Валентина Венкова, ГфК Русь: Маркетинговая стратегия
-
Upload
b2bconferencegroup -
Category
Retail
-
view
45 -
download
1
Transcript of Валентина Венкова, ГфК Русь: Маркетинговая стратегия
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 1
Retail Business Russia | 25-26 September 2014
Framing the Generational Path to Purchase
Valentina VenkovaHead of Digital Market Intelligence, GfK Russia
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 22
Major Differences In Shopping Attitudes And Behaviors Evident Along Generational Lines
Source: GfK Consumer Trends, 2013
Age in 2014: 18-24 25-34 35-49 50-68
GEN Z GEN Y GEN X Boomers
Social natives Book smart & savvy
Street smart& skeptical
Education generation
Fun and modest
Fun first, hard work next Get it done Break the mold –
be me
Connected Confidence No drama Agelessness
Global minder “Both/And” stress Balance Do it all –
or die trying
Friends = family Close to doting parents
Prepared, rule-setting parents My self = my kids
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 3
Topics For Today
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 4
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 5
Slower growth in more lower ticket but also in the typical omni-channel categories.
Source: GfK Futurebuy 2014
Omni-Channel Shopping Increasing In Auto, Toys and Apparel
13% 16% 16% 18% 25% 29% 34% 39% 41% 43% 46% 47% 48% 49% 54%
% Shoppers Reporting Omni-Channel Shopping (RUS)(Point Change from 2013)
Cross-category average: 35%
(+1%) (+2%) (+3%)
(+1%)
(+1%)(-3%)
(+ 9%)(-5%)(-1%)
(+ 6%)
(+4%)(-1%)
Food & Beverage
Cleaning OTCs Health-Care
Services
Meals at Restau-
rants
Lawn & Garden
Home Improve-
ment
Beauty & Personal
Mobile Devices
Auto Home Applian-
ces
Toys Financial Services
Apparel Consumer Electronics
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 6
Source: GfK Futurebuy 2014
Drivers Of Channel Choice By Format Reveal Divergent Strengths
Advantage-Bricks and Mortar
Advantage-Online
“Can buy other things at the same time”
“It is recommended by people I trust”
“Getting the best advice on what to buy”
Store25%
Online23%
Store12%
Online15%
Store8%
Online11%
54%
51%
48%
40%
39%
10%
15%
11%
28%
32%
“See and feel before buying.”
“Get products sooner.”
“Hassle-free returns.”
“Faster.”
“Easier.”
Jump Ball
Bricks & Mortar Online
59%
36%
34%
33%
26%
26%
25%
28%
16%
19%
24%
13%
7%
6%
“Save money.”
“Better selection.”
“Better payment options.”
“Better information.”
“Better delivery options.”
“Already have account set up.”
“Can pay with mobile device.”
GEN X
GEN X
GEN Z
Boomers
Boomers
GEN Z
Boomers
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 7
Source: GfK Futurebuy 2014
Services And High Involvement Durables Most Frequently Shopped Exclusively Online
Incidence of Shopping Exclusively Online (RUS)
Automobile or truck
Home appliances
Consumer Electronics
Mobile Phones
Financial Services
7%12% 12%
13% 15%
Note: All other categories 5% and below for exclusive online shopping
Lead by GEN Z & YLead by GEN X
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 8
L’Oreal– Virtual Kiosk For Makeup On The Go (US)
VIRTUAL MAKE-UP KIOSK IN THE NYC SUBWAY
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 9
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 10
38%
69%
71%
73%
75%
81%
With a pronounced spike in price search, online purchases and reviews
Source: GfK Futurebuy 2014
All Web Shopping Activities Trending Up GEN Y and X most active
% Engaging in Online Shopping Activities (RUS)
Finding products & services
Check for general information about products
Purchase a product or service
Read reviews
Searching for the best price
Use social media to exchange/post info about product/service
+3pts
+6pts
+10pts
+10pts
+3pts
+12pts
GEN Z
49%
Change from 2013
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 11
Source: GfK Futurebuy 2014
Home Computer’s Dominance Of Online Shopping Eroding
% Of Total Online Shopping Activity By Device (RUS)
8%
10%
18%
61%
5%
8%
17%
67%
2013 2014
[[[[
Computer at home
Computer at work
Smartphone
Tablet
-6pts
+2pts
+3pts
GEN Z GEN Y
GEN Y
+1pts
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 12
http://www.techtimes.com/articles/11065/20140723/
Target In A Snap - Make Purchases From Print Ads
MAKE PURCHASES FROM PRINT ADS
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 13
Tablet usage more common for the most active part of the population
Source: GfK Futurebuy 2014
Uptick In Smartphone Shopping Skews Younger
Series1
10% 9%7% 4%
14% 13%
8%6%
GEN Z GEN XGEN Y Boomers
Series1
4%6% 5% 2%
7%
10%8%
5%
2013 2014
GEN Z GEN XGEN Y Boomers
Share of All Online Shopping Activity on Smartphone (RUS)
Share of All Online Shopping Activity on Tablet (RUS)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 14
Series1
20%18%
11%9%
Driven by uniquely heavy activity of certain age groups
Source: GfK Futurebuy 2014
Mobile Shopping Predominant In Select Categories
Consumer Electronics Apparel Mobile
phonesFinancial services
Top Categories Shopped On Mobile Device (RUS)
GEN Y leads
at 26%
Boomers leads at
27%
GEN Z leads at
14%Boomers
Driven at 19%
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 15
Source: GfK Futurebuy 2014
Privacy A Highly Polarizing Issue – But Online Tracking Universally Losing Appeal
“I like when websites keep track of my visits, then recommend things to me.”
(-6pts)
(-5pts)
(-18pts)
(-7pts)
(-7pts)
Germany
Japan
France
Australia
Canada
“Open Book”
“Most Private”
65%Colombia 64%
61%60%
57%56%
Romania
China
Brazil
Mexico
Bulgaria
23%
25%
34%
35%
35%(-4pts)
41%
Russia38%
United States(-4pts)
GEN Z leads
at 46%
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 16
“Zero Tracking” Platforms Arise To Address Privacy Concerns (US)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 17
Series1
17% 19% 11% 4%
Source: GfK Futurebuy 2014
Showrooming Decreases With Age While Webrooming More Universal Across Generations
Series1
35% 31% 32% 43%
“Showrooming”
“Webrooming”
GEN Z GEN XGEN Y Boomers
GEN Z GEN XGEN Y Boomers
“Saw product in store then purchased on smartphone elsewhere.”
“Saw the product on smartphone and later went to store to purchase.”
15%2013 2014
27%
33%2014
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 18
Series1
24% 25%12%
7%
Source: GfK Futurebuy 2014
Showrooming Decreases With Age While Webrooming More Universal Across Generations
Series1
30% 35% 37% 54%
“Showrooming”
“Webrooming”
GEN Z GEN XGEN Y Boomers
GEN Z GEN XGEN Y Boomers
“Saw product in store then purchased on smartphone elsewhere.”
“Saw the product on smartphone and later went to store to purchase.”
20%2013 2014
27%
36%2014
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 19
MY BEST BUY REWARDS APP
In-store mode gives rewards points for checking in to geo-fenced Best Buy locations
Best Buy Becomes The Ultimate Showroom (US)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 20
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 21
32%
Source: GfK Futurebuy 2014
Some Shoppers Recognize Mobile Payment Advantages – But Far From Universal
“Paying with mobile device is faster.”
28%
“Make shopping more efficient.”
39%
“All payment methods in one place on mobile device is a Major Convenience.”
28%
“Is easier than other payments methods.”
(% RUS Shoppers Agreeing- Top 2 Box)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 22
Source: GfK Futurebuy 2014
Favorable Perceptions Of Mobile Payment Utility Evident in Almost All Generations
Mobile payments are…
Series1
34% 28%27% 22%
Series1
33% 32% 34% 21%
Series1
26% 29% 30% 20%
Series1
25% 26% 22% 18%
“Easier”
“Faster”
“More Efficient”
“How I PayWhenever Possible”
GEN Z GEN XGEN Y Boomers
GEN Z GEN XGEN Y Boomers
GEN Z GEN XGEN Y Boomers
GEN Z GEN XGEN Y Boomers
(% RUS Shoppers Agreeing- Top 2 Box)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 23
Source: GfK Futurebuy 2014
Mobile Payments Account For Very Small Share Of Purchase, all Generations Rely Heavily on Cash.
58%
14%
13%
9%
57%
13%
10% 1%
54%
13%
21%
2%
62%
11%
17%
9% 2%
Cash Credit card Debit card Mobile device Other
5%
GEN ZGEN X
BoomersGEN Y
19%
10%
Estimated Share Of All Payment Transactions
(RUS)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 24
Source: GfK Futurebuy 2014
A Range Of Shopper Concerns Are Likely Holding Mobile Payment From Full Potential
“Mobile payment more of a GIMMICK today than a major way I pay”
48%“Mobile payment technology STILL CLUNKY”
43%“Worried about SECURITY, PERSONAL INFORMATION”
58%
“I am planning to make more mobile payments in
next 12 months”
But…34%
“Ability to make mobile payments important factor
in making more online purchases next year”
33%
(% RUS Shoppers Agreeing- Top 2 Box )
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 25
Series1
28% 19% 19% 7%
Series1
29% 22% 20% 12%
Series1
53% 61% 59% 61%
Source: GfK Futurebuy 2014
Gen Z Stands Apart In Its Trust In Security Of Mobile Payment Platforms
Mobile payment More Secure vs. other payment methods
Confident my mobile payments are 100% Secure
Worried about Personal Information when making mobile payment
GEN Z Boomers
GEN Z
GEN Z
Boomers
Boomers
GEN XGEN Y
GEN XGEN Y
GEN XGEN Y
(% RUS Shoppers Agreeing- Top 2 Box)
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 26
PayQR at Babysecret.ru
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 27
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 28
Source: GfK Futurebuy 2014
Free Delivery Remains King In Driving More Online Purchases
Most Important Factors to “Get Me to Make More Online Purchases Next Year”(RUS)
53%
55%
65%
70%
73%Free Delivery
Discounts on bulk purchases
Holiday/seasonal discounts
More user reviews
Better loyalty programs Most motivating to Gen X
Most motivating to Gen Z
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 29
Lowe’s Holoroom – An Immersive, Augmented Reality Reason To Visit Store (Toronto)
HOME IMPROVEMENT SIMULATOR
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 30
A New Twist On Mobile Wallet (Sweden)
PAY WITH YOUR HAND
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 3131
Google Express Enters The “Same-Day Fray” (US)
SAME DAY DELIVERY SERVICE FROM GOOGLE
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 32
Key Takeaways
Omni-Channel - coming soon to your category!
Mobile not yet mainstream
Showrooming slowdown?
Generation Matters- a lot!
© GfK 2014 | Framing the Generational Path to Purchase | GfK Futurebuy 2014 | Retail Business Russia | 25-26 September 2014 33
THANK YOU!
Valentina VenkovaHead of Digital Market Intelligence, GfK Russia
+7 916 150 07 59