O documento discute a evolução do consumidor para um modelo multicanal, onde as expectativas são formadas por diversos fatores como tecnologia e influências sociais. A pesquisa mostra que os consumidores buscam maior conveniência através de múltiplas tecnologias e canais, mas ainda valorizam a opinião de familiares e amigos. A confiança é essencial nesse novo ambiente.
Thank you so much for inviting me here today My name is XXXXX, from IBM and I am the XXX ( describe your role) Today I’ll be sharing with you the results of our latest study from the Institute for Business Value called, “Winning over the empowered consumer: Why trust matters” We have a group within IBM called, The Institute for Business Value, which is IBM’s thought leadership group The IBV conducts research and analysis across multiple industries and disciplines for two reasons: One: to help you understand what consumers want and therefore help your businesses succeed. Two: to provide this input back into our products so that we can continue to invest and develop technology for Varejistas
We have a long history of talking directly to your consumers.. We surveyed 15 countries this year (8 mature and 7 growth) but we also we went and listened to where they are talking on facebook, twitter, blogs, product reviews, We listened in on 1 product category - Sports Apparel from May 18, 2011 to Cyper Monday, 2011 The case study was focused primarily in North America (US and Canada) We listened to 1.2 M digital conversations over this 6 month period
We looked at the data through 3 lenses to understand what trends and what is unique based on: income, generations and product categories. Income – ranges for Australia have been grouped as: <$25,000 , $25,001-$50,000 , $50,001-$70,000 , $70,001 – 110.000 and $110,000 + . Generation – we surveyed them by age ranges teens, 20 ’ s, 30 ’ s etc The Generation 15 – 19 year olds is lower this year because we had to ask the parents for permission to survey them and not as many responded. So you understand how we capture data at this level let me explain the survey: When a respondent came into the survey, they were asked “ for which product categories do they frequently shop? ” we randomly assigned a product category to them and then asked them who was their primary Varejista for the particular product category From this point forward, the product category and the primary Varejistas name is piped into each question. This allows us to get down to an individual Varejista level and analyze the data if we chose. NOTES: Female 71% Male 29% (global stats) –
Last year, we discussed that it was more than technology impacting the consumer and their expectations were different. There expectations are based the consumer knowing everything about you as a Varejista, about your products, your service, your price, your promotions, your delivery, your product quality.. If you remember last year, we stated that the consumer data was telling us to “Serve them, don’t sell to them because they already know what they want when they come into your store, and they expect service. This year.. they expect your loyalty. As Varejistas we talk about loyalty programs, but are they really? Or are they programs used for promotions and analysis. Consumers saying “be loyal to me”, It requires a mindset change, to look at our technology and our business process to not only guarantee we increase margin and sales, but to leave them feeling like kings and queens In addition to their expectations we also looked at how they use technology, where everything is known, what are their attitudes this year..this is one area that has changed since last. We call it the “era of open minded” and last of all, who is influencing them. For the past few years, they have demanded more personalization across every aspect of retail, but this year due to the platforms that they have to discuss your products, we seem joining into like minds of communities that we call “We” So let’s take a look at their technology
We have studied technologies for the past two years and there appears to be a plateau, at 20 – 25% of the consumers do not want to use technology. What’s important to understand is that the desired technologies are way more than just the internet, mobile or even tv.. Consumers are branching out and embracing new technologies. In fact, almost 24% of the population is willing to use 3 or more technologies to shop and to browse Just consider that mobile purchases went up 300% this year on black Friday according to IBM’s coremetrics measurements REMINDER: DESIRE is not that they are shopping with but their WILLINGNESS TO shop with technology if it was made available to them.
We understand more than just the consumers willingness to use, we understand their attitudes. For example all countries except for Brazil and Chile believe they are willing to use websites because they are convenient, It is only the chileans and Brazilians predominantly believe that websites result in a lower price. 85% of consumers believe social networks will save them time The last two years we asked questions about consumers willingness to use mobile to check out and then separate questions on what type of functionality they wanted. This year survey we put the top answers in 1 question and asked them their primary reason to wanting to use mobile..60% globally want to use it to check out. Consumers still want to use mobile to help them find help, locate products and allow you to push promotions to them when they are scanned in mature countries.. In the emerging countries it’s okay to push promotions to them on their mobile
When we asked consumers if they are willing to give up private information, like the list on the screen, the answer was no. Then we asked them the question listed on this slide, “What is your willingness to provide information in exhcagne for something relevant to you (non-montetary).. Notice that a large percent 45% are willing to provide their media usage habits. In fact, we asked are Varejistas communications to your liking? If they strongly disagreed, we asked them are the communications to much or too little? Surprisingly a majority of them said they were too little. Are they really too little? Or are you talking but you are aren’t in the right channel. Are you over penetrating one channel but not penetrating in the right channels? By understand how to answer this question, we helped a Varejista eliminate $600 M from their marketing spend with zero impact on sales, in fact sales went up. If you consider this slide, there is a huge amount of Neutroity.. Those willing to be won over. Brazilians are more likely to share their medical information than the global population, which places medical in 2 nd to last place
We asked them again this year, who do they trust? Though their friends, family and strangers will rule, the Varejista and Fabricante voice is louder. This is a good sign Why do we think this change has occurred? Smarter Varejistas are making progress through technology. They are using data to provide more personalized and relevant messages, they have landing pages that say “Welcome back (INSERT YOUR NAME). It makes us feel like they know us. Varejistas, For example Walmart launched 3500 face book pages locally at Christmas time allow store managers to monitor local discussions and address concerns; there is a 1 to 1 community discussion that is beginning to occur.. Consumer have always trusted others more, but now it is documented because it is digitized; you can find information on any Varejista or Fabricante.
Let’s talk about their shopping behavior.. Last year we discussed that consumers were fragmenting each of the shopping process. This year we went deeper to try and find out exactly what was happening and how Varejistas could respond.
Technology and new source of influence are continuing to change how consumers become aware of new products. First of all, we have to congradulate you.. Many Varejistas spent a lot of moneyt his year on search engine optimization and it paid off Secondly, the store still rules. As it rises to the top in awareness Third, you will notice that the consumer controlled media is gaining momentum. Emails plunged, we attribute this to a few things: 1) most consumers don’t even give you their valid email address: 2) generations like 20 to 29 years who have a large spending power don’t even have emails and older generations don’t use email, there is a lack of personalization, why should open it and read it.. The point is Varejistas need to be smarter about the $ they invest in email considering these findings as well as overall; And we look at how where they go to research... (Turn page)
This year we asked them where they became aware, and where they went to research.. In addition, we asked them if they received all of the information usually to go and purchase. If they did not receive all the information was missing and where did they go to research next. If they have enough information, where did they go to purchase. You read this graph as follows: On the left is the primary research channel, The body is where they purchased? For example, if they are researching in the store… 83% buy in the store Or if they research in TV/radio/mail billboard… 81% buy in the store. Look at the bottom part of the graph.. Which is the digital research channels? Notice how the store is much smaller and website and portal grows.. In addition mobile pops up as a more significant percent in the “other” category. As they start digital.. The consumer will most likely purchase through digital. What does this mean? Mobile App – allow them not to just browse but make it simple to purchase; It may be as simple as QR code, know who the consumer is and who they usually buy for;; click the image to purchase – know their size and default to their size; let them select their color; confirm the ship to address which you already know there address; know there preferred payment; then communicate back to them.. Tell them about delivery; remind them to write product reviews and recommend easily; The more simple it is, the more likley they will stay in that channel; So what happens to the 1/3 that are not ready to buy? Why not? We asked this question last year, but this year we know what was missing
What we found is the consumer is more complex, more competitive and more sophisticated. They have higher expectations than every before,. That is why Varejistas have enhanced customer insight/segmentation In fact, consumers think the future is about them. We identified this trend last year and used to joke that the future was about me.. After 2 years of data, we know its about them. The data says the same thing as the past two years; it doesn’t matter how many different ways we ask the quesitons or how many different probably answers we put into a questionnaire or how complex and different the statistical models are that we use.. The consumer continues to say: Serve me… Don’t sell to me. The consumer is armed with information and their technology when they get to the store. They probably know what they want, when it comes to being served. In fact, consumers don’t want your opinion because they have formed their opinion from their family and friends. They want you to serve them. If they ask a question, respond. The assistant doesn’t need to be the expert, the consumer is and they expect to be served. The question is what is your brand promise? Is it being polite and courteous, a quick check out, larger more innovative product selection or arming your consumer with the data needed to make decisions. So if you want to serve them… you need to listen to them, know them and empower them. This year.. We noticed a a new trend…
Our recommendation is to review your processes, your technology to detemine how well you are maintaining control from awareness to purchase. (COVER THE FINDINGS?IMPLICATIONS ON THE SLIDE) We know the following: Technology empowers the consumer Consumer are open minded Retail is digital, but you can’t ignore the store A FEW ADDITIONAL THOUGHTS OR QUESTIONS: 1. In the section, Retail is digital... Let’s assume your online store is your “flagship store”.. What’s your physical store become? We believe in the future, Varejistas need to differentiate their stores based on convenience, experiences, very specialized product categories and services.
First of all, what is trust? Definition: Trust (noun) assured reliance on the character, ability or truth of someone or something b) one in which confidence is placed In order to get them into your store / website, you must establish trust.. Trust is a theory that a person develops regarding ’s someone’s future behavior based on all their interactions with you Yet we know trust is very hard to define; it’s a feeling. We also know that it takes years sometimes to earn it and seconds to break it.
We partnered with SDA Bocconi School of Management, who has a masters management retail program in Milan, Italy. Dr. Sandro Castaldo and team had develop a model on trust, This models theory is that is insufficient to focus just on the retail experience or the product alone to increase trust, you must do both and be ambidextrous. It looked at the relationships between the experience with the retailer, the experience with the brand the retailer communications.
What do we recommend.. Be ambidextrous and focus to deliver on both the product and retail experience. Give me quality, variety and value Turn your associates in to service associates, make them the ambassador of your brand Market to me on my terms
We reviewed 1.2 m documents over 6 months taking into account back to school, black Friday and cyber Monday. We utilized our own tools, Cognos Consumer Insight (CCI) to listen. KEY WORD DEFINTION: A Snippet is a piece of text stored in IBM Cognos Consumer Insight, which are relevant to the analysis you are interested in pursuing. These text segments represent consumer sentiment and are retrieved from various blogs, forums, microblogs, etc. Types and Concepts allow the consumer to filter or narrow their view of the snippets Hotwords are terms of interest and act as an additional filter, allowing a consumer to view data from another perspective. Hotwords are independent from Types and Concepts Relationship Matrix allows a consumer to analyze the relationship between two dimensions, to gauge impact and potentially identify future messages among key audiences. Evolving Topics are groups of keywords occurring most frequently in snippets, which may not be assigned to a defined Hot word. This allows the consumer to understand and analyze trends/common discussion topics over time.
Marketers can only achieve this customer-centric model if they have the technology to reinforce their programs. We’ve built our technology over the past decade with the understanding that knowledge of your online visitor, each visitor will help you approach that prospect or customer and help move them toward a determined business goal. And we know that a personalized experience, in the form of recommended products and services, content, emails and offers and in site designs and optimized web pages generates significant, often instantaneous results for online businesses. This is why we’ve built our technology to track each and every visitor to your business, why we enable you to build the richest, most complete profile of a customer, why we’ve invested in the concept of personalization and segmentation for every marketing initiative and why we believe that the more information you capture, the greater your ability to continuously improve future approaches to new and existing customers. The Coremetrics Digital Marketing Optimization Suite enables you to create a compelling experience throughout each customer’s digital lifecycle through the fusion of customer profiles, web analytics and digital marketing execution. Let’s now take a deeper look into each of these three facets.
Marketers can only achieve this customer-centric model if they have the technology to reinforce their programs. We’ve built our technology over the past decade with the understanding that knowledge of your online visitor, each visitor will help you approach that prospect or customer and help move them toward a determined business goal. And we know that a personalized experience, in the form of recommended products and services, content, emails and offers and in site designs and optimized web pages generates significant, often instantaneous results for online businesses. This is why we’ve built our technology to track each and every visitor to your business, why we enable you to build the richest, most complete profile of a customer, why we’ve invested in the concept of personalization and segmentation for every marketing initiative and why we believe that the more information you capture, the greater your ability to continuously improve future approaches to new and existing customers. The Coremetrics Digital Marketing Optimization Suite enables you to create a compelling experience throughout each customer’s digital lifecycle through the fusion of customer profiles, web analytics and digital marketing execution. Let’s now take a deeper look into each of these three facets.
The third facet of the IBM Coremetrics Suite is digital marketing execution.
10/17/12 IBM / TCCC Confidential We listened to understand what consumers are discussing and how they feel about Varejistas at 4 different levels: Transaction level – does the Varejista provide what I need for a good price This is the base level of retail; you need to have product and a good price to be in retail Service – how easy was it to do business with the Varejista? Relationship – does the brand value my business and give me a reason to come back? Does the brand align with my lifestyle emotional needs and values?
Weight refers a combination of variables of terms, it weights the conversations related to the search – frequency, which is the width Sports apparel and manufactures for a specific period of time, it lists all the words related to the conversation, weights them associated with relevance; The higher the weight, the higher the relevance to our search; 175 is the highest weight and it starts with the highest relevancy identifying the individual and then going down from there to give insight into the conversation In that context we see word clusters are relevant dominant things in our search; The larger the size of the word = the frequency this topic was discussed in the conversations: Weight is in relevance to the search you are looking for; Creative brief for web page or printed ad; What do the different colors
WebSphere Commerce customer examples that have implemented micro-sites One or more brands > Multiple Segments Abercrombie & Fitch leverages micro-sites to deliver lifestyle-driven shopping experience to meet the needs of three unique segments
39 of the IR Top 500 e-retailers who use WebSphere Commerce
No Time for Shoe Shopping? Fly Delta for Free In-Flight Zappos Access Tesco Koria para numero 1 on line e closer numero 2 offline Sears, bus stops com tabloide de brinquedos Cencosud com parede virtual no metro santiago (IBM)
We are here today to talk about Smarter Commerce Smarter Commerce is a unique approach that increases the value companies generate for their customers, partners and shareholders in a rapidly changing digital world. It is designed to help companies better integrate and more effectively manage their value chain, including buy, market, sell, and service processes to put the customer at the center of decisions and actions leading to greater customer loyalty, revenue / margin growth and agility. Smarter Commerce is about redefining business in the age of the customer We would like to take you our perspective of the market, how it changing and how you can capitalize on these changes.
We are experiencing dramatic shifts in commerce brought on by empowered customers – mobile/social/digital are changing not just the way that our customers interact with us, but they are changing business models and the global commerce landscape. No matter what industry you are in - insurance, manufacturing, banking, retail, telecommunications – whether you are a B2B or B2C business, these dramatic changes effect you – and businesses have a choice –to embrace and capitalize on these changes now and thrive, or to wait and be left behind. The empowered customer – how do you connect with them and deliver value – how do you know when and how they want to interact with your business? And how to you innovate and work collaboratively with your trading partners, selling partners, distribution partners, service partners suppliers and marketing agencies? Because we all know – no company is successful alone – it takes an ecosystem from suppliers to trading partners / service partners to marketing partners all connected seamlessly to deliver exceptional experiences to customers and to keep them coming back for more. This conference is all about helping you succeed in all these areas and more …but first let ’s look at the empowered customer ….
At IBM, we call the path forward Smarter Commerce...centered on the customer...which is itself is not a new idea – however, truly operationalizing it in today’s world of mobile/ social, ‘instant business’ Smarter Commerce is about Buy: Smarter Commerce optimizes supplier and partner interactions based on changes in shopping/buying behavior across the supply chain and reconsiders partner roles and relationships to generate new and differentiating customer value. Market: Smarter Commerce uses customer insight - deep insights about customers – gleaned in large part from the global conversations taking place online– to deliver timely and personalized engagement across multiple touch points. Sell: Smarter Commerce enables customers and partners engagement so they can shop, exchange information, and collaborate across all touch points, spanning human, digital, social, and mobile modes of access that are optimized according to their preferences. Service: Smarter commerce enables flawless customer service across all customer interactions and anticipates their behavior and take action to keep them loyal. Smarter Commerce drives measurable business outcomes for our customers allowing them to respond more effectively to their customer needs. It is a strategic approach that places the customer at the center of their business operations and uses enhanced insight to optimize execution through the complete commerce value chain.
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1-800-FLOWERS.COM needed to replace multiple, diverse, siloed e-commerce systems with a unified technology platform. Benefit of Solution • Enables rapid creation and deployment of retail Web sites, allowing 1-800-FLOWERS.COM to try out new offerings with very little investment and risk • Facilitates cross-selling between brands by unifying the underlying technology • Ensures a consistent look and feel across the company • Provides a rich, differentiated customer experience • Reduces maintenance and development costs IBM WebSphere Commerce CROCS Cross-Channel Order and Inventory Awareness Improves Efficiency at Crocs – they were able to Create a single view of inventory that can be accessed across all regions and channels, resulting in: Fill rate on web orders at nearly 100% All inventory now planned and reserved by channel Improved end-user and wholesale customer IBM ® Sterling Order Management DANONE Implemented a flexible solution capable of improving key operational performance metrics such as inventory coverage, operational efficiency, equipment utilization, product waste, and changeover and cleaning costs. Benefits: Increased service levels and operational efficiency while reducing inventory and production costs. Generated an optimized schedule in under 15 minutes; improving the agility of the plant. IBM® ILOG Plant PowerOps
Of course, most marketing organizations won’t – and shouldn’t – adopt the full set of EMM capabilities all at once. Doing so isn’t impossible, but it’s more typical to see marketing organizations start with EMM by choosing the needs of a particular group or team within the larger marketing organization to focus on first. To support this approach, IBM’s EMM suite is designed to be adopted as individual solutions for particular user groups. Today, IBM’s EMM suite is made up of three specific solutions -- which have been designed for user groups with roles that align with typical/best practice marketing organizational structures: Digital marketing groups typically have responsibility for all things digital, such as the Web site, mobile Web and mobile apps, search marketing, online display ads, sometimes email and mobile messaging, and social media marketing. These digital marketing channels span all three media types, “paid,” “earned” and “owned.” These digital marketers need to turn online prospects into repeat customers and loyal advocates. The EMM solution for them is the Digital Marketing Optimization solution. Customer relationship marketing groups that use customer data for targeted marketing intended to build relationships, increase customer loyalty, reduce churn and grow customer lifetime value. These marketers need to engage each customer and prospect in a one-to-one dialogue across communications channels. They typically use the “owned” media types, such as email, direct mail, and increasingly live customer touch-points such as Web sites, call center, kiosks, and in-store or in-branch personnel. The EMM solution for them is Interaction Optimization. Marketing leaders, planners and decision-makers are less concerned about marketing through specific channels than in measuring overall marketing performance, creating marketing plans and budgets and making decisions about marketing investments. People in these roles need to improve overall marketing operations, and in particular the planning process, to reduce costs and increase results to maximize marketing ROI. The EMM solution for them is Marketing Performance Optimization.
Direct channel Personalization, customer-centric – My Style ("MyStyle" engraving and color options) Wish list Great example of using a single platform for multiple business models. Sony Electronics has launched a new and improved SonyStyle.com that provides easier navigation, customer care and personalization tools to improve the overall shopping experience, the company said. "Savvy shoppers are looking for resources to help identify the best product for their specific lifestyles," explained Brian Siegel, VP of SonyStyle.com. "In revising our online platform, we developed a best-in-class Web experience by incorporating the features consumers expect from Sony. With enhanced features and tools, SonyStyle.com offers an easy-to-use resource to help people make smart buying decisions through any channel they prefer — the Web, telesales, Sony Style retail stores or any of the hundreds of Sony retail partners." The revamped site features a central location where consumers can learn about an array of Sony products, including electronics, movies, music, video games, gaming hardware and accessories, and also offers enhanced online features and resources. These include: Personalization tools that are tailored to each individual shopper, including customized order information and a "wish list" to help consumers keep track of selected products. Customers also can personalize many of their online purchases by selecting exclusive "MyStyle" engraving and color options. Comparison tools that allow shoppers to compare different Sony products by price and feature so they can make smarter purchasing decisions. Visitors can also email pages easily to friends or family members to get their input before a purchase is made. Intuitive navigation and a simplified checkout process, including the option of having the site "remember" a shoppers' credit card information, and a "save for later" option where customers can return to their shopping cart at a later date without losing their product selections. Consumers also have more flexible shipping options, including three-day delivery for most TVs. Sweepstakes, including the most recent "Surf in Style Sweepstakes" that offered the chance to win weekly prizes by answering Sony-related product questions, plus a grand prize Hawaiian vacation for six. The Sony Style Campus program, which offers students and their parents a selection of bundled personal computer products, such as VAIO notebook computers packaged with an extended service plan, a mouse and a carrying case. Sony plans to launch other college-oriented products and promotional packages on SonyStyle.com throughout the year. These programs will also be available at Sony Style retail stores nationwide.