{ "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": 31, "pageCount": 44, "prevPage": 30, "nextPage": 32, "slideType": "segmentation", "function": "decompose_segments", "density": "overcrowded", "nDataPoints": 3, "notes": "The slide is a text-heavy analysis of two specific consumer segments identified in a study.", "elementsJson": [ "paragraph" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5ddf-7308-8fca-86091c76c648/31", "deckHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648", "deckJsonHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648.json", "deckAnchorHref": "/decks/019dd923-5ddf-7308-8fca-86091c76c648#slide-31", "components": [ { "bbox": { "h": 0.05, "w": 0.42, "x": 0.06, "y": 0.93 }, "kind": "paragraph", "text": "This segment, with its affinity for offline, contrasts with the 9% of respondents who belong to our other young segment of consumers: Fun-Seeking Multichannel Natives. Fun-Seeking Multichannel", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0722e92f-4370-49f8-8344-6be96099a8e3", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.42, "x": 0.52, "y": 0.16 }, "kind": "paragraph", "text": "Natives are aged just under 25 on average, and are thus the most youthful segment. Their motivation pattern is quite different from that of Mainstream Offline Shoppers. They enjoy shopping and do so extensively, be it in conventional stores or online. They attach exceptionally high significance to thrills and fun, status, and esthetic considerations. That is why it is so important to them to celebrate shopping as an \"event\" - but also to take their purchases home with them so they can enjoy them straight away. In this respect, they regard offline as unbeatable.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "221f08b9-635d-45a8-b2de-265523926236", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.42, "x": 0.06, "y": 0.61 }, "kind": "paragraph", "text": "This segment is especially afraid of making bad purchases on the Internet. Because of the effort involved, returning items bought online is still not seen as a genuine alternative. On the other hand, Mainstream Offline Shoppers rate the ability to touch, feel and even try out products in brick-and-mortar stores as a major bonus. There is also little difference in their subjective perception of offline and online prices. For this segment, buying things on the Internet is something of a last resort, engaged in only if all else fails – for example, if the product is not available via other channels.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "78d29ef4-c187-4fa7-95c0-56d4edbd2b51", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.42, "x": 0.52, "y": 0.35 }, "kind": "paragraph", "text": "Fun-Seeking Multichannel Natives have comparatively low incomes. As a result, they are very careful with money, and take an extremely positive view of the prices available on the Internet compared to those in brick-and-mortar stores. When buying offline, they make comparatively frequent use of their smartphones to find out whether the same product is available more cheaply online – especially if they suspect that they are paying over the odds in a store. They also readily share product information with other online users.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "81a6ebda-80a4-43cd-8f33-a302cfd49822", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.42, "x": 0.06, "y": 0.42 }, "kind": "paragraph", "text": "Despite spending several hours a day on the Internet, Mainstream Offline Shoppers have an aversion to online shopping. As our focus group sessions showed, consumers in this segment have little positive to say about their experience of online purchases to date. The products they ordered were of substandard quality or didn't fit, or they ran into problems when complaining about defective items. They also see the less-than-practical delivery options and complicated procedures for returns – which are all too often necessary – as further disadvantages.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "90dab824-51d1-46b7-bd61-8fdbf574bf2d", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.12, "w": 0.42, "x": 0.06, "y": 0.8 }, "kind": "paragraph", "text": "A further point is important: For Mainstream Offline Shoppers, the shopping experience is the most important aspect of making a purchase. They enjoy being inspired and consciously allowing themselves to be tempted and seduced in-store. They also claim that social aspects are important to this shopping experience: being together with family and friends, getting some food together during shopping trips and receiving personal assistance. As they see it, only offline retail can satisfy these demands.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "9a2deed0-8a40-482c-be6f-6de8393e7bc8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.42, "x": 0.52, "y": 0.54 }, "kind": "paragraph", "text": "Limited budgets are not the only factor that makes the Internet an attractive alternative for this segment, however. Compared to in-store shopping, Fun-Seeking Multichannel Natives rate online shopping as more convenient. They also perceive both the choice and availability as superior on the Internet. As our focus group sessions revealed, this segment is particularly likely to make purchases online when the product they want is not available offline, or when they can't afford the item yet and can only make the purchase later on. For them, the Internet is also a natural complement to what is available offline. They take it for granted: \"Some things, such as books, I only buy online, but others, such as shoes, I prefer to buy in a store. Overall I prefer going to stores, but I couldn't live without the Internet – I need both.\"", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c01a25cd-4302-4fcd-9dc1-86136cd19dcc", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.42, "x": 0.06, "y": 0.16 }, "kind": "paragraph", "text": "Engrossed in their smartphones, tablets and laptops, the digital natives are everywhere. It would, however, be a mistake to assume that their purchasing and media consumption patterns are homogeneous. The younger generation is a generation divided. And, according to our findings, young consumers with an affinity for offline are still in the majority. One in four respondents belong to the Mainstream Offline Shoppers segment, which accounts for 23% of all the spending covered by our study. The average age in this segment is just over 28, so it includes many young families. Only a very small proportion of their shopping – barely 4% – is done online. So what factors are important to these consumers? What makes them decide for a given shopping channel?", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ff4d228a-9084-4a86-ab2e-de8b45e202f8", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "quote", "text": "Some things, such as books, I only buy online, but others, such as shoes, I prefer to buy in a store. Overall I prefer going to stores, but I couldn't live without the Internet - I need both.", "attrs": null, "subkind": null, "toolName": "Authority citation", "toolSlug": "authority-citation", "confidence": null, "componentId": "019dd951-e58e-76cb-be5f-254f2cdac84b", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Segmentation", "slug": "audience-segmentation", "agent": "Storyteller", "layer": "slide", "matchId": "2492b8c3-cf13-45bc-a4b9-2dcd6230aaba", "evidence": "paragraph/paragraph: This segment is especially afraid of making bad purchases on the Internet.", "confidence": 0.7 } ], "frameworks": [ { "name": "audience-segmentation", "slug": null, "matchId": "2a9bf2c0-2d89-46b4-85c5-7d9a9366e3a8", "evidence": "The slide explicitly segments consumers into 'Mainstream Offline Shoppers' and 'Fun-Seeking Multichannel Natives' and compares their behaviors.", "confidence": 1 } ], "arcBeats": [ { "to": 38, "from": 31, "beatId": "7fd04ac5-6a03-4439-b9e9-cb2298a35ee6", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Impact & Next Steps", "beatSlug": "consultants-gambit-impact-next-steps", "evidence": "The document concludes by highlighting the future of multichannel retail and the importance of data-driven approaches.", "position": 4, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }