1. 14/01/2013
Jill Puleri
Vice President and Global Industry Leader for Retail
IBM Global Business Services
2013 IBM Consumer Research Study
From Transactions to Relationships: Connecting with the Transitioning Shopper
• 26,000 Respondents
• 14 Countries
The Good News
Holiday
Sales
$586B 4% increase over 2011
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2. 14/01/2013
The Good News
Online sales $96B
Holiday
Sales
$586B 4% increase over 2011
The Good News
Online sales $96B
Holiday
Sales
In-store sales $490B
$586B 4% increase over 2011
Shopper’s Last Purchase
84%
In Store
14%
Onlin
e
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3. 14/01/2013
Shopper’s Next Purchase
84%
In Store
56% 35% 9%
Store Transitional Store
Decided Customers Abandoners
The Revolution is Over
The Customer is
in Control
The Showroomer
48% 33%
Research while Use a mobile
in store device in store
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4. 14/01/2013
The Showroomer
58% Over half
write
Visit online positive reviews
communities
more than
once a day
Learning to Listen
Sources used to influence strategy decisions
Market research 82%
Competitive benchmarking 80%
Source: Q15 What sources of information influence your marketing strategy decisions? n=1733
Learning to Listen
Sources used to influence strategy decisions
Market research 82%
Competitive benchmarking 80%
Customer analytics 74%
Consumer-generated reviews 48%
Third-party reviews & rankings 42%
Online communications 40%
Blogs 26%
Source: Q15 What sources of information influence your marketing strategy decisions? n=1733
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5. 14/01/2013
The Digital Exhaust
From Many to One
• The Revolution Is Over
• The Customer Is King (Again)
• All Hail The King
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6. 14/01/2013
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