gfk futurebuy 2017 - market research and user … · q18e3 mobile payment apps used genutzte mobile...
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1© GfK | GfK FutureBuy 2017
GfK FutureBuy 2017Switzerland
2© GfK | GfK FutureBuy 2017
Digitalisation is changing whole industries and businesses.
Online Shopping is growing – the traditional retail is challenged.
Same day delivery, new payment methodologies, click & collect
systems, virtual reality, omni-channel have a direct impact on the
business drivers and barriers of the future. But how are these
trends evaluated by the Swiss Shoppers?
Our GfK FutureBuy study supports to build business strategies
based on current and future Shopper needs:
• Which online products or services achieve a high acceptance
already and will gain importance in the future? (e.g. click &
collect, parcel services, etc.)
• Which opportunities evolve for the traditional retail in using
new technologies and profit from trends like personalisation?
(e.g. retail specific apps, digital screens, mobile payment, etc.)
GfK FutureBuy®, a Global Shopper Syndicated Study
New Insights available for Switzerland!
3© GfK | GfK FutureBuy 2017
18 categories & 35 countriesStudy Design
•Online Study, representative for the Swiss Online population in the
German- and French-speaking part above 18 y.o.
•n=1’000 interviews per country
•Study was conducted in 35 markets Regional comparisons included in
the report
•Key insights summarized in a 50-pages report
•The report is available in English. German language report on request
Price: CHF 4’900,- (excl. VAT) for the Swiss FutureBuy Report incl.
additional insights for one category of your choice
FMCG
• Beauty and Personal Care
• Packaged Food & Beverages
• Household Washing and Cleaning
Products
• OTC Healthcare
• Baby Care
• Shaving
• Pet food and accessories
Consumer Durables
• TV & Video
Devices
• Audio devices
• Wearables
• Computing
• Smartphones / cell
phones
• Major Home
Appliances
• Small domestic
appliances
Other
• Financial Services
• Replacement car & truck tires
• Toys
• Apparel
GfK FutureBuy®, insights to target Swiss Shoppers basedon facts for generations (GenZ, GenY, Boomers and Silent) and 18 different categories
4© GfK | GfK FutureBuy 2017
% Shoppers Reporting Omni-Channel Shopping (Switzerland)
Q1/Q2: Which of the following types of products or services have you shopped for in the past 6 months for yourself or other members of your household? And have you shopped for each
exclusively online, exclusively in store or both?
6% 8% 9% 10% 14% 16% 17% 23% 27% 28% 29% 30% 35% 36% 36% 41% 44% 51%
Households
washing &
cleaning prod.
Shaving
Packaged
food and
beverages
OTC
healthcare
Replacement
auto or truck
tires
Pet food and
accessories
Beauty and
personal careBaby Care
Financial
ServicesWearables
Smartphones
/ cell phones
Major home
appliances
Small home
appliances
TV & video
devices
Audio
devicesComputing Toys
Clothing/
Fashion
Cross Category Average
=25%
Key Insights
for the Swiss
Market
xxx
It‘s getting more and more important to combine Online and Offline
(Omni-Channel) for the Swiss companies
– especially in the Non-Food Segment
5© GfK | GfK FutureBuy 2017
Source: GfK FutureBuy® 2017; https://www.amazon.com/Dash-Buttons/b?ie=UTF8&node=10667898011
Trends from abroad:
Dash Buttons
The Amazon Dash button is a small wireless device about the size of a
pack of gum. The client presses the button and the device uses Wi-Fi
to instantly order items the client has pre-selected from Amazon.
The buttons can be mounted to different in-home places, like the
kitchen, pantry, laundry room, and bathroom using the attached
adhesive strip on the back of the device or hang the button using the
included plastic clip.
Trends from
Switzerland
and from
abroadThe report contains
a lot of cases
reflecting these
trendsxxx
6© GfK | GfK FutureBuy 2017
Your contacts
Kristin Groitzsch
Research Consultant Innovation & Shopper
+41 41 632 95 49
Martin Fenböck
Division Manager Innovation & Shopper
+41 41 632 94 55
We are looking forward
to support you!
7© GfK | GfK FutureBuy 2017
GfK FutureBuy® - Topics (I / II)
Q # Topic – English Themen – Deutsch
General or
category
specific
Q1 P6M Categories bought or considered for purchase
Gekaufte oder in Erwägung gezogene Kategorien der
letzten 6 Monate Category
Q2
Consideration Channel (Online vs. Traditional) per
category
In Erwägung gezogene Kanäle (Online vs. Stationärer
Handel) pro Kategorie Category
Q2a P6M Purchase Channel per category Kanal pro Kategorie in den letzten 6 Monaten Category
Q2b Device used for Online Purchase per category Für den Onlinekauf genutztes Gerät pro Kategorie Category
Q2c Payment method per category Zahlungsmethode pro Kategorie Category
Q2d P6M Offline Purchase Channel per category
Kaufkanal bei Käufen im stationären Handel der letzten 6
Monate Category
Q3a General Purchase habits Generelle Einstellung zum Thema Shopping General
Q3b Purchase process habits Generelle Einstellung zum persönlichen Einkaufsprozess General
Q3c Recommendations received over the past year Erhaltene Empfehlungen im letzten Jahr General
Q4a Driver of purchase in store instead of online Treiber für den Kauf im Laden (statt Online) General
Q4b Driver of purchase online instead of in-store Treiber für den Online-Kauf (statt im Laden) General
Q7 Change of shopping habits compared to one year ago
Veränderungen im Einkaufsverhalten im Vergleich zu vor
einem Jahr General
Q8 Pre-/In-Store Purchase Triggers per Category Pre-/In-Store Einkaufstreiber pro Kategorie Category
Q9 Device usage (e.g. Tablet, Smartphone, etc.) Gerätenutzung (z.B. Tablet, Smartphone, etc.) General
Q11 Share of devices used for Online searching or purchase
Anteil der Geräte am Such- & Einkaufsverhalten beim
Onlinekauf General
Q12 P6M Used devices for Online searching or purchase
Letzte 6 Monate: Genutzte Geräte für Such- &
Einkaufsverhalten beim Onlinekauf General
Q13 Activities done before purchasing online per category
Aktivitäten bevor der Onlinekauf getätigt wurde pro
Kategorie Category
Q14
How devices are used within the purchase journey per
category
Wie die Geräte im Einkaufsprozess genutzt werden pro
Kategorie Category
• Drivers of channel choice
• Shifting omni-channel
dynamics
• How utilizing mobile devices
• Shopper loyalty
Omni-Channel
Shopping
• Sources of info
• Most influential in shopping
process
• Online and in-store elements
Touchpoints
• Showrooming
• Privacy/security
• Generational differences
• Leading edge consumers
(LEC)
Special Topics
Mobile
Payments• Attitudes about benefits of
mobile
• How utilizing
• Barriers to adoption
• Generational differences
8© GfK | GfK FutureBuy 2017
GfK FutureBuy® - Topics (II / II)
Q # Topic – English Themen – Deutsch
General or
category
specific
Q15a P6M: Device used for purchase journey per category
Genutzte Geräte für den Einkaufsprozess pro Kategorie in
den letzten 6 Monaten Category
Q15b Category bought at last smartphone / tablet purchase
Produktkategorie des letzten Smartphone / Tablet
Einkaufs Category
Q15c Last purchase: Used device Letzter Kauf: Genutztes Gerät General
Q16 How the device was used per category Art der Geräteverwendung pro Kategorie Category
Q17 Smartphone/Tablet: Omni-Channel Usage Smartphone/Tablet: Omni-Channel Nutzung General
Q17c Frequency of seen in a store and bought online
Im Geschäft gesehen und dann Online gekauft –
Häufigkeit General
Q18a P6M: Mobile phone used for payment per category Letzten 6 Monate: Mobile Payment pro Kategorie Category
Q18b Share of payment method used in general Anteil Zahlungsmethoden im Allgemeinen General
Q18c Frequency of payment through mobile payment Häufigkeit von Mobile Payment General
Q18d
Last purchase through mobile payment: in store vs.
online purchase
Letzter Mobile Payment Vorgang: Im Laden vs. Online-
Einkauf General
Q18e Mobile Payment Apps used for last online shopping Genutzte Mobile Payment Apps für den Onlineeinkauf General
Q18e3 Mobile Payment Apps used Genutzte Mobile Payment Apps für Einkauf im Laden General
Q18f Mobile payment experience & attitude
Erfahrungen mit / Einstellung zu mobilen
Zahlungsmethoden General
Q19 Incentive to shop more often online Treiber für häufigeren Onlineeinkauf General
Q19a Delivery option used for online shopping Genutzte Lieferoptionen beim Onlineeinkauf General
Q19b Future delivery option for online shopping Zukünftige Lieferoptionen beim Onlineeinkauf General
Q19d Delivery option used for Grocery Genutzte Lieferoptionen im Lebensmitteldetailhandel General
Q19e Future delivery option for Grocery Zukünftige Lieferoptionen im Lebensmitteldetailhandel General
Q19c Reason for not shopping online Barrieren beim Onlineeinkauf General
Qxyz Demographic Questions Demographische Fragen General
• Drivers of channel choice
• Shifting omni-channel
dynamics
• How utilizing mobile devices
• Shopper loyalty
Omni-Channel
Shopping
• Sources of info
• Most influential in shopping
process
• Online and in-store elements
Touchpoints
• Showrooming
• Privacy/security
• Generational differences
• Leading edge consumers
(LEC)
Special Topics
Mobile
Payments• Attitudes about benefits of
mobile
• How utilizing
• Barriers to adoption
• Generational differences