocery shopping. Finally, the document discusses concepts relevant to consumer perception and buying behavior that will inform the study's analysis.
This document discusses a proposed loyalty program and marketing strategy for Ensure targeted at caregivers. It involves creating a website and QR code-based loyalty program where caregivers can earn discounts on future purchases. The goals are to increase brand loyalty for Ensure, learn more about customers, and encourage repeat automatic purchases by making Ensure the default option. Key touchpoints for the strategy include point-of-purchase displays, an easy-to-use website, and convincing retailers by increasing both brand and retail loyalty.
Digital Transformation in Offline and Online RetailDamola Taiwo
How digital technologies are transforming online and offline retail experiences. This paper explores how retails stores globally are now focusing on how all technologies can be used to create a holistic shopping experience for the customer.
This document is a 2018 customer loyalty guide from Inte Q, LLC that provides 10 ways for brands to get more value from their loyalty programs. It discusses thinking beyond products and purchases to focus on experiences, viewing loyalty as a two-way street by being loyal to customers, hyper-personalizing communications, leveraging mobile, embracing omni-channel experiences, engaging millennials on social media, using social data beyond just likes, understanding the full online to offline customer journey, considering paid loyalty programs, and utilizing first-party customer data.
This document discusses using behavioral data and technology to better understand shopper behaviors. It introduces Behaviorally, a company that helps brands analyze over 18 million shopper behaviors and 63 million hours of digital activity to understand what influences shoppers. The keynote will explore how to use touchpoints, motivations, navigation, visibility, considerations, purchase drivers, and post-purchase experiences to spark desired shopping behaviors. Examples of behavioral data sources like clickstream, qualitative research, and passive data will be shown, as well as how to piece together a full shopper journey analysis.
This document provides advice and perspectives on business strategy, marketing, and customer focus. It emphasizes solving customer problems rather than just promoting products, focusing on customer happiness, and differentiating by better meeting customer needs than competitors. It also discusses targeting the right customer segments, understanding existing customers, word-of-mouth marketing, and mapping the customer experience to improve it.
We know brick-and-mortar retailers continue to lose share to eCommerce, but there is an emerging trend in social selling that threatens both. Learn what drives people to purchase products through friends and social channels versus traditional retail outlets.
The age of experience: A report by 451 Research and AdyenAdyen
451 Research and Adyen teamed up to better understand how shoppers are reshaping retail. This survey explores new shopping experiences, expectations and retailer reactions.
With the holiday season approaching, the research surveyed more than 2,000 American adult shoppers, exploring their current attitudes, habits, and use of technology as part of the shopping experience. It shows that to succeed during the holidays, retailers need to fix the disconnected shopping experiences, empower store associates with technology and target the trillion-dollar millennial consumer.”
1) While mobile shopping accounts for less than 1% of retail sales currently, mobile devices influence a much greater portion (estimated at 40% in 2013) through product research conducted online and in-store.
2) Many shoppers prefer to do product research on mobile but complete purchases via desktop or in-store. They value mobile's convenience while still wanting to see products in person before buying.
3) Retailers have an opportunity to better merge online and offline experiences by offering in-store pickup, integrated inventory, and mobile services like maps, recommendations, and virtual try-ons to improve the shopping experience across channels.
1) While mobile shopping accounts for less than 1% of retail sales currently, mobile devices influence a much greater portion (estimated at 40% in 2013) through product research conducted online and in-store.
2) Many shoppers prefer to do product research on mobile but complete purchases via desktop or in-store. They value mobile's convenience while still wanting to see products in person before buying.
3) Retailers have an opportunity to better merge online and offline experiences by offering in-store pickup, integrated inventory, and mobile services like maps, recommendations, and virtual try-ons to improve the shopping experience across channels.
Using mobile to understand the consumer brand experience - Millward BrownMerlien Institute
Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
TC Media - Insights from the 2013 Shopper Journey StudyIAB Canada
At IAB Canada's X-Series: Metrics event on December 4, 2013, TC Media presented an in-depth look at the shopper landscape in Canada. Rich data points can be found within this presentation.
Similar to Smith pov-8-modes-of-shopping-report (20)
The Future of E-commerce: first-hands insights.Solvd, Inc.
According to Statista, revenue in the e-commerce market is projected to reach US$4,117.00bn in 2024. New technologies and methodologies constantly influence how the e-commerce market develops and shapes itsthe future of e-commerce. The main questions are in the air: How can we stay aligned with e-commerce business owners and ensure our engineering services meet their evolving needs?
At Solvd, this question prompted a deep dive into the current e-commerce landscape. Our goal was to get information about the future of e-commerce directly from first-hand sources. In the course of our research, we explored:
- Portrait of respondents.
- Current challenges and pain points of the e-commerce industry.
- Emerging trends and upcoming opportunities.
- Human resource allocation for e-commerce projects.
- Solutions and actionable advice for business owners.
- The role of a reliable partner in problem-solving.
Explore, download, and share invaluable insights made by Solvd!
It’s no secret that the marketing landscape is growing increasingly complex, with numerous channels, privacy regulations, signal loss, and more. One of the biggest problems facing marketers today is that they’re experiencing data deluge and data drought simultaneously.
Bliss Point by Tinuti addresses these challenges by providing a single, user-friendly platform for measuring what marketers previously struggled to measure. With Bliss Point, you can move beyond simply validating past actions and instead use measurement to guide real-time decision-making on what should happen next.
Join our product experts for a live demonstration of Bliss Point. Discover how it can empower your brand with the tools and insights needed to optimize each channel, across your entire media mix, and your overall brand performance.
2. I’m shopping for information more
than I am actually buying something.
I’m shopping by opinions – yours, mine, his,
hers … everybody’s opinion.
I shop and buy cool. Shopping is a hobby and I like to
have fun.
Shopping is a chore for me. I’m
looking to buy on the most easiest,
trusted path.
I get overwhelmed when I shop. I want to
take my time.
I expect the product and
shopping experience to be top
of the line.
I get easily frustrated when I shop
because I don’t get why I need all
these extra ways to shop.
3. Read this report to:
• Discover how emotional mindsets influence your audience’s shopping and purchase decisions.
• Learn how to determine if your shopping experience is optimized to meet emotional mindsets that
matter to you and how to tailor your efforts to improve engagement and purchase.
• Identify which consumers are influencing purchase decisions and which ones are wanting to be
influenced.
SMITH executed a qualitative and quantitative research study in 2014, surveying more than 500 people across North
America with detailed questions pertaining to 12 unique product categories: Apparel, Electronics, Grocery, Appliances,
Automotive Supplies, Beauty, Wireless, Jewelry, Home Remodeling, Furniture, Software, and Restaurants.
4. • Understanding the voice of the customer
• Leveraging modes for better shopping experiences
• Summary
• Appendix: Deep-dive category details
5.
6. a“You get frustrated and don't like not being able to ask
questions. You talk to your screen. Siri and you are not
friends.” – husband, Spokane
“You like shopping in stores because you want to prove
you are smart and think the sales clerks will have
specialized knowledge of the product you might be
interested in, like running socks or high-quality steak
knives.” – wife, Atlanta
“Actually, I think you like spending time with me when you
shop. You like the act of being together while looking at stuff.”
– boyfriend, Seattle
“You get overwhelmed. I think when you walk into a
department store or Target, you don’t know where to start.”
– wife, Chicago
Who knows you better than your browser history? Your significant other. And your significant other
reveals that when you shop, you get emotional. Shopping can make us feel frustrated, energized,
dominant, and overwhelmed.
To understand shopping and buying in today’s “omnichannel”
world, we spent lots of time talking with consumers to gain
directional insight before launching a quantitative survey.
Among the consumers we spoke with:
After speaking with consumers across the country, we drafted
a 50-question survey, which drew 561 respondents (67%
United States and 33% Canadian).
A grandmother on an Iowa farm who still uses a flip phone,
but just got an iPad.
A new mom in Minneapolis who used to buy everything
online, but now buys exclusively at retail stores.
A Seattle husband who hates shopping. Unless it’s for
running shoes.
7. I’m shopping for information
more than I am actually
buying something.
I’m shopping by opinions –
yours, mine, his, hers …
everybody’s opinion.
I shop and buy cool. Shopping is a hobby and I like
to have fun.
Shopping is a chore for me.
I’m looking to buy on the
most easiest, trusted path.
I get overwhelmed when I
shop. I want to take my time.
I expect the product and
shopping experience to be
top of the line.
I get easily frustrated when I
shop because I don’t get why
I need all these extra ways to
shop.
We found that consumers shop and buy using up to 8 different emotional mindsets. Some shoppers
shift between mindsets, depending on product category, while others use predominantly one mindset.
Most consumers are able to describe their shopping and buying strategies, but don’t talk directly
about the emotional motivators behind their strategies.
We call these emotional motivators “modes.”
**% average distribution within North American population
8.
9. The key to creating purchase experiences that convert shoppers is to
craft shopping experiences connected to their emotional states. The
research that follows shows how emotional states of electronics shoppers
influence their shopping decisions in different channels.
10. 15%
26%
61% Want to Know Product Availability
43% See & Feel an Item In-Store
53% See & Feel an Item In-Store
20% Knowledgeable Sales Associate15%
13%
Security of Purchase Channel 59%
Free Shipping 68%
Ability to Quick Search and Find
Specific Item 32%
Security of Purchase Channel 76%
Free Shipping 63%
Free Return 46%
11. Mode
Website 65% In-Store 61% In-Store 76%
Home Delivery
54%
In-Store 89%
Online Review
19%
Mobile
13%
Advertising
11%
Mobile
18%
Home Delivery
53%
Mail Return
27%
Shared on Social
Media
19%
Website
56%
In-Store
28%
In-Store
61%
In-Store
67%
In-Store
77%
Online Review
24%
Digital Offline
Friends/Family
17%
Website
44%
In-Store
63%
In-Store
60%
In-Store
84%
Recommend to
Others
29%
12. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60%
%ofmodethatresearchproductdescription
andkeyfeatures
% of mode that researched price
Heavy Content Consumption:
Balance of product research and
pricing information
Focus on Product:
Prioritize product
features over pricing
Focus on Shopping Experience:
Favors experiential over digital
content
13. %ofmodethatsharedtheirpurchaseonsocialmedia
% of mode like to learn about new products through social media
Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
0% 5% 10% 15% 20% 25% 30%
Influence Absorbers:
High participation with
shopping experience
Influence Opinionated:
The product talker/sharers
14. I’m overwhelmed when I shop. It takes time and effort in a store to
make decisions. I just want to sort through product options and take
my time. I don’t always know what information I may need or when I
may need it. I would rather have products delivered so that I can
spend time elsewhere instead of shopping in stores where I am
stressed out.
When you are shopping with decision anxiety, you are feeling:
• Showcase easy ways to sort through different products.
• Have one-click sales person chat.
• Reassure that online shopping is a secure.
• Emphasize delivery; make easy delivery options a part of
the purchase.
My ideal shopping experiences are:
Mobile 12% Website 44% Website 37% In-Store 60% In-Store 84%
Recommend to
Others 29%
15. Mode profiles present a complete picture of an emotional mode, helping
brands understand the different touch points and nuances that are key
characteristics of that mode. By using a profile, brands can optimize the
purchase journey for the experiences that will connect with the customer
in their current emotional state.
16.
17. As shoppers become more and more exposed to unified shopping platforms, they will expect not
just personalized experiences reflective of their demographic but experiences that resonate with
their emotional mindset. We believe that the 8 Emotional Modes will allow you to connect to the
emotional side of shopping and identify shopping characteristics that can be used to optimize your
online and offline retail experiences.
Through our empathic understanding of key emotional drivers, we are providing insight into the
types of emotions consumers commonly feel while shopping and how those states translate into
key design features and content experiences. By targeting shoppers’ emotional states, brands can
resonate across the purchase journey. The more we can connect with the needs, wants, and
behaviors of the shopping audience the more success we will have at creating purchase
conversion and deepening our relationship with the consumer.
18. Would you like a shopping experience consultation using the 8 Emotional
Modes or more information about our report?
Contact us at marketing@smith.co or call us: 425.519.7700.
19.
20. Ability Compare Prices 65%
Find a Unique Product 54%
Social Media Promotion 40%
Security of Purchase Channel 76%
Free Shipping 63%
Free Return 46%
15%
26%
61% Want to Know Product Availability
43% See & Feel an Item In-Store
53% See & Feel Item In-Store
20% Knowledgeable Sales Associate
13%
20%
21. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80%
%ofmodethatsharedtheirpurchaseonsocialmedia
High participation
with shopping
experience
% of mode prefer to learn about new products through social media
22. 15%
27%
14%
9%
22% Family Fun-Time
22% Hates Sales People
50% See & Feel Items
53% See & Feel Item
20% Knowledgeable Sales Associate
Compare Prices 65%
Unique Product 54%
Social Media Promotion 40%
Security 76%
Free Shipping 63%
Free Return 46%
23. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
24. 20%
22%
13%
24%
61% Availability
43% See & Feel Item
53% See & Feel Item
20% Knowledgeable Sales Associate
Security 45%
Free Return 44%
Social Media Promotion 24%
Compare Prices 65%
Unique Product 54%
Social Media Promotion 40%
25. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
26. 33%
25%
12%
24%
61% Availability
43% See & Feel Item
53% See & Feel Item
20% Knowledgeable Sales Associate
Security 59%
Free Shipping 68%
Find Specific Item 32%
Security 45%
Free Return 44%
Social Media Promotion 24%
27. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
28. 17%
25%
19%
27%
61% Availability
43% See & Feel Item
62% Secure Transaction
41% Availability
14% Knowledgeable Sales Associates
Security 45%
Free Return 44%
Social Media Promotion 24%
Compare Prices 65%
Unique Product 54%
Social Media Promotion 40%
29. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
2%
4%
6%
8%
10%
12%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation
with shopping
experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
31. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
2%
4%
6%
8%
10%
12%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
33. Know-It-All
Avoid Remorse Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
30%
35%
40%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation
with shopping
experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
34. 21%
29%
13%
10%
33% Secure Transaction
32% Availability
38% Hates Waiting
53% See & Feel Item
20% Knowledgeable Sales Associate
Security 45%
Free Return 44%
Social Media Promotion 24%
Compare Prices 65%
Unique Product 54%
Social Media Promotion 40%
35. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
37. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation
with shopping
experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
39. Know-It-All
Avoid Remorse Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
5%
10%
15%
20%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media
40. 10%
25% 61% Availability
43% See & Feel Item
33% Secure Transaction
19% Hates Salespeople
38% Hates Waiting
Security 45%
Free Return 44%
Social Media Promotion 24%
Compare Prices 65%
Unique Product 54%
Social Media Promotion 40%
18%
44%
41. Know-It-All
Avoid Remorse
Needs Validation
Decision Anxiety
Got to Be First
I’m Special
Want Some Fun
Buy and Be Done
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80%
High participation with
shopping experience
%ofmodethatsharedtheirpurchaseonsocialmedia
% of mode prefer to learn about new products through social media