China client seminar global retail roundup_NG_D2 250116

1© GfK January 25, 2016 | Global retail trends, challenges, opportunities
GLOBAL
SHOPPING AND
RETAIL TRENDS
Norrelle Goldring, January 2016

We view retail evolution
as similar to Charles
Darwin’s description of
evolution:
It’s not the strongest of
the species that
survives nor the most
intelligent, but the one
most responsive to
change.
Ruslan Kogan, Kogan online retail
appliances



5 global trends for today‘s presentation
Selected from 12 ConsumerLife ‘Trendkeys’

The 5 trends we’ve chosen for today’s presentation
12 Global Trends under 5 Themes that represent genuine, long-term shifts in the
attitudes and behaviors that shape consumers’ needs
Sense of Well-being
Streamlined
SatisfactionWe Are All Influencers
Eco-citizenship Identity
Considered
Consumption
Instant Everywhere ExperienceSafe & Secure
House to Home Redefining Value
Prevention
Engaging in proactive
and peace-of-mind
strategies
Conscientious
Choices increasingly
influenced by social
considerations
@Home
Wherever
Connecting with consumers
on their terms
Me-ism
Brands channel self-
expression and
personal influence
Expectation
More…is no longer
enough

Translation of these global trends into retail implications
Trend Retail Implication
Instant Everywhere
Micro-moments, mobile, omnichannel, shop & deliver anywhere,
convenience
Experience Collaboration, emotion, humanising retail, novelty & fun
We’re all influencers now Reviews, sharing economy, social media role
Identity Co-creation. Know me to tailor products, services & offers to me
Streamlined Efficient, easy, simple, one-tap/one-click, choice and complexity reduction

“What do I want? Everything. When do I want it? Now!”
Instant Everywhere
Global Trend | TrendKey

360º Convenience
On-demand
Stretched Lives
Empowerment
Immediacy
Flexibility
Service
Connectivity
Instant Everywhere | Insight & Keywords
I n s i g h t K e y w o r d s
88% Med-High Impact
Innovation means … A faster
way of doing something 25%
Satisfaction with availability of
online ordering and home delivery
50%

Deliver to home Deliver to collection point
Deliver to my car Deliver to store
Retail no longer finishes with the ‘store’
Spare capacity and sharing economy can be used for deliveries

Shop en Route with ‘Click and Collect’ … anywhere
Boxeway, Argentina
Click & Collect lockers in high-traffic areas such as
gas stations and train terminals. Lockers are rented
out by retail brands who contact their customers via
text or email when the item has reached the locker.
InPost, UK
A network of 1,000 parcel lockers for
marketplace sellers and businesses
ParcelPod, UK
Parcel and mailboxes for unattended deliveries
– at your home or place of your choosing

Even McDonalds are in on the act,
with 30 minute delivery in Shanghai

JeansOnline & Lamoda:
Courier will wait 15 minutes and take back unwanted items
• Dutch retailer JeansOnline launch a home delivery
option that allows shoppers to give any unwanted
items straight back to the courier. With the Easy Fit
& Return service, customers have 15 minutes to
try on garments, after which the courier will return
to collect any purchases they do not want to keep.
• Couriers from Russian online fashion
store Lamoda will wait 15 minutes for returns and
offer fashion advice if asked.
Source: Trendwatching.comc

Being convenient has been essential since retail began.
Now there are multiple ways shoppers expect to be able to reach you, 24/7
To create attraction from the moment of trigger you must be continuously available
Purchase

Experience
As consumers become more sophisticated, the focus turns from ‘what I’ve got’ to ‘what I do’.

Social & Cultural Capital
Shared Experiences
Novelty & Fun
Entertainment
Exploration
Sensory Stimulation
Excitement
Happiness
Experience | Insight & Keywords
71% Med-High Impact
Experiences are more important
than possessions
38%
Innovation means … A more fun
or exciting
way of doing things
18%

If experiences are more important than products,
then storytelling = storyselling
An incredible idea makes people believe. An emotional idea makes
people care. Right stories make people act.


BOQ – Humanising Retail Banking
If this looks or feels anything like a bank, I’ll
walk out!” - BOQ CEO, Stuart Grimshaw
Objective: deliver a customer experience that aligns
with new positioning -"It's possible to love a bank!"
Results:
In its first week this
branch outperformed the
No.1 flagship store
75% of new business
written in the first 3 weeks
from customers who have
never had a BOQ product
before


Peach bottom pants crack the Chinese fruit market
Objective: boost sales ahead of China’s version
of Valentine’s Day
What: fruit vendor in Nanjing dressed the fruits in
miniature versions of women’s lingerie and sold
them for a jaw-dropping 498 yuan (US$80) for
nine naughty peaches.
Result: The idea quickly became a hit, causing
the vendor’s online fruit sales to skyrocket and
inspiring copycats, despite the astonishingly high
price.

‘Experience’ means shoppers want services based on their needstates, not
categories. This may often mean collaborating with your competition.
Merchandising to an occasion Competitor collaboration

We’re All Influencers Now!
Technological developments have made it easier than ever for consumers to influence
one another.

Connected
Recommendation
Listening
Word of Mouth
Trusted Opinions
Advocacy
Real-Time Reviews
Crowdsourcing
We’re All Influencers Now! | Insight & Keywords
85% Med-High Impact
Technology helps to …
Make me feel connected 67%
Interested in the use of
peer-to-peer services
28%

Q8: When shopping for [category], how important was each of the following factors in your shopping decisions?
Peer to peer communications are vital to Chinese shoppers
Previous Experience w/
• Brand
• Retailer
• In store displays/store circulars
• Shelf info
• Coupons
• Packaging
• Social media
• Gen. shop sites
• Brand sites
• Ability to pay with mobile online
• Shopping apps
• Retailer sites
• Location-enabled apps
• Online expert reviews
• Retailer apps
• Store circulars
• Manufacturer apps
• Ability to pay with mobile
in a store
• Brochures/print
• WOM-friends and family
• Consumer opinion websites
• Online reviews from other shoppers/users
• Product samples/demos
GfK FutureBuy® 2015

Dan Murphy’s: using local customer reviews to influence at
shelf and online the wine shoppers buy

Identity
“Carving out and protecting my identity, being free to be my own person.”

Individuality
Self-expression
Bespoke
Tailored
Targeted
Personality
Customized
Unique
Identity | Insight & Keywords
87% Med-High Impact
I like to buy products that
can be tailored to my
needs
23%
Innovation means … Being
unique and really different
18%

“Companies still depend on mass media marketing to drive impersonal transactions.
To compete, companies must shift from pushing individual products to building long-term
customer relationships.”
Product
Centric
Harvard Business Review, Re-thinking Marketing
Consumer
Centric
Balance of power shifting from product to shopper.
Engagement has never been more important.
Relationships and personalization is the key to engagement.

Tory Burch staff ‘client book’ ipads aid customer
recommendations instore
Provides information on customer’s prior purchases and
online lists to store staff sales associate
The average order for Client Book customers is 62%
higher than the typical Tory Burch customer

Target Australia’s next generation store free ‘Style Me’ service
Dedicated stylists:
• Talk to customers about the latest
fashion, style customers with what
looks good
• Take them to a special area where
they will fit them
• Go through all fashionable pieces that
are on the floor
• Can be booked in or done on-the spot
Stores also have digital photo kiosks
which serve as tshirt printing stations for
one-offs and short runs.

Streamlined
‘Less is more’ for some, but many just want to bring a little order to their cluttered lives.

Simplicity
De-cluttered
Uncomplicated
Minimalist
Innovation
Rationalisation
Choice Curation
Stress Reduction
Streamlined | Insight & Keywords
90% Med-High Impact
Technology helps to …
Make life easier 71%
Innovation means …
An easier way of
doing something
41%

SOURCE: Digital log-file data n=201 INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes.
Increasing touchpoints and info means an increasingly complex
shopper path to purchase
Many touch points makes it difficult to engage throughout journey.

Shoppers often cross platforms & media over multiple visits during
the purchase journey

Mobiles are primarily used to make the purchase journey easier
and prevent ‘running around’
26
26
17
17
16
To search for information about the product/service
To compare prices or request price match
To locate a store
To check availability of a product in store
To access reviews of the product/service
Top – info, price, location, availability
To search for information about the
product/service
To compare prices or request price
match
To locate a store
To check availability of a product in
store
To access reviews of the
product/service
Q16 Let’s focus on the last time you used your device to help you shop. In which of the following ways did you use your device when you were shopping
Source: Futurebuy 2015 Australia data

Skip the queue, happy you
The end of the queue?

‘Findbox’ scanner helps shoppers find products in hardware
stores
Issue:
For large stores and DIY outlets with a
large inventory of similar products,
customers can often get confused while
trying to find a particular item and end up
leaving without buying anything.
Solution:
Findbox acts as a digital assistant that can
locate items. The device features a scanner
that can recognize 3D objects and match
them to products in the store.

Paying with faces – the future of one-tap/click payments
Description
Consumers who shop at 100% Genuine Imported Food
Chain Stores in Shanghai now need only to present
their faces and hands to complete a financial
transaction.
The ‘face pay’ technology measures and records the
capillary network data of customer’s faces and hands
using the registers. Each head and pair of hands have a
unique network of tiny blood vessels. Using an
algorithm and specialized devices, thermal scanning
can record the information much like a fingerprint.
Transactions using this technology are expected to be
not only more convenient but more secure.

Summary: what does all that mean?

Create experiences, not transactions
Create solutions around needstates
Inject emotion, fun, novelty and
sensory stimulus into shopping
Make retail human. Tell a story
2 Experience
Collaborate with customers – co
create
Segments of 1 – market to individual
customers based on their history and
preferences
4 Identity
Be where your shoppers are,
continuously available from moment
of trigger, at all stages of the journey
1 Instant Everywhere
Make it one click/one tap
Curate what customers see
Collapse stages of the purchase
journey
5 Streamlined
Understanding the differing roles,
attributes and benefits of both the
physical store and the online store.
6 This means …
Showcase customers’ reviews of
products in physical stores and online
Harness positive word of mouth –
create offers around customer
advocacy programs
3 We’re all influencers
The following considerations underpin our approach

“People will forget what
you said, people will
forget what you did, but
people will never forget
how you made them
feel“
- Randy Garutti
Shake Shack founder
Per others before him

THANK YOU
Ask us about:
• Customised Futurebuy report
for your category
• ConsumerLife and Trendkey
reports
norrelle.goldring@gfk.com
Norrelle Goldring
Regional Shopper Lead, APAC
P: +61 2 9900 2888 | M: +61 437 335 686
Further retail-related reading:
• Deloitte ‘Navigating the Digital
Divide’, 2015
• IBM ‘Smarter Consumer Study,
2015
• Deloitte ‘Mobile Retail Influence
Factor’, 2012

APPENDIX:
ConsumerLife TrendKey definitions for
trends not shown today

Heritage
Provenance
Conscious Consumption
Transparency
Integrity
Respect
Authenticity
Fair Trade
Considered Consumption | Insight & Keywords
I n s i g h t
Every purchase decision I make says
something about me. I value companies
that are honest and transparent in
everything they do and say and have
nothing to hide. I want to make
purchases with a clear conscience in the
knowledge that I’m doing the ‘right’ thing.

K e y w o r d s


Critical Consumers
Quality
Choice
Best Value
Durability
Guarantee
Cost/Benefit (Value Equation)
Savvy Shopper
Redefining Value | Insight & Keywords
I n s i g h t
As a price-conscious, critical and savvy
consumer, best value, as opposed to
just best price, is top-of-mind for me and
shapes my shopping behaviour and
brand choice. I demand and expect to
receive quality and value at all price
points. This doesn’t mean that I’m only
going to buy prestigious brands. I will
consider any options that offer me
quality without compromise.

K e y w o r d s


Indulgence
Fulfillment
Gratification
Reward
Extravagance
Surprise & Delight
Exceed Expectations
Best-in-Class
Satisfaction | Insight & Keywords
I n s i g h t
I want to have fun and feel special with
every activity and purchase. I expect to
be indulged, excited and rewarded by
everything I buy and every activity I
choose to do. Fail to deliver and I will
happily look elsewhere for a brand or
service that can meet and exceed my
expectations. After all, I and my loved
ones are worth it, and both our time and
money are precious commodities.

K e y w o r d s


Reassurance
Protection
Trust
Security
Fear Negation
Assuagement
Anxiety
Risk Aversion
Safe & Secure | Insight & Keywords
I n s i g h t
I want to be kept safe and secure in a
world of increasing uncertainty, threats
and danger (both real and perceived).
As I become more risk-averse and
anxious about my world, I need constant
and timely reassurance that the brands
and services I choose are safe for me
and my family. All institutions and
companies will need to work harder to
earn and keep my trust in a world of few
sureties and more choice.

K e y w o r d s

71% Med-High Impact

Pursuit of Wellbeing
Inner & Outer Beauty
Nutrition
Healthy Options
Health Gap
Balance
Youthfulness
Be-Your-Best
Sense of Wellbeing | Insight & Keywords
I n s i g h t
It is important for me to look good and
feel great at all times in both mind and
body. My outward appearance reflects
my inner peace and satisfaction.
However, given all the pressures on my
time and pocket, I find this hard to
manage. I actively seek out brands,
products and services that can help me
achieve my goals.

K e y w o r d s


Corporate Citizenship
Eco-friendly
Green Guilt
Eco-conscious
Greenwashing
Sustainability
Green Awakening
Reduce, Reuse, Recycle
Eco-Citizenship | Insight & Keywords
I n s i g h t
Increasingly I think about the impact that
environmental pollution and global
warming is having on my life and that of
my children. When choosing which
products to buy and services to use, I
consider the consequences that my
actions have on the planet; and I expect
companies and brands to act on my
behalf. Wherever possible I will do what
I can to reduce my impact even if that
means consuming differently or
consuming less.

K e y w o r d s


Sanctuary
Habitat
Investment
Status Symbol
Nesting
Cocoon
Professional Quality
Entertainment Hub
House to Home | Insight & Keywords
I n s i g h t
My home is my haven of peace, my
fortress and protection from an unstable
world. My home is a reflection of who I
am and what I value, a place where I
can care for and entertain my friends,
family and neighbours. Spending time at
home shouldn’t mean that I miss out on
what’s going on in the world, so I
appreciate products and services that
augment my in-home experience.

K e y w o r d s


Asia-Pacific
• Australia
• China
• Hong Kong
• India
• Indonesia
• Japan
• Malaysia
• Singapore
• South Korea
• Taiwan
• Thailand
• Vietnam
North America
• USA
• Canada
Western Europe
• Belgium
• France
• Germany
• Italy
• Netherlands
• Spain
• Sweden
• UK
Central/Eastern Europe
• Czech Republic
• Poland
• Russia
Latin America
• Argentina
• Brazil
• Mexico
• Peru
Middle East/Africa
• Egypt
• Ghana
• Kenya
• Nigeria
• South Africa
• Turkey
• 30,000+ consumers each year
• Running 20 years
• Consumers aged 15+
• Between 1,000 and 1,500 consumers
per market
• Covering c.84% GDP
“Largest, longest-standing and
most robust consumer trends
study in the world”
GfK Consumer Life | Overview

GfK Consumer Life | Topic coverage
Food and beverage
Aspirations, life attitudes
Technology and media
Health and personal care
Advertising & brands
Money & finance
Consumer mood
Travel and automotive
Influences & information
Retail & shopping
Leisure and lifestyle
Personal Values
Environment & CSR
…and more
Insights in to virtually all dimensions of life…
…providing a holistic view of consumers’ lives

China client seminar global retail roundup_NG_D2 250116

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