2016 industry research: retail connected shoppers report€¦ · putting the shopper fully in...
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2016 INDUSTRY RESEARCH: RETAIL
Connected Shoppers ReportInsights into the Expectations of Today’s Empowered Shoppers
2016 Connected Shoppers Report / 2
Salesforce Research
IntroductionTo explore the current attitudes and habits of today’s shoppers in three global markets
(Canada, the United Kingdom and United States), Salesforce Research conducted
its “2016 Connected Shoppers Report.” Based on responses from more than 4,000
adults, the research found that retailers no longer dictate the terms of interactions with
shoppers. The cloud, mobile, social and artificial intelligence revolutions have empowered
customers to research and shop in new ways, transforming the relationship from B2C to
putting the shopper fully in control. In addition, new entrants into the retail space, such as
Apple Pay and StitchFix, have disrupted the industry, heightening shoppers’ expectations.
To stay competitive, retailers must supercharge their associates, so they are empowered to
delight shoppers and increase customer satisfaction.
2016 Connected Shoppers Report / 3
Salesforce ResearchI. The Shopper is in Control
Do you research products prior to buying online?
Which of the following channels, if any, do you use today when researching products from the following types of retailers prior to buying online?
Millennials (18-34) Generation X (35-54) Baby Boomers (55+)
Shoppers are prepared before they shop
as never before, as more than three-
quarters (80%) of shoppers research
products before purchasing them online.
While websites are the preferred research
tool for all ages, millennials are more than
three times as likely to turn to social media
and mobile apps (both 48%) than their
Baby Boomer counterparts (both 14%).
20%
No
80%
Yes
Phone
In-person
Website
Social Media
SMS/Text
Mobile App
Chat/IM
Video Chat
Other
“When researching products, millennials are more than three times as likely to turn to social media and mobile apps (both 48%) than their Baby Boomer counterparts (both 14%).”
38%
23%
72%
45%
48%
48%
28%
27%
12%
12%
32%
23%
19%
71%
37%
30%
20%
28%
15%
15%
61%
26%
14%
14%
7%
7%
6%
6%
13%
5%
2016 Connected Shoppers Report / 4
Salesforce ResearchI. The Shopper is in Control
I enjoy looking at recommended and/or suggested products from retailers (e.g., displaying similar products below the product I am looking at, email with products, suggestions based on prior purchases, banner ads) to help make purchasing decisions.
Retailers are getting better at tailoring their product selection and/or offers to match my preferences.
I like it when I receive a complementary product offer or promotion from a retailer that is based on my purchase history.
Which of the following are true for you?
More than three out of four shoppers
(79%) like it when they receive
complementary product offers or
promotions based on their purchasing
histories from a retailer, indicating a
desire for more personalized shopping
experiences.
Strongly/somewhat agree
Strongly/somewhat agree
Strongly/somewhat agree
I have purchased an item a retailer recommended to me based on past purchases.
I would like to receive real-time offers (e.g., coupons, promotions), while in-store on my mobile device.
I have purchased an item in-store and later received an offer from the same sAtore via another channel (e.g. email, social media advertisement) for the same item that I had already purchased.
Strongly/somewhat disagree
Strongly/somewhat disagree
Strongly/somewhat disagree
64%
64%
79%
36%
36%
21%
16%
20%
22%
2016 Connected Shoppers Report / 5
Salesforce ResearchI. The Shopper is in Control
If you have purchased an item in-store and then later received an offer from the same store via another channel for the same item that you had already purchased, which of the following are true for you as a result?
I felt annoyed that prices are different online than in-store.
It made me feel cheated out of a better price.
Convinced me to shop online for future purchases
Made me not want to shop at that retailer again.
Made me lose trust in that retailer.
I returned an item and re-bought it online.
However, retailers should be wary about
how seamless their communications
to customers are, as shoppers who
purchased an item in-store and received
an online offer via another channel for the
same product felt annoyed (47%) and
cheated out of a better price (43%).
Baby Boomers (55+)
All Millennials(18-34)
Generation X (35-54)
I expect a store/brand to know what online research I’ve done on that store/brand’s websiteprior to getting to a physical store (e.g., wishlists, abandoned cart, social media activity).
Strongly/somewhat agree
Strongly/somewhat disagree
17%
18%
19%
25%
43%
47%
18%32%
42%
82%
58%68%
2016 Connected Shoppers Report / 6
Salesforce ResearchII. Impact of Disruptors on the Shopping Experience
Mobile devices and tech disruptors — such
as Pinterest, ApplePay and Uber — have
inserted themselves into the shopping
process, creating new ways for shoppers to
research products, rent clothes, purchase
goods and receive merchandise.
Which of the following are true for you (check all that apply).
How likely are you to visit a showroom or inventory-less store?
I have researched a product online via a mobile device while in-store.
Definitely/extremely/ very likely
I have purchased an item online from my mobile device while shopping in a store (either from that store or another retailer).
Somewhat likely
Not at all/not very likely
Baby Boomers (55+)
Millennials(18-34)
Generation X (35-54)
It would help me if a physical store knew about the online research I’ve done on them prior to getting there (e.g., wishlists, abandoned cart, social media activity), so I could receive better service.
Strongly/somewhat agree
Strongly/somewhat disagree
27%42%
48%58%
73%
52%
2%
10%
14%23%
28%38%
11%19%
25%
30%
37%40%
38%41%
59%
2016 Connected Shoppers Report / 7
Salesforce ResearchII. Impact of Disruptors on the Shopping Experience
When buying a product in-store, how would you most prefer to check out/pay for your purchases?
Over a third of millennials have
researched a product online via a mobile
device while in a store (38%), and
nearly one-fourth have even purchased
a product online from a mobile device
while in a store (23%).
Baby Boomers (55+)
Millennials(18-34)
Generation X (35-54)
Check out with a store associate at a register
Check out myself using a self-checkout register
Check out myself using my own mobile device or tablet
Check out with a store associate in the store through a mobile device or tablet
Which of the following types of services have you used or subscribed to in the past 12 months?
Monthly subscription services for meals or groceries (e.g., Amazon Fresh, Blue Apron, HelloFresh)
Monthly subscription services for health or beauty products (e.g., Birchbox, ipsy, Target, Beauty Box)
Clothes/accessories rental services (e.g., Rent the Runway, Bag, Borrow or Steal, Le Tote)
None of these
Monthly subscription services for clothes or accessories (e.g. Trunk Club, StitchFix, Trendsend)
6%
1%
1%
1%
2%
4%
5%
7%
9%
12%
13%
15%
64%
95%84%
49%
82%64%
13%24%
31%
1%4%
10%
1%4%
7%
2016 Connected Shoppers Report / 8
Salesforce Research
Used a mobile payment service (e.g. Apple Pay, PayPal, Samsung Pay) when purchasing an item online.
Used a mobile payment service (e.g. Apple Pay, PayPal, Samsung Pay) when purchasing an item through a mobile app.
Used a mobile payment service (e.g. Apple Pay, PayPal, Samsung Pay) when purchasing an item in a physical store.
II. Impact of Disruptors on the Shopping Experience
Have you visited or shopped at any stores in the past 12 months that had any of the following features?
Merchandise rental services and monthly
subscription services for groceries and
health products are gaining momentum
amongst millennials who have used these
types of services more than twice as much
as Gen Xers and five times as much as
Baby Boomers.
Baby Boomers (55+)
Millennials(18-34)
Generation X (35-54)
A store with interactive digital signage (i.e. screens that enable me to ask for assistance, order online, touchscreen).
A store with digital signage (i.e., signage on screens that change with offers, information and more).
A store with augmented reality (e.g. magic mirrors, ability to virtually try on clothing or other items).
None of these
Which of the following have you done in the past 12 months?
17%29%
38%
5%16%
28%
5%9%
18%
5%12%
26%
8%15%
25%
2%6%
14%
88%74%
51%
2016 Connected Shoppers Report / 9
Salesforce ResearchIII. Better Employees Mean a Better Shopper Experience
Despite the rapid growth of ecommerce,
consumers still enjoy shopping at brick-
and-mortar stores, referencing the ability
to touch and feel the merchandise
(66%) or the option to get merchandise
immediately (61%). However, only a little
over one-third chose the option to get
help from a store associate (38%) as a
reason they like to shop in-store.
In general, which of the following are reasons you like to shop in-store?
How often, if ever, do you ask a store associate for his or her opinion on a product before purchasing it?
TotalI can touch and feel the merchandise
Ability to get merchandise immediately
To avoid shipping fees
I can take advantage of in-store discounts
I discover new things as I browse
I can get help from a store associate
I like the overall in-store experience
Other
To be able to return an item without having to pay return shipping
12% 40% 48%
Always/often
Sometimes Never/rarely
“Only a little over one-third chose the option to get help from a store associate (38%) as a reason they like to shop in-store.”
2%
32%
38%
43%
44%
45%
49%
61%
66%
2016 Connected Shoppers Report / 10
Salesforce ResearchIII. Better Employees Mean a Better Shopper Experience
In fact, just 12% always or often ask a
store associate for his or her opinion on a
product before purchasing it, and less than
one-third who do so trust that the store
associate is always or often telling the truth
when asked (30%).
How often, if ever, do you think the store associate is telling the truth when they give you an opinion on the product? (Base: Ever ask a store associate for his or her opinion on a product before purchasing?)
I typically know more about a store than a store associate.
I typically know more about a product that a store associate.
I typically know more about a brand than the store associate.
I think robots could replace store associates.
30% 55% 16%
Always/often
Never/rarelySometimes
Strongly/somewhat agree
Strongly/somewhat agree
Strongly/somewhat agree
Strongly/somewhat agree
Strongly/somewhat disagree
Strongly/somewhat disagree
Strongly/somewhat disagree
Strongly/somewhat disagree
68%
32%
44%
56%
40%
60%
28%
72%
2016 Connected Shoppers Report / 11
Salesforce ResearchIII. Better Employees Mean a Better Shopper Experience
To combat this problem, retailers must
enable their associates with technology
that helps them quickly check store
inventory or pricing and increase their
product knowledge to meet shoppers’
growing expectations. Millennials, in
particular, are open to sharing data
regarding their preferences and would like a
retailer to leverage location-based services
to get better service.
Baby Boomers (55+)
Millennials(18-34)
Generation X (35-54)
I would be willing to share data regarding my preferences with a store or brand to receive faster and more convenient service once I am in the store.
I would like a store/brand to know who I am when I walk into a store because of location-based technologies (e.g., iBeacons, RFID, geofencing).
Strongly/somewhat agree
Strongly/somewhat agree
Strongly/somewhat disagree
Strongly/somewhat disagree
35%47%
56%
44%53%
65%
14%27%
39%
61%
86%73%
2016 Connected Shoppers Report / 12
Salesforce ResearchIV. ’Tis the Season of Shopping
The holiday season is far from jolly for
more than three-quarters of shoppers,
as 77% of consumers avoid shopping
at physical stores during the holidays.
Crowds (58%), traffic (33%) and the
convenience of online shopping (29%)
are the leading factors.
“Crowds (58%), traffic (33%) and the convenience of online shopping (29%) are the leading factors consumers avoid shopping at physical stores during the holidays.”
Do you avoid physical stores during holidays?
Which of the following, if any, are reasons why you avoid shopping at physical stores during the holidays (i.e., the time between Thanksgiving and New Year’s)?
23%
No
77%
Yes
TotalToo crowded
Traffic
More convenient online
Higher pricing
Lack of time
Not enough inventory
Seasonal employees with less knowledge/service
Other
Limited parking
All
2%
12%
12%
19%
20%
28%
29%
33%
58%
2016 Connected Shoppers Report / 13
Salesforce ResearchIV. ’Tis the Season of Shopping
And, making matters worse, more than
half agree that they feel overwhelmed with
the various marketing communications
sent by retailers via text, email and
other channels throughout the holiday
season. Nearly three quarters of adults
will research products before holiday
shopping in-store (73%), and will
do so primarily from retailer websites
(41%), printed catalogs (25%), printed
brochures/flyers (24%) and individual
brand websites (24%).
I feel overwhelmed with retail marketing communications (e.g., emails, texts, catalogs) during the holiday season.
This holiday season where do you plan to research gift ideas/shopping plans prior to going into a store to purchase the products?
Total
Total
Strongly/somewhat agree
Online-only retailer website (e.g. Amazon, Wayfair, Jet)
Retailer website (e.g., Target.com, Walmart.com, Macys.com)
Printed catalog
Printed brochure or flyer
Brand website (i.e. go to Levi’s website to look at jeans, the Toyota website to look at cars)
Social media (e.g., Facebook, Instagram, Twitter, Pinterest)
Deal comparison website (e.g. Bizrate, DealTime, Price.com)
Digital flyer (e.g. Flipp, digital circular, online coupon book)
I don’t research prior to going into a store
Other
Strongly/somewhat disagree
All
44%
56%
1%
12%
12%
12%
14%
24%
24%
25%
41%
43%
V. Methodology
This survey was conducted online by Harris Poll on behalf of Salesforce October 21-25,
2016, among 2,019 adults ages 18 and older in the United States, among 1,077 adults
ages 18 and older in Canada, and among 1,010 adults ages 18 and older in the United
Kingdom. This online survey is not based on a probability sample and therefore no
estimate of theoretical sampling error can be calculated. The analysis was completed
by Salesforce. For complete survey methodology, including weighting variables, please
contact Annie Meenan at ameenan@salesforce.com.
2016 Connected Shoppers Report / 14
Salesforce Research
VI. Appendices
Individual data breakouts across three global markets (Canada, U.K. and U.S.) based on
responses from more than 4,000 adults.
2016 Connected Shoppers Report / 15
Salesforce Research
2016 Connected Shoppers Report / 16
Salesforce ResearchAPPENDIX I — CANADA DATASHEET
2 0 1 6 C O N N E C T E D S H O P P E R S R E P O R T
CANADA DATASHEET
Which of the following are true for you (check all that apply).
I have researched a product online via a mobile device while in store.
20%32%
24%8%
I have purchased an item online from my mobile device while shopping in a store (either from that store or another retailer).
10%25%
20%16%
In general, which of the following are reasons why you like to shop in-store?
I can touch and feel the merchandise
67%53%
65%78%
I can get help from a store associate
43%35%39%
51%
I can take advantage of in-store discounts
44%37%38%
55%
To avoid shipping fees
54%51%53%
58%
Able to get merchandise immediately
66%53%
70%71%
I discover new things as I browse
43%41%
38%48%
To be able to return an item without having to pay return shipping
48%40%44%
56%
I like the overall in-store experience
34%31%33%36%
I like it when I receive a complementary product offer or promotion from a retailer that is based on my purchasing history.
Strongly/somewhat agree
80%79%82%
78%
Strongly/somewhat disagree
20%21%
18%22%
It would help me if a physical store knew about the online research I’ve done on them prior to getting there so I could receive better service.
Strongly/somewhat agree
38%49%
42%26%
Strongly/somewhat disagree
62%51%
58%74%
Which of the following types of services have you used or subscribed to in the past 12 months?
Clothes/accessories rental services (e.g., Rent the Runway, Bag Borrow or Steal, Le Tote)
5%12%
4%1%
Monthly subscription services for clothes or accessories (e.g. Trunkclub, StitchFix, Trendsend)
3%8%
3%1%
Monthly subscription services for health or beauty products (e.g., Birchbox, ipsay, Target, Beauty Box)
5%11%
5%2%
7%Monthly subscription services for groceries (e.g., Amazon Fresh, Blue Apron, HelloFresh)
7%15%
3%
I feel overwhelmed with retail marketing communications (e.g., emails, texts, catalogs) during the holiday season.
Strongly/somewhat agree
57%55%
60%55%
Strongly/somewhat disagree
43%45%
40%45%
I would be willing to share data regarding my preferences with a store or brand to receive faster and more convenient service once I am in the store.
Strongly/somewhat agree
45%55%
49%34%
Strongly/somewhat disagree
55%45%
51%66%
I would like a store/brand to know who I am when I walk into a store because of location- based technologies (e.g., iBeacons, RFID, geofencing).
Strongly/somewhat agree
25%35%
29%14%
Strongly/somewhat disagree
75%65%
71%86%
Baby Boomers (55+)
All Millennials(18-34)
Generation X (35-54)
How often, if ever, do you think the store associate is telling the truth when they give you an opinion on the product?
Sometimes
Always/often
30%26%27%
35%
53%52%55%
53%
Never/rarely
17%22%
18%13%
I typically know more about a product that a store associate.
Strongly/somewhat agree
41%46%
43%37%
Strongly/somewhat disagree
59%54%57%
63%
Do you avoid physical stores during holidays?
Yes
74%85%
78%64%
No
26%15%
22%36%
How often, if ever, do you ask a store associate for his or her opinion on a product before purchasing it?
Always/often
15%18%
14%15%
Sometimes
43%42%44%44%
Never/rarely
41%40%42%42%
2016 Connected Shoppers Report / 17
Salesforce ResearchAPPENDIX I — U.K. DATASHEET
2 0 1 6 C O N N E C T E D S H O P P E R S R E P O R T
U.K. DATASHEET
Which of the following are true for you (check all that apply).
I have researched a product online via a mobile device while in store.
21%33%
25%7%
I have purchased an item online from my mobile device while shopping in a store (either from that store or another retailer).
13%27%
15%1%
In general, which of the following are reasons why you like to shop in-store?
I can touch and feel the merchandise
64%52%
61%77%
I can get help from a store associate
33%31%
25%41%
I can take advantage of in-store discounts
39%37%40%39%
To avoid shipping fees
37%35%
40%35%
Able to get merchandise immediately
53%45%
52%60%
I discover new things as I browse
41%45%
39%40%
To be able to return an item without having to pay return shipping
40%35%
40%44%
I like the overall in-store experience
33%30%34%35%
I like it when I receive a complementary product offer or promotion from a retailer that is based on my purchasing history.
Strongly/somewhat agree
74%70%
78%73%
Strongly/somewhat disagree
26%30%
22%27%
It would help me if a physical store knew about the online research I’ve done on them prior to getting there so I could receive better service.
Strongly/somewhat agree
40%52%
42%29%
Strongly/somewhat disagree
60%48%
58%71%
Which of the following types of services have you used or subscribed to in the past 12 months?
Clothes/accessories rental services (e.g., Rent the Runway, Bag Borrow or Steal, Le Tote)
7%16%
5%0%
Monthly subscription services for clothes or accessories (e.g. Trunkclub, StitchFix, Trendsend)
5%11%
3%2%
Monthly subscription services for health or beauty products (e.g., Birchbox, ipsay, Target, Beauty Box)
5%13%
4%0%
7%Monthly subscription services for groceries (e.g., Amazon Fresh, Blue Apron, HelloFresh)
7%16%
1%
I feel overwhelmed with retail marketing communications (e.g., emails, texts, catalogs) during the holiday season.
Strongly/somewhat agree
56%58%
53%56%
Strongly/somewhat disagree
44%42%
47%44%
I would be willing to share data regarding my preferences with a store or brand to receive faster and more convenient service once I am in the store.
Strongly/somewhat agree
40%57%
41%27%
Strongly/somewhat disagree
60%43%
59%73%
I would like a store/brand to know who I am when I walk into a store because of location- based technologies (e.g., iBeacons, RFID, geofencing).
Strongly/somewhat agree
27%47%
27%11%
Strongly/somewhat disagree
73%53%
73%89%
Baby Boomers (55+)
All Millennials(18-34)
Generation X (35-54)
How often, if ever, do you think the store associate is telling the truth when they give you an opinion on the product?
Sometimes
Always/often
25%21%
27%27%
56%51%
59%58%
Never/rarely
18%28%
14%15%
I typically know more about a product that a store associate.
Strongly/somewhat agree
44%48%49%
37%
Strongly/somewhat disagree
56%52%51%
63%
Do you avoid physical stores during holidays?
Yes
76%85%
78%68%
No
24%15%
22%32%
How often, if ever, do you ask a store associate for his or her opinion on a product before purchasing it?
Always/often
8%10%9%7%
Sometimes
40%43%
36%41%
Never/rarely
52%47%
55%53%
2016 Connected Shoppers Report / 18
Salesforce ResearchAPPENDIX I — U.S. DATASHEET
2 0 1 6 C O N N E C T E D S H O P P E R S R E P O R T
U.S. DATASHEET
Which of the following are true for you (check all that apply).
I have researched a product online via a mobile device while in store.
31%47%
37%14%
I have purchased an item online from my mobile device while shopping in a store (either from that store or another retailer).
14%24%
18%3%
In general, which of the following are reasons why you like to shop in-store?
I can touch and feel the merchandise
66%56%
68%73%
I can get help from a store associate
37%35%
33%43%
I can take advantage of in-store discounts
48%47%
44%53%
To avoid shipping fees
56%57%
53%58%
Able to get merchandise immediately
65%56%
68%68%
I discover new things as I browse
44%42%
46%44%
To be able to return an item without having to pay return shipping
47%44%47%50%
I like the overall in-store experience
29%30%29%29%
I like it when I receive a complementary product offer or promotion from a retailer that is based on my purchasing history.
Strongly/somewhat agree
82%82%83%83%
Strongly/somewhat disagree
18%18%17%17%
It would help me if a physical store knew about the online research I’ve done on them prior to getting there so I could receive better service.
Strongly/somewhat agree
39%55%
43%25%
Strongly/somewhat disagree
61%45%
57%75%
Which of the following types of services have you used or subscribed to in the past 12 months?
Clothes/accessories rental services (e.g., Rent the Runway, Bag Borrow or Steal, Le Tote)
6%12%
5%1%
Monthly subscription services for clothes or accessories (e.g. Trunkclub, StitchFix, Trendsend)
5%10%
5%1%
Monthly subscription services for health or beauty products (e.g., Birchbox, ipsay, Target, Beauty Box)
8%13%
10%2%
9%Monthly subscription services for groceries (e.g., Amazon Fresh, Blue Apron, HelloFresh)
8%15%
3%
I feel overwhelmed with retail marketing communications (e.g., emails, texts, catalogs) during the holiday season.
Strongly/somewhat agree
55%58%
50%57%
Strongly/somewhat disagree
45%42%
50%43%
I would be willing to share data regarding my preferences with a store or brand to receive faster and more convenient service once I am in the store.
Strongly/somewhat agree
50%57%
51%45%
Strongly/somewhat disagree
50%43%
49%55%
I would like a store/brand to know who I am when I walk into a store because of location- based technologies (e.g., iBeacons, RFID, geofencing).
Strongly/somewhat agree
25%35%
26%16%
Strongly/somewhat disagree
75%65%
74%84%
Baby Boomers (55+)
All Millennials(18-34)
Generation X (35-54)
How often, if ever, do you think the store associate is telling the truth when they give you an opinion on the product?
Sometimes
Always/often
33%30%
36%33%
55%54%52%
57%
Never/rarely
13%16%
13%10%
I typically know more about a product that a store associate.
Strongly/somewhat agree
48%49%
53%43%
Strongly/somewhat disagree
52%51%
47%57%
Do you avoid physical stores during holidays?
Yes
82%85%83%
78%No
18%15%17%22%
How often, if ever, do you ask a store associate for his or her opinion on a product before purchasing it?
Always/often
12%17%
14%6%
Sometimes
35%35%
31%39%
Never/rarely
53%47%
55%55%
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