Categoría: Informes

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IMRG Capgemini predict e-tail trends in 2013

Escrito por // Editor-in-Chief

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Consumers spent an estimated £78 million online throughout 2012 while sales via mobile devices rocketed a staggering 304 per cent on 2011 as one in eight of every pound spent is via a mobile or tablet.

The average percentage of online sales via mobile increased from 0.4 per cent in Q1 20210 to an average of 13.2 per cent in Q3 2012 and IMRG Capgemini noted at a roundtable breakfast this morning that bricks and mortar retailers must work hard to compete.

“The business models of those retailers doing well have migrated online as the high street changes,” Chris Webster, Head of Retail Consulting and Technology at Capgemini, said today.

“Of course, digital content such as music and videos does best online as 70 per cent of music is now bought online. Electricals retailers [with a digital presence] are also doing well though this is because consumers are buying brands rather than the retailer. So, the value proposition for retailers is a high service model or customers will go online.

What we have seen over time is that online is a crucial part of the total market and particularly in some sectors there has been a structural shift: businesses and household names that existed three months ago now don’t exist, such as Comet and HMV.

If you think about their business models they are companies whose content has been digitised or their products are more popular online thus the high street has a less important presence.

“It is interesting to discover how these companies have got it so wrong as over the last several years their model is no longer relevant to the customer.”

Across the majority of sectors, online retail sales saw strong year-on-year growth, the index found with beers, wines and spirits seeing a 19 per cent rise in December, up 50 per cent compared with a month earlier while electricals reported a 31 per cent year-on-year boost.

Predicting trends in the market for the year ahead, IMRG’s Chief Operations & Policy Officer Andrew McClelland believes that, with the introduction of internet-connect TVs, dual screening is fundamental for how retail will change, though the ability to move between screens is expected to take at least 18 months.

NFC adoption, he said, is increasingly creating a showroom environment in store as the increasing crossover of technologies allows shoppers to use phones in store, though there is a danger that showrooms will become “unsatisfactory” should this go too far.

In conclusion, McClelland warned that those fearing the death of the high street have missed the point.

“The internet is not killing off the high street; customers’ desire has changed,” he explained.

“While technology is enabling change…our social make-up and culture is changing so this is about a broader social picture rather than just technology.

“This is not about cannibalisation but being in the right space and [offering] customer choice; the consumer is creating this industry and choice is a key benefit and driver.”

(Via Articles)

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Exploring the Consumer Media Universe, by Nielsen

Escrito por // Editor-in-Chief

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From televisions and smartphones to tablets and game consoles, Americans are consuming content on every device under the sun— the latest versions of which will be on display this week at the 2013 International Consumer Electronics Show in Las Vegas.

According to Nielsen’s new U.S. Consumer Usage Report 2012, nearly 120 million people within television homes own four or more TV sets, and 16 percent of television homes own a tablet. Smartphone owners officially make up the majority of mobile subscribers, as 56 percent owned a smartphone as of Q3 2012. Additionally, the number of social media users continues to increase across all platforms as consumers use social networking as a vehicle to navigate the ever-expanding media universe.

For more insights on the consumer media universe, download Nielsen’s State of the Media: U.S. Consumer Usage Report 2012.

(Via Nielsen Wire » Consumer)

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UK Retail Predictions for 2013, by Microsoft Advertising

Escrito por // Editor-in-Chief

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We are seeing incredible changes influencing the UK retail landscape.  2012 proved to be a challenging year in which the currencies of sales, share and profit were traded with greater competition than ever.  The impact of the internet and the interactive consumer contributed greatly to this.

As consumers, we have never been more in control of the purchasing journey and this rapidly evolving dynamic has produced a paradigm shift in the way Microsoft Advertising is approaching advertising and advertisers.  The pervasion of multi-screen interactive devices, the rapid explosion in cloud computing, the ubiquity of always-on connectivity and the development of natural user interfaces is changing the way retailers engage with their customers.  In 2013 Microsoft Advertising is offering retailers the opportunity to build innovative and measured experiences with engaged consumers at scale through a suite of premium products and devices.

To give you a flavour of the impact of changing consumer behaviour on the UK retail sector here are my predictions for 2013.  I Look forward to your comments.

1.        It’s all about Me

Consumers are driving the retail relationship and will look to take even more control in 2013. They have already become publishers of their own web sites, videos, social sites and are fluent in how to seek, hunt and purchase at the push of a button. Their opinions and reviews within social communities are also key to influencing the choice of retailer and maintaining loyalty.  The winners will be those retailers who best understand the consumer journey and proactively track and react to changing consumer behavior as a means to garnering customer attention and loyalty.

2.       For CMO read Chief Metric Officer

With ever tightening margins, tougher competition and more powerful consumers CEO’s are demanding a new type of ROI from their CMO’s.  Traditional reporting metrics such as brand equity and social exposure will still be key but retail CMO’s will be expected to be able to demonstrate deeper consumer appreciation of their brands and more importantly reports results in real time.  In effect they are fast becoming their company’s new Chief Metric Officers.

3.       Multi-Channel Becomes the Norm

The lines between offline and online blurred significantly in 2012. The challenge for retailers in 2013 will continue to be how to create and measure a seamless brand experience across all channels: brick, click, social and mobile. RSR Research in November 2012 reported retailers naming their top 3 operational challenges: 59% of retailers surveyed pointed to coordination with other channels to create a seamless brand experience, 52% were focused on optimizing inventory across all channels, while 49% are focused on how to best understand and capitalize on how different consumer audiences engage in varying channels. Christine Cross, Chief Retail and Consumer Advisor to PricewaterhouseCoopers and a Non-Executive Director at Next, commented that “Christmas results are showing a robust performance for retailers with an online presence, but in particular those who could use their stores to leverage this through click and collect. This will be the Christmas defined as one where consumers became truly ‘Omni channel’ and the winners responded to this need. Online has been the main non-food battleground.”

4.       Push and Pull Retailing

Consumers have for years enjoy instant ownership of the shopping experience by searching for product information, selecting their brand and then instantly “pulling” the trigger to buy on the internet spot.  2013 will see retailers more aggressively use their push and pull prowess across all trigger points to best capitalize on their brand equity and deliver their brand promise and position. In effect, the last step of the sale for retailers will be everywhere and anywhere as opposed to somewhere.

5.       Arrival of 4G

Although price will be a barrier to entry in the short term, the impact of 4G on retail in 2013 will be far reaching. From engaging shoppers in-store via Wi-Fi, implementing augmented reality and barcodes, to digital offers distributed via mobile devices, retailers have a unique opportunity next year to drive footfall and reach consumers in a more contextually, relevant and contextual way than ever before using intelligent data.  Think how the advent of 3G was a game changer for smartphone and the development of 3G will allow point-of-sale to become truly mobile.

6.       Mobile Drives Loyalty

The latest research from IAB reveals that 69% of UK consumers expect their mobile usage to increase by 2015, so mobile retail is only going to increase as we move into 2013. UK users are becoming increasingly adept with using mobile as part of their in-store shopping experience, in terms of making payment and loyalty. Savvy retailers are adapting their point of sale (POS) in order to accept these digitally savvy customers, and gather a wealth of data on their behavior in order to personalize offers and complete the digital circle. As customers respond more positively to the immediacy and convenience that mobile devices bring, this type of retailer offer is going to grow rapidly in 2013.

7.       Showrooming

Showrooming’ is where people use mobile devices in-store to compare prices either in rival shops or online and it will become even more ubiquitous in 2013.  Experience design agency Foolproof found 24% of UK shoppers ‘showroomed’ in the lead-up to Christmas 2012, and 40% of those (one in 10 of all shoppers) then bought items from a competitor. However, in the 18-to-39-year-old age group, those engaging in ‘showrooming’ leapt to 39%, and a fifth of all shoppers said they went into a store specifically to check something they planned to buy online.  We will see retailers further integrating consumer offline and online experiences to ensure they do not lose price driven customers to their competitors. 

8.       Price Inflation driving Growth

According to a report from SAS and Verdict Research called ‘How the UK will shop in 2013’ UK retail is predicted to grow by 1.8% in 2013 with total retail spend hitting £300.7bn.  Food will remain the biggest driver next year however DIY and gardening is set to be retail’s strongest performing sector after a recovery from the wettest summer on record in 2012.  SAS and Verdict also predict that there will be a shift towards the more mature market as 16 to 24 year olds continue to suffer economic woes, while more over 65s are working longer. The report reveals that the 55+ demographic will be the fastest growing among online shoppers. Ruth Jackson, retail consultant, SAS UK & Ireland, added: “Retailers need to consider a myriad of external influencing factors happening in the market when planning their strategies for the year ahead. Shoppers want a consistent customer experience and so retailers must adopt an Omni-channel approach to understand their behaviour, and successfully deploy strategies across all channels.

9.       Story Led Advertising

Christmas 2012 saw a discernible shift away from price-led campaigns to story-led adverts.  This is likely to continue in 2013 and the key to success will be brands staying true to themselves and to their customers. Craig Inglis, John Lewis Marketing Director, certainly thinks so.  “If I look at retail brands this Christmas I would say overall the retail industry has upped its game. The ads are provoking a reaction and trying to tell a story, which is a good thing.” There is no doubt that today’s savvy consumer knows what a retailer stands for and expects to receive that brand experience, no matter what channel they are engaging with.

2012 was a challenging year, but with a defined multi-channel internet strategy there is still huge potential for retailers in 2013.

Nigel Ashton, Vertical Partnership Manager – Retail and FMCG, Microsoft Advertising UK

(Via Microsoft Advertising Blog)

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Global powers of retailing 2013, by Deloitte

Escrito por // Editor-in-Chief

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Deloitte, en colaboración con STORES Media, acaba de presentar el estudio Global powers of retailing 2013: Retail beyond que identifica los 250 mayores minoristas (retailers) del mundo durante el año fiscal 2011, incluyendo años fiscales de empresas hasta junio 2012.

Mercadona (44º) que baja 2 posiciones respecto a la edición anterior, Inditex sube 2 posiciones (47ª) y El Corte Inglés (54ª) se sitúan entre los 60 mayores grupos de comercio y distribución del mundo. La 4ª firma española es la DIA (Distrib. Internacional de Alimentación) en el puesto 75º, y Eroski en el .

El informe no es una simple lista sino que examina las tendencias a tener en cuenta al planificar las estrategias de crecimiento de los retailers, y un análisis de futuro mediante el ratio Q.  Afirma que el consumidor tiene cada vez más poder, y que gracias a la rápida evolución hacia tecnologías más accesibles espera poder interactuar de nuevas formas que obligarán a los retailers a reevaluar sus modelos de negocio tradicionales, y repensar completamente sus estrategias de producto, servicios y marketing.

Los Top 3 continúan siendo Wal-Mart (U.S.), Carrefour (France) y Tesco (U.K.).

Puedes leer el informe completo y sus conclusiones desde aquí.

Dispones de información sectorial sobre “Retail” consultando el Sector tip “Retail” del portal del conocimiento ESADE Knowledge.

(Via ESADE Link)

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70 estudios e informes sobre tendencias de consumo, marketing y social media 2012, por María José López

Escrito por // Editor-in-Chief

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Una selección de informes sobre tendencias de consumo, marketing y social media que se han ido publicando a lo largo de 2012 (ampliación de la selección publicada en julio):

  1. Primer Estudio Anual sobre Digital Signage (IAB)
  2. Qué es el CRM Social (Jaime Valverde)
  3. Los 6 tipos de compradores identificados por PeopleShop (Leo Burnett)
  4. Goodpurpose, estudio sobre la actitud frente a las marcas comprometidas socialmente (Edelman)
  5. La tasa de apertura de email marketing en móviles se ha duplicado en un año (Splio)
  6. Barómetro del Social Commerce en España (Social Buy)
  7. Informe sobre las Apps en España (The App Date)
  8. Estudio anual sobre Mobile Marketing en España (IAB Spain)
  9. 12 Tendencias de consumo y negocio para dar rienda suelta a la innovación (Trendwatching)
  10. The Social Media Report 2012 (Nielsen)
  11. Social Media Around The World 2012 (InSites Consulting)
  12. Estudio de los Usuarios de Twitter en el Mundo (Beevolve)
  13. Los medios sociales en España. La visión de la alta dirección (IESE)
  14. El futuro del Retail (Psfk) [ENG]
  15. Estudio Redes sociales, Social Media y Entorno digital en Comunicación Interna (Observatorio de Comunicación Interna e Identidad Corporativa en colaboración con Dircom)
  16. Un estudio demuestra que el Marketing de Contenidos genera 3 veces más contactos que el pago por click (Kapost)
  17. Cuadro de mandos para la medición en medios sociales (IAB Spain)
  18. Estudio Mobile Life (TNS)
  19. El Poder del Me Gusta 2 (comScore)
  20. Análisis de 104 marcas españolas en Twitter (Alumnos Tadel Formació)
  21. Social Shopping: El impacto del social media en nuestras decisiones de compra (CP Proximity)
  22. Estudio Uso de Twitter en España 2012 (Adigital)
  23. El auge de la Influencia Digital (Brian Solis)
  24. Recomendaciones para sacar el mayor partido a Pinterest (Multiplica)
  25. Tendencias del consumidor digital en la compra y consumo de viajes (IAB Spain)
  26. Observatorio de Compra Online en España (The Cocktail Analysis)
  27. Hábitos y usos de webs de compra Flash Sales (IAB)
  28. Radiografía de la distribución española y su comprador (Kantar Worldpanel)
  29. Observatorio de Redes Sociales en España 2012 (The Cocktail Analysis)
  30. The 2012 Digital Marketer: Benchmark and Trend Report (Experian)
  31. Gamificación en España 2012 (Gamkt.com)
  32. 2012 Social Media Marketing Industry Report (Social Media Examiner)
  33. La influencia del boca-oreja en redes sociales (Trnd)
  34. El futuro del tiempo real (Psfk)
  35. Internet y los medios sociales nos cambian la vida (Yahoo)
  36. Consumidor acorralado ante una vida más cara (Kantar Worldpanel)
  37. Estudio sobre inversión publicitaria en medios digitales (IAB Spain)
  38. Estudio Marcas de belleza en Social Media y buscadores (Internet República)
  39. El Comercio y sus Compras (AIMC Marcas)
  40. Estado de la blogosfera hispana (Bitácoras)
  41. Efectos de la publicidad display en la notoriedad y reputación en Social Media (IAB Spain)
  42. Informe de situación del mercado de las apps (Developer Economics)
  43. Sorry, Marketers, You’re Doing Twitter Wrong (Buddy Media)
  44. La inversión publicitaria en el mundo (Nielsen)
  45. Estrategias de Precios y Promociones en Europa (Symphony IRI Group)
  46. Las marcas que amamos (IESE Business School para ING Direct)
  47. Digital Shopper Relevancy (Capgemini)
  48. Mediascope Europe 2012 (IAB)
  49. Primer estudio sobre hábitos de la mujer española en la compra online (Womenalia)
  50. Estudio sobre la inversión digital en Europa (IAB International)
  51. Análisis del Sector Bancario en Redes Sociales (Kanlli)
  52. The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media (Altimeter Group)
  53. Navegantes en la Red, encuesta a usuarios de Internet (AIMC)
  54. Presencia del e-commerce entre las PYMEs españolas (Google)
  55. Informe sobre los nuevos consumidores sociales en Europa (Porter Novelli)
  56. Estudio mundial sobre usuarios de smartphones (Google)
  57. Claves para saber crecer en Gran Consumo (Kantar Worldpanel)
  58. El Comercio Electrónico 2012 (Online Business School)
  59. Interactuar en medios sociales libera la misma hormona que el amor (Pew Research Center)
  60. Informe de la Sociedad de la Información en España 2011 (Fundación Telefónica)
  61. Digital Life: Retrato del consumidor digital mundial (TNS)
  62. 12 Tendencias Digitales para 2012 (Millward Brown)
  63. Estudio Mundial de CMOs: La transformación del marketing en la era digital (IBM)
  64. Tendencias en Móvil en 2012 (Comscore)
  65. Bom dia, Buenos días. Los consumidores españoles y portugueses somos parecidos, pero no iguales (Leo Burnett)
  66. Radiografía del sector de los eventos: caída de la inversión y tendencias de futuro (Club Eventoplus)
  67. La Televisión: Tradicional vs Online (AIMC)
  68. The Outdoor Media Landscape is Changing (CBS Outdoor, Media on the move)
  69. Social Media for B2B Marketing (B2Bento)
  70. Live chat effectiveness 2012 (Boldchat)

Accede aquí para ver más estudios:

(Via Maria Jose Lopez)

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Global Trends 2030, cortesía de ESADE Link

Escrito por // Editor-in-Chief

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El informe Global Trends 2030: Alternative Worlds elaborado por el consejo de inteligencia de Norte América, National Intelligence Council, prevé que Asia superará de aquí al 2030 al bloque formado por Estados Unidos y Europa en términos de poder global, basado en el PIB, tamaño de la población, gasto militar e inversión tecnológica.

Global trends 2030 pretende crear un marco de reflexión acerca de los rápidos y extensos cambios geopolíticos que caracterizan al mundo actual y de las posibles trayectorias globales para los próximos 15 – 20 años. El informe no pretende adivinar el futuro sino ayudar a las autoridades en la planificación a largo plazo sobre cuestiones de importancia fundamental en todo el mundo como la globalización, la demografía y el medioambiente.

Podéis consultar el texto completo en pdf para concer en detalle los posibles escenarios de futuro.

(Via ESADE Link)