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Consumer Products and Retail the way we see it




Digital Shopper Relevancy
Profiting from Your Customers’ Desired All-Channel Experience
EXECUTIVE SUMMARY
Engaging with Technology-
                                                                      Enabled Shoppers
                                                                      Being a shopper today is more exciting                                  The Journey of the Digital
                                                                      than ever. The consumer products and                                    Shopper
                                                                      retail industry is undergoing significant
                                                                                                                                              Capgemini’s “Digital Shopper
                                                                      transformation largely because of
                                                                                                                                              Relevancy” study provides insight into
                                                                      the way that people choose to shop
                                                                                                                                              when, where and how shoppers want
                                                                      and consume. They are enabled
                                                                                                                                              to interact with a retailer or consumer
                                                                      with technology that allows them to
                                                                                                                                              products company through various
                                                                      approach the shopping process in a
                                                                                                                                              channels and locations across the
                                                                      different way than they have in the past.
                                                                                                                                              phases of the All-Channel Shopping
                                                                      Shoppers expect to find information                                     Journey: Awareness, Choosing,
                                                                      in multiple sources and formats.                                        Transaction, Delivery and Aftersales
                                                                      They are looking for consistency                                        Care (Figure 1).
                                                                      and convergence among different
                                                                                                                                              This insight is crucial for companies to
                                                                      technologies and channels. And they
                                                                                                                                              be able to serve these digital shoppers
                                                                      have no predefined views about what
                                                                                                                                              in a relevant manner. This is not just
                                                                      “belongs” in specific channels, but will
                                                                                                                                              about setting up a commerce website,
                                                                      use whichever channel or device is
                                                                      most relevant.


 Figure 1: The All-Channel Shopping Journey

                                                                                      All-Channel Shopping Journey
                         Awareness                                Choosing                          Transaction                             Delivery                           Aftersales Care



                               Maria gets her                       Maria uses                     Maria doesn't really                   Using her phone,         Maria gets personalized
     Mobile




                               ideas from her                       her social network             differentiate                          Maria requests           information on
                               phone and shops                      and phone                      between mobile                         delivery to her          accessories and
                               at special sales                     to let her friends             and online as she                      house, her               matching separates
                               events at the mall                   help choose                    does everything                        boyfriend's house        for her recent
                                                                                                   through one                            or school,               purchases
                                                                                                   device                                 whichever is
                                                                                                                                          more convenient

                                                                                                                                       James’ goods arrive at
                                                                                                    James doesn’t get                  his home delivery box                   James will send
                              James uses               With one click                                                                                                          feedback to the retailer
                                                       James adds these                             involved in the                    at his pre-agreed
                              e-mail                                                                                                                                           on his mobile if there is
                                                       to his regular                               transactional element              regular time unless he
                              suggestions to                                                                                                                                   something in his order
                                                                                                    of his regular                     intervenes with a
     At Home




                              supplement his           online                                                                                                                  he is not happy with
                                                       replenishment                                purchases as they                  change of
                              regular online
                                                       order                                        happen automatically               circumstances
                              purchases



                                                                                                                                       Anna gets alerts on
                                                                                                                                       her phone about the
                                                             Anna chooses                          Anna will order from a              delivery status of the
                                                             online or during                      kiosk in store or back              order
                                                             an experiential                       at home after she has
                              Anna takes                     shopping trip,
                              inspiration both                                                     chosen her goods                                                         Anna buys extended
                                                             depending on the
                              from online and                category                                                                                                       products and services
                              from her mall                                                                                                                                 that she sees in
     Store




                              visits                                                                                                                                        showroom-style stores.
                                                                                                                                                                            Any issues she deals
                                                                                                                                                                            with at home online




 Source: Capgemini
 Note: The “Digital Shopper Relevancy” study tracked shopper behavior and attitudes toward the following channels and devices: Internet sites, e-mail (such as newsletters and offers),
 in-store technology (such as kiosks), social media, smartphones (specific apps) and phone (via call center).




2	             Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail   the way we see it




being active on Facebook or developing
a mobile app; this is about addressing
                                              The research
the specific needs of shoppers in the         uncovered a variety
context of how they live their daily lives.
(Note: When we talk about “digital
                                              of different types
shoppers” we mean shoppers who                of digital shoppers,
use one or more digital technologies or
channels in one or more phases of their       each using channels
shopping journey.)                            and devices in
                                              different ways during
                                              their shopping
                                              journeys.



	                                                                                                          3
Rational Online    Key Findings
                                                                   The research uncovered a number of
                                          Shoppers value well-     key findings.
                                             functioning online
                                             stores with clearly
                                               marked product
                                                                   T   here is no “one” digital
                                                                       shopper.
                                                                   We identified a variety of different
                                                                   types of digital shoppers, each using
                                            information, prices    channels and devices in different ways
                                          and delivery charges.    during their shopping journeys. Their
                                                                   behavior is impacted by factors such as
                                                                   age, gender, product category, journey
                                                                   phase, market maturity, and attitudes
                                                                   and expectations about technology.
                                                                   We found some overall behavioral
                                                                   differences, for example:
                                                                   •	 Female shoppers: Women are
                                                                     generally more engaged than men




4	   Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail   the way we see it




     What Makes Categories Similar – and Different
     In the five product categories that were studied (food, health and personal care, fashion,
     DIY/do-it-yourself home improvement and electronics) we saw some similarities in how
     shoppers use and value digital channels and devices. For example, across all phases of the
     shopping journey, Internet sites remain the dominant digital channel in all the categories,
     followed by e-mail.

     But differences also stood out. Consider that the relevance of digital channels is higher for
     high-value categories such as electronics and DIY, compared with lower-value items such
     as food; this applies to all phases of the shopping journey. In addition, social media is likely
     to be used for searching for information in the fashion category more than in any other
     product category, while in-store technology is most important for DIY purchases. Mobile
     apps are more likely to be used to track delivery of orders in the fashion and electronics
     categories.

     We also found that the fashion and health and personal care categories have a more
     heterogeneous shopper base, while the DIY and food categories are dominated by Digital
     Shopaholics. Electronics was the only category in which Social Digital Shoppers were the
     largest segment, although this segment is also important in the fashion category.

     These are just a few of the category highlights. More details are available in the full
     “Digital Shopper Relevancy” report.




     when using digital channels. They                      location-based messages and offers
     are more interested than men                           from retailers via digital channels.
     in receiving personalized offers,                      Overall, shoppers in the older age
     recommendations and information                        groups are less interested in using
     about new products. In addition,                       mobile apps, although they do see
     women are more interested than men                     value in in-store technology such as
     in using digital devices inside the                    kiosks and digital devices integrated
     physical store to order products that                  into shopping carts.
     are not available in the store; they
     are also more interested in the ability             The differences were less pronounced
     to easily compare different products                when it came to demographic factors
     before making the final purchasing                  such as education and income levels.
     decision, and in being offered visual               However, demographics are only one
     aids (such as “how-to” videos) to                   factor impacting shopping behavior.
     help them choose the most suitable                  A detailed segmentation analysis
     product.                                            identified six distinct segments of digital
•	 Older shoppers: Not surprisingly,                     shoppers1: Techno-Shy Shoppers,
   older shoppers place less                             Occasional Online Shoppers, Value
   importance than their younger                         Seekers, Rational Online Shoppers,
   counterparts on digital channels in                   Digital Shopaholics and Social Digital
   general. But this doesn’t mean they                   Shoppers.
   don’t see value in these channels.
   In particular, they are heavy users of
   Internet sites, especially during the
                                                           Get the Full Story on Digital
   early phases of the shopping journey.                   Shopper Relevancy
   Older shoppers are interested in                        This executive summary presents
   using blogs and social networks to                      the headline findings of our “Digital
   find consumer recommendations and                       Shopper Relevancy” research. Yet there
   reviews, although they are less likely                  is much more that can be explored
   than younger shoppers to follow                         and applied to your own organization.
   retailers on social media. In addition,                 Look for the full global “Digital
   a surprising number want to receive                     Shopper Relevancy” study
                                                           at www.capgemini.com/
                                                           DigitalShopperRelevancy.



1	   Capgemini segmented the respondent base using more than 60 behavioral variables. Methods included
	 factor analysis and k-means clustering.                                                                                              5
Techno-Shy Shoppers
Techno-Shy Shoppers (13.3% of the
respondents) are not interested in new
technologies and do not consider digital
channels or devices important during
any phase of the shopping journey.
They are not frequent or confident
online shoppers and rarely use
smartphone apps. They demonstrate
the lowest rate of online shopping of all the
segments across all product categories.
Techno-Shy Shoppers show some
slight interest in social media but prefer
personal contact via phone/call centers.
And they have very little interest in future
digital developments.
These shoppers include both young
students and older consumers and many
of them come from Continental Europe.




                                                Occasional Online                     significantly less online compared with
                                                                                      all segments except the Techno-Shy.
                                                Shoppers                              When they do use digital channels,
                                                Occasional Online Shoppers (16.1%     they prefer the Internet, e-mail and
                                                of the respondents) shop online       in-store technology, but they rarely
                                                infrequently, with low usage across   use smartphone apps or social media
                                                all product categories. They buy      during the shopping journey.
                                                                                      These shoppers use digital channels
                                                                                      primarily for choosing and comparing
                                                                                      products and tracking deliveries. They
                                                                                      expect digital channels to be in their
                                                                                      native language. Occasional Online
                                                                                      Shoppers value flexible return options,
                                                                                      availability of product information and
                                                                                      customer service.
                                                                                      These shoppers are slightly more likely
                                                                                      to be women than men and also are
                                                                                      likely to be high school and college
                                                                                      graduates; 56% of Occasional Online
                                                                                      Shoppers are older than 45.




6	        Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail   the way we see it




	                                                  7
Value Seekers                               Their typical online purchases include
                                                                                      fashion and personal healthcare items.
                                          Value Seekers (accounting for 13.5% of      Value Seekers want an easy shopping
                                          the total respondent base) are price-       process with clearly marked product
                                          sensitive shoppers with relatively little   information and prices, and convenient
                                          interest in digital shopping and new        return policies.
                                          technologies. They shop online primarily
                                          to find the best deals on products they     They are more likely to be women (63%)
                                          know they want. Smartphone apps,            than men, and are also somewhat
                                          social media and in-store technology        more likely to be retired than their
                                          play almost no role in their shopping       counterparts in the other segments.
                                          process.                                    Sixty percent of Value Seekers are over
                                                                                      the age of 45.




                                                                                      Digital Shopaholics). The Internet is
                                                                                      their preferred channel throughout
                                                                                      the shopping journey but they have
                                                                                      little interest in using social media and
                                                                                      mobile apps for shopping.
                                                                                      They know what they want and they
                                                                                      use the Internet to find the most optimal
                                                                                      solution. Rational Online Shoppers value
                                                                                      well-functioning online stores with clearly
                                                                                      marked product information, pricing
                                                                                      and delivery charges, as well as reliable
                                                                                      delivery processes. They do not trust
                                                                                      reviews in retailer-hosted consumer
                                                                                      communities and do not regard as
                                          Rational Online Shoppers                    important giving feedback and receiving
                                                                                      help through digital channels.
                                          Rational Online Shoppers (14.7% of the
                                          respondents) are relatively confident       Rational Online Shoppers are equally
                                          online shoppers buying mostly fashion       divided between men and women
                                          products and electronics. Overall,          and 25% of them are retired. They are
                                          they are the second most active             particularly prevalent in Finland and the
                                          online shopper segment (after the           UK.

8	   Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail          the way we see it




Digital Shopaholics
Digital Shopaholics (17.6% of the
respondents) are early adopters and
experimenters and are prevalent
among the digital-savvy shoppers;
they use digital channels and devices
like smartphone apps and in-store
technology very actively throughout the
shopping journey. These consumers are
true digital shoppers and have a higher-
than-average rate of online purchases
across all product categories. They
place considerable emphasis on the
shopping experience.
They prefer to communicate with
retailers online and are active users
of social media and other peer-to-
peer networks to share their opinions      retail stores will ultimately become
about products and services. Digital       mainly showrooms.
Shopaholics expect the full integration    Digital Shopaholics are more likely to
of the physical, online and mobile         be men than women and they work
shopping experience by 2014, and a         full time; 60% have a college degree or
vast majority anticipate that physical     higher.




                                           Social Digital Shoppers                     purchase less online than the average
                                                                                       in all retail segments except electronics,
                                           Social Digital Shoppers (24.8% of the       likely due to the fact that they tend to
                                           respondents) are very optimistic about      be younger shoppers and have not yet
                                           the use of all digital technology and the   reached their peak buying power.
                                           vast majority consider digital channels
                                           and devices to be important in all          They are heavy users of social media
                                           phases of the shopping journey. They        and want to share opinions and
                                           tend to be digitally savvy and describe     experiences through digital channels
                                           themselves as frequent and confident        and are active users of mobile
                                           online shoppers; however, they              applications and services. Social Digital
                                                                                       Shoppers trust mobile devices for
                                                                                       paying for products, locating items and
                                                                                       identifying themselves.
                                                                                       These shoppers are more likely to be
                                                                                       under the age of 35 (45%) and 11%
                                                                                       are students. Social Digital Shoppers
                                                                                       are especially prevalent in developing
                                                                                       markets such as India, China and
                                                                                       Mexico.




	                                                                                                                               9
S
                                                                                  Shoppers in developing regions                                                          of respondents from India and 68% of
    ignificant differences                                                        place greater importance on all digital                                                 those from China said they would like to
    exist between digital                                                         channels, regardless of the phase of                                                    be able to follow retailers through social
                                                                                  the shopping journey. This may be due                                                   media, far higher than in the mature
shoppers in developing                                                            in part to the lack of traditional retail                                               markets.
markets and those                                                                 infrastructure in these markets as well
                                                                                                                                                                          Interestingly, we found that three
                                                                                  as the tendency in developing markets
in mature markets.                                                                to “leapfrog” entrenched approaches
                                                                                                                                                                          countries – Russia, Italy and Spain –
The research makes it very clear that                                                                                                                                     often fell somewhere in between the
                                                                                  in favor of the latest tools and formats.
digital shoppers rule in developing                                                                                                                                       developing and mature markets in
                                                                                  For example, 72% of respondents from
markets. Digital Shopaholics and Social                                                                                                                                   terms of their digital shopping behavior.
                                                                                  India and 69% from China said they
Digital Shoppers form the majority of                                                                                                                                     For instance, more than two-thirds of
                                                                                  purchase more products in a single
digital shoppers in China, India, Brazil,                                                                                                                                 shoppers in the developing markets of
                                                                                  transaction online than in a physical
Mexico and Turkey. By comparison,                                                                                                                                         India, Mexico, Brazil, China and Turkey
                                                                                  store, compared with just 24% of those
these segments account for a smaller                                                                                                                                      said they are interested in finding out
                                                                                  from Finland and 31% from the US. And
percentage of the total digital shopper                                                                                                                                   about new products through social
                                                                                  73% of shoppers from India and 74%
population in the other markets                                                                                                                                           media and blogs. By comparison, less
                                                                                  of those from China prefer to be offered
(Figure 2). In most of the mature                                                                                                                                         than half of shoppers in the mature
                                                                                  additional product suggestions online
markets, the Rational Online Shoppers                                                                                                                                     markets of US, Canada, France,
                                                                                  vs. 34% in France and 36% in Australia.
are dominant. Around the world the                                                                                                                                        Australia, the UK, Germany, Finland and
percentage of Techno-Shy Shoppers                                                 Shoppers in developing markets are                                                      Sweden are interested in this capability.
is similar, except in France and Spain,                                           also more engaged with retailers and                                                    In the middle are Italy, Russia and Spain,
where it is higher.                                                               consumer products companies through                                                     where a little over half are interested in
                                                                                  digital channels. Nearly three-quarters                                                 using social media and blogs to learn
                                                                                                                                                                          about new products.



 Figure 2: A View of Digital Shopper Segments by Country (Ranked by Social Digital Shoppers/Digital Shopaholics)

                         0%             10%                     20%               30%                  40%               50%                60%                70%                  80%                    90%                     100%

               China                                              44                                                                         33                                1             6    2                  14

                India                                                   50                                                                            26                       2         5            6                   11

                Brazil                                     36                                                       23                                8        5                         19                               10

              Mexico                                       36                                                       22                       3             9                                 21                                8

               Turkey                                      35                                                  19                      5              9                     19                                       14

               Russia                             29                                              17                          9                  9                          25                                            11

                 Italy                    22                                             22                              10                      14                            17                                   15

                Spain                        25                                     13                   8                        16                           15                                         23

                  US                    19                                   16                                19                                     19                                     17                           10

                  UK               14                                  20                                                30                                          18                           6                      12

             Australia               17                                 16                                    21                                     16                             18                                   12

              France                16                                 15                                     24                             10                      16                                        19

             Canada                     19                              11                         16                                  21                                          21                                    11

            Germany             14                               14                                22                                       17                            16                                        16

             Sweden            12                      7                                25                                        20                                      21                                         14

              Finland         11                   7                                         32                                              20                                     17                                   13

                                               Social Digital Shoppers                                       Rational Online Shoppers                                Occasional Online Shoppers
                                               Digital Shopaholics                                           Value Seekers                                           Techno-Shy Shoppers

 Source: Capgemini
 Note: Results are rounded and hence not all bars equal 100%.


10	          Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail                                   the way we see it




D   igital shoppers are
    focused on core
functionality like price,
                                             Figure 3: Importance of Digital Channels Across the Customer Shopping Journey


                                                                                   Awareness             Choice          Transaction           Delivery       Aftersales Care


                                                                Internet site          3.94               3.92                3.80               3.92                3.94
product specifications
and delivery information.                                          E-mail
                                             (such as newsletters, offers)             3.56               3.47                3.34               3.71                3.79
Digital shoppers, especially those in
mature markets, want retailers and                     In-store technology
                                                                                       3.31               3.33                3.41               3.25                3.28
consumer products companies to get                         (such as kiosks)

these basics right before they will be
open to engage. When researching,                              Social media            3.09               2.99                  *                  *                 2.99
comparing and choosing products
through digital channels, half or more                        Smartphones
                                                                                       2.88               2.82                2.81               2.93                2.91
of respondents said that factors such                        (specific apps)
as clearly marked product price,
                                                                       Phone
availability and delivery charges, and                      (via call center)
                                                                                       2.67               2.63                2.70               2.87                3.08
comprehensive product information
were extremely important. Of lesser
importance to respondents are options
such as having content in digital
                                             Source: Capgemini
channels tailored to their profile and       Ranked on a scale of 1 to 5 where 1 = not at all important and 5 = extremely important
preferences.                                 * While the study shows a low acceptance of social media in the Transaction and Delivery phases of the shopping journey, the
                                               study did reveal that shoppers increasingly prefer to journey through these phases via Internet sites, and many of the sites that
                                               consumers use include a “social” component.
Shoppers also made it clear that they
                                               The lines blur when consumers think about social media and transacting online. Social commerce is the blending of social media
expect online prices to be lower than          sites with e-commerce and is growing rapidly. Social commerce is expanding to include a range of social media tools and content
those in physical stores; this was cited       used in the context of e-commerce. Examples of social commerce include customer ratings and reviews, user recommendations
                                               and referrals, social shopping tools, forums and communities. Shoppers are increasingly willing to transact via sites such as
by 73% of all respondents. In particular,      Facebook (F-commerce) and conversely socialize their thoughts on traditional commerce sites.
Digital Shopaholics and Social Digital
Shoppers are most likely to think online
prices should be lower. More than 80%
of these more digital-savvy shoppers
said online prices should be lower


                                            P
                                                                                                                   This seemed somewhat counterintuitive
vs. about 60% of non-digital-savvy             roximity matters                                                    given concerns surrounding privacy
respondents.
                                               when it comes to                                                    in digital channels. But the shield of


T he Internet remains the
  primary channel for
most digital shoppers.
                                            personalization.
                                            Customers appear to be of two
                                            mindsets regarding personalization
                                                                                                                   anonymity that exists in the digital world
                                                                                                                   may make shoppers more comfortable
                                                                                                                   sharing personal information online than
                                                                                                                   in the physical store.
                                            during the All-Channel Shopping
Across the phases of the shopping           Journey. They express an interest                                      Also here we see a significant difference
journey, Internet sites remain the          in certain types of personalization                                    between shoppers in mature vs.
dominant digital channel in all the         when shopping online, but are less                                     developing countries. For example, 80%
product categories studied, followed by     comfortable being recognized in the                                    of shoppers in India and 73% in China
e-mail (Figure 3). For example, 79% of      physical store. Consider that 61% said                                 said they want to receive personalized
electronics shoppers said the Internet is   they want online stores to remember                                    offers and recommendations through
important during the Awareness stage;       their personal information and payment                                 digital channels. This compares with
74% of DIY shoppers said the same;          methods to speed up the shopping                                       35% in Sweden and 38% in Finland.
73% of fashion shoppers; 70% of health      process. But only 41% want to be
and personal care shoppers; and 59%         identified through digital devices (such
of food shoppers. Similar results were      as their mobile phones) when entering a
recorded for the other journey phases.      physical store.
However, channels such as social
media, mobile apps and in-store kiosks
are close behind, with their relevancy
varying depending on the journey phase
and country. Phone (via call center) is
the least important channel, except in
the Aftersales Care phase.


	                                                                                                                                                                              11
Criteria that Matter Most to Digital Shoppers …

  Options via Digital Channels                     % of Consumers Saying “Extremely
                                                                                       S    eparating hype from
                                                                                            reality is critical for
                                                                                       emerging digital channels
                                                   Important”/ “Extremely Appealing”
  The product price and availability are clearly
                                                                 58%
                                                                                       like social media and
  marked
                                                                                       smartphone apps.
  Product delivery charges are clearly marked                                          Plenty of attention is being paid by
                                                                 55%
  up front                                                                             retailers, consumer products companies
  Have products delivered to your chosen                                               and the media to these new digital
                                                                 54%
  location                                                                             channels. And for good reason, given
  Easily return products that you are not                                              the hype surrounding them. However,
  satisfied with using digital channels                          50%                   it’s important to understand who is
  regardless of where purchased                                                        really using these channels. Overall, only
                                                                                       about half of shoppers expect that the
  Choose from several different return options                   49%                   use of social media and mobile apps
                                                                                       for shopping will increase in the coming
 … And Those that Matter Less                                                          three years. But the number jumps
  Options via Digital Channels                     % of Consumers Saying “Extremely
                                                                                       considerably in the developing markets,
                                                   Important”/ “Extremely Appealing”
                                                                                       and among younger shoppers, Digital
                                                                                       Shopaholics, Social Digital Shoppers
  Mobile app to support in-store shopping (e.g.,                                       and those shopping for high-end
                                                                 21%
  store map, special promotions)                                                       products such as electronics.
  Shop with your friends online – looking and
                                                                 20%                   Understanding these differences is
  selecting together, although physically apart
                                                                                       essential in determining where to make
  Be identified through digital devices when                                           digital investments, particularly in new
  entering a physical store (e.g., through your                  20%                   channels like social media and mobile
  mobile phone)                                                                        apps. For example, in mature markets,
  Create public shopper profile visible to other                                       companies would do better making
                                                                 20%                   careful, selective investments in mobile
  shoppers in retailer digital channel
                                                                                       apps and social media at the moment,
  Follow the retailer through social media                       18%
                                                                                       but in developing marketing those
 Source: Capgemini                                                                     channels are more relevant and should
                                                                                       be the first priority for a digital strategy
                                                                                       and investment.

                                                                                       Loyalty — and Spending —
                                                                                       Across All Channels
                                                                                       Our study findings make it clear
                                                                                       that shoppers are no longer loyal to
                                                                                       an individual channel but rather to
                                                                                       an experience across all channels.
                                                                                       Consider that the majority of shoppers
                                                                                       said they were likely to spend more
                                                                                       money at a physical store if they had
                                                                                       used digital channels to research the
                                                                                       product prior to purchase. In addition,
                                                                                       they said they will spend more money
                                                                                       with a particular retailer if products were
                                                                                       available anytime via any channel.
                                                                                       This point was reinforced in the
                                                                                       qualitative comments from shoppers
                                                                                       across the countries. “To improve
                                                                                       the usage of digital channels in
                                                                                       the purchasing process, retailers
                                                                                       and manufacturers should provide
                                                                                       an integrated experience between
                                                                                       physical and digital touchpoints,” said
                                                                                       a respondent from Italy.

12	        Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail   the way we see it




Being Relevant for Digital                       products companies and requires
Shoppers                                         considerations that impact the entire
                                                 enterprise. These include shifting
Our research demonstrates that
                                                 from a product- or feature-focused
shoppers expect an integrated
                                                 approach to a consumer- and shopper-
experience across all channels but
                                                 focused approach across all channels,
aren’t yet getting it. Nearly 60% of
                                                 and integrating processes such as
respondents said they expect channel
                                                 merchandising, order fulfillment and
integration to be the norm by 2014, but
                                                 inventory management by category
more than half said that most retailers
                                                 rather than by individual channel.
currently are not consistent in the
way they present themselves across               We believe the insights contained
channels.                                        in Capgemini’s “Digital Shopper
                                                 Relevancy” report can help retailers
Understanding how shoppers are using
                                                 and consumer products manufacturers
channels and devices in the context of
                                                 determine how they can profit from
their daily lives is a critical starting point
                                                 customers’ desired all-channel
to serve them in a relevant manner.
                                                 experience. The data we have collected
But to realize a relevant all-channel
                                                 goes far beyond what we have
experience is no easy task. Providing a
seamless interaction across channels is
challenging for retailers and consumer




	                                                                                                                       13
About the Study
                                                                                      Studying shopping behavior has long
                                                                                      been a focus for Capgemini. Over the
                                                                                      past decade we have surveyed tens
                                                                                      of thousands of consumers around
                                                                                      the globe as part of our “Consumer
                                                                                      Relevancy” and “Future Consumer”
                                                                                      research programs. In these earlier
                                                                                      studies, the emphasis was largely on
                                                                                      shopping behavior patterns in physical
                                                                                      stores.

                                                                                      With our new “Digital Shopper
                                                                                      Relevancy” research we have expanded
                                                                                      the focus to all channels, including
                                                                                      those in the digital realm. Our objective:
                                                                                      to understand how a range of channels
                                                                                      and devices – from smartphones and
                                                                                      mobile apps to websites and in-store
                                                                                      kiosks – are used and valued by
                                                                                      shoppers during the shopping journey,
                                                                                      and to help retailers and consumer
                                                                                      products manufacturers determine how
                                                                                      to profit from these insights.

                                                                                      The study focuses on five product
                                                                                      categories: food, health and personal
                                                                                      care, fashion (clothing, footwear,
                                                                                      accessories), do-it-yourself home
                                                                                      improvement (DIY) and electronics.
                                                                                      The findings are based on 16,000
                                                                                      consumer interviews conducted across
                                                                                      16 countries, representing developing
                                                                                      as well as mature markets: Australia,
                                                                                      Brazil, Canada, China, Finland, France,
                                                                                      Germany, India, Italy, Mexico, Russia,
                                                                                      Spain, Sweden, Turkey, the
                                                                                      United Kingdom and the
                                                                                      United States.


  Understanding how                        published in this report – the research
                                           also includes information on how
  shoppers are using                       digital shoppers view the relevance
                                           and performance of key retailers and
channels and devices                       brands in the respective countries.
      in the context of                    These insights can translate into direct
                                           business benefits.
   their daily lives is a                  Capgemini has further developed
 critical starting point                   our original “Consumer Relevancy”
                                           thought leadership into a “Digital
    to serve them in a                     Shopper Relevancy” framework and

      relevant manner.                     methodology. With these tools, we can
                                           help retailers and consumer products
                                           companies make the right decisions
                                           to become more relevant for digital
                                           shoppers across the phases of their All-
                                           Channel Shopping Journey.




14	   Digital Shopper Relevancy: Executive Summary
Consumer Products and Retail                the way we see it




    For more information about our “Digital Shopper Relevancy” study and how
    Capgemini can help you apply the findings to your own organization, please
    contact:

    Kees Jacobs
    kees.jacobs@capgemini.com

    Brian Girouard
    brian.girouard@capgemini.com

    Bernard Helders
    bernard.helders@capgemini.com




    Additional “Digital Shopper Relevancy” study core team members:
    Alberto Bazzi
    Eloy De Sola Vidal
    Priscilla Donegan
    Sami Finne
    Hilary Kelly
    Tony Latona
    Peter Lindell
    Elina Mauno
    Emmanuel Rilhac
    Hanna Sivonen
    Alex Smith-Bingham




    Visit www.capgemini.com/DigitalShopperRelevancy


    The “Digital Shopper Relevancy” study in Turkey was funded by Microsoft.




    About Capgemini’s Consumer Products & Retail Practice
    Capgemini’s global Consumer Products and Retail practice works with a majority of the
    world’s largest retail and consumer products companies plus hundreds more. A team of
    approximately 10,000 consultants and technologists throughout the world helps these
    clients reap the benefits of industry-specific solutions such as All-Channel Experience,
    Demand-Driven Supply Chain, Business Information Management and Global ERP
    Integration. More information is available at www.capgemini.com/products and www.
    capgemini.com/retail.




	                                                                                              15
About Capgemini
With more than 120,000 people in 40 countries, Capgemini is one of the world’s
foremost providers of consulting, technology and outsourcing services. The Group
reported 2011 global revenues of EUR 9.7 billion
Together with its clients, Capgemini creates and delivers business and technology
solutions that fit their needs and drive the results they want.
A deeply multicultural organization, Capgemini has developed its own way of working,
the Collaborative Business Experience™, and draws on Rightshore®, its worldwide
delivery model.


Learn more about us at



www.capgemini.com/DigitalShopperRelevancy




©  ettyimages.fr/ Iconica (page 3), Cultura (page 7).
 G



©  hutterstock.com/ mangostock (cover), Tyler Olson (page 4), Kzenon (page 13),
 S
Supri Suharjoto (page 14).
                                                                                             ST-06/12




Rightshore® is a registered trademark belonging to Capgemini. The information contained in
this document is proprietary. Copyright © 2012 Capgemini. All rights reserved.

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[Executive summary] Digital Shopper Relevancy

  • 1. Consumer Products and Retail the way we see it Digital Shopper Relevancy Profiting from Your Customers’ Desired All-Channel Experience EXECUTIVE SUMMARY
  • 2. Engaging with Technology- Enabled Shoppers Being a shopper today is more exciting The Journey of the Digital than ever. The consumer products and Shopper retail industry is undergoing significant Capgemini’s “Digital Shopper transformation largely because of Relevancy” study provides insight into the way that people choose to shop when, where and how shoppers want and consume. They are enabled to interact with a retailer or consumer with technology that allows them to products company through various approach the shopping process in a channels and locations across the different way than they have in the past. phases of the All-Channel Shopping Shoppers expect to find information Journey: Awareness, Choosing, in multiple sources and formats. Transaction, Delivery and Aftersales They are looking for consistency Care (Figure 1). and convergence among different This insight is crucial for companies to technologies and channels. And they be able to serve these digital shoppers have no predefined views about what in a relevant manner. This is not just “belongs” in specific channels, but will about setting up a commerce website, use whichever channel or device is most relevant. Figure 1: The All-Channel Shopping Journey All-Channel Shopping Journey Awareness Choosing Transaction Delivery Aftersales Care Maria gets her Maria uses Maria doesn't really Using her phone, Maria gets personalized Mobile ideas from her her social network differentiate Maria requests information on phone and shops and phone between mobile delivery to her accessories and at special sales to let her friends and online as she house, her matching separates events at the mall help choose does everything boyfriend's house for her recent through one or school, purchases device whichever is more convenient James’ goods arrive at James doesn’t get his home delivery box James will send James uses With one click feedback to the retailer James adds these involved in the at his pre-agreed e-mail on his mobile if there is to his regular transactional element regular time unless he suggestions to something in his order of his regular intervenes with a At Home supplement his online he is not happy with replenishment purchases as they change of regular online order happen automatically circumstances purchases Anna gets alerts on her phone about the Anna chooses Anna will order from a delivery status of the online or during kiosk in store or back order an experiential at home after she has Anna takes shopping trip, inspiration both chosen her goods Anna buys extended depending on the from online and category products and services from her mall that she sees in Store visits showroom-style stores. Any issues she deals with at home online Source: Capgemini Note: The “Digital Shopper Relevancy” study tracked shopper behavior and attitudes toward the following channels and devices: Internet sites, e-mail (such as newsletters and offers), in-store technology (such as kiosks), social media, smartphones (specific apps) and phone (via call center). 2 Digital Shopper Relevancy: Executive Summary
  • 3. Consumer Products and Retail the way we see it being active on Facebook or developing a mobile app; this is about addressing The research the specific needs of shoppers in the uncovered a variety context of how they live their daily lives. (Note: When we talk about “digital of different types shoppers” we mean shoppers who of digital shoppers, use one or more digital technologies or channels in one or more phases of their each using channels shopping journey.) and devices in different ways during their shopping journeys. 3
  • 4. Rational Online Key Findings The research uncovered a number of Shoppers value well- key findings. functioning online stores with clearly marked product T here is no “one” digital shopper. We identified a variety of different types of digital shoppers, each using information, prices channels and devices in different ways and delivery charges. during their shopping journeys. Their behavior is impacted by factors such as age, gender, product category, journey phase, market maturity, and attitudes and expectations about technology. We found some overall behavioral differences, for example: • Female shoppers: Women are generally more engaged than men 4 Digital Shopper Relevancy: Executive Summary
  • 5. Consumer Products and Retail the way we see it What Makes Categories Similar – and Different In the five product categories that were studied (food, health and personal care, fashion, DIY/do-it-yourself home improvement and electronics) we saw some similarities in how shoppers use and value digital channels and devices. For example, across all phases of the shopping journey, Internet sites remain the dominant digital channel in all the categories, followed by e-mail. But differences also stood out. Consider that the relevance of digital channels is higher for high-value categories such as electronics and DIY, compared with lower-value items such as food; this applies to all phases of the shopping journey. In addition, social media is likely to be used for searching for information in the fashion category more than in any other product category, while in-store technology is most important for DIY purchases. Mobile apps are more likely to be used to track delivery of orders in the fashion and electronics categories. We also found that the fashion and health and personal care categories have a more heterogeneous shopper base, while the DIY and food categories are dominated by Digital Shopaholics. Electronics was the only category in which Social Digital Shoppers were the largest segment, although this segment is also important in the fashion category. These are just a few of the category highlights. More details are available in the full “Digital Shopper Relevancy” report. when using digital channels. They location-based messages and offers are more interested than men from retailers via digital channels. in receiving personalized offers, Overall, shoppers in the older age recommendations and information groups are less interested in using about new products. In addition, mobile apps, although they do see women are more interested than men value in in-store technology such as in using digital devices inside the kiosks and digital devices integrated physical store to order products that into shopping carts. are not available in the store; they are also more interested in the ability The differences were less pronounced to easily compare different products when it came to demographic factors before making the final purchasing such as education and income levels. decision, and in being offered visual However, demographics are only one aids (such as “how-to” videos) to factor impacting shopping behavior. help them choose the most suitable A detailed segmentation analysis product. identified six distinct segments of digital • Older shoppers: Not surprisingly, shoppers1: Techno-Shy Shoppers, older shoppers place less Occasional Online Shoppers, Value importance than their younger Seekers, Rational Online Shoppers, counterparts on digital channels in Digital Shopaholics and Social Digital general. But this doesn’t mean they Shoppers. don’t see value in these channels. In particular, they are heavy users of Internet sites, especially during the Get the Full Story on Digital early phases of the shopping journey. Shopper Relevancy Older shoppers are interested in This executive summary presents using blogs and social networks to the headline findings of our “Digital find consumer recommendations and Shopper Relevancy” research. Yet there reviews, although they are less likely is much more that can be explored than younger shoppers to follow and applied to your own organization. retailers on social media. In addition, Look for the full global “Digital a surprising number want to receive Shopper Relevancy” study at www.capgemini.com/ DigitalShopperRelevancy. 1 Capgemini segmented the respondent base using more than 60 behavioral variables. Methods included factor analysis and k-means clustering. 5
  • 6. Techno-Shy Shoppers Techno-Shy Shoppers (13.3% of the respondents) are not interested in new technologies and do not consider digital channels or devices important during any phase of the shopping journey. They are not frequent or confident online shoppers and rarely use smartphone apps. They demonstrate the lowest rate of online shopping of all the segments across all product categories. Techno-Shy Shoppers show some slight interest in social media but prefer personal contact via phone/call centers. And they have very little interest in future digital developments. These shoppers include both young students and older consumers and many of them come from Continental Europe. Occasional Online significantly less online compared with all segments except the Techno-Shy. Shoppers When they do use digital channels, Occasional Online Shoppers (16.1% they prefer the Internet, e-mail and of the respondents) shop online in-store technology, but they rarely infrequently, with low usage across use smartphone apps or social media all product categories. They buy during the shopping journey. These shoppers use digital channels primarily for choosing and comparing products and tracking deliveries. They expect digital channels to be in their native language. Occasional Online Shoppers value flexible return options, availability of product information and customer service. These shoppers are slightly more likely to be women than men and also are likely to be high school and college graduates; 56% of Occasional Online Shoppers are older than 45. 6 Digital Shopper Relevancy: Executive Summary
  • 7. Consumer Products and Retail the way we see it 7
  • 8. Value Seekers Their typical online purchases include fashion and personal healthcare items. Value Seekers (accounting for 13.5% of Value Seekers want an easy shopping the total respondent base) are price- process with clearly marked product sensitive shoppers with relatively little information and prices, and convenient interest in digital shopping and new return policies. technologies. They shop online primarily to find the best deals on products they They are more likely to be women (63%) know they want. Smartphone apps, than men, and are also somewhat social media and in-store technology more likely to be retired than their play almost no role in their shopping counterparts in the other segments. process. Sixty percent of Value Seekers are over the age of 45. Digital Shopaholics). The Internet is their preferred channel throughout the shopping journey but they have little interest in using social media and mobile apps for shopping. They know what they want and they use the Internet to find the most optimal solution. Rational Online Shoppers value well-functioning online stores with clearly marked product information, pricing and delivery charges, as well as reliable delivery processes. They do not trust reviews in retailer-hosted consumer communities and do not regard as Rational Online Shoppers important giving feedback and receiving help through digital channels. Rational Online Shoppers (14.7% of the respondents) are relatively confident Rational Online Shoppers are equally online shoppers buying mostly fashion divided between men and women products and electronics. Overall, and 25% of them are retired. They are they are the second most active particularly prevalent in Finland and the online shopper segment (after the UK. 8 Digital Shopper Relevancy: Executive Summary
  • 9. Consumer Products and Retail the way we see it Digital Shopaholics Digital Shopaholics (17.6% of the respondents) are early adopters and experimenters and are prevalent among the digital-savvy shoppers; they use digital channels and devices like smartphone apps and in-store technology very actively throughout the shopping journey. These consumers are true digital shoppers and have a higher- than-average rate of online purchases across all product categories. They place considerable emphasis on the shopping experience. They prefer to communicate with retailers online and are active users of social media and other peer-to- peer networks to share their opinions retail stores will ultimately become about products and services. Digital mainly showrooms. Shopaholics expect the full integration Digital Shopaholics are more likely to of the physical, online and mobile be men than women and they work shopping experience by 2014, and a full time; 60% have a college degree or vast majority anticipate that physical higher. Social Digital Shoppers purchase less online than the average in all retail segments except electronics, Social Digital Shoppers (24.8% of the likely due to the fact that they tend to respondents) are very optimistic about be younger shoppers and have not yet the use of all digital technology and the reached their peak buying power. vast majority consider digital channels and devices to be important in all They are heavy users of social media phases of the shopping journey. They and want to share opinions and tend to be digitally savvy and describe experiences through digital channels themselves as frequent and confident and are active users of mobile online shoppers; however, they applications and services. Social Digital Shoppers trust mobile devices for paying for products, locating items and identifying themselves. These shoppers are more likely to be under the age of 35 (45%) and 11% are students. Social Digital Shoppers are especially prevalent in developing markets such as India, China and Mexico. 9
  • 10. S Shoppers in developing regions of respondents from India and 68% of ignificant differences place greater importance on all digital those from China said they would like to exist between digital channels, regardless of the phase of be able to follow retailers through social the shopping journey. This may be due media, far higher than in the mature shoppers in developing in part to the lack of traditional retail markets. markets and those infrastructure in these markets as well Interestingly, we found that three as the tendency in developing markets in mature markets. to “leapfrog” entrenched approaches countries – Russia, Italy and Spain – The research makes it very clear that often fell somewhere in between the in favor of the latest tools and formats. digital shoppers rule in developing developing and mature markets in For example, 72% of respondents from markets. Digital Shopaholics and Social terms of their digital shopping behavior. India and 69% from China said they Digital Shoppers form the majority of For instance, more than two-thirds of purchase more products in a single digital shoppers in China, India, Brazil, shoppers in the developing markets of transaction online than in a physical Mexico and Turkey. By comparison, India, Mexico, Brazil, China and Turkey store, compared with just 24% of those these segments account for a smaller said they are interested in finding out from Finland and 31% from the US. And percentage of the total digital shopper about new products through social 73% of shoppers from India and 74% population in the other markets media and blogs. By comparison, less of those from China prefer to be offered (Figure 2). In most of the mature than half of shoppers in the mature additional product suggestions online markets, the Rational Online Shoppers markets of US, Canada, France, vs. 34% in France and 36% in Australia. are dominant. Around the world the Australia, the UK, Germany, Finland and percentage of Techno-Shy Shoppers Shoppers in developing markets are Sweden are interested in this capability. is similar, except in France and Spain, also more engaged with retailers and In the middle are Italy, Russia and Spain, where it is higher. consumer products companies through where a little over half are interested in digital channels. Nearly three-quarters using social media and blogs to learn about new products. Figure 2: A View of Digital Shopper Segments by Country (Ranked by Social Digital Shoppers/Digital Shopaholics) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% China 44 33 1 6 2 14 India 50 26 2 5 6 11 Brazil 36 23 8 5 19 10 Mexico 36 22 3 9 21 8 Turkey 35 19 5 9 19 14 Russia 29 17 9 9 25 11 Italy 22 22 10 14 17 15 Spain 25 13 8 16 15 23 US 19 16 19 19 17 10 UK 14 20 30 18 6 12 Australia 17 16 21 16 18 12 France 16 15 24 10 16 19 Canada 19 11 16 21 21 11 Germany 14 14 22 17 16 16 Sweden 12 7 25 20 21 14 Finland 11 7 32 20 17 13 Social Digital Shoppers Rational Online Shoppers Occasional Online Shoppers Digital Shopaholics Value Seekers Techno-Shy Shoppers Source: Capgemini Note: Results are rounded and hence not all bars equal 100%. 10 Digital Shopper Relevancy: Executive Summary
  • 11. Consumer Products and Retail the way we see it D igital shoppers are focused on core functionality like price, Figure 3: Importance of Digital Channels Across the Customer Shopping Journey Awareness Choice Transaction Delivery Aftersales Care Internet site 3.94 3.92 3.80 3.92 3.94 product specifications and delivery information. E-mail (such as newsletters, offers) 3.56 3.47 3.34 3.71 3.79 Digital shoppers, especially those in mature markets, want retailers and In-store technology 3.31 3.33 3.41 3.25 3.28 consumer products companies to get (such as kiosks) these basics right before they will be open to engage. When researching, Social media 3.09 2.99 * * 2.99 comparing and choosing products through digital channels, half or more Smartphones 2.88 2.82 2.81 2.93 2.91 of respondents said that factors such (specific apps) as clearly marked product price, Phone availability and delivery charges, and (via call center) 2.67 2.63 2.70 2.87 3.08 comprehensive product information were extremely important. Of lesser importance to respondents are options such as having content in digital Source: Capgemini channels tailored to their profile and Ranked on a scale of 1 to 5 where 1 = not at all important and 5 = extremely important preferences. * While the study shows a low acceptance of social media in the Transaction and Delivery phases of the shopping journey, the study did reveal that shoppers increasingly prefer to journey through these phases via Internet sites, and many of the sites that consumers use include a “social” component. Shoppers also made it clear that they The lines blur when consumers think about social media and transacting online. Social commerce is the blending of social media expect online prices to be lower than sites with e-commerce and is growing rapidly. Social commerce is expanding to include a range of social media tools and content those in physical stores; this was cited used in the context of e-commerce. Examples of social commerce include customer ratings and reviews, user recommendations and referrals, social shopping tools, forums and communities. Shoppers are increasingly willing to transact via sites such as by 73% of all respondents. In particular, Facebook (F-commerce) and conversely socialize their thoughts on traditional commerce sites. Digital Shopaholics and Social Digital Shoppers are most likely to think online prices should be lower. More than 80% of these more digital-savvy shoppers said online prices should be lower P This seemed somewhat counterintuitive vs. about 60% of non-digital-savvy roximity matters given concerns surrounding privacy respondents. when it comes to in digital channels. But the shield of T he Internet remains the primary channel for most digital shoppers. personalization. Customers appear to be of two mindsets regarding personalization anonymity that exists in the digital world may make shoppers more comfortable sharing personal information online than in the physical store. during the All-Channel Shopping Across the phases of the shopping Journey. They express an interest Also here we see a significant difference journey, Internet sites remain the in certain types of personalization between shoppers in mature vs. dominant digital channel in all the when shopping online, but are less developing countries. For example, 80% product categories studied, followed by comfortable being recognized in the of shoppers in India and 73% in China e-mail (Figure 3). For example, 79% of physical store. Consider that 61% said said they want to receive personalized electronics shoppers said the Internet is they want online stores to remember offers and recommendations through important during the Awareness stage; their personal information and payment digital channels. This compares with 74% of DIY shoppers said the same; methods to speed up the shopping 35% in Sweden and 38% in Finland. 73% of fashion shoppers; 70% of health process. But only 41% want to be and personal care shoppers; and 59% identified through digital devices (such of food shoppers. Similar results were as their mobile phones) when entering a recorded for the other journey phases. physical store. However, channels such as social media, mobile apps and in-store kiosks are close behind, with their relevancy varying depending on the journey phase and country. Phone (via call center) is the least important channel, except in the Aftersales Care phase. 11
  • 12. Criteria that Matter Most to Digital Shoppers … Options via Digital Channels % of Consumers Saying “Extremely S eparating hype from reality is critical for emerging digital channels Important”/ “Extremely Appealing” The product price and availability are clearly 58% like social media and marked smartphone apps. Product delivery charges are clearly marked Plenty of attention is being paid by 55% up front retailers, consumer products companies Have products delivered to your chosen and the media to these new digital 54% location channels. And for good reason, given Easily return products that you are not the hype surrounding them. However, satisfied with using digital channels 50% it’s important to understand who is regardless of where purchased really using these channels. Overall, only about half of shoppers expect that the Choose from several different return options 49% use of social media and mobile apps for shopping will increase in the coming … And Those that Matter Less three years. But the number jumps Options via Digital Channels % of Consumers Saying “Extremely considerably in the developing markets, Important”/ “Extremely Appealing” and among younger shoppers, Digital Shopaholics, Social Digital Shoppers Mobile app to support in-store shopping (e.g., and those shopping for high-end 21% store map, special promotions) products such as electronics. Shop with your friends online – looking and 20% Understanding these differences is selecting together, although physically apart essential in determining where to make Be identified through digital devices when digital investments, particularly in new entering a physical store (e.g., through your 20% channels like social media and mobile mobile phone) apps. For example, in mature markets, Create public shopper profile visible to other companies would do better making 20% careful, selective investments in mobile shoppers in retailer digital channel apps and social media at the moment, Follow the retailer through social media 18% but in developing marketing those Source: Capgemini channels are more relevant and should be the first priority for a digital strategy and investment. Loyalty — and Spending — Across All Channels Our study findings make it clear that shoppers are no longer loyal to an individual channel but rather to an experience across all channels. Consider that the majority of shoppers said they were likely to spend more money at a physical store if they had used digital channels to research the product prior to purchase. In addition, they said they will spend more money with a particular retailer if products were available anytime via any channel. This point was reinforced in the qualitative comments from shoppers across the countries. “To improve the usage of digital channels in the purchasing process, retailers and manufacturers should provide an integrated experience between physical and digital touchpoints,” said a respondent from Italy. 12 Digital Shopper Relevancy: Executive Summary
  • 13. Consumer Products and Retail the way we see it Being Relevant for Digital products companies and requires Shoppers considerations that impact the entire enterprise. These include shifting Our research demonstrates that from a product- or feature-focused shoppers expect an integrated approach to a consumer- and shopper- experience across all channels but focused approach across all channels, aren’t yet getting it. Nearly 60% of and integrating processes such as respondents said they expect channel merchandising, order fulfillment and integration to be the norm by 2014, but inventory management by category more than half said that most retailers rather than by individual channel. currently are not consistent in the way they present themselves across We believe the insights contained channels. in Capgemini’s “Digital Shopper Relevancy” report can help retailers Understanding how shoppers are using and consumer products manufacturers channels and devices in the context of determine how they can profit from their daily lives is a critical starting point customers’ desired all-channel to serve them in a relevant manner. experience. The data we have collected But to realize a relevant all-channel goes far beyond what we have experience is no easy task. Providing a seamless interaction across channels is challenging for retailers and consumer 13
  • 14. About the Study Studying shopping behavior has long been a focus for Capgemini. Over the past decade we have surveyed tens of thousands of consumers around the globe as part of our “Consumer Relevancy” and “Future Consumer” research programs. In these earlier studies, the emphasis was largely on shopping behavior patterns in physical stores. With our new “Digital Shopper Relevancy” research we have expanded the focus to all channels, including those in the digital realm. Our objective: to understand how a range of channels and devices – from smartphones and mobile apps to websites and in-store kiosks – are used and valued by shoppers during the shopping journey, and to help retailers and consumer products manufacturers determine how to profit from these insights. The study focuses on five product categories: food, health and personal care, fashion (clothing, footwear, accessories), do-it-yourself home improvement (DIY) and electronics. The findings are based on 16,000 consumer interviews conducted across 16 countries, representing developing as well as mature markets: Australia, Brazil, Canada, China, Finland, France, Germany, India, Italy, Mexico, Russia, Spain, Sweden, Turkey, the United Kingdom and the United States. Understanding how published in this report – the research also includes information on how shoppers are using digital shoppers view the relevance and performance of key retailers and channels and devices brands in the respective countries. in the context of These insights can translate into direct business benefits. their daily lives is a Capgemini has further developed critical starting point our original “Consumer Relevancy” thought leadership into a “Digital to serve them in a Shopper Relevancy” framework and relevant manner. methodology. With these tools, we can help retailers and consumer products companies make the right decisions to become more relevant for digital shoppers across the phases of their All- Channel Shopping Journey. 14 Digital Shopper Relevancy: Executive Summary
  • 15. Consumer Products and Retail the way we see it For more information about our “Digital Shopper Relevancy” study and how Capgemini can help you apply the findings to your own organization, please contact: Kees Jacobs kees.jacobs@capgemini.com Brian Girouard brian.girouard@capgemini.com Bernard Helders bernard.helders@capgemini.com Additional “Digital Shopper Relevancy” study core team members: Alberto Bazzi Eloy De Sola Vidal Priscilla Donegan Sami Finne Hilary Kelly Tony Latona Peter Lindell Elina Mauno Emmanuel Rilhac Hanna Sivonen Alex Smith-Bingham Visit www.capgemini.com/DigitalShopperRelevancy The “Digital Shopper Relevancy” study in Turkey was funded by Microsoft. About Capgemini’s Consumer Products & Retail Practice Capgemini’s global Consumer Products and Retail practice works with a majority of the world’s largest retail and consumer products companies plus hundreds more. A team of approximately 10,000 consultants and technologists throughout the world helps these clients reap the benefits of industry-specific solutions such as All-Channel Experience, Demand-Driven Supply Chain, Business Information Management and Global ERP Integration. More information is available at www.capgemini.com/products and www. capgemini.com/retail. 15
  • 16. About Capgemini With more than 120,000 people in 40 countries, Capgemini is one of the world’s foremost providers of consulting, technology and outsourcing services. The Group reported 2011 global revenues of EUR 9.7 billion Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business Experience™, and draws on Rightshore®, its worldwide delivery model. Learn more about us at www.capgemini.com/DigitalShopperRelevancy ©  ettyimages.fr/ Iconica (page 3), Cultura (page 7). G ©  hutterstock.com/ mangostock (cover), Tyler Olson (page 4), Kzenon (page 13), S Supri Suharjoto (page 14). ST-06/12 Rightshore® is a registered trademark belonging to Capgemini. The information contained in this document is proprietary. Copyright © 2012 Capgemini. All rights reserved.