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GFK, Bert Hendrickx, Digital Market Intelligence
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Transcript of GFK, Bert Hendrickx, Digital Market Intelligence
1 © GfK 2014 | Ecommerce Expo – 2 December 2014
UNPACKING THE DIGITAL CONSUMER E-COMMERCE EXPO, 2 DECEMBER 2014
© GfK Belgium 2014
Bert Hendrickx
Digital Market Intelligence
@bhendrickx88
2 © GfK 2014 | Ecommerce Expo – 2 December 2014
Business Barometer E-commerce 2014
Source: Business Barometer E-commerce 2014
92%
“In general, Belgium is running behind when
it comes to e-commerce.”
3 © GfK 2014 | Ecommerce Expo – 2 December 2014
Source: the social science of complaining (GfK Belgium) | N = 6732 | http://blog.gfk.com/2014/10/the-social-science-of-complaining-for-belgians/
“Traditional” channels are preferred to file complaints
75% of Belgian consumers (18+) has at least once filed a complaint
58%
Telephone
33%
Corporate website
25%
4 © GfK 2014 | Ecommerce Expo – 2 December 2014
Source: GfK Retail and Technology – Global sales units FC 2014
Source: GfK Retail and Technology – Global estimated sales value 2014 / 2015
> 50 %
2 billion
5 © GfK 2014 | Ecommerce Expo – 2 December 2014
Towards device neutrality
Source: Multi-Screen & Mobile Survey 2014, Havas Media, GfK | Device Ownership
Smartphone
46%
Tablet
38% +19pts
+16pts
6 © GfK 2014 | Ecommerce Expo – 2 December 2014
It’s about omni channel
Source: FutureBuy® 2014 | % shoppers reporting omni channel shopping behavior in Europe
7 © GfK 2014 | Ecommerce Expo – 2 December 2014
Technical goods: 7,9% online sales
Source: GfK Retail & Technology for Technical goods
1,7% 6,2%
8 © GfK 2014 | Ecommerce Expo – 2 December 2014
Fashion: a disruption in the online landscape
MAT JUN 2008
Top 5 : 21.0%
MAT JUN 2014
Top 5 : 41.2%
Fashion Market: Upperwear, Bodyfashion, Shoes
Source: GfK Panel Services
9 © GfK 2014 | Ecommerce Expo – 2 December 2014
GfK FutureBuy® 2014 Overview
FMCG • Beauty and Personal Care
• Packaged Food/Bev
• Household Washing and
Cleaning products
• OTC Healthcare
Consumer Durables • Consumer Electronics
• Mobile Phones
• Home Appliances
Services • Financial Services
• Healthcare Services
• Meals at Restaurant
Other • Automotive
• Toys
• Apparel
• Home Improvement
• Home and Garden
15 Categories…
Australia
Canada
Mexico
US Romania
Germany Poland
Spain
France
Russia
Bulgaria
Colombia
Argentina
Brazil
Korea China Japan
20
minute
17 Countries…
Online Survey
N = 1000 per country (18+)
FutureBuy® is GfK’s proprietary survey of shopper attitudes and behaviors – run annually since 2009
10 © GfK 2014 | Ecommerce Expo – 2 December 2014
GfK FutureBuy® 2014 Key Takeaways
Source: GfK FutureBuy® 2014
Omni-Channel - coming
soon to your category!
11 © GfK 2014 | Ecommerce Expo – 2 December 2014
3 waves of digital transformation
Source: Digital Transformation, a model to master digital disruption (Caudron, Van Peteghem, 2014)
music
photography
video rental
…
print media
tv
travel
…
2015 retail
healthcare
automotive
education
…
… 1995 2010
12 © GfK 2014 | Ecommerce Expo – 2 December 2014
GfK FutureBuy® 2014 Key Takeaways
Source: GfK FutureBuy® 2014
Omni-Channel - coming
soon to your category!
Mobile not yet
mainstream
Showrooming respite? Can we be Friends?
Generation Matters- a lot!
13 © GfK 2014 | Ecommerce Expo – 2 December 2014
The Xtreme Shopper is here to stay
Source: GfK FutureBuy® 2014
Wired
14 © GfK 2014 | Ecommerce Expo – 2 December 2014
15 © GfK 2014 | Ecommerce Expo – 2 December 2014
° Online research community
° 30 Xtreme Shoppers
° 3 weeks
° discussing the future of shopping
FutureBuy® Community
16 © GfK 2014 | Ecommerce Expo – 2 December 2014
Offline drives on experience
Source: GfK FutureBuy® 2014
17 © GfK 2014 | Ecommerce Expo – 2 December 2014
Make online personal
Source: GfK FutureBuy® 2014
18 © GfK 2014 | Ecommerce Expo – 2 December 2014
Staying away is the new loyalty
Source: GfK FutureBuy® 2014
19 © GfK 2014 | Ecommerce Expo – 2 December 2014
Don’t forget: it’s a story of “AND”
Source: http://www.familienieuws.eu/
20 © GfK 2014 | Ecommerce Expo – 2 December 2014
Don’t forget: it’s a story of “AND”
Source: Nordstrom
21 © GfK 2014 | Ecommerce Expo – 2 December 2014
Don’t forget: it’s a story of “AND”
Source: www.thecloakroom.be
22 © GfK 2014 | Ecommerce Expo – 2 December 2014
Thank you for having me!
Bert Hendrickx
Digital Market Intelligence
+32 16 74 24 41
@bhendrickx88