内容分析详解shoppers disrupted retailing through the noise japan bsp training discussion

Shoppers

DisruptedRetailing

Through

the

NoiseIBM

InstituteforBusiness

Value2010Meeting

the

Demandsof

the

SmarterConsumer2011Capitalizing

onthe

SmarterConsumer2012Winning

Over

theEmpoweredConsumer2013From

Transactionsto

Relationships2014GreaterExpectations2015ShoppersDisruptedThis

research

has

evolved

from

understanding

the

emergence

of

new

technologiesin

the

shopping

process

to

the

impact

of

that

disruption

on

shoppers’

expectations2015

Primary

Research

in

15

Countries

—

TotalSurveyed

=

28,500Australia(1813)Brazil(1835)Canada(1883)Chile(1805)China(1829)France(1819)Germany(1811)India(1797)Italy(1810)Japan(1823)Mexico(1810)South

Korea(1823)Spain(1814)UK(1811)US(3017)Source:

IBM

IBV

surveys2015,

n=

28,500The

2015

study

consists

of

28,500

online

surveys

spanning

15

countries

to

uncovermeaningful

shopper

insights

for

retailersn=

14189n=

20937n=

36819n=

32369Generation

(18-24)n=

11928Generation

(25-29)n=

13898Generation

(30-39)n=

27722Generation

(40-49)n=

23993Generation

(50-59)n=

20105Generation

(60+)n=

18060ConsumerElectronicsGroceryShoesHome

Merchandisen=

13280n=

14251n=

15472n=

10215e

BracketsUpperUpper

MiddleLower

MiddleLowerAges

SurveyedProduct

CategoriesAdult

Apparel

n=

20561Kids

Apparel

n=

16678Luxury

Brands

n=

7973Health

&

Beauty

n=

17985Source:

IBM

IBV

surveys

2011,

2013,

2014

and

2015,

n=

116,415Respondents

crossed

e

and

generation

breaks

and

examined

multiple

productcategories4.The

(emotional)

State

of

Digital

Shopping5.Source:

IBM

IBV

surveys

2013-

2015,

n=

78,163

Q:21:

Last

Purchase

Channel2013Store%

Last

purchase

by

channel

across

examinedcategories14%

28%

29%86%

72%

71%2015DigitalDigital

shopping’s

share

of

last

purchase

among

examined

categories

has

grown

forthe

past

2

years12014Study

YearSource:

IBM

IBV

surveys

2013-

2015,

n=

78,163

Q:21:

Last

Purchase

ChannelMen/WomenApparelYouth

ApparelShoes13%24%21%26%14%26%26%31%29%201520132014Study

YearAt

the

individual

category

level,the

percent

of

last

purchases

from

digital

channelshas

shown

two

consecutive

years

of

growthSource:

IBM

IBV

surveys

2013-

2015,

n=

78,163

Q:21:

Last

Purchase

ChannelConsumerElectronicsPersonal

CareHome

Décor201554%47%45%28%25%24%11%

14%15%20132014Study

YearConsumer

Electronicsin

particular

has

experienced

another

spike

in

last

purchasein

a

digital

channel35%Men/WomenApparelSource:

IBM

IBV

surveys

2014-

2015,

n=

59,054

Q:71_7:

Enjoy

Shopping

for

category

online39%ConsumerElectronics24%25%36%HomeDecor41%KidsApparel43%Shoes34%30%2015%

of

respondents

agreeing

“I

enjoy

shopping

online

for

the

category”56%51%45%PersonalCareStudy

Year

2014More

shoppers

described

themselves

as

enjoying

shopping

online

for

a

givencategorySource:

IBM

IBV

survey

2015,

n=

59,054

Q:71_7:

Enjoy

Shopping

for

category

online;

Q21:

Last

Purchase

Channel15%PersonalCare25%29%Shoes34%31%Men/WomenApparel26%YouthApparel28%HomeDecor45%43%39%54%ConsumerElectronics56%Last

Purchase

OnlineEnjoy

Shop

Category

Online%

of

respondents

making

their

last

purchase

online

by

category

vs.%

of

respondents

agreeing

“I

enjoy

shopping

online

for

the

category”The

gap

between

enjoying

shopping

a

category

online

and

making

the

last

purchasethere

differs

by

category

and

signals

potentialMy

Message,

My

Terms11.LocationSource:

IBM

IBV

surveys

2014-

2015,

n=

59,054

Q:14

Willingness

to

share

with

trusted

retailerSocial

HandleMobile

for

TextEmail20142015%

of

respondents

indicating

they

would

share

contactinformation

with

a

trusted

retailer64%

64%42%38%

38%32%28%24%Study

YearWillingness

to

Share

contact

information

with

a

trusted

retailer

has

grown

acrossSocial,

Location

and

Mobile

(SoLoMo)

mediumsSource:

IBM

IBV

survey

2015,

n=

28,500

Q:14

Willingness

to

share

with

trusted

retailer

Q11:

Privacy

participationMobile

for

text28%42%Gap

between

seeingthe

value

and

willingto

shareSee

Benefit

of

sharing

currentlocation

via

GPS

with

a

retailerWilling

to

share

current

locationvia

GPS

with

trustedretailerLOCATIONPerception

gap:

42%

see

the

potential

for

benefit

in

sharing

location

via

GPS

butonly

28%

are

willing

to

share

with

a

trusted

retailerSource:

IBM

IBV

survey

2015,

n=

28,500

Q:14

Willingness

to

share

with

trusted

retailer

Q11:

Privacy

participationSee

benefit

of

sharing

socialhandle

with

a

retailerWilling

to

share

social

handlewith

trustedretailerSocial

Handle38%51%Gap

between

seeingthe

value

and

willingto

shareSOCIALPerception

gap:

51%

see

the

potential

for

benefit

in

sharing

social

handle

but

only38%

are

willing

to

share

with

a

trusted

retailer14.Source:

IBM

IBV

survey

2015,

n=

28,500

Q:14

Willingness

to

share

with

trusted

retailer

Q11:

Privacy

participationSee

benefit

of

sharing

mobile

fortext

with

a

retailerWilling

to

share

mobile

for

text

withtrustedretailerMobile

for

text42%54%Gap

betweenseeing

thevalue

andwilling

to

shareMOBILEPerception

gap:

54%

see

the

potential

for

benefit

in

sharing

mobile

for

text,

but

only42%

are

willing

to

share

with

a

trusted

retailer15.A

Shopper’sLast,

Best

Experience16.Source:

IBM

IBV

surveys

2014-

2015,

n=

59,054

Q:41OTH_8,10,11

NonGrocery

Capabilities60%

of

shoppers

say

being

ableto

see

whether

or

not

an

item

isin

stock

before

going

to

the

storeis

important

in

the

selection

of

aretailerShoppers

have

very

strong

opinions

about

the

importance

of

an

online

“storeinventory”

previewSource:

IBM

IBV

surveys

2011

&

2015,

n=

59,124

Q07:

Trust

ranking,

product

infoFriends/Family

1

1Reviews

on

independent

sitesProduct

ExpertsReviews

on

retailerwebsites234423ManufacturersSales

Associates5656Trust

rank,

source

for

product

informationStudy

Year2011

2015Associates

in

general

are

not

the

resource

a

customer

is

likely

to

use

to

get

productinformation18.Source:

IBM

IBV

surveys

2014-

2015,

n=

59,054

Q:41OTH_8,10,11

NonGrocery

Capabilities41%Employees

useMobile

to

fix

an

outof

stockissue34%I

use

my

ownMobile

to

fix

anout

of

stock

issue39%2015%

of

respondents

indicating

thiscapability

is

important

in

theselection

of

a