The future of shopping: I want it all, and I want it now Anthony Norman, Managing Director, GfK Retail & Technology

Transcription

1 The future of shopping: I want it all, and I want it now Anthony Norman, Managing Director, GfK Retail & Technology GfK October 14, 2015 #FCSummit15 1

2 Customers increasingly want their shopping experiences to fit around their lifestyle rather than having to fit their lifestyle around their shopping. Mark Lewis, Online Director, John Lewis How UK retailer John Lewis is adapting to the era of hyperconnectivity by GfK merging October digital 14, and 2015 offline #FCSummit15 channels, The EIU 2

3 Shopping: Past, present, future Trigger Trigger Use and evaluate Plan and shop Buy Buy GfK October 14, 2015 #FCSummit15 3

4 Convenience is king today, and tomorrow Current relevance Expected future relevance Convenience 86% 88% Internet 86% 87% Mobile communication 85% 90% Price competition 83% 73% Seamless multi-channel retailing 81% 85% Transparency 79% 81% Search engine power and SEM 77% 80% Social media 75% 80% Big data analysis 72% 80% Concentration of distribution 69% n = 544 (272 retailers, 272 experts, weighted) Que. t1a/b : to what extent do you expect the following trends to have an impact on developments in retail in your country, currently/ in future? Scale: -2 ("not at all / decreasing impact in the future") and + 2 ("to a very high extent /"increasing impact in the future"). 69% GfK October 14, 2015 #FCSummit15 4

5 Leading Edge Consumers, our Tour Guides to the shopper of the future Early adopters Innovators that value new products or ideas before their time; predictive of the rest of the population 15% of sample identified via proprietary questions and analytics Influentials Leading indicators of trends with history of being years ahead of the mainstream Passionate Shoppers Emotionally connected to shopping and thus, highly involved GfK October 14, 2015 #FCSummit15 5

6 The smart device is the remote control for life Total LEC My mobile device (smartphone and/or tablet) is quickly becoming my most important shopping tool 35% 73% +38%p The Future Consumer will use social networks to assist in buying and activity decisions My social networks have become as important as other information sources for me to make the best product choices 33% 69% +36%p Source: GfK FutureBuy 2015 GfK October 14, 2015 #FCSummit15 6

7 Acceptance of mobile payments is positive for LECs Leading Edge Consumers Those who have already made a mobile payment: Experience suggests a positive view as well Would like to would like to 59% 76% 2015 use their mobile device more to make payments Agreeing they use their mobile device more to make payments Source: GfK FutureBuy 2015 GfK October 14, 2015 #FCSummit15 7

8 With sales rising, the smartphone must find its role in the proliferation of smart things Global sales of smartphones, millions of units 1,216 1,378 1,486 1, Source: Digital World by GfK Boutique, GfK October 14, 2015 #FCSummit15 8

9 IoT will serve our needs for convenience Internet of Documents Internet of Commerce Internet of Applications Internet of People Internet of Things E-libraries, document based webpages E-commerce, e-banking and stock trading websites Rise of mobile internet, Web 2.0 Mass mobile adaption, social networks Connected devices, bodies and machines Yesterday Today Tomorrow GfK October 14, 2015 #FCSummit15 9

10 Winning through convenience GfK October 14, 2015 #FCSummit15 10

11 Retailers need to focus on managing the messaging around loyalty and delivery Total LEC I would like better loyalty deals 50% 80% +30%p I would like free delivery 70% 89% +19%p Source: GfK FutureBuy 2015 GfK October 14, 2015 #FCSummit15 11

12 . Sears Curbside Pickup in the US GfK October 14, 2015 #FCSummit15 12

13 Retailers, make my life easier! GfK October 14, 2015 #FCSummit15 13

14 Earning loyalty through personalisation GfK October 14, 2015 #FCSummit15 14

15 Let people help shape products and retail environments Total LEC I would be more loyal to a brand/ retailer that lets me give input or help shape the products/ services I buy 42% 74% +32%p Source: GfK FutureBuy 2015 GfK October 14, 2015 #FCSummit15 15

16 Earn while you exercise GfK October 14, 2015 #FCSummit15 16

17 Traction through technology GfK October 14, 2015 #FCSummit15 17

18 Amazon Echo I m here to help and be your loyal shopping assistant GfK October 14, 2015 #FCSummit15 18

19 Thomas Cook, Bluewater is testing Virtual Reality GfK October 14, 2015 #FCSummit15 19

20 Give me an Experience and make me feel good.. GfK October 14, 2015 #FCSummit15 20

21 GfK October 14, 2015 #FCSummit15 21

22 GfK October 14, 2015 #FCSummit15 22

23 The Next Gen are coming, with money! Average pocket money per week ( ) bn Estimated size of the children s savings market (age <15yrs) % of respondents thinking they'll shop the same amount or more frequently as a social activity year olds year olds 75% 65% Source: Halifax Pocket Money Survey, Source: GfK FRS / FRS-kids. GfK Young Shopper Study, 2014 GfK October 14, 2015 #FCSummit15 23

24 Engage me Surprise me Help me Work with me You ve got me! GfK October 14, 2015 #FCSummit15 24