The document discusses research on changing consumer behavior and expectations regarding digital technologies, omnichannel retail, and social/mobile/location-based (SoLoMo) interactions. Key findings include: 1) Stores are still the most common purchase channel but are losing share to online. Showrooming, not in-store browsing, is driving more online sales. 2) Consumers are more willing to share contact/location data and expect retailers to leverage SoLoMo, though many remain neutral about retailer use of such technologies. 3) Top omnichannel priorities for consumers are price consistency, in-store access to online inventory, order tracking, consistent product assortment, and in-store returns

1. La empresaLa empresa
digital y losdigital y los
nuevos retosnuevos retos
del marketingdel marketing

2. 2
Introducción

3. 3
Our research has evolved from understanding the presence of
technology in shopping to its importance in choosing a retailer
2010
Meeting the
Demands of
the Smarter
Consumer
‘Use of technology’
2011
Capitalizing on
the Smarter
Consumer
‘Personalization’
2012
Winning Over
the Empowered
Consumer
‘Trust’
2013
From Transactions
to Relationships
‘Transactions
by channel’
2014
Greater
Expectations
‘Expectations’

4. 4
We surveyed 30,554 consumers in 16 countries to discover their
opinions of omnichannel capabilities and the impact on choice
Japan
(1829)
Australia
(1822)
China
(1799)
Italy
(1838)
UK
(1804)
US
(3143)
Brazil
(1828)
France
(1823)
Canada
(1881)
Mexico
(1822)
Spain
(1841)
Denmark
(1815)
Poland
(1840)
Germany
(1819)
India
(1811)
South Korea
(1839)
Primary Research in 16 Countries —Total Surveyed = 30,554
Source: IBM IBV 2013 survey, n= 30,554

5. 5
Results were analyzed across income, generations and product
categories
Product categoriesAges surveyedIncome brackets
Upper n= 7627
Upper Middle n= 7553
Lower Middle n= 7167
Lower n= 8205
Generation (18-24) n= 2656
Generation (25-29) n= 3186
Generation (30-39) n= 7496
Generation (40-49) n= 6426
Generation (50-59) n= 5517
Generation (60+) n= 5273
Adult Apparel n= 3959
Kids Apparel n= 3769
Luxury Brands n= 3328
Health & Beauty n= 3947
Consumer Electronics n= 3793
Grocery n= 4356
Shoes n= 3701
Home Merchandise n= 3701
Source: IBM IBV 2013 survey, n= 30,554.

6. 6
Key Findings

7. 7
While the store still rules, it is losing share rapidly
2012 2013
In-Store
Online
Other
Source: IBM IBV 2013 survey, n= 30,554 Q26 Last purch channel
Year on year comparisons include 13 of 16 surveyed countries
84%
14%
2%
72%
27%
1%
Percent of last purchases reported by channel

8. 8
Growth in online sales is a result of shoppers going directly to the
web and not exclusively from showrooming
Pre-purchase activities for 2013
Visited a store
Compared
prices online
Looked online
for new items
8%
13%
14%
Source: IBM IBV 2013 survey, n= 30,554. Q27 Online prepurch activities
Year on year comparisons include 13 of 16 surveyed countries
Percent of shoppers who
showroomed for their last purchase
6% 8%
2012 2013
Showrooming defined as having visited a store
before ultimately making the purchase online

9. 9
Social networking saw a frequency increase with more posting
about purchased items
of consumers in 2013 indicated they posted
about a retailer they had shopped43%
Source: IBM IBV 2013 survey, n= 30,554. Q50, Q51, Q52
Year on year comparisons include 13 of 16 surveyed countries
Social activities year on year

10. 10
Friends’ social posts are more influential in determining purchasing
choices than direct retailer communications
Source: IBM IBV 2013 survey, n= 30,554. Q40 decision influencers
Influencers of purchase behavior
Chart shows percent of shoppers finding the communication “somewhat” or
“very influential'

11. 11
Friends’ social posts are more influential in determining purchasing
choices than direct retailer communications
En cada aparición pública de Michelle Obama, las redes
sociales compiten para identificar las marcas fabricantes
de sus vestidos, zapatos y accesorios y proliferan los
links a las tiendas on line de dichos fabricantes. Según un
estudio publicado por la HBR, este efecto “social”
redunda en que estos fabricantes tienen un revalorización
“instantánea” del 2% de sus acciones, lo que supone un
impacto económico de 14$ millones por cada una de sus
189 apariciones públicas. (Catherine Rampbell, “Does
Michelle Obama wardrobe move markets?” The New York
Times, citando estudio de David Yermack)

12. 12
Sharing “ways to reach me” is still in the minority for most shoppers
but sharing current location is gaining interest
19% 36%
2011 2013
Mobile # = 38%
2013 — Willingness to share
Social handle = 32%
Willing to share current location (GPS)
Source: IBM IBV 2013 survey, n= 30,554. Q31 and Q54
Year on year comparisons include 13 of 16 surveyed countries

13. 13
Half of consumers are neutral about SoLoMo* initiatives and are still
waiting for a reason to engage with retailers
Retailers using current location (GPS)
negative neutral positive
28 49 23
23 51 26
22 50 28
20 50 30
17 52 31
Associates able to pull up my browsing
history
Retailers texting me
Retailers analyzing my posts to recommend
new items
Retailers contacting me via social networks
Source: IBM IBV 2013 survey, n= 30,554. Q31 InfoShare *SoLoMo = Social Location Mobile
Interest in SoLoMo

14. 14
Five top omnichannel requirements emerged from consumer
rankings
1. Price consistency across channels
2. In-store, locate out-of-stock item and get it
shipped home
3. Track order status
4. Consistent assortment across channels
5. Return in store of online purchases
Top 5 omnichannel capabilities
Source: IBM IBV 2013 survey, n= 30,554 Q21 HYP2 New capabilities

15. 15
Going deeper, the data outlined four classes of consumers
differentiated by their omnichannel maturity
Importance of key Omnichannel capabilities
Omnichannel Maturity
19%19%
40%40%
29%29%
12%12%
Traditional
Transitioning
Tech-intrigued
Trailblazers
Source: IBM IBV 2013 survey, n= 30,554.
Comfortwithshoppinginmultiplechannel

16. 16
Consumer adoption of SoLoMo behaviors also distinguished the
four classifications
SoLoMo–
limited
SoLoMo–
used
SoLoMo–
expected
19%19%
Traditional
Uses least amount
of technology while
shopping
Transitioning
Uses technology
mostly for research
and information
Tech-intrigued
Uses SoLoMo from
browsing through
buying
Trailblazers
Uses SoLoMo
extensively; including
as a Retailer
evaluation tool
40%40%
29%29%
12%12%
Source: IBM IBV 2013 survey, n= 30,554.

17. 17

18. 18

19. 19
RESULTS SUMMARY
• Stores require quick attention
– The store still rules for most purchases
– Stores are being skipped over more than ever
– Online growth accelerates; Showrooming is not the culprit
• SoLoMo is growing and consumers are waiting
– Many consumers are willing to share contact information
– E-tailers and other industries are driving consumer expectations
– Consumers still wondering about Retail SoLoMo application
• Consumers have specific omnichannel requests
– Much agreement on 5 basic asks exists
– Consumers want to self-serve & therefore need visibility and consistency
– Trends indicate omnichannel requirements are only going to increase

20. 20
Consumer expectations are changing rapidly and they are
defining the must-haves today
• Use SoLoMo to energize the store
– Consumer SoLoMo openness is there but retail benefits must be clear
– Other industries can inspire new applications
• Execute the new omnichannel requirements
– Consistent delivery of the top five asks is needed
– Coordination of fulfillment and returns between channels is essential
– Negative surprises in pricing & assortment must be mitigated or eliminated
• Audit yourself against the Trailblazers asks and act quickly
– Self-serve capabilities such as multiple fulfillment options are desired
– On-demand personalized communication can empower shoppers
– Consistency needs to extend to promotion & loyalty program execution

21. 21
Muchas gracias por su atención