couch shopping bsw syndicated study

8/2/2019 Couch Shopping BSW Syndicated Study

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BRANDSCAPES WORLDWIDE SYNDICATED STUDY ON

NON BRICK & MORTAR CHANNELS OF SHOPPING

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Background

Net Commerce: Market size

of INR 8,146 Cr in 2007INR 31,598 Cr by year 2010*

E-tailing: Grown from INR

978 Cr in year 2007 INR

1,550 in year 2009*

More internet users, moreavenues

Homeshopping has gained in

popularity Rs 880 crores

(a growth of 22% in 2010)#

*Source: Report on Online Commerce, March 2011, by e -Tech group IMRB and IAMAI

# Source: Report on Homeshopping India, March 2011, by Euromonitor

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HOW IMPORTANT IS THE FUTURE TO YOU?

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THE CONSUMER MAKES DECISIONS ON BRAND SELECTION, PRODUCT,

PRICE DECISIONS FROM THE COUCH!

ARE YOU READY TO INFLUENCE THE COUCH SHOPPER?


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The Shopping Landscape has morphed: Has your Marketing Strategy kept up?

* People who buy only travel/movie//event tickets online or buy only financial products like shares,

mutual funds, insurance etc. online are included in our definition of Couch Shopper, but CouchShoppers online behaviour would be profiled4

Marketing Objectives Our Study

How has the shopping

landscape changed?

Emerging new channels, new players, new access points:

overview, usage ,triggers & barriers to emergent channel

adoption

How strong is your

couch channel?

How does the couch shopper perceive different channels,

benchmarking, how well known, trusted?

Who should we target? Profile of couch shoppers, segmentation, opportunity analysis -low hanging fruits, challenges

How should we targetthem?

Segment attributes, value propositions, what resonates withthem, Couch Purchase/ Research habits- How does the

consumer decide loyalty? what are their buying decisions based

on ,who influences? what converts couch-research to purchase?


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WHAT WILL YOU LEARN FROM THIS STUDY?

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ABOUT THE CONSUMER:

WHO USES EMERGING CHANNELS?

HOW DO THEY MAKE DECISIONS?

FOR THE MARKETERS:

DOES YOUR COMPETITION HAVE THEIR ONLINE ACT TOGETHER?WHAT TURNS A CONSUMER ON OR OFF ONLINE BUYING?


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THE COUCH CHANNELS:

ONLINE PORTALS, MOBILE

AND TV SHOPPING:

Fact: Consumers are online. Mobile, Laptops,

Tablets, Social Media. They are being influenced

all the time.

Are you on their radar screens? Or is the

competition doing better than you?

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Know the Channel: Overview *

Brands Own

Portal

Multi-

BrandPortals

Group

Buyingsites**

Bidding/Auction sites

MobileShopping

TVShopping

*See additional slides at the back for detailed information areas

** Based on interest, sample size: Suspect still very small in India

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What avenues for online purchase are out there?How are they used?What channel is most effective in converting an online purchasetoday?

Benchmarking: which sites are top-of-mind for consumers?What does the purchase experience, Conversion Ratio andSatisfaction Ratio look like across players in these channels?

Globus

FabIndia

Fastrack

Snapdeal

Dealsandyou

Mydala

Taggle

Sosasta

eBay

bidjeeto.com

nilami.in

bids10

HomeShop18

StarCJ

TVC Skyshop

Telebrands India

Future Group

Shoppers Stop

The Mobile Store

Next

Flipkart

SMS

Location-

based


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THE COUCH CONSUMER: ONLINE

SHOPPING, MOBILE AND TV SHOPPING:

Fact: Youth are increasingly spending online. They are

the key spenders in the next few years over 50%

internet users are under the age of 25.

Is your youth marketing strategy effective?

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Know the Consumer: Attitudes and Perceptions

Basic demographics, TV/ internet/ Mobile usage

Credit card ownershipWho is your target?

Do they research online?

Does it convert to a purchase?How often do they buy?

How do they decide: Brand, Price, Outlet? Do they browse in-store? How important is a sales

person in this case?The Decision making process

Do their budgets change?

What decides budget? Brand, ease of buying,

shipping?

Budgets

Where does this gadget come in?

Location based targeting effective? Necessary?*Importance of the mobile

phone

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COUCH SHOPPER SEGMENTATION: ONLINE, MOBILE AND

TV SHOPPING

Fact: Couch Shopper needs vary and they shopdifferently.They are influenced in multiple ways.

Have you got the segmentation right?

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Know the Couch Consumers: Attitudes and Profiling the segments

Consumers who browse and research online but shop

in-storeBrowsers

Browse online and buy there too?

They might visit shops too before buying onlineSpenders

Heavy | Medium | LightSpender Type

Not only buy online but also comment in forums and isknown as a go-to person

Influencer

Media consumption

Online habits

Most-trusted versus Most-visited

Agents of Influence

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BARRIERS & TRIGGERS: COUCH

SHOPPING: ONLINE, MOBILE AND TV

SHOPPING:

Fact: Some people just won't buy online.

Some are open to buying but need

persuasion. Some are turbo-buyers and

you need to get on their radar at all costs.

Do you know what their hot-buttons

are?

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Know Barriers & Triggers: What's the difference between buy & "naah"?

What makes a consumer buy online?

Is there a killer a-ha that makes one prefer an onlinetransaction?

Triggers

Why does a consumer browse online but buy in-store?

What prevents a consumer from making a repeatpurchase online?

Barriers

Are online channels and where to buy online well-known?

Is process complicated? Are consumers aware of how-to buy online?

Awareness

Ease of search

Ease of payment

Fulfillment and returns

Purchase Experience

Comparing websites, TV channels

Analysis of conversion ratios and satisfaction indexPerception of Existing

Channels

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METHODOLOGY & SAMPLING

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A DEEP-DIVE ON THE COUCHSHOPPER BASE IN INDIA

= 34.5 MILLION [JUXT NEW AGE MARKET RESEARCH]


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Who we will speak to: CHANNEL -12 Senior Executives Across:

Portals

3 each: SingleBrand &

Multibrand

Any 2 GroupBuying Sites

Any 2 Auction/Bidding Sites

Any 2Shopping TVChannels

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Examples:

Globus

FabIndiaFastrack

Future Group

Shoppers Stop

The Mobile Store

Next

FlipkartInfibeam

Letsbuy

Examples:

Snapdeal

DealsandyouMydala

Taggle

Sosasta

Dealsface

Koovs

Dealivore

Examples:

eBay

bidjeeto.comnilami.in

bids10

bassabids

spicybids

nilaami.in

Examples:

HomeShop18

StarCJTVC Skyshop

Telebrands India


16/2016

Consumers: Across 4 tiers All India (Cities are indicative of tier)

Tier City Research Online |Buy In-store

Research Online |Buy online

Buy TVC Total

Metro 1 Delhi 250 250 150 650

Metro 1 Mumbai

Metro 2 Bangalore/ Chennai 250 250 150 650

Metro 2 Kolkata

Metro 2 Pune

Mini Metros Jaipur/ Kanpur 150 200 150 500

Mini Metros Kochi/ Coimbatore

Mini Metros Guwahati

Emerging Mkts Mangalore 150 200 150 500

Emerging Mkts Solapur

Emerging Mkts Bhubaneshwar

Total 800 900 600 2300

Target Audience: Online, Internet users, TVC shoppers

18-60Yrs, Male and Female

Mobile shopping to be covered across all groups


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Quotas

17

45 years and above

They will comprise a total of 100 in each of the three segments The bulk of the interviews will be with 18-45 years

Females

A minimum of 200 each in the two online segments (50 in each

Tier)

TVC Shoppers

Each gender to have a minimum sample size of 200


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SCHEDULE AND INVESTMENT

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Proposed Schedule

Fieldwork launch : October 2011

Report : March 2012

Investment

Early Bird Price* : Rs 2,70,000/-

Regular Subscription : Rs 3,40,000/-

Service Tax at prevailing GOI rates would be chargedon this amount

Payment Terms

50% advance subscription 50% on receipt of report

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HOW IMPORTANT IS THE FUTURE TO YOU?

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MULTIPLE CHANNELS FOR BRAND SELECTION, PRODUCT,PRICE DECISIONSARE IN USE

ARE YOU READY?

CONTACT [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]

couch shopping bsw syndicated study

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