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02 May 12
Charles van der HaegenExactly as predicted by e-gurus 15 years ago, e-commerce is hotter than ever. Whether in mature markets, where consumer spending is shifting online, or in growth markets where rapid urbanization and increasing (mobile) internet penetration are unlocking new shopping habits, shoppers are ‘e-commercing’ it up.
Some obligatory stats:
US e-commerce sales will grow 62% by 2016, to USD 327 billion (Source: Forrester, February 2012).
European e-commerce sales will grow by 78% by 2016, to USD 230 billion (Source: Forrester, February 2012).
Brazilian e-commerce sales will grow 21.9% in 2012 to USD 18.7 billion (Source: eMarketer, January 2012).
Chinese e-commerce sales were CNY 780 billion (USD 124 billion) in 2011, an increase of 66% from 2010. E-commerce is expected to rise from 3% of consumption to 7% by 2015 (Source: IDC, March 2012).
India’s e-commerce market is expected to grow to USD 70 billion by 2020, from just USD 600 million in 2011 (Source: Technopak Advisors, February 2012).
Indonesian e-commerce sales are forecast to grow from USD 120 million in 2010 to USD 650 million by 2015 (Source: Frost & Sullivan, February 2012).
Now, consumers' current 'online' experiences are of course fundamentally different to those during the early dotcom boom: e-commerce is no longer just about choice, price, convenience, reviews and ratings, but also about everything that consumers look for in any purchase: status, the right product and a compelling experience.
So, time to learn about and profit from the latest innovations that are transforming e-commerce, and ultimately, reshaping shopping behavior. Both on and offline.
Four themes jump out: -
26 Apr 12
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16 Apr 12
Valentin Yonchevtrend watching website - great analysis and watch on upcoming trends
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11 Apr 12
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01 Mar 12
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HUMAN BRANDS
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TRANSPARENCY TRIUMPH:
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Consumers are more and more aware that personality and profit can be compatible (think Zappos, Patagonia, Tom’s, Ben & Jerry’s, Michel et Augustin, Zalando and more). With every business that succeeds while remaining reasonable, helpful, fun or even somewhat ‘human’, consumers will become increasingly disenchanted when dealing with traditional, boring, impersonal brands.
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Flawlessness is an illusion
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68% of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews if their aren’t any negative comments or reviews (Source: Reevoo.com, January 2012).
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Shoppers who go out of their way to read bad reviews convert 67% more than the average consumer (Source: Reevoo.com, January 2012).
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Things will go wrong
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76% of people who complained on Twitter received no response from the brand. But among those who were contacted, 83% liked or loved that the brand responded, and 85% were satisfied with the response (Source: Maritz Research, September 2011).
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28 Feb 12
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Rutger VerkouwFlawsome is Awesome
Goes a little into Transparency
as well as current mistrust of organizations
They mention as their research source:
Havas Media, November 2011
NEED TO CHECK THAT OUT!trends culture transparency sustainability business engagement reporting
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10 Feb 12
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POINT-KNOW-BUY definition:
With textual search and information now abundantly available to most people most of the time, the race is on to make instant visual search and information ubiquitous too. Any real world object (if not person) will soon be able to be ‘known’ by on-the-go consumers equipped with smart phones, which can be pointed at anything to retrieve/find related information on a whim. And yes, some commerce may follow from that as well ;-)
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POINT-KNOW-BUY unlocks huge opportunities for true instant info-gratification, where consumers are able to learn and buy at the moment of discovery. POINT-KNOW-BUY can also make the purchase process more convenient and/or transparent; from reviews and price comparison to smoother check-outs
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08 Feb 12
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06 Feb 12
Gaelle ldsSmartphone-toting consumers are embracing a world in which they can find out about (if not buy) almost anything they encounter out in the real world, anytime. Learn from the brands already capitalizing on this trend.
Now, that consumers crave information is nothing new. Information and knowledge give consumers power, control and certainty (or at least the illusion thereof). Therefore they will forever be in demand by consumers searching for the best of the best. Equally important, the discovery aspect of information adds a fun factor too. -
02 Feb 12
Joseph GonzalesExactly as predicted by e-gurus 15 years ago, e-commerce is hotter than ever. Whether in mature markets, where consumer spending is shifting online, or in growth markets where rapid urbanization and increasing (mobile) internet penetration are unlocking new shopping habits, shoppers are ‘e-commercing’ it up.
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01 Feb 12
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31 Jan 12
Ryan Hedditch“Discovery will no longer be limited to text search”
After a decade of near-obsessive Googling, instant access to information with the right (textual) input is now expected, a way of life. The next frontier is visual info-gratification: consumers accessing information about objects encountered in the real world, in more natural ways and while on-the-go, simply by pointing their smartphones* at anything interesting.
V.interesting and some new mobile AR applications. a lot of the info here could be used when scene setting to clients about the Smartphone evolution. worth considering how some of the executions could be implemented into a new campaign. -
18 Jan 12
Anita Cohen-Williams12 Crucial Consumer Trends for 2012 http://t.co/eM77dJHn
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15 Jan 12
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11 Jan 12
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ntroduction | This year, much as in previous years, some brands may be staring into the abyss, while others will do exuberantly well. And while we can’t offer any help to defaulting nations or bankrupt companies, we do believe that there are more opportunities than ever for creative brands and entrepreneurs to deliver on changing consumer needs. From Canada to Korea. Hence this overview of 12 must-know consumer trends (in random order) for you to run with in the next 12 months. Onwards and upwards:
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08 Sep 11
mikezedTrends in retail globally - briefing on use of mobile in retail
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Emily Knaboutlines why consumers will enjoy shopping in the real world more than ever
19 sub-trends, 50+ examples -
07 Sep 11
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most people do, and will continue to, enjoy going shopping in the real world
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RETAIL RENAISSANCE | Smart retailers are defying doom and gloom scenarios, as they realize that shopping in the real world will forever satisfy consumers’ deep rooted needs for human contact, for instant gratification, for the promise of (shared) experiences, for telling stories. Hence the flurry of new formats, technologies, capabilities, and products that now are delighting retail customers around the world.
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Consumers are more and more aware that personality and profit can be compatible (think Zappos, Patagonia, Tom’s, Ben & Jerry’s, Michel et Augustin, Zalando and more). With every business that succeeds while remaining reasonable, helpful, fun or even somewhat ‘human’, consumers will become increasingly disenchanted when dealing with traditional, boring, impersonal brands.
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Online culture is the culture, and inflexible, bland ‘corporate’ façades jar with consumers who live online where communication is immediate, open and raw (also see MATURIALISM). What’s more, people openly broadcast and share their lives online - flaws and all - and thus brands are increasingly expected to do the same.
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ast but not least: human nature dictates that people have a hard time genuinely connecting with, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes - don’t assume brands are any different.
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For retailers, this means a world where not only have consumer expectations been set by a decade of shopping online, but one where consumers can access all the things they love about e-commerce – convenience, the ability to hear other consumers’ experiences, total price transparency, and virtually endless choice – out in the ‘real world’ too.
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8 out of 10 consumers research purchases online. While 42% research online and then buy online, 51% research online and then buy in-store (Source: Google & IPSOS OTX, September 2010).
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- 76% of people who complained on Twitter received no response from the brand. But among those who were contacted, 83% liked or loved that the brand responded, and 85% were satisfied with the response (Source: Maritz Research, September 2011).
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Of the 40% of US consumers who own smartphones, 70% use their smartphones while shopping in-store (Source: Google & IPSOS OTX, April 2011).
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No wonder then that smart retailers are increasingly catering to consumers’ INFOLUST, mimicking if not actually bringing the online experience to their in-store shoppers: everything from in-store price comparisons and customer reviews to suggested pairings (shoppers who bought this also bought…).
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Indeed, when consumers go shopping in person, they increasingly expect to feel or experience something that they can’t get online: a compelling spectacle, exclusive products, the ability to test and feel things, or learning how to use products. Hence, the rise in highly experiential stores and outlets, turning the retail arena around the world into a veritable RETAIL SAFARI.*
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Mobile barcode scanning (including traditional UPC barcodes and QR codes) increased 1,600% globally during 2010 (Source: Scanlife, December 2010).
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In January 2011 Starbucks launched its Mobile Card payment program across the US. Customers purchase the Starbucks Card Mobile app, which then creates a personalized 2-D barcode to be scanned at the counter.
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Square, a service that allows anyone with an smartphone to accept credit card payments, launched their iPad app in May 2011 that turns the tablet into a comprehensive 'cash register'. Customers with the app can store payment details and purchase histories with merchants, enabling them to pay instantly and receive personalized offers via the service
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Introduced in May 2011, Google Wallet is an Android app that turns a users' phone into a payment device. Using NFC technology, users can pay by tapping their phone on Mastercard paypass terminals. As well as being able to make payments, users can also receive offers and store loyalty points via the app.
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South Africa’s First National Bank introduced a new service that allows customers to withdraw cash from an ATM using their mobile phone. The bank sends a text message with a temporary PIN to be used at the ATM within 30 minutes.
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25 May 11
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06 May 11
Shunt 82Consumers are increasingly tapping into their networks of friends, fans, and followers to discover, discuss and purchase goods and services, in ever-more sophisticated ways. As a result, it's never been more important for brands to make sure they too have
trends social_media consumers online relationships sharing brands newsletter
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Kate Beltrame
* The F-FACTOR is currently dominated by Facebook, as over 500 million active users spend over 700 billion minutes a month on the site. (Source: Facebook, April 2011)
* And its impact isn’t just on Facebook itself. Every month, more than 250 million people engage with Facebook across more than 2.5 million external websites. (Source: Facebook, April 2011)
* The average user clicks the ‘Like’ button 9 times each month. (Facebook, 2010)
So, here are just five of the ways that the F-FACTOR influences consumption behavior:
1. F-DISCOVERY: How consumers discover new products and services by relying on their social networks.
2. F-RATED: How consumers will increasingly (and automatically) receive targeted ratings, recommendations and reviews from their social networks.
3. F-FEEDBACK: How consumers can ask their friends and followers to improve and validate their buying decisions.
4. F-TOGETHER: How shopping is becoming increasingly social, even when consumers and their peers are not physically together.
5. F-ME: How consumers’ social networks are literally turned into products and services.
* Product recommendations from family (63%) and friends (31%) are the most trusted. However 81% of US consumers now go online to do additional research, with 55% looking for user reviews, and 10% soliciting advice from their social networks. However amongst people aged 25-34, this figure rises to 23%. (Source: Cone Inc, June 2010)
* 90% of people trust the recommendations of their Facebook friends (Source: ExactTarget, August 2010)
* 31% of daily Twitter users ask their followers for opinions about products and services. (Source: Edison Research & Arbitron Internet, April 2010)Facebook friends reviews recommendations user-generated social media social networks shared experiences shopping sharing information online connections online shopping
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Adam Vincenzini"The F-Factor" - very interesting report on consumer influence via friends, fans, followers from Trendwatching.com http://bit.ly/f7hwty
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Caroline ShaharFriends, fans & followers are influencing consumers’ purchasing decisions in ever-more sophisticated ways. The briefing highlights five ways in which consumers' purchasing decisions are changing, and brings you plenty of examples of brands, from Diesel, Visa and Macy's to Disney and Ebay, who are already making the most of this trend.
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Kate PickeringRT @annholman: Brilliant report on the future of the "F Factor" A must read: http://bit.ly/Exq60 #ThinkLAB #LikeMinds #media140 #in
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James NealRT @trendwatching: Read our latest briefing > F-FACTOR: the new ways in which friends, fans and followers influence consumer behaviou ...
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24 Mar 11
flo kaneEDELMAN trust barometer: trust trumps performance
2006: 'strong financial performance' 3rd most important factor determining corporate reputation (US consumers)
2010: 'financial performance' did fall to the bottom
2010: 'transparent and honest practices' & 'company i can trust' were top 2trends business kindness charity social bestpractice beispiele examples zahlen daten fakten
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similar
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71% of people “make it a point to buy brands from companies whose values
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006, ‘strong financial performance’ was the third most important factor for US consumers
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fallen to the bottom
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hile ‘transparent and honest practices’ and ‘company I can trust’ were the two most importan
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societal interests equal to business interests
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Foursquare
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400% on 2009
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Just 33% of internet users say they worry about how much information is available about them online, down from 40% in December 2006
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All this personal information increasingly enables brands to actually know what’s happening in consumers’ lives (both good and bad!).
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ase in point: UK based cosmetic retailer BioTherm Beauty offering free products to selected people who happened to be tweeting about being tired. (For more RANDOM TWEETS OF KINDNESS, see the 'Examples' section of this briefing.)
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When done well, R.A.K. will bring unexpected glee to consumers and truly enhance a brand’s reputation
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genuine
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on’t want to feel like a brand has been stalking them
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ompassionate, not crass.
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shareable
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generous
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Andrea Spencer-Cookea new twist for philanthropy
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14 Mar 11
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02 Feb 11
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CITYSUMERS' identities will often be closely tied to a city's culture, its brand, its heritage, its 'being'. This means that for brands, delivering city-specific products, services and communications that truly capture a city's character will be a great, human and fun way to pay respect to CITYSUMERS
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Fiona Murdock71% of people “make it a point to buy brands from companies whose values are similar to my own.” (Source: Young & Rubicam, August 2010.)
In 2006, ‘strong financial performance’ was the third most important factor for US consumers in determining corporate reputation. By 2010, financial returns had fallen to the bottom of Edelman’s rankings, while ‘transparent and honest practices’ and ‘company I can trust’ were the two most important. (Source: Edelman Trust Barometer, 2010.)
87% of UK consumers expect companies to consider societal interests equal to business interests, while 78% of Indian, 77% of Chinese and 80% of Brazilian consumers prefer brands that support good causes. (Source: Edelman, November 2010.)trends trendwatching culture advertising innovation trend web2.0 marketing 2011
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check out sources such as McKinsey’s Global Institute and Global Trends.
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In 2011, go for products, services, experiences or campaigns that tailor to the very specific (and often more refined, more experienced) needs of urbanites worldwide, if not city by city.
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getting the latest deal via GPS, or barcode scanning is well, smart. And therefore a source of status rather than shame.
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Group buying. The two billion consumers now online can exercise their collective buying power, helped by the host of services and social networks that make it easier than ever to organize and ac
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Member sales. The old 'club' format (think of Costco) has been given a new lease on life online, where niche communities thrive. Making some memberships limited or invitation-only, only increases the perceived exclusivity; SOCIAL-LITE consumers enjoy the social aspects of shopping, while for brands, offering reduced prices privately to small groups confounds TRANSPARENCY TRIUMPH
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Flash sales. Both groups and member communities frequently use time-limited offers that encourage impulse buys. By limiting the time available, and frequently only making sales available to members, brands are able to shift excess inventory quickly
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Local discounts. With more and more consumers being able to broadcast their location, either publicly via Facebook, Twitter or other dedicated location-based services, brands can offer deals directly to consumers virtually at the point of sale
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Dynamic pricing. Traditionally practiced by the airline industry, improvements in real-time information are now allowing other sectors to experiment with innovative dynamic pricing models
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Like all consumers, these Chinese, Indian or Brazilian consumers will appreciate products that are tailored to their needs, wants and desires, either for practical reasons (shape, size, features) or because of the deep-rooted desire for recognition (cultural pride, heritage, lifestyles).
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Indeed, one extra element to watch out for in 2011 is new status symbols that straddle the 'real' and 'online' worlds. From physical manifestations of digital status (think personalized Facebook and Twitter memorabilia), to online recognition of physical activities (status updates or badges based on real-world visits), consumers will seek to display their online status symbols in all arenas
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In 2011, word of mouth and recommendations will be even more dependent on P2P dynamics.
If TWINSUMERS* (consumers with similar consumer patterns, likes and dislikes, and who are hence valuable sources for recommendations on what to buy and experience) are all about improving 'search curation', SOCIAL-LITES are all about discovery, as consumers become curators; actively broadcasting, remixing, compiling, commenting, sharing and recommending content, products, purchases, experiences to both their friends and wider audiences. -
EMERGING GENEROSITY, which is about brands and wealthy individuals from emerging markets (yes, especially China) who will increasingly be expected to give, donate, care and sympathize versus just sell and take. And not just in their home countries, but on a global scale.
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With lifestyles having become fragmented, with dense urban environments (URBANOMICS!) offering consumers any number of instantly available options, and with cell /smartphones having created a generation who have little experience of making (or sticking to) rigid plans, 2011 will see full-on PLANNED SPONTANEITY.
Expect to see consumers in 2011 rushing to sign up to services (the PLANNED part) that allow for endless and almost effortless MASS MINGLING with friends, family, colleagues or strangers-who-may-become-friends-or-dates (the SPONTANEITY part ;-) -
We covered the re-emergence of fractional ownership and lifestyle leasing business models (no more dodgy timeshares!) in our TRANSUMERS briefing way back in 2006
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for many consumers, access is better than ownership. Indeed, over the past few years, there have been few industries that haven't got the 'Netflix treatment', from textbooks to jewelry to educational video games to calculators.
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Now, 2011 could be the year when sharing and renting really tips into mainstream consumer consciousness. Two key developments:
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In 2011, expect to see more and more big brands getting in on the action.
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Local authorities are finding that shared solutions allow them to expand their services at a lower cost, and in a sustainable manner.
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Another big boost for the OWNER-LESS economy is that with so many highly visible transportation initiatives, all consumers are becoming used to seeing schemes in action, and more and more are feeling comfortable with the idea of sharing and renting large, expensive or often-idle objects.
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