Mercredi 8 et jeudi 9 octobre se tenait la 5ème édition du HUBFORUM. Un rendez-vous annuel pour networking, mais aussi pour faire un état des lieux des meilleurs pratiques digitales de l’années pour tirer vers le haut son business. Cette année le sujet était « Connect, Transform or Die ». Pour revivre le HUBFORUM Paris 2014, l’équipe du HUB Institute vous invite à retrouver les meilleurs moments à travers les présentations et dans le replay : http://www.hubinstitute.com/replay-integral-du-hubforum-paris-2014/

1. Retail everywhere
Guénaëlle GAULT
Chief Digital Officer
TNS Southern Europe, France & Benelux
Connected Life 2014
© TNS 2014

2. Decision making in a connected world
Connected Life 2014
© TNS 2014
If we understand
why people do what they do,
we can use this knowledge
to develop strategies that
disrupt, create or
reinforce behaviours
New channels and formats to
experience and interact
with brands
New ways to get
better information
New ways to
activate strategies

3. As consumers accumulate more devices and access to more sources of information
the number of digital touch points multiplies
5,6 5,7
Connected Life 2014
© TNS 2014
6,4
7,8
Functional
Connector
s
Observers
Leaders
Number of online touchpoints Total touchpoints
Functional
markets
Connector
markets
Observer
markets
Leader
markets
Proportion of touchpoints accessed online
19% 23% 37% 32%
G1. Steps taken pre-purchase | G2. Touchpoints
Base: Functional markets (6170) | Connector markets (4438) | Observer markets (16997) | Leader markets (4856)
6 Average number
of touchpoints
used by French
consumers

4. The consumer journey can become complex
Who Discovering Planning Deciding Post-purchase
Talked to friends
and family for
ideas and
inspiration $
Connected Life 2014
© TNS 2014
Went online to find
more information
Go to
store
Buy offline
France
Total no. of
touchpoints used:
7
France
Total no. of
touchpoints
used: 3
Online touch point Milestone Offline touch point
G1. Steps taken pre-purchase | G2. touch points | G3. Needs met by touch points
Base: South Korea (1); Nigeria (1)
Leader
(female, 24)
wants to buy
cosmetics
Buy online
Read product
packaging
Read consumer
reviews online to
compare brands
and check product
features and prices
Search for
information in-store
to look for
the best deal and
make a final
decision
Functional
(female, 40)
wants to buy
cosmetics $
Checked the
price of
different
products to
make sure she
got the best
deal
Used a search
engine to find out
about brands and
check prices and
narrow the
selection
Go to
store
Visited brand site
to find out more
and compare
products, and to
check prices
Spoke to store staff
to get ideas, find
the best deal and
make a final
decision
Read product
packaging

5. Mobile is playing an increasing role in the journey
Incidence of mobile research in-store and mobile wallet
Weekly mobile
research in-store
(The use of a mobile device
to research products or
services whilst in a store)
%
Weekly use of
Mobile wallet
(A mobile device to pay for
products or services)
%
26 22 25
20
Connected Life 2014
© TNS 2014
19
29
37
18 12 8
Global France Male Female 16-24 25-34 35-44 45-54 55-65
C1. Digital activities
Base: Global (54,775) | France (968)
15 19 10
23
28
13 4
Global France Male Female 16-24 25-34 35-44 45-54 55-65

6. A strong relationship exists between online research and online purchase
Relationship between research online and purchase online by category
Baby care -
prams, mats /
Over-the-counter
toys
medicines
Confectionery,
snacks, treats
Connected Life 2014
© TNS 2014
PC / Laptop
Insurance
White gToVo ds and
home appliances
e-Cigarettes
Banking products
Cosmetics/ facial
Skin care care
Personal hygiene
Software or Apps
Clothes and
Shoes
Music
Movies
Baby care - food,
diapers /
bodycare
Holiday/travel
Credit cards
Tablet
Mobile phone or
smartphone
Camera
Purchase
product offline
E3. Purchase made on/offline | E4. Pre-purchase research conducted on/offline
Base: France (968)
Predominately
online categories
Offline research driving
online purchase
(Showrooming)
Predominately offline
categories
Purchase
product online
Research
online
No online
research
Online research driving
offline purchase
(ROPO)

7. 22
Access
Lack infrastructure or
payment mechanisms
Trust
Security concerns,
lack of trust!
Connected Life 2014
© TNS 2014
45
59
78
Kenya
Ghana
India
Egypt
Nigeria
Indonesia
Turkey
Thailand
Argentina
Vietnam
Brazil
South Africa
Colombia
Portugal
Hungary
Greece
Philippines
Mexico
Malaysia
Hong Kong
China
Canada
France
Taiwan
USA
UAE
Saudi Arabia
Spain
Italy
Japan
New Zealand
Belgium
Sweden
Singapore
Russia
Austria
Czech Republic
Finland
Denmark
Slovakia
Israel
Germany
Australia
Poland
South Korea
UK
Switzerland
Netherlands
Norway
eCommerce penetration is driven by access, with four stages of development
across markets
Total category (net) incidence of eCommerce (%)
E4. Purchase made on/offline
Base: Global (54,701)
Experience
Prefer offline to
guarantee quality!
Price / choice
Developed, buy on or
offline based on price
N.B. The development funnel has factored in internet penetration and is cross-referenced
to eCommerce barriers.

8. A range of barriers competing with eCommerce drivers in France
Global eCommerce drivers and barriers (%)
eCommerce drivers eCommerce barriers
Connected Life 2014
© TNS 2014
72
70
63
67
66
62
64
60
60
75
72
55
73
69
Home delivery
Efficient process
No queues online
Reputable retailer
Flexible, secure payment
Buy direct from brand
Online-only products
Exclusive products
Good experience
Price or value
Free delivery
Bulk buying
Choice
/ Exclusivity
Knowing you get the best price
Product info
E5a. Reasons to purchase online | E6. Reasons not to purchase online
Base: Global (54,775)
Convenience
Trust
Price
Convenience
Trust /
security
Personal
experience
Price
Experience
Transparency
67
66
52
52
70
66
62
52
68
59
54
63
58
Easier to buy offline
Want product straight away
Poor availability online
Process too complex
Unsure of product quality
Unsure if brand is genuine
Not secure
Don’t trust websites
Prefer to touch products
Prefer personal assistance
Prefer to shop w/friends
Delivery costs
Not cheaper

9. Implication: Successful integration of on and offline channels has a demonstrable
impact on sales
Case study: Macy’s omnichannel strategy
Connected Life 2014
© TNS 2014