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2011 Shopper Experience
                                Survey
                                  Steven Skinner
                     Vice President – Cognizant Business Consulting
                                        June 2011




| ©2011, Cognizant
2011 Shopper Experience Study


        Second Annual Shopper Experience Study


                                Joe Skorupa
                                Group Editor-in-Chief RIS News

                                jskorupa@edgellmail.com
                                joeskorupa@twitter
                                risnewsinsight@twitter
                                RIS News @Facebook
                                RIS News @LinkedIn
                                www.risnews.com

                                To download full study:
                                www.risnews.com/research




1   | ©2011, Cognizant
2011 Shopper Experience Study


                         Methodology – North America
                                      • 2,427 shoppers in U.S. and
                                        Canada
                                      • 70% female to 30% male to
                                        mirror influence in buying
                                        decisions
                                      • Age groups are split into four
                                        large segments with a slight bias
                                        toward baby boomers
                                      • Income group breakout matches
                                        the overall population picture




2   | ©2011, Cognizant
2011 Shopper Experience Study


                         Methodology - Global
                                   •   1554 shoppers in Singapore,
                                       Hong Kong, UK and China
                                   •   69% female to 29% male
                                   •   Age groups biased toward the
                                       younger segments
                                   •   Income groups biased towards
                                       the lower segments based on
                                       the lower per capita incomes
                                   •   Japan not covered due to timing
                                       of their natural disaster
                                   •   Global aspects of survey not
                                       covered in today’s presentation




3   | ©2011, Cognizant
First Things First…


                How well do you know Generation Y?




     Yes, the winner gets a very nice
     door prize!

4   | ©2011, Cognizant
What We Learned


              The Shopping experience is becoming
                         disaggregated




     Retailers must teach the new
     ways of shopping

5   | ©2011, Cognizant
What We Learned


                     The future of shopping is upon us
          20th Century Shopping                21st Century Shopping
• Easy to brush aside shopper          • The whole world knows instantly
  complaints
                                       • Full and instant access to all
• Variability of pricing not known       your offers
  or understood
                                       • Independent third parties put
• You were the only source of            offers together
  information
                                       • Everything is 24 x 7
• Everything was time-boxed
                                       • Virtual shopping and social-
• Everything is seen and touched         based decision making
• Task workers                         • Knowledge workers
• Dumb in-store assets                 • Interactive in-store assets
• Focus on fundamentals                • Focus on fundamentals

     Retailers must re-integrate the
     shopping experience

6   | ©2011, Cognizant
2011 Shopper Experience Study


                         What is the shopper experience?
        Research
                                 Shop
                                           Transact
                                                       Post Sale




7   | ©2011, Cognizant
Research


                         Indiana Jones


                              “We do not follow maps to
                            buried treasure and X never,
                                   ever marks the spot.”
                                              – Indiana
                                                  Jones




8   | ©2011, Cognizant
Research


                             What did we learn?
                         • Social Media is not the dominant
                           driver of decision making
                         • “In the box” still dominates
                         • Retailer mobile solutions seemed
                           to regress in preference
                         • Web-based out-of-store research is
                           preferred
                         • Coupons, coupons, coupons




     Carefully understand the
     social media hype

9   | ©2011, Cognizant
Research


         Traditional methods (at least from the last
                  10 years) still hold sway
               Prior to making a purchase decision, what step are you most likely to use to ensure
                                     you have all the relevant information

                                Web Research (PC)                                                         24%

                             Manufacturer Website                                                   20%

                                  Family & Friends                                          17%

                                     Coupons.Com                                      15%

                          Shopping Comparison Site                        12%                        Shopper internet
                                                                                                        research
                             Smart Phone Research              6%
                                                                                                     dominates, but…
                                 Social Networking         5%

                                                     0%   5%        10%         15%           20%         25%




      Social media lagged across all
      study segments

10   | ©2011, Cognizant
Research


                 “What’s on the box” is still important
                           If each of the following were available, which would be your preferred
                                            method to receive product information


                          From better information on the product package                                                      66%


                                  From signs or cards on the store shelves                                              61%


                                        From an informed store associate                                          57%

                          Through a dynamic display that provides product
                                                                                                     33%

                           Through review publications such as Consumer
                                                                                                    31%
                                                                 Reports
                      By reading online customer feedback on the store
                                                                                               27%
                               site or third-party social media platform
                     By scanning the product with your personal mobile
                                                                                              24%
                                                                device

                                                                             0%   10%   20%   30%     40%   50%   60%     70%



                                                                                                              Large growth
      Generation Y skews high on                                                                             from 2010, but
      mobile usage                                                                                              still lags


11   | ©2011, Cognizant
Research


        And the preference for in-store information
              has increased year over year
                   If each of the following were available, which would be your preferred method
                                            to receive product information

                             From better information on the product package
                                                                                              2011
                                    From signs or cards on the store shelves                  2010


                                           From an informed store associate

                            Through a dynamic display that provides product


                              Through review publications such as Consumer
     Preference,                                                    Reports

      not usage            By reading online customer feedback on the store
                                    site or third-party social media platform

                           By scanning the product with your personal mobile
                                                                      device




       Preference for Technology-assisted
       service regressed year over year

12    | ©2011, Cognizant
Research


       There’s no overwhelming preference to use
          mobile methods to conduct research
          If a retailer offered the following services for a mobile device, indicate how likely you would
                                         be to use them on a scale of 1 to 10

                                                             Coupons                                  5.9

                                            Product and price lookup                            5.3

                              Ability to instantly use loyalty program                          5.3

                                                Product comparisons                             5.3

                                                         Store locator                         5.2

                                             Ability to place an order                        5.1

                          View your status/points in the store loyalty                        5.0

                           Ability to receive location, personalized or                   4.7

                                                                          1   2   3   4   5      6          7   8   9   10




      But momentum is certainly growing
      from last year

13   | ©2011, Cognizant
Research


     Have shoppers been turned off by the retailer
             mobile experience to-date?
     If a retailer offered the following services for a mobile device, please indicate how likely you would be
                                        to use them using the 10-point scale

                                                                                 5.9
                                                   Coupons                              7.0

                                                                            5.3
                                  Product and price lookup                          6.6

                                                                            5.3
                                     Product comparisons                          6.0
                                                                                                  2011
                                                                            5.2
                                              Store locator                       6.2             2010

                                                                           5.1
                                   Ability to place an order                     5.9

                             View your status/points in the                5.0
                                    store loyalty program                     5.6

                                                               1   3   5            7         9




       This was a startling statistic
       from the survey

14    | ©2011, Cognizant
Research


     But as with all things retail, you need to know
                 who your customer is
              If a retailer offered the following services for a mobile device, indicate how likely you
                                      would be to use them on a scale of 1 to 10

                                                                                 4.6
                                                                                        5.3        6.3
                                                Coupons                                                    7.3
                                                                         3.7      4.7
                               Product and price lookup                                       5.9        7.0
                                                                               4.3 4.9
                          Ability to instantly use loyalty                                5.7
                                                                                                    6.4
                                                                             3.9 4.7
                                   Product comparisons                                    5.7                    Emerging Elders
                                                                                                     6.7
                                                                             3.9 4.6                             Baby Boomers
                                           Store locator                                     5.8
                                                                                                     6.7         Gen X
                                                                              4.2 4.7
                                Ability to place an order                             5.5                        Gen Y
                                                                                               6.1
                                                                             3.8 4.4
                          View your status/points in the                                 5.5
                                                                                                6.2
                                                                         3.6 4.2
                              Ability to receive location,                             5.1 6.0

                                                             1   2   3   4       5       6          7       8




      When do you chase “Generation Y”
      behavior & attitude?

15   | ©2011, Cognizant
Research


                          What you may not have known
                            • Time is money - higher incomes
                              prefer web research

                            • Your mom reads the newspaper -
                              40% of females use when
                              shopping for groceries

                            • Internet is best, but word of mouth
                              a close second for apparel info

                            • Discount/deal sites preferred to
                              geo location sites for all groups




16   | ©2011, Cognizant
Shop


                          Stephen Wright




      “I went to a general
       store but they wouldn’t
       let buy anything specific”
                – Stephen Wright




17   | ©2011, Cognizant
Shop


                             What did we learn?
                          • In-Stock Position is King
                          • The Basics Still Rule
                          • Shoppers Want Technology-Enabled Associates
                          • Cross-channel Price Inconsistency Is an
                            Irritant
                          • Poor Associate Knowledge




      Shopper sophistication is increasing
      rapidly

18   | ©2011, Cognizant
Shop


               Dislike of channel price differentiation
                              growing
                Which of the following experiences do you dislike most when shopping in a store?

                                                 Out of Stock                                     73%

                                               Slow Checkout                                    67%

                             Store Assoc With Poor Knowledge                              47%

                                              No Cash Refund                        30%

                                   Diff Price (Store vs Online)                     28%

                                  Diff Promo (Store vs Online)                18%

                            Not Accept Return without Receipt            13%

                              Not Accept Return from Another             12%

                               No Refund for Online Purchase            11%

                                                                  0% 10% 20% 30% 40% 50% 60% 70% 80%




      Price differentiation makes
      theoretical sense, but…

19   | ©2011, Cognizant
Shop


              Generation Y is even more sensitive to
                       price inconsistency
                Which of the following experiences do you dislike most when shopping in a store?

                                                                                                        72%
                                                                                                          77%
                                        Out of Stock                                                    72%
                                                                                                        72%

                                                                                                  66%
                                                                                                    69%
                                      Slow Checkout                                               65%
                                                                                                   67%                Emerging Elders
                                                                                                                      Baby Boomers
                                                                                               61%
                                                                                         50%                          Gen X
                  Store Assoc With Poor Knowledge                                  43%
                                                                                 37%
                                                                                                                      Gen Y

                                                                      20%
                                                                       21%
                          Diff Price (Store vs Online)                          34%
                                                                                  38%

                                                         0%   10%   20%   30%   40%   50%   60%   70%    80%    90%




      Are we creating disloyal
      generation Y customers

20   | ©2011, Cognizant
Shop


                          Execution issues indexed higher
                                  than all others
                Which of the following experiences do you dislike most when shopping in a store?



                           you get to the cash register, it rings up the                                        85%
                                     regular price, or a different price




                            Store is difficult to navigate through -- too
                                                                                                          73%
                           cluttered, and/or with poor access to aisles




                           Poor promotional signage no clear way to
                                                                                                         69%
                                                know what is on sale



                                                                            0% 10% 20% 30% 40% 50% 60% 70% 80% 90%




      Shopper expectations are
      increasing each year

21   | ©2011, Cognizant
Shop


      Shoppers are telling you how to fix the poor
            associate knowledge problem
      In general, which of the following would you most like to see improved among store associates?

                                    Ability of store associates to match
                                                                                                              68%
                                                competitive online prices

                           Improved customer service skills enabled by
                                                                                                            64%
                                                            technology

                               More store associate engagement in the
                                                                                                        58%
                           aisles with check-out processing capabilities

                                    Better electronic access to product
                                                                                                      53%
                           information, inventory location and ordering

                           Better product knowledge enabled by smart
                                                                                            27%
                           phone, tablet technology and digital signage

                          More multi-lingual store associates to support
                                                                                   9%
                                                         your local area

                                                                            0%   10%   20% 30% 40% 50% 60% 70% 80%




      Knowledgeable assisted sales
      drive transaction size

22   | ©2011, Cognizant
Shop


                          What you may not have known
                             • Emerging Elders have almost twice the
                               dislike of unknowledgeable store associates
                               than Gen Y

                             • Gen Y’s do their homework – 38% dislike
                               difference between store and on-line price

                             • Facebook tied with Groupon, at least for
                               the Gen Y’s

                             • Personalized store experience – more
                               important for men than women

                             • Women have a lower tolerance than men
                               for poor store service

                             • Older shoppers consistently have higher
                               expectations of store associates




23   | ©2011, Cognizant
Transact




                            “I've never felt like I was in the
                          cookie business. I've always been
                             in a feel good feeling business.
                           My job is to sell joy. My job is to
                                 sell happiness. My job is to
                                         sell an experience.”

                                               – Debbi Fields




24   | ©2011, Cognizant
Transact


                                  What did we learn?
                          •   Mobile Payments are not a shopper priority…
                          •   …but in Europe and Asia Pacific it is!
                          •   Coupon management is a huge sore customer
                              pain point
                          •   Slow check-out remains an enigma




      Europe and Asia are driving a new
      transactional model

25   | ©2011, Cognizant
Transact


                                  Time is money,
                            for you and your customers
                          Which aspect of the check-out process at a store do you dislike?


                                                     The wait in line                                        56%




                                         Slow or inattentive cashiers                                  48%




                          Products without stock numbers having to
                                                                                                     43%




                           A barcode that does not work at check-out                            39%



                                                                        0%   10%   20%   30%   40%    50%    60%




      Probably nothing new here…

26   | ©2011, Cognizant
Transact


      Mobile Payments – not ready for prime time
                            Which aspect of the check-out process at a store do you dislike?

        Not being able to use a personal mobile device to checkout              5%

                                                                     0%             10%       20%       30%      40%   50%   60%




                             How likely would you be to pay using a personal mobile device

                                                             2.5
                                Emerging Elders                    3.1                                        2011

                                                                   3.1                                        2010
                                  Baby Boomers                            4.0

                                                                           4.2
                                           Gen X                             4.6

                                                                                   5.2
                                           Gen Y                                4.7

                                                   1          3                 5         7         9




      Standards and customers in US
      are not ready
27   | ©2011, Cognizant
Transact


                     Yet preferences in other countries
                             suggest its coming
                          How likely would you be to pay using a personal mobile device


                                 China                                                7.7



                             Hong Kong                                        6.8



                              Singapore                                      6.8



                                    UK                         4.2
                                                                                     Research alert!
                                                                                    There is a global
                          North America                  3.7                         version of this.
                                          1   2   3      4           5   6   7         8




      US-Based Global retailers need a
      mobile payments strategy

28   | ©2011, Cognizant
Transact


     Bad shopping experiences drive higher profit.
          Shouldn’t we feel bad about that?
                          Which aspect of the check-out process at a store do you dislike?




                                Getting the manufacturer discount
                                    by having to mail in the rebate                                      52%
                              coupon after purchasing the product




                                                                      0%   10%   20%   30%   40%   50%    60%




      Can you think of a bad experience
      at an Apple store?

29   | ©2011, Cognizant
Transact


         Shoppers want simple coupon redemption
                     and no paper
                If a retailer offered the following new or alternative payment methods, how likely
                                               would you be to use them?


                                             Coupons/gift cards                                       8.3


                             Pay using a mini store loyalty card
                                                                                            5.7
                                 that attaches to your key ring
                              PayPal or other third-party online
                             services that allow payments to be                         5.3
                                    made through the Internet)
                                              -wallet service with
                                                                                  4.2
                              pre-filled out credit authorization


                             Pay using a personal mobile device                  3.7


                                                                     0   2   4          6         8         10




      Digitizing coupon management is
      the next frontier

30   | ©2011, Cognizant
Transact


                          Everyone wants a better coupon
                               management system
                          How likely would you be to pay using alternative coupons/gift cards


                           Emerging Elders                                              8.0




                            Baby Boomers                                                      8.4




                                    Gen X                                                     8.4




                                    Gen Y                                                     8.4



                                             1   2   3    4      5     6      7     8               9




      Fast check-out, happy customers.
      Seems reasonable.

31   | ©2011, Cognizant
Transact


                          What you may not have known
                            • No refund, how big a deal? – lowest dislike
                              of all choices

                            • Level of income has little bearing on
                              like/dislike of mobile methods

                            • Emerging Elders have almost twice the
                              dislike of a ‘price check’ than gen Y

                            • Gen Y’s more sensitive to wait in line than
                              Emerging Elders, yet more accepting of
                              ‘self checkout’

                            • Men more likely than women to pay using
                              mobile devices or 3rd party services




32   | ©2011, Cognizant
Post Sale




                          “Give your clients the earliest
                                delivery consistent with
                                 quality - whatever the
                                   inconvenience to us.

                                     - Arthur C. Nielsen




33   | ©2011, Cognizant
Post Sale


                              What Did We Learn?
                          •   Cross-Channel Fulfillment is now
                              “Table Stakes”
                          •   Mobile commerce lags
                          •   Nothing beats a live voice or
                              person
                          •   A bad experience is now
                              communicated to thousands




      Post-sale execution is even more
      critical to loyalty

34   | ©2011, Cognizant
Post Sale


                                     Multi-Channel
                              is now expected by shoppers
                                      Which store service offerings do you value 1st and 2nd

        Ability to purchase a product in the store and have it delivered to
                                                                                                                                 57%
                                            your home at no extra charge

       Ability to automatically redeem a retailer or manufacturer coupon                                               46%


            Ability to purchase a product online and pick it up in the store                                         43%

            Ability to purchase a product online, have it delivered to your
                                                                                                               36%
                               home, and return it (if needed) to the store
        Ability to purchase a product in the store and return it (if needed)
                                                                                              9%
                                                   using online procedures
       Ability to purchase a product via a personal mobile device and pick
                                                                                         6%
                                                          it up in the store
        Ability to purchase a product via a personal mobile device, have it
                                                                                    3%
              delivered to your home, and return it (if needed) to the store

                                                                               0%        10%       20%   30%   40%         50%   60%




      Mobile Commerce not yet
      demanded however
35   | ©2011, Cognizant
Post Sale


         When things go wrong shoppers still want
                  to talk to a live body
     If a retailer provided access to customer service/product representatives how likely would you be to
                                                 use this service

                                                    Phone assistance                                                    6.4
                                  Text/Call to receive Live Associate                                     5.1
                                                      Text assistance                               4.6
                                                     Video assistance                            4.2

                                                                        1        2       3   4     5            6        7



        When you have an issue in-store, which means of communication are you most likely to use?

                                   Ask to speak with the Store Manager                                                                        6.8

                                                                                                                                    6.2
                                     the retailer's website or mobile site
                                                                                                                              5.6

             Post comments to your personal social networking network
                                                                                                          4.2
                                                (i.e. friends and family)
              Post comments on retailer pages within social networking
                                                                                                        4.0
                                          sites (i.e. Facebook, Twitter)
                                                                             1       2       3      4               5         6           7         8   9   10




36   | ©2011, Cognizant
Post Sale


      Generation Y uses newer methods to connect
      If a retailer provided access to customer                                      When you have an issue in-store,
 service/product representatives how likely would                              which means of communication are you most
               you be to use this service                                                     likely to use?

                                                    6.4
            Phone assistance                                                   Ask to speak with the                       6.1
                                                    6.4
                                                                                      Store Manager                              6.8
     Text/Call to receive Live                      6.3
        Associate assistance                  5.1                               Send an email to the
                                                              Gen Y Only         retailer through the                      6.2
                                                   5.9                                                                     6.2
              Text assistance                                 All Shoppers     retailer's website or
                                             4.6

                                          4.8                                                                        5.2
            Video assistance                                                       customer service                                        Gen Y Only
                                         4.2                                                                            5.6
                                                                                           number
                                                                                                                                           All Shoppers
                                 1   3   5          7     9
                                                                              Post comments to your
                                                                                      personal social                5.0
                                                                             networking network (i.e.            4.2
                                                                                  friends and family)
                                                                                    Post comments on
                                                                                 retailer pages within            4.7
                                                                              social networking sites            4.0
                                                                              (i.e. Facebook, Twitter)

                                                                                                         1   3   5         7           9




37     | ©2011, Cognizant
Post Sale


                          What you may not have known
                             • Cash is king, at least for women - More
                               likely to want a cash refund than men

                             • Gen Y more likely to try alternative
                               customer service contact methods, but
                               phone is still #1

                             • Older shoppers quicker to go to the store
                               manager, but younger shoppers not that
                               far behind

                             • Gen Y will make their displeasure more
                               widely known via Facebook, Twitter and
                               other sites




38   | ©2011, Cognizant
“Never tell people how to do things.
 Tell them what to do and they will surprise you
               with their ingenuity.”

                          – General Patton




39   | ©2011, Cognizant
The 10 Megatrends we highlighted last year
                                  Taking Off
         • Taking the Store to the Shopper

         • Shopper Demand for Consistent Cross-Channel
           Experiences Drives Retailer Organizational
           Integration

         • Distributed order management Integrates the
           Retailer

         • Social Media and Product Development Collide

         • The Death of the Task Worker

         • Generation Y Changes the Behavior of All Other
           Generations


40   | ©2011, Cognizant
The 10 Megatrends we highlighted last year
                               Still Emerging
           • Sales and Product Information via Mobile
             Phone

           • Mobile Shopping (Finally) comes of age

           • Death of POS becomes a possibility

           • Real SKU Rationalization Takes Hold




41   | ©2011, Cognizant
A Final Thought
                          “A good plan violently executed now is better
                            than a perfect plan executed next week.”




      Tech-assisted associates &
      coupons leap to the planning front.

42   | ©2011, Cognizant
About Cognizant
A leading provider of information technology,
consulting, and business process outsourcing
services
With more than 50 global delivery centers and over
110,000 employees*, we help clients transform core
processes for greater flexibility, higher efficiency and
lower costs.
                                                       Cognizant is a member of the NASDAQ-100, the
                                                       S&P 500, the Forbes Global 2000 and Fortune
                                                       500.

                                                       We are also ranked among the top information
                                                       technology companies in BusinessWeek’s
                                                       “InfoTech 100, Hot Growth and Top 50
                                                       Performers.”

                                                       *as of March 31, 2011




43   | ©2011, Cognizant
Thank you
                     If you would like the detailed Global Shopper
                                  Experience Study -
                                    Please contact:
                      Rachel Cosby at rachel.cosby@cognizant.com




| ©2011, Cognizant

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2011 shopper experience survey

  • 1. 2011 Shopper Experience Survey Steven Skinner Vice President – Cognizant Business Consulting June 2011 | ©2011, Cognizant
  • 2. 2011 Shopper Experience Study Second Annual Shopper Experience Study Joe Skorupa Group Editor-in-Chief RIS News jskorupa@edgellmail.com joeskorupa@twitter risnewsinsight@twitter RIS News @Facebook RIS News @LinkedIn www.risnews.com To download full study: www.risnews.com/research 1 | ©2011, Cognizant
  • 3. 2011 Shopper Experience Study Methodology – North America • 2,427 shoppers in U.S. and Canada • 70% female to 30% male to mirror influence in buying decisions • Age groups are split into four large segments with a slight bias toward baby boomers • Income group breakout matches the overall population picture 2 | ©2011, Cognizant
  • 4. 2011 Shopper Experience Study Methodology - Global • 1554 shoppers in Singapore, Hong Kong, UK and China • 69% female to 29% male • Age groups biased toward the younger segments • Income groups biased towards the lower segments based on the lower per capita incomes • Japan not covered due to timing of their natural disaster • Global aspects of survey not covered in today’s presentation 3 | ©2011, Cognizant
  • 5. First Things First… How well do you know Generation Y? Yes, the winner gets a very nice door prize! 4 | ©2011, Cognizant
  • 6. What We Learned The Shopping experience is becoming disaggregated Retailers must teach the new ways of shopping 5 | ©2011, Cognizant
  • 7. What We Learned The future of shopping is upon us 20th Century Shopping 21st Century Shopping • Easy to brush aside shopper • The whole world knows instantly complaints • Full and instant access to all • Variability of pricing not known your offers or understood • Independent third parties put • You were the only source of offers together information • Everything is 24 x 7 • Everything was time-boxed • Virtual shopping and social- • Everything is seen and touched based decision making • Task workers • Knowledge workers • Dumb in-store assets • Interactive in-store assets • Focus on fundamentals • Focus on fundamentals Retailers must re-integrate the shopping experience 6 | ©2011, Cognizant
  • 8. 2011 Shopper Experience Study What is the shopper experience? Research Shop Transact Post Sale 7 | ©2011, Cognizant
  • 9. Research Indiana Jones “We do not follow maps to buried treasure and X never, ever marks the spot.” – Indiana Jones 8 | ©2011, Cognizant
  • 10. Research What did we learn? • Social Media is not the dominant driver of decision making • “In the box” still dominates • Retailer mobile solutions seemed to regress in preference • Web-based out-of-store research is preferred • Coupons, coupons, coupons Carefully understand the social media hype 9 | ©2011, Cognizant
  • 11. Research Traditional methods (at least from the last 10 years) still hold sway Prior to making a purchase decision, what step are you most likely to use to ensure you have all the relevant information Web Research (PC) 24% Manufacturer Website 20% Family & Friends 17% Coupons.Com 15% Shopping Comparison Site 12% Shopper internet research Smart Phone Research 6% dominates, but… Social Networking 5% 0% 5% 10% 15% 20% 25% Social media lagged across all study segments 10 | ©2011, Cognizant
  • 12. Research “What’s on the box” is still important If each of the following were available, which would be your preferred method to receive product information From better information on the product package 66% From signs or cards on the store shelves 61% From an informed store associate 57% Through a dynamic display that provides product 33% Through review publications such as Consumer 31% Reports By reading online customer feedback on the store 27% site or third-party social media platform By scanning the product with your personal mobile 24% device 0% 10% 20% 30% 40% 50% 60% 70% Large growth Generation Y skews high on from 2010, but mobile usage still lags 11 | ©2011, Cognizant
  • 13. Research And the preference for in-store information has increased year over year If each of the following were available, which would be your preferred method to receive product information From better information on the product package 2011 From signs or cards on the store shelves 2010 From an informed store associate Through a dynamic display that provides product Through review publications such as Consumer Preference, Reports not usage By reading online customer feedback on the store site or third-party social media platform By scanning the product with your personal mobile device Preference for Technology-assisted service regressed year over year 12 | ©2011, Cognizant
  • 14. Research There’s no overwhelming preference to use mobile methods to conduct research If a retailer offered the following services for a mobile device, indicate how likely you would be to use them on a scale of 1 to 10 Coupons 5.9 Product and price lookup 5.3 Ability to instantly use loyalty program 5.3 Product comparisons 5.3 Store locator 5.2 Ability to place an order 5.1 View your status/points in the store loyalty 5.0 Ability to receive location, personalized or 4.7 1 2 3 4 5 6 7 8 9 10 But momentum is certainly growing from last year 13 | ©2011, Cognizant
  • 15. Research Have shoppers been turned off by the retailer mobile experience to-date? If a retailer offered the following services for a mobile device, please indicate how likely you would be to use them using the 10-point scale 5.9 Coupons 7.0 5.3 Product and price lookup 6.6 5.3 Product comparisons 6.0 2011 5.2 Store locator 6.2 2010 5.1 Ability to place an order 5.9 View your status/points in the 5.0 store loyalty program 5.6 1 3 5 7 9 This was a startling statistic from the survey 14 | ©2011, Cognizant
  • 16. Research But as with all things retail, you need to know who your customer is If a retailer offered the following services for a mobile device, indicate how likely you would be to use them on a scale of 1 to 10 4.6 5.3 6.3 Coupons 7.3 3.7 4.7 Product and price lookup 5.9 7.0 4.3 4.9 Ability to instantly use loyalty 5.7 6.4 3.9 4.7 Product comparisons 5.7 Emerging Elders 6.7 3.9 4.6 Baby Boomers Store locator 5.8 6.7 Gen X 4.2 4.7 Ability to place an order 5.5 Gen Y 6.1 3.8 4.4 View your status/points in the 5.5 6.2 3.6 4.2 Ability to receive location, 5.1 6.0 1 2 3 4 5 6 7 8 When do you chase “Generation Y” behavior & attitude? 15 | ©2011, Cognizant
  • 17. Research What you may not have known • Time is money - higher incomes prefer web research • Your mom reads the newspaper - 40% of females use when shopping for groceries • Internet is best, but word of mouth a close second for apparel info • Discount/deal sites preferred to geo location sites for all groups 16 | ©2011, Cognizant
  • 18. Shop Stephen Wright “I went to a general store but they wouldn’t let buy anything specific” – Stephen Wright 17 | ©2011, Cognizant
  • 19. Shop What did we learn? • In-Stock Position is King • The Basics Still Rule • Shoppers Want Technology-Enabled Associates • Cross-channel Price Inconsistency Is an Irritant • Poor Associate Knowledge Shopper sophistication is increasing rapidly 18 | ©2011, Cognizant
  • 20. Shop Dislike of channel price differentiation growing Which of the following experiences do you dislike most when shopping in a store? Out of Stock 73% Slow Checkout 67% Store Assoc With Poor Knowledge 47% No Cash Refund 30% Diff Price (Store vs Online) 28% Diff Promo (Store vs Online) 18% Not Accept Return without Receipt 13% Not Accept Return from Another 12% No Refund for Online Purchase 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% Price differentiation makes theoretical sense, but… 19 | ©2011, Cognizant
  • 21. Shop Generation Y is even more sensitive to price inconsistency Which of the following experiences do you dislike most when shopping in a store? 72% 77% Out of Stock 72% 72% 66% 69% Slow Checkout 65% 67% Emerging Elders Baby Boomers 61% 50% Gen X Store Assoc With Poor Knowledge 43% 37% Gen Y 20% 21% Diff Price (Store vs Online) 34% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Are we creating disloyal generation Y customers 20 | ©2011, Cognizant
  • 22. Shop Execution issues indexed higher than all others Which of the following experiences do you dislike most when shopping in a store? you get to the cash register, it rings up the 85% regular price, or a different price Store is difficult to navigate through -- too 73% cluttered, and/or with poor access to aisles Poor promotional signage no clear way to 69% know what is on sale 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Shopper expectations are increasing each year 21 | ©2011, Cognizant
  • 23. Shop Shoppers are telling you how to fix the poor associate knowledge problem In general, which of the following would you most like to see improved among store associates? Ability of store associates to match 68% competitive online prices Improved customer service skills enabled by 64% technology More store associate engagement in the 58% aisles with check-out processing capabilities Better electronic access to product 53% information, inventory location and ordering Better product knowledge enabled by smart 27% phone, tablet technology and digital signage More multi-lingual store associates to support 9% your local area 0% 10% 20% 30% 40% 50% 60% 70% 80% Knowledgeable assisted sales drive transaction size 22 | ©2011, Cognizant
  • 24. Shop What you may not have known • Emerging Elders have almost twice the dislike of unknowledgeable store associates than Gen Y • Gen Y’s do their homework – 38% dislike difference between store and on-line price • Facebook tied with Groupon, at least for the Gen Y’s • Personalized store experience – more important for men than women • Women have a lower tolerance than men for poor store service • Older shoppers consistently have higher expectations of store associates 23 | ©2011, Cognizant
  • 25. Transact “I've never felt like I was in the cookie business. I've always been in a feel good feeling business. My job is to sell joy. My job is to sell happiness. My job is to sell an experience.” – Debbi Fields 24 | ©2011, Cognizant
  • 26. Transact What did we learn? • Mobile Payments are not a shopper priority… • …but in Europe and Asia Pacific it is! • Coupon management is a huge sore customer pain point • Slow check-out remains an enigma Europe and Asia are driving a new transactional model 25 | ©2011, Cognizant
  • 27. Transact Time is money, for you and your customers Which aspect of the check-out process at a store do you dislike? The wait in line 56% Slow or inattentive cashiers 48% Products without stock numbers having to 43% A barcode that does not work at check-out 39% 0% 10% 20% 30% 40% 50% 60% Probably nothing new here… 26 | ©2011, Cognizant
  • 28. Transact Mobile Payments – not ready for prime time Which aspect of the check-out process at a store do you dislike? Not being able to use a personal mobile device to checkout 5% 0% 10% 20% 30% 40% 50% 60% How likely would you be to pay using a personal mobile device 2.5 Emerging Elders 3.1 2011 3.1 2010 Baby Boomers 4.0 4.2 Gen X 4.6 5.2 Gen Y 4.7 1 3 5 7 9 Standards and customers in US are not ready 27 | ©2011, Cognizant
  • 29. Transact Yet preferences in other countries suggest its coming How likely would you be to pay using a personal mobile device China 7.7 Hong Kong 6.8 Singapore 6.8 UK 4.2 Research alert! There is a global North America 3.7 version of this. 1 2 3 4 5 6 7 8 US-Based Global retailers need a mobile payments strategy 28 | ©2011, Cognizant
  • 30. Transact Bad shopping experiences drive higher profit. Shouldn’t we feel bad about that? Which aspect of the check-out process at a store do you dislike? Getting the manufacturer discount by having to mail in the rebate 52% coupon after purchasing the product 0% 10% 20% 30% 40% 50% 60% Can you think of a bad experience at an Apple store? 29 | ©2011, Cognizant
  • 31. Transact Shoppers want simple coupon redemption and no paper If a retailer offered the following new or alternative payment methods, how likely would you be to use them? Coupons/gift cards 8.3 Pay using a mini store loyalty card 5.7 that attaches to your key ring PayPal or other third-party online services that allow payments to be 5.3 made through the Internet) -wallet service with 4.2 pre-filled out credit authorization Pay using a personal mobile device 3.7 0 2 4 6 8 10 Digitizing coupon management is the next frontier 30 | ©2011, Cognizant
  • 32. Transact Everyone wants a better coupon management system How likely would you be to pay using alternative coupons/gift cards Emerging Elders 8.0 Baby Boomers 8.4 Gen X 8.4 Gen Y 8.4 1 2 3 4 5 6 7 8 9 Fast check-out, happy customers. Seems reasonable. 31 | ©2011, Cognizant
  • 33. Transact What you may not have known • No refund, how big a deal? – lowest dislike of all choices • Level of income has little bearing on like/dislike of mobile methods • Emerging Elders have almost twice the dislike of a ‘price check’ than gen Y • Gen Y’s more sensitive to wait in line than Emerging Elders, yet more accepting of ‘self checkout’ • Men more likely than women to pay using mobile devices or 3rd party services 32 | ©2011, Cognizant
  • 34. Post Sale “Give your clients the earliest delivery consistent with quality - whatever the inconvenience to us. - Arthur C. Nielsen 33 | ©2011, Cognizant
  • 35. Post Sale What Did We Learn? • Cross-Channel Fulfillment is now “Table Stakes” • Mobile commerce lags • Nothing beats a live voice or person • A bad experience is now communicated to thousands Post-sale execution is even more critical to loyalty 34 | ©2011, Cognizant
  • 36. Post Sale Multi-Channel is now expected by shoppers Which store service offerings do you value 1st and 2nd Ability to purchase a product in the store and have it delivered to 57% your home at no extra charge Ability to automatically redeem a retailer or manufacturer coupon 46% Ability to purchase a product online and pick it up in the store 43% Ability to purchase a product online, have it delivered to your 36% home, and return it (if needed) to the store Ability to purchase a product in the store and return it (if needed) 9% using online procedures Ability to purchase a product via a personal mobile device and pick 6% it up in the store Ability to purchase a product via a personal mobile device, have it 3% delivered to your home, and return it (if needed) to the store 0% 10% 20% 30% 40% 50% 60% Mobile Commerce not yet demanded however 35 | ©2011, Cognizant
  • 37. Post Sale When things go wrong shoppers still want to talk to a live body If a retailer provided access to customer service/product representatives how likely would you be to use this service Phone assistance 6.4 Text/Call to receive Live Associate 5.1 Text assistance 4.6 Video assistance 4.2 1 2 3 4 5 6 7 When you have an issue in-store, which means of communication are you most likely to use? Ask to speak with the Store Manager 6.8 6.2 the retailer's website or mobile site 5.6 Post comments to your personal social networking network 4.2 (i.e. friends and family) Post comments on retailer pages within social networking 4.0 sites (i.e. Facebook, Twitter) 1 2 3 4 5 6 7 8 9 10 36 | ©2011, Cognizant
  • 38. Post Sale Generation Y uses newer methods to connect If a retailer provided access to customer When you have an issue in-store, service/product representatives how likely would which means of communication are you most you be to use this service likely to use? 6.4 Phone assistance Ask to speak with the 6.1 6.4 Store Manager 6.8 Text/Call to receive Live 6.3 Associate assistance 5.1 Send an email to the Gen Y Only retailer through the 6.2 5.9 6.2 Text assistance All Shoppers retailer's website or 4.6 4.8 5.2 Video assistance customer service Gen Y Only 4.2 5.6 number All Shoppers 1 3 5 7 9 Post comments to your personal social 5.0 networking network (i.e. 4.2 friends and family) Post comments on retailer pages within 4.7 social networking sites 4.0 (i.e. Facebook, Twitter) 1 3 5 7 9 37 | ©2011, Cognizant
  • 39. Post Sale What you may not have known • Cash is king, at least for women - More likely to want a cash refund than men • Gen Y more likely to try alternative customer service contact methods, but phone is still #1 • Older shoppers quicker to go to the store manager, but younger shoppers not that far behind • Gen Y will make their displeasure more widely known via Facebook, Twitter and other sites 38 | ©2011, Cognizant
  • 40. “Never tell people how to do things. Tell them what to do and they will surprise you with their ingenuity.” – General Patton 39 | ©2011, Cognizant
  • 41. The 10 Megatrends we highlighted last year Taking Off • Taking the Store to the Shopper • Shopper Demand for Consistent Cross-Channel Experiences Drives Retailer Organizational Integration • Distributed order management Integrates the Retailer • Social Media and Product Development Collide • The Death of the Task Worker • Generation Y Changes the Behavior of All Other Generations 40 | ©2011, Cognizant
  • 42. The 10 Megatrends we highlighted last year Still Emerging • Sales and Product Information via Mobile Phone • Mobile Shopping (Finally) comes of age • Death of POS becomes a possibility • Real SKU Rationalization Takes Hold 41 | ©2011, Cognizant
  • 43. A Final Thought “A good plan violently executed now is better than a perfect plan executed next week.” Tech-assisted associates & coupons leap to the planning front. 42 | ©2011, Cognizant
  • 44. About Cognizant A leading provider of information technology, consulting, and business process outsourcing services With more than 50 global delivery centers and over 110,000 employees*, we help clients transform core processes for greater flexibility, higher efficiency and lower costs. Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000 and Fortune 500. We are also ranked among the top information technology companies in BusinessWeek’s “InfoTech 100, Hot Growth and Top 50 Performers.” *as of March 31, 2011 43 | ©2011, Cognizant
  • 45. Thank you If you would like the detailed Global Shopper Experience Study - Please contact: Rachel Cosby at rachel.cosby@cognizant.com | ©2011, Cognizant