A disruptive shopper: through the hustle and bustle of the retail industry

Overview: shoppers have undergone disruptive changes over the past four years. The ubiquity of online and mobile technologies, the development of social networks, the next generation of advanced analytics-all together with other technologies-create a multichannel environment that transforms the shopping experience and customer expectations. When and how does the "new normal" come into being and what will this new normal look like? To find the answer,IBM Business Value Research has analyzed over 110,000 respondents to understand how the speed and intensity of continuous change in customer attitudes and behaviours are translated into the inevitable actions of retailers.

through research, IBM the main shift in the discovery of consumers is focused on:

ongoing love for online shopping

want to have more control over the process of communicating with retailers

hope to extend the benefits of digitalization to the physical store

Yes Continuous love of online shopping

> The question is no longer whether shoppers are online, but how much time they spend doing this, And how will this change people's understanding of physical stores? Our years of research have pointed to strong consumer signals that online shopping still has room for growth. For example, research has found that customers have an increasingly strong affinity for browsing, clicking, and buying experiences. Currently in China, nearly half of shoppers say they are buying online as their preferred option. This also has a significant age difference, 40 40 60% shoppers take online shopping as their preferred way, while 2011 year this ratio is 44% . This change in consumer understanding of delivery convenience not only creates new pressure on retailers, but also introduces a new group of non-traditional competitors who call themselves the example of quasi-real-time performance delivery.

Want to have more control over the process of communicating with retailers

for savvy companies in many different industries, the business-to-consumer(consumer-to-consumer)New Media and new rules of communication are constantly emerging. Today, consumers interact more frequently with businesses than ever before, andIBMresearch shows that consumers want to receive customized, meaningful information. High-efficiencyecommerceinformation uses a variety of data sources to create a virtual image for the target customer. In addition to simple demographic features, companies are also collecting(or through Analysis technology identification)The customer's multiple preferences and interests, location, response to previous communication, browsing and buying behavior, relevant social information, and so on, to integrate this information into consumer communication. Shoppers know and recognize well-crafted communication messages. In addition, shoppers are increasingly willing to share information with trusted retailers, including social, location, and mobile contact methods. In China,49%consumers are willing to share current location information with trusted retailers, a figure more than last year's51%a slight drop. Consumer interest in social and mobile information sharing has also declined slightly,66%shoppers are willing to share social information(last year for70%), while58%shoppers are willing to share their phone numbers to receive text messages(last year for62%). While the willingness of Chinese consumers to share information is high across the globe, Chinese shoppers are more likely than last year to share social, location and mobile(SoLoMo)the willingness of the information to be diminished. Research also found that more and more consumers are still concerned about sharing social, location and mobile information. They want to go through/exit option to control the identification process. Shoppers want to control how retailers find them, but they are less focused on demand and personalized promotions than they did a year ago. Consumers also want to control the way they share data, but the demand for personalization is reduced.

Hope to extend the benefits of digitalization to the physical store

consumers want a seamless and personalised shopping experience, no matter which approach or technology they use. This is evidenced by shoppers ' attention to inventory in the physical stores or in the physical stores. Consumers surveyed by 56% pointed out that one of the key differentiating indicators of their choice of retailers was the ability to determine whether a product was in stock before going to a physical store. Retailers have more ability to be more attractive to shoppers because they have a better understanding of what a clerk can do for them. 51% Consumers say the ability of employees to solve out-of-stock problems through mobile devices is a major factor in their choice of retailers. Unlike global trends, however, Chinese consumers do not seem to need more help once they enter the store. In the need to understand or solve inventory problems, consumers will not first ask the clerk. In addition, the importance of personalized value in the store has fallen from last year.

Conclusion

will retailers face a short-term relative normality? Can retailers maintain stability in a diverse and changing environment that customers expect? To find out, read the full text of the "overturned shopper: through the hustle and bustle of Retailing", released by the IBM Business Value Research Institute in the 2 quarter of this year .

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4. To find the answer, read the full text of the "overturned shopper: through the hustle and bustle of retailing", which will be released by the IBM Institute of Business value in the 2 quarter of 2015. , please visit:http://www.ibm.com/big-data/cn/zh/big-data-and-analytics/? s_tact=m16105nw&iio=banal&cmp=m1610&ct=m16105nw&cr=cross_socialplatform&cm=h&csot=- &ccy=-&cpb=-&cd=-

A disruptive shopper: through the hustle and bustle of the retail industry