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Shoppers
DisruptedRetailing
Through
the
NoiseIBM
InstituteforBusiness
Value2010Meeting
the
Demandsof
the
SmarterConsumer2011Capitalizing
onthe
SmarterConsumer2012Winning
Over
theEmpoweredConsumer2013From
Transactionsto
Relationships2014GreaterExpectations2015ShoppersDisruptedThis
research
has
evolved
from
understanding
the
emergence
of
new
technologiesin
the
shopping
process
to
the
impact
of
that
disruption
on
shoppers’
expectations2015
Primary
Research
in
15
Countries
—
TotalSurveyed
=
28,500Australia(1813)Brazil(1835)Canada(1883)Chile(1805)China(1829)France(1819)Germany(1811)India(1797)Italy(1810)Japan(1823)Mexico(1810)South
Korea(1823)Spain(1814)UK(1811)US(3017)Source:
IBM
IBV
surveys2015,
n=
28,500The
2015
study
consists
of
28,500
online
surveys
spanning
15
countries
to
uncovermeaningful
shopper
insights
for
retailersn=
14189n=
20937n=
36819n=
32369Generation
(18-24)n=
11928Generation
(25-29)n=
13898Generation
(30-39)n=
27722Generation
(40-49)n=
23993Generation
(50-59)n=
20105Generation
(60+)n=
18060ConsumerElectronicsGroceryShoesHome
Merchandisen=
13280n=
14251n=
15472n=
10215e
BracketsUpperUpper
MiddleLower
MiddleLowerAges
SurveyedProduct
CategoriesAdult
Apparel
n=
20561Kids
Apparel
n=
16678Luxury
Brands
n=
7973Health
&
Beauty
n=
17985Source:
IBM
IBV
surveys
2011,
2013,
2014
and
2015,
n=
116,415Respondents
crossed
e
and
generation
breaks
and
examined
multiple
productcategories4.The
(emotional)
State
of
Digital
Shopping5.Source:
IBM
IBV
surveys
2013-
2015,
n=
78,163
Q:21:
Last
Purchase
Channel2013Store%
Last
purchase
by
channel
across
examinedcategories14%
28%
29%86%
72%
71%2015DigitalDigital
shopping’s
share
of
last
purchase
among
examined
categories
has
grown
forthe
past
2
years12014Study
YearSource:
IBM
IBV
surveys
2013-
2015,
n=
78,163
Q:21:
Last
Purchase
ChannelMen/WomenApparelYouth
ApparelShoes13%24%21%26%14%26%26%31%29%201520132014Study
YearAt
the
individual
category
level,the
percent
of
last
purchases
from
digital
channelshas
shown
two
consecutive
years
of
growthSource:
IBM
IBV
surveys
2013-
2015,
n=
78,163
Q:21:
Last
Purchase
ChannelConsumerElectronicsPersonal
CareHome
Décor201554%47%45%28%25%24%11%
14%15%20132014Study
YearConsumer
Electronicsin
particular
has
experienced
another
spike
in
last
purchasein
a
digital
channel35%Men/WomenApparelSource:
IBM
IBV
surveys
2014-
2015,
n=
59,054
Q:71_7:
Enjoy
Shopping
for
category
online39%ConsumerElectronics24%25%36%HomeDecor41%KidsApparel43%Shoes34%30%2015%
of
respondents
agreeing
“I
enjoy
shopping
online
for
the
category”56%51%45%PersonalCareStudy
Year
2014More
shoppers
described
themselves
as
enjoying
shopping
online
for
a
givencategorySource:
IBM
IBV
survey
2015,
n=
59,054
Q:71_7:
Enjoy
Shopping
for
category
online;
Q21:
Last
Purchase
Channel15%PersonalCare25%29%Shoes34%31%Men/WomenApparel26%YouthApparel28%HomeDecor45%43%39%54%ConsumerElectronics56%Last
Purchase
OnlineEnjoy
Shop
Category
Online%
of
respondents
making
their
last
purchase
online
by
category
vs.%
of
respondents
agreeing
“I
enjoy
shopping
online
for
the
category”The
gap
between
enjoying
shopping
a
category
online
and
making
the
last
purchasethere
differs
by
category
and
signals
potentialMy
Message,
My
Terms11.LocationSource:
IBM
IBV
surveys
2014-
2015,
n=
59,054
Q:14
Willingness
to
share
with
trusted
retailerSocial
HandleMobile
for
TextEmail20142015%
of
respondents
indicating
they
would
share
contactinformation
with
a
trusted
retailer64%
64%42%38%
38%32%28%24%Study
YearWillingness
to
Share
contact
information
with
a
trusted
retailer
has
grown
acrossSocial,
Location
and
Mobile
(SoLoMo)
mediumsSource:
IBM
IBV
survey
2015,
n=
28,500
Q:14
Willingness
to
share
with
trusted
retailer
Q11:
Privacy
participationMobile
for
text28%42%Gap
between
seeingthe
value
and
willingto
shareSee
Benefit
of
sharing
currentlocation
via
GPS
with
a
retailerWilling
to
share
current
locationvia
GPS
with
trustedretailerLOCATIONPerception
gap:
42%
see
the
potential
for
benefit
in
sharing
location
via
GPS
butonly
28%
are
willing
to
share
with
a
trusted
retailerSource:
IBM
IBV
survey
2015,
n=
28,500
Q:14
Willingness
to
share
with
trusted
retailer
Q11:
Privacy
participationSee
benefit
of
sharing
socialhandle
with
a
retailerWilling
to
share
social
handlewith
trustedretailerSocial
Handle38%51%Gap
between
seeingthe
value
and
willingto
shareSOCIALPerception
gap:
51%
see
the
potential
for
benefit
in
sharing
social
handle
but
only38%
are
willing
to
share
with
a
trusted
retailer14.Source:
IBM
IBV
survey
2015,
n=
28,500
Q:14
Willingness
to
share
with
trusted
retailer
Q11:
Privacy
participationSee
benefit
of
sharing
mobile
fortext
with
a
retailerWilling
to
share
mobile
for
text
withtrustedretailerMobile
for
text42%54%Gap
betweenseeing
thevalue
andwilling
to
shareMOBILEPerception
gap:
54%
see
the
potential
for
benefit
in
sharing
mobile
for
text,
but
only42%
are
willing
to
share
with
a
trusted
retailer15.A
Shopper’sLast,
Best
Experience16.Source:
IBM
IBV
surveys
2014-
2015,
n=
59,054
Q:41OTH_8,10,11
NonGrocery
Capabilities60%
of
shoppers
say
being
ableto
see
whether
or
not
an
item
isin
stock
before
going
to
the
storeis
important
in
the
selection
of
aretailerShoppers
have
very
strong
opinions
about
the
importance
of
an
online
“storeinventory”
previewSource:
IBM
IBV
surveys
2011
&
2015,
n=
59,124
Q07:
Trust
ranking,
product
infoFriends/Family
1
1Reviews
on
independent
sitesProduct
ExpertsReviews
on
retailerwebsites234423ManufacturersSales
Associates5656Trust
rank,
source
for
product
informationStudy
Year2011
2015Associates
in
general
are
not
the
resource
a
customer
is
likely
to
use
to
get
productinformation18.Source:
IBM
IBV
surveys
2014-
2015,
n=
59,054
Q:41OTH_8,10,11
NonGrocery
Capabilities41%Employees
useMobile
to
fix
an
outof
stockissue34%I
use
my
ownMobile
to
fix
anout
of
stock
issue39%2015%
of
respondents
indicating
thiscapability
is
important
in
theselection
of
a
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