Transcript Services And High Involvement Durables Most Frequently

GfK Futurebuy® 2014
Canada market findings highlights
GfK | October 2014
Source: GfK Futurebuy 2014
1
GfK. Growth from Knowledge
We turn research into smart business decisions
GfK makes research matter by delivering the future.
In a digitized world, we are the trusted source of relevant market and
consumer information that empowers our clients to make smarter decisions.
As thought leaders in our industry, we have a deep understanding
of consumer experiences and choices.
We are 13,000 passionate experts with more than 80 years of data science
experience and German heritage. We deliver globally with vital insights
into local markets in 100 countries.
We turn research into business opportunities. Through innovative systems
and partnerships, we integrate on- and off-line data to support Growth from
Knowledge.
We conduct media and consumer research ongoing in North American and
around the world on behalf of both our media and consumer goods and
services clients.
Source: GfK Futurebuy 2014
2
A Snapshot of Our Clients Across the Sectors
Automotive
Consumer &
Retail
Digital
Technology
Financial
Services
Healthcare
Media &
Communications
Source: GfK Futurebuy 2014
3
GfK Futurebuy 2014 Overview
Poland
Russia
Germany
France
Romania
Spain
Bulgaria China
Canada
US
15 Categories
Korea
Japan
Mexico
Columbia
Brazil
FMCG
•
•
•
Beauty and Personal Care
Packaged Food/Bev
Household Washing and
Cleaning products
OTC Healthcare
•
Argentina
Consumer Durables
•
•
•
Consumer Electronics
Mobile Phones
Home Appliances
Australia
17 Countries
Services
20
minute
Online Survey
n = 1,000 per country (18+)
•
•
•
Financial Services
Healthcare Services
Meals at Restaurant
Other
•
•
•
•
•
Automotive
Toys
Apparel
Home Improvement
Home and Garden
Futurebuy is GfK’s proprietary survey of shopper attitudes and
behaviours- run annually since 2006.
Source: GfK Futurebuy 2014
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GfK Futurebuy Shopper Survey Topics
Omni-Channel Shopping
Touchpoints
•
Drivers of channel choice
•
Sources of information
•
Prevalence of omni-channel behavior
•
Most influential in shopping process
•
Utilization of mobile devices
•
Product choice drivers
Special Topics
Mobile payments
•
Social media role
•
How participating?
•
Showrooming
•
Barriers to participating
•
Privacy/security
•
Attitudes toward adoption
•
Generational differences
•
Leading edge consumers (LEC)
Source: GfK Futurebuy 2014
5
Omni-Channel Shopping Overview
Omnichannel Shopping: The process of browsing, comparison shopping, information
gathering, or the actual purchase of products and services either on-line or in-store.
Omni channel shopping for apparel, home improvement and health services
much higher in US vs. Canada
Cross-category average:
US: 44% (+7pts)
Canada: 32%
10%
11%
14%
14%
17%
19%
25%
33%
43%
Food & Cleaning Meals at OTCs Healthcare Lawn & Beauty &
Home
Financial
Beverage
Restaurant
Services Garden Personal Improvement Services
US (%)
22
21
20
27
35
29
39
57
49
43%
Apparel
64
45%
Mobile
Devices
54
47%
Home
Appliances
58
49%
56%
Auto
Toys
57
59%
Consumer
Electronics
63
65
% Shoppers Reporting Omni-Channel Behavior (US & Canada)
Source: GfK Futurebuy 2014
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Measuring Omni-Channel Promotions Today
In an effort to better understand its
online-to-offline marketing efforts,
Staples Canada implemented a paid
search campaign that linked to: a
printable coupon, an online eComm
code, or mobile landing page displaying
a barcode. Staples Canada had the
ability to trace in-store revenue back to
the specific search campaigns and
keywords, in real-time.
Source: GfK Futurebuy 2014
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Drivers Of Channel Choice By
Format Reveal Divergent Strengths
Advantage
Advantage
Bricks and Mortar
Online
“Save money.”
“See and feel before buying.”
53%
25%
57%
8%
“Easier.”
“Get products sooner.”
25%
50%
50%
13%
“Faster.”
“Hassle-free returns.”
32%
37%
45%
“Better selection.”
12%
“Can buy other things at same time.”
20%
42%
36%
“Better delivery options.”
26%
“Routinely shopping there already.”
10%
28%
33%
“Already have account set up.”
23%
7%
“Let’s me support local businesses.”
27%
“Better information.”
26%
6%
16%
21%
“Is a more social experience”
“Better payment options.”
17%
4%
Canadian Data
11%
18%
Bricks & Mortar
Online
Source: GfK Futurebuy 2014
8
Online shopping seen as more modern, quick,
relaxing and easier than in-store shopping
In-store shopping preferred for its social aspects, and perceived as more helpful and safe, but also seen
as slower, more frustrating and tiring than online shopping.
Descriptors of Shopping Experiences:
Absolute differences between in-store and online
In-store
Negative Attribute
Positive Attribute
Modern
Effortless
Fast
Organized
Relaxing
Informative
Customized
Easy
Satisfying
Inviting
Confusing
Uplifting
Intimidating
Difficult
Stimulating
Outdated
Stressful
Entertaining
Frustrating
Helpful
Slow
Cluttered
Tiring
Safe
Personal
Friendly
Social
Online
35%
29%
18%
11%
8%
8%
8%
6%
1%
0%
0%
1%
2%
4%
5%
6%
7%
8%
10%
11%
12%
13%
18%
25%
28%
31%
32%
Canadian Data
Source: GfK Futurebuy 2014
9
Online experience is over developed among select
categories
Consumer Electronics
Descriptors of Shopping Experiences:
Absolute differences between in-store and online
In-store
Negative Attribute
Positive Attribute
Modern
Effortless
Fast
Organized
Relaxing
Informative
Customized
Easy
Satisfying
Inviting
Confusing
Uplifting
Intimidating
Difficult
Stimulating
Outdated
Stressful
Entertaining
Frustrating
Helpful
Slow
Cluttered
Tiring
Safe
Personal
Friendly
Social
Online
45%
41%
39%
16%
23%
14%
19%
23%
19%
1%
5%
1%
5%
7%
2%
7%
15%
1%
15%
2%
22%
23%
25%
20%
31%
28%
36%
Canadian Data
Source: GfK Futurebuy 2014
10
Beauty and Personal Care succeeds in online
through being an “easy” experience
Beauty and Personal Care
Descriptors of Shopping Experiences:
Absolute differences between in-store and online
In-store
Negative Attribute
Positive Attribute
Modern
Effortless
Fast
Organized
Relaxing
Informative
Customized
Easy
Satisfying
Inviting
Confusing
Uplifting
Intimidating
Difficult
Stimulating
Outdated
Stressful
Entertaining
Frustrating
Helpful
Slow
Cluttered
Tiring
Safe
Personal
Friendly
Social
Online
36%
36%
36%
25%
19%
17%
20%
29%
13%
7%
3%
2%
6%
10%
3%
7%
19%
2%
18%
1%
27%
25%
27%
23%
28%
22%
33%
Canadian Data
Source: GfK Futurebuy 2014
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In-store experience can be overwhelming in the
Packaged Foods and Beverage category
Package foods and beverage
Descriptors of Shopping Experiences:
Absolute differences between in-store and online
In-store
Negative Attribute
Positive Attribute
Modern
Effortless
Fast
Organized
Relaxing
Informative
Customized
Easy
Satisfying
Inviting
Confusing
Uplifting
Intimidating
Difficult
Stimulating
Outdated
Stressful
Entertaining
Frustrating
Helpful
Slow
Cluttered
Tiring
Safe
Personal
Friendly
Social
Online
37%
30%
32%
17%
17%
5%
20%
20%
16%
5%
3%
5%
12%
8%
7%
3%
17%
5%
18%
12%
29%
22%
23%
12%
32%
16%
28%
Canadian Data
Source: GfK Futurebuy 2014
12
Previous experience & in-store environment are top influencers
of the shopping decision
“DOMINANT”
•
previous experience
• retailer •
brand
Top Touchpoints
are consistent
across most
categories
“VITAL”
•
•
•
•
shelf info
in-store displays
coupons
WOM – friends
and family
“INFLUENTIAL”
•
•
•
store flyers
gen. shop sites
product samples
and demos
•
•
•
consumer
opinion sites
packaging
retailer sites
•
•
•
•
brand sites
price sites
TV/print
brochures
“INCIDENTAL”
•
•
•
online advertising
online expert reviews
ability to pay with mobile
•
•
social media
shopping
apps
•
•
retailer apps
manufacturer
apps
Source: GfK Futurebuy 2014
13
Online reviews are important in the Consumer Electronics
category
T2B% - Important Influence on Consumer Electronics
Previous experience with brand/item
67%
Previous experience with retailer or brand
62%
Online reviews from other shoppers/users
56%
Online reviews from experts
53%
Retailer websites
50%
Store circulars/flyers
46%
In store displays
45%
Consumer opinion websites (e.g. eOpinions, Consumer Reports, etc.)
44%
General shopping sites (Amazon.com, Shopping.com)
44%
Product samples/demos
43%
Coupons
42%
Price comparison/discount websites (e.g. Overstock.com, PriceGrabber.com,…
41%
Brand websites
40%
Brochures/flyers
40%
Information at shelf
39%
Opinions of family/friends/colleagues
39%
Product packaging
30%
Online advertising
25%
TV or print advertising
23%
Social media (e.g. blogs, forums, Facebook, Twitter, Pinterest, etc.)
21%
Retailer apps on your smartphone or tablet
19%
Manufacturer apps on your smartphone or tablet
19%
Shopping apps on your smartphone or tablet
Geo-locater/navigational/location-enabled “apps” on my mobile phone or digital…
Ability to make payments using my mobile device
17%
16%
15%
Canadian Data
Source: GfK Futurebuy 2014
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Beauty and Personal Care is one category where Flyers
play a vital role in influencing consumer choice…
T2B% - Important Influence on Beauty Health Care Product Choice
Previous experience with brand/item
58%
Previous experience with retailer or brand
54%
Coupons
45%
Store circulars/flyers
39%
Product samples/demos
38%
Brochures/flyers
38%
In store displays
34%
Information at shelf
33%
Opinions of family/friends/colleagues
30%
Retailer websites
24%
Product packaging
23%
Online reviews from other shoppers/users
22%
TV or print advertising
21%
Brand websites
21%
Price comparison/discount websites (e.g. Overstock.com, PriceGrabber.com,…
20%
Online reviews from experts
20%
Consumer opinion websites (e.g. eOpinions, Consumer Reports, etc.)
19%
General shopping sites (Amazon.com, Shopping.com)
17%
Online advertising
15%
Social media (e.g. blogs, forums, Facebook, Twitter, Pinterest, etc.)
Manufacturer apps on your smartphone or tablet
Geo-locater/navigational/location-enabled “apps” on my mobile phone or digital…
Ability to make payments using my mobile device
12%
10%
9%
9%
Shopping apps on your smartphone or tablet
7%
Retailer apps on your smartphone or tablet
7%
Canadian Data
Source: GfK Futurebuy 2014
15
…and even more so in the Packaged Food and Beverage
categories!
T2B% - Important Influence on Package Food and Beverage
Previous experience with retailer or brand
58%
Previous experience with brand/item
57%
Coupons
47%
Store circulars/flyers
46%
Brochures/flyers
40%
In store displays
39%
Product samples/demos
37%
Information at shelf
35%
Product packaging
28%
Opinions of family/friends/colleagues
23%
TV or print advertising
22%
Retailer websites
18%
Brand websites
18%
Consumer opinion websites (e.g. eOpinions, Consumer Reports, etc.)
17%
Online reviews from other shoppers/users
17%
Online advertising
16%
Price comparison/discount websites (e.g. Overstock.com, PriceGrabber.com,…
16%
Online reviews from experts
15%
General shopping sites (Amazon.com, Shopping.com)
Social media (e.g. blogs, forums, Facebook, Twitter, Pinterest, etc.)
14%
10%
Manufacturer apps on your smartphone or tablet
9%
Ability to make payments using my mobile device
9%
Shopping apps on your smartphone or tablet
Geo-locater/navigational/location-enabled “apps” on my mobile phone or digital…
Retailer apps on your smartphone or tablet
8%
8%
7%
Canadian Data
Source: GfK Futurebuy 2014
16
Home Computer’s Dominance Of Online Shopping
Rapidly Eroding in the US
Adoption of mobile devices for online shopping lagging in Canada vs. US
% Of Online Shopping
Activity By Device
Computer
at home
Computer
at work
Smartphone
Tablet
[
[
[
[
78%
-15pts
63%
68%
7%
8%
12%
8%
15%
10%
5%
10%
8%
+1pt
US - 2013
+7pt
US - 2014
Canada - 2014
+5pt
Source: GfK Futurebuy 2014
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Declining Mobile Showrooming Trends Suggest
Bricks & Mortar Retailer Progress
22%
2012
37%
2013
28%
15%
2014
2014
“Saw product in store
then purchased on
phone elsewhere.”
Consistent with global reduction 35%  25%
41%
40%
“Saw the product on
phone and later went
to store to purchase.”
Source: GfK Futurebuy 2014
18
Showrooming Decreases With Age While Webrooming
on Smartphones More Universal Across Generations
GEN Z
“Showrooming”
“Webrooming”
GEN Y
GEN X
Boomers
39% 28%
32% 15%
29% 12%
18% 11%
34% 33%
46% 36%
43% 49%
30% 37%
US
Canada
Source: GfK Futurebuy 2014
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Leading Edge Consumers (LEC) -Our Tour Guides To
“Future Of Shopping”
Early Adopters
• Innovators that value new
products or ideas “before their
time”, and that are also predictive
of the rest of the population
Influentials
• Leading indicators of
trends with a history
of being years ahead
of the mainstream;
word-of-mouth
leaders who are often
called upon by others
to offer advice,
insight, information
Passionate
Shoppers
• Emotionally
connected to
shopping and thus,
highly involved
15% of sample identified via proprietary questions and analytics
10% of sample identified via proprietary questions and analytics
Source: GfK Futurebuy 2014
20
Leading Edge Consumers Are Big On Saving And
Sharing: Similar Pattern in Canada
“Using social media to exchange/post info
about product/services.”
45% LEC
Non-LEC 21%
% of LEC reporting Doing
42%
53%
Comparing prices
across stores (v.38%)
more of…
34%
Using coupons on manufacturers
websites (v.26%)
Using shopping/ brand/ retailer “apps”
on my mobile phone or tablet to find
the best deals (v.11%)
Canadian Data
Source: GfK Futurebuy 2014
21
The Relevance Of Bricks & Mortar Retail Will
Continue To Be Challenged By The LEC Mindset
% Shoppers Agreeing (Canada)
(Top 2 Box)
66%
33%
“Traditional stores are much less important to my shopping than a few years
ago.”
69%
29%
“I can shop for nearly 100% of things I need online.”
76%
35%
“I can see a future where traditional retail stores are not a big factor in my
shopping.”
Canadian Data
Source: GfK Futurebuy 2014
22
Mobile Devices Set To Become “Work Horses” Of
Shopping, Including Mobile Payments
Social networks are much more important for leading edge consumers
% Shoppers Agreeing (Canada)
(Top 2 Box)
69%
19%
“My mobile device is quickly becoming my most important
shopping tool.”
55%
11%
“I make mobile payments whenever possible.”
58%
15%
“I am planning on making more mobile payments in the next 12
months.”
76%
27%
“My social network has become as important to me as
other shopping information sources.”
Canadian Data
Source: GfK Futurebuy 2014
23
GfK Futurebuy 2014 Key Takeaways
Omni-Channel -
Mobile payment not yet
growing in
all categories!
•
Rapidly cascading from high ring involvement
categories to Fast Moving Consumer Goods
Winning requires delivering seamless and
compelling cross-channel shopping experience
•
mainstream
•
Mobile payment development low in US  but Asia
Pacific countries may provide lessons
Addressing shoppers adoption barriers key to
expansion
•
Generation Matters- a lot!
•
•
Wide differences in behavior and attitudes
Generational relevance a make-or-break element of
any activation
Showrooming respite?
•
•
•
Active showrooming leveling off
Leading Edge Consumers still aggressively
challenging relevance of bricks and mortar retail
Premium on continuous retail innovation to create
reason for store visit
Can we be Friends?
•
•
Demands your best shopping experience but very
open to engage with brand/retailers
Activate to build relationship with vital segment
Source: GfK Futurebuy 2014
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THANK YOU
[email protected]
|
[email protected]
Source: GfK Futurebuy 2014
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