2. ÜBER DEN REFERENTEN
Olivier Colomb ist Manager bei PwC am Sitz in Genf im Bereich Strategy & Operations. Über die letzten 8 Jahre hat
Olivier mit verschiedenen Detailhändlern und FMCG Produzenten an ihren digitalen Herausforderungen
gearbeitet. Zudem ist Olivier Mitarbeiter der Retail & Consumer Multichannel Initiative in der Schweiz und ein aktives
Mitglied des Digital Transformation Central Team bei PwC.
ORGANISATOR: www.bergzucker.com
PARTNER:
5. PwC
United States
Brazil
UK
France
Netherlands
Switzerland
Germany
China
& HK
Turkey
Canada
Russia
11 000 online
interviews of
online shoppers
across 11
countries in
2012
Field research carried out in
July and August 2012 Online survey respondents in France, Germany and
the UK are nationally representative of online users in
those countries. In other countries they are
representative nationally of the Research Now (RN)
panel of online users' profile for the following
demographics: Age, Gender, Employment status and
Region
A global piece of research
South Africa
India
Italy
Middle East
5
6. PwC
Three major findings that demystify the Swiss
online shopper
6
Swiss consumers
behaviours
The digital revolution
is still to come
Strategies:
multichannel vs Total
Retail
8. PwC
Swiss consumers feel far more confident about
buying online
8
11%
8%
22%
35%
18%
6%
5%
17%
37%
31%
5%
5%
How long have you been shopping online? How often do you shop online?
I don't remember
10 years or more
5-9 years
3-4 years
1-2 years
Less than 1 year
Never
Once a year
A few times per year
Monthly
Weekly
Daily
9. PwC
Behaviours are dramatically different across
countries
9
Consumer behavior online and in-store. Global
Full sample, 11’067 online shoppers
Onlinebehavior
In store behavior
Practical
user
Bargain
hunter
Social
addict
Shopping lover Bargain hunter Practical shopper
10. PwC
0%
5%
10%
15%
20%
25%
0% 10% 20% 30% 40% 50% 60% 70%
Top 3 Factors (% of shoppers mentionning)
What does practical mean?
10
Key needs
Nice-to-have
Important to some shoppers
What factors attract you to shopping online?
Lower prices / better
deals than in-store
More convenient
than shopping in-
store (fast checkout,
24/7 etc.)
Home delivery
option
Easier to compare and
research products/ offers than
in-store
Wider variety of
products than in-store
Easier to find my
favourite brands online
Customer reviews of
products available
Better product
information than
in-store
Most important factor (% of shoppers selecting)
11. PwC
Three major findings that demystify the Swiss
online shopper
11
Swiss consumers are
practical
The digital revolution
is still to come
Strategies:
multichannel vs Total
Retail
12. PwC
Appetite for social media varies significantly
across countries
74%
of Swiss online
shoppers use social
media
27%
interact with
brands or
retailers via
social media
4%
buy online through a
social media platform
Use of social
media
0% 100%10% 80%20% 30% 40% 50% 60% 70% 90%
Proportion of people using social media
12
13. PwC
Only 5% of Swiss online shoppers shop through a
social media platform monthly or more
13
27%
15%
15%
8%
4%
58%7% 2%
38%
14%
32%
47%
21%
34%
8%
87%
In Store Online via PC Online via social media
Daily Weekly Monthly Less than once a month Never
1% 3%
3%2%
Follow brands or retailers
Provide positive or negative
comments
Discover some brands I didn’t
know
Purchase products as a result
of information on social media
Purchase an item though a
social media platform
I do not follow brands or
retailers through social media
I have used social media to…How often do you go shopping?
Categories?
Reasons to visit
brands?
14. PwC
Tablets and smartphones still behind PCs
14
11%
7%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
In Store Online via PC Online via Tablet Online via mobile or
smartphone
Less Same More Never use this shopping channel
How do you think the frequency of your shopping behavior will change over the next
12 months?
What happened in 2013?
15. PwC
57% average for store purchasing
2%
2%
1%
2%
1%
2%
2%
2%
1%
2%
2%
1%
2%
1%
1%
2%
1%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
2%
1%
1%
1%
2%
1%
2%
1%
Consumer
electronics
and computers
Household
appliances
Clothing and
Footwear (incl.
Sportswear)
Books, Music,
Movies
Furniture and
Homeware
Sports/Equip
ment/Outdoor
Jewelry/
Watches
DIY Grocery Toys Health and
Beauty
Stores remain a centerpiece of Swiss consumers’
purchase journeys across most product categories
Which method would you most prefer for researching and buying?
Ø 57%
29%
39% 41%
12%
50%
42% 44% 43%
55%
32%
43%
20%
23%
16%
16%
18%
15%
13%
12%
13%
15%
14%2%
2%
3%
1%
3%
2% 2%
2%
1%
2%
1%
39% 16%
21%
56%
8%
13% 10%
8%
9%
17%
16%
3%3%
3%
5%
15%
11%
7%
17%
24%
27%
31%
19%
30%
20%
Store only Web-to-Store Catalogue-to-Store Web only Store-to-Web Catalogue-to-Web Catalogue only Other Don't research
15
16. PwC
The rise of new retail spaces – Experience as a key
element
• Digital in stores? Yes, if
convenient
• Showrooming
• Mix traditional store/
high street
• Social Media in Store
• Google?
Amazon?
E-Bay? Ricardo?
16
17. PwC
Three major findings that demystify the Swiss
online shopper
17
Swiss consumers are
practical
The digital revolution
is still to come
Strategies:
multichannel vs Total
Retail
19. PwC 19
42%
58%
Yes No
19%
33%
56%
52%
43%
38%
29%
25%
23%
19%
14%
12%
5%
3%
Lower price
Full range or more choice
That's all I needed - one
brand
Love of brand / loyalty
Good stock availability
Better warranty / guarantee
Better service
Customisation/
personalisation of product
Better experience
Other
What made you choose to buy directly from
the brand website?
The Swiss multichannel landscape: the rise of
direct-to-consumer models
Have you ever bought from a website that sells
only products from one brand?
20. PwC
20% 17% 18%
15%
15% 10%
9%
6%
8%
6%
6%
4%
45%
50%
54%
4% 6% 7%
First Second Third
20
First
favorite
retailer
Second
favorite
retailer
Third
favorite
retailer
The Swiss multichannel landscape: online retail is
not cannibalizing sales
Do you think you have spent more with your favorite retailer since you started shopping across
multiple channels?
No - my spending has decreased
Substantially more (over 50% more)
A lot more (25-50%)
More (10-25%)
A little more (up to 10%)
No - my spending has been broadly
the same
44%
50%
40%
21. PwC 21
Early and/or exclusive
access to products
Innovative products
Innovative approach to
marketing
Personalization of website
Fast and reliable
delivery
Return to store
I trust the retailer
I like the staff
Easy to use website
Click & collect
Free returns
Most
significant
drivers
The key multichannel drivers of consumer
spending differ considerably by country
24. PwC
It all comes down to the customer
People expect a
connected experience
Consumers compare
experiences across industries
and think “if I can do that on
Amazon, why can’t I do this
with you?”
People expect to
participate
Consumers expect to be able
to find reviews and give
feedback, have their views
taken into account and
collaborate with their
favourite brands
People make smarter
decisions
Consumers are better
informed than ever, which
means they make smarter
decisions that lead to better
personal outcomes
People have an
innovation appetite
The rapid evolution of
personal technology has
created consumer thirst for
innovative new services and
products
24
25. PwC
Trust the fundamentals: placing customers at the
centre of the R&C business
Total Retail acknowledges that customer,
experience and product are at heart of the
business; and channels are simply the way
customers prefer to buy a specific purchase,
at a given point in time.
25
26. PwC 26
Supply chains: be flexible and get customers what they want, when and where
they want it while increasing your profitability
Digital intelligence: make sense of multichannel consumers
Store innovation: engaging and connected, flawless store-level execution
“Success is neither magical nor mysterious.
Success is the natural consequence of consistently
applying the basic fundamentals.” Jim Rohn
27. ÜBER SOCIAL HUB
Der Social Hub ist das monatliche Fachtreffen zum
Thema Social Media und bietet die Möglichkeit, sich
vertieft zu informieren und mit Kollegen
auszutauschen. Die Veranstaltungsreihe findet jeden
ersten Donnerstagmorgen des Monats statt.
Der Networking-Anlass ist kostenlos und wird stets
begleitet von einem spannenden Kurzreferat (ca. 30 bis
45 Minuten) wobei nationale und internationale
Referenten praxisbezogene Case Studies aus dem
Bereich Social Media vorstellen.
www.swissonlinepublishing.ch/socialhub
ÜBER DEN ORGANISATOR
Bergzucker ist Ihr Full-Service-Partner für
Kommunikation in Marketing und Vertrieb im Zeitalter
von sozialen Konversationen.
www.bergzucker.com
ORGANISATOR: www.bergzucker.com
PARTNER: