{ "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": 25, "pageCount": 44, "prevPage": 24, "nextPage": 26, "slideType": "industry_trends", "function": "establish_context", "density": "overcrowded", "nDataPoints": 12, "notes": "This is a text-heavy report page from a Roland Berger 'think:act' study, focusing on customer journey dynamics.", "elementsJson": [ "paragraph", "footnote" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5ddf-7308-8fca-86091c76c648/25", "deckHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648", "deckJsonHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648.json", "deckAnchorHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648#slide-25", "components": [ { "bbox": null, "kind": "callout", "text": "In terms of sales volumes, channel-shifting is eleven times more beneficial to brick-and-mortar retail than it is to online.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-e58e-76cb-be5e-8dcc04352b9b", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "disclaimer", "text": "1) Foolproof® (2013)", "attrs": null, "subkind": "disclaimer", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "10008aaa-d5c8-4939-b212-34ead4bd52d2", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "Our figures suggest that this phenomenon is similarly widespread in Germany. The data shows that, here too, the groundwork takes place offline for roughly one in five online purchases. However, almost as often - in 17% of cases - the customer journey runs in the opposite direction: Consumers find out about a product online before going to a regular store to buy it.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1317400e-6cc2-4981-8b6d-b514e67cd3d0", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "When discussing customers' information-gathering and purchasing behavior, it is important not to forget one key point: When consumers gather information before making a purchase, they still mostly do so in the same channel in which they make the purchase. As many as 54% of online purchases are preceded by research on the Internet, while 17% of consumers who make purchases offline gather information in-store before they buy.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2058ef4c-9ebe-43c9-b7ca-17f687f78a0f", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "Consumer electronics: In terms of sales volume, this is the most important product category for online retail. In this category, the Internet has indeed established itself as the main information channel. More than four out of five people who bought products online gathered product information online in advance...", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2787077d-e0cd-4f36-be27-9c7dc0c25892", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "Analysis of consumer behavior also reveals the following insight: Up to now, only H&M, Esprit and Thalia have succeeded in getting both online and offline channels established among customers' ten favorite stores...", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "3c8a68a4-179e-4098-9d25-c119ca5a38da", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "If one is to give credence to a UK study, every retailer's nightmare came true during the last Christmas shopping season. One in five consumers claimed to have gone into a store just to look at a product - having already decided to buy it online.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "3d3dffcb-01a2-4ea0-9d26-4f1f00d6cc06", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "As part of our investigation, we asked nearly 2,000 respondents to keep a personal diary of their shopping activities. It emerges that the way that they gather information about items differs significantly for the two top-selling product categories, consumer electronics and fashion.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "4e30c4d8-834b-4890-bcf2-8fbcaa7e33fd", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "looking at consumer behavior along the customer journey. For vertically integrated retailers such as H&M and Esprit, online purchases preceded by in-store research merely shift sales between the two channels...", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "6440afcf-ca71-4556-b057-33628c1c81e7", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "Fashion: In our sample, fashion is the second-biggest-selling online retail category. An unusually high figure of 55% of online purchases are made without any information being gathered in advance. In the other 45% of cases, most consumers first gather information online...", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "72f3a034-9479-4fa1-ac5c-58a406659ef7", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "Nevertheless, we believe it is not enough to look at information and purchasing behavior along the customer journey solely in relation to the number of transactions. When discussing the showrooming phenomenon, we need to look at the specific sales volume accounted for by spending on the Internet after customers have first researched a product offline...", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b35a86fe-9abc-4f98-b155-782c069e7c00", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "title", "text": "think:act STUDY 25", "attrs": null, "subkind": "subtitle", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "5928f9aa-258b-42f0-a191-e8b627ba8558", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [ { "name": "customer-journey-map", "slug": null, "matchId": "70b99245-b7f5-496a-9298-c7e6975e06ac", "evidence": "looking at consumer behavior along the customer journey", "confidence": 0.85 } ], "arcBeats": [ { "to": 30, "from": 21, "beatId": "a67bce92-b4b6-4b39-8947-2c2e9c1867b3", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Solution & Approach", "beatSlug": "consultants-gambit-solution-approach", "evidence": "The document provides a solution through data-driven approaches, highlighting the importance of understanding customer segments and their shopping behaviors.", "position": 3, "confidence": 0.8, "parentBeatName": "Turn", "parentBeatSlug": "turn" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }