{ "docId": "019dd923-5ddf-7308-8fca-86091c76c648", "docSlug": "9491f959d9f4db9f", "documentTitle": "What the Customer Really Wants", "authorId": "RolandBerger", "authorName": "Roland Berger", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "portrait", "aspectRatio": 0.785, "pageNumber": 16, "pageCount": 44, "prevPage": 15, "nextPage": 17, "slideType": "data_table", "function": "analyze_data", "density": "overcrowded", "nDataPoints": 10, "notes": "The slide contrasts a 7% online transaction rate with a 16% online sales revenue rate, suggesting higher value per online transaction.", "elementsJson": [ "paragraph", "callout_box", "donut_chart", "big_number" ], "metadataConfidence": 0.95, "imagePath": null, "slideHref": "/slides/019dd923-5ddf-7308-8fca-86091c76c648/16", "deckHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648", "deckJsonHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648.json", "deckAnchorHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648#slide-16", "components": [ { "bbox": null, "kind": "callout", "text": "The ECE/RB study indicates that online channels already account for 16%", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-e58e-76cb-be5e-ff73132d9d30", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.35, "w": 0.4, "x": 0.52, "y": 0.6 }, "kind": "chart", "text": "16% online sales", "attrs": null, "subkind": "donut", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "418e2715-4b77-4c3e-b1c9-85981062f877", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.35, "w": 0.4, "x": 0.06, "y": 0.6 }, "kind": "chart", "text": "7% online transactions", "attrs": null, "subkind": "donut", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c06926b3-3146-4e69-ac3b-225363656976", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "Online sales share: 16%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-e58e-76cb-be5f-006419a56232", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.4, "x": 0.06, "y": 0.15 }, "kind": "paragraph", "text": "Statistics produced by the German Retail Association (HDE) suggest that 7% of sales revenues were generated online in 2012. And while 7% of the more than 84,000 transactions we analyzed in November 2012 were indeed online, their share of total sales revenues was actually closer to 16%. That is a powerful signal.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "50b64948-f53f-41b9-8a2f-77b7ba5359f0", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.35, "w": 0.4, "x": 0.52, "y": 0.15 }, "kind": "paragraph", "text": "Detailed examination of the data shows that the proportion of online spending varies considerably as a function of age and income. On the age front, we found – as expected – that under 30-year-olds as a whole do more of their shopping online than people over the age of 55, the difference being just under seven percentage points. Another alarming sign for brick-and-mortar retail is that customers with higher net household incomes spend nearly 18% online, compared to just 12% for low-income groups. No significant differences were observable between the sexes. Online shopping's share of the spoils also varies markedly depending on the product group. It is not news that online purchases in the consumer electronics segment are comparatively strong. Our study confirmed this, with 27% of all online spending being devoted to electronic products. Depending on the shopper segment, online spending on electronic products ranges from 20% to 49%. Fashion follows in second place, absorbing almost 22% of total online spending – a figure that is rising steeply. There are pronounced differences between the shopper segments on this score. Analysis of the two most fashion-crazed segments reveals that Fun-Seeking Multichannel Natives spend 36% of the budget they set aside for fashion online. By comparison, the other segments spend substantially less on fashion online, ranging between 4% and 29%. Measured in terms of sales revenues, Mainstream Offline Shoppers – the other consumer segment with a strong affinity for fashion – also already buys just under 11% of its fashion items on the Internet. While significantly less than the figure for Fun-Seeking Multichannel Natives, that is still a surprisingly high number for a segment that basically shows affinity for offline outlets.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "76a35ece-8bac-42e7-9c72-28124b4278ef", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.03, "w": 0.4, "x": 0.06, "y": 0.5 }, "kind": "title", "text": "The ECE/RB study indicates that online channels already account for 16%", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "66dff097-570f-4441-a33d-3f1710c9d729", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 20, "from": 10, "beatId": "1e0ca097-94e6-423c-9ba5-4d67c6825e52", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Evidence & Proof", "beatSlug": "consultants-gambit-evidence-proof", "evidence": "The document provides evidence and proof of the findings, including data tables and segmentation analysis.", "position": 2, "confidence": 0.8, "parentBeatName": "Evidence", "parentBeatSlug": "evidence" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }