understanding irish consumers in an evolving retail market · 2019-07-03 · second wave adoption...

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Understanding Irish

Consumers in an Evolving

Retail Market

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Megatrends are driving change and the way of doing businessThe ‘new consumer’ is generating opportunities, demands and markets.

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Demographic

Shifts

Accelerating

Urbanisation

Climate Change

and Resource

Scarcity

Shift in Global

Economic

Power

Technological

breakthoughs

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Global and Local Food Market Efficiency & Effectiveness

Evolving Value Chain

Food Scarcity Food Safety Food Waste RegulationTesting &

Certification Innovation

The New Consumer

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PwC Global Retail & Consumer Survey 2019Total Respondents 21,480 (Ireland 1,005)

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Who took part in the survey ?Demographically Representative and a deep dive on Millennials

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The millennial mix

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and value conscious

is cautious

Sentiment

Consumer

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Invest in ExperienceFive Key Trends influencing Consumer Behaviour

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Return on Experience (RoX)

1Customer experience is

a key differentiator

2Store remains

front of mind

3Its all about

Mobile first

4Creating a sustainable

customer experience

5Engaging consumers

through emerging

technologies

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Customer ExperienceExperience is everything for the digitally empowered consumer

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Understand the differing

needs, touchpoints and

expectations for experience

Align experience with value

proposition to command

higher RoX

Digital

Natives

Always On

Social

Influences

Data

exchange for

value

Second wave

adoption

Tries new

brands…

Influences

Not one

cohort

Supporters of

local

economy

Slower

adoption of

new media

Enabled by

younger gen

More loyal to

established

brands

Independent

Digitally

savvy

Prefers the

human touch

Embraces

technology

Willing to pay

a premium

experience

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Channel Preference – Multiple Paths to Purchase An integrated approach is needed to satisfy each customer journey

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Shoppers say they

prefer to see and

interact with

products before they

make buying

decisions

Online shopping is

gaining momentum

and a digital first

strategy will deliver

growth

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Customer Experience is a key differentiator1. Understand your Customers

2. Fuse Customer & Employee Experience

3. Build Social Network

4. Identify Magic Moments

5. Respect Data in Return for Value

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The Store – An Experience Destination ?The Top 3 demands are for Navigation, Wifi and Easy pay

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The Human Touch in

store is essential for Baby

Boomers (52-71)

Convenience, Speed

and Easy-pay are

critical for Experience

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Delivering a Seamless ExperienceShopper expect a complementary service across channels

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Click & Collect

solutions can drive

footfall into store 31%Of young millennial consumers

undertake micro trips (spending

less than 5 minutes in store).

The ‘Micro-Trip‘ is an emerging

grocery trend based on changing

lifestyles, eating habits and

growing urbanisation.

(25% of all consumers)

An Emerging Trend

‘The Micro-Trip’

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Store remains front of mind

1. Understand your shoppers

2. Make the store a destination

3. Integrate online and in-store

4. Win The Trip

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Mobile is the Touchpoint for ConsumersThe ubiquity of m-commerce is been driven by fast consumer adoption

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Mobile technology is an

enabler for friction-free

shopping experiences. PwC - Invest in Experience

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The Message about Social Media Social media is a significant influencer on purchasing decisions

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Social media is used

to research, review

and purchase

Categories that have

led with online

integrated purchasingPwC - Invest in Experience

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Delivering and receiving the message through changing channelsBrand engagement must reach the right audience with the right message

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Social Media has a real

influence on Gen Z and

millennials.

The right mix of Paid,

Owned and Earned

Media should reflect

media consumption

behaviour.

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It’s all about mobile…

1. Lead with a mobile first strategy

2. Understand the role of social

3. Blend traditional and digital media

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Sustainability is good for long term relationshipsUnderstanding consumer segments based on needs, motivations and values

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Consumers are seeking

to engage with brands

where trust exists.

Behaviour is influenced

by cluster needs and

motivations.

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Sustainability is good for the environmentIrish consumers show a high awareness of the environmental impact

32% shoppers say they choose

sustainable products to help protect

the environment.

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Sustainability is good for businessIrish consumers are very aware of the impact their purchasing power has

Supporting local business,

local product quality

and traceability,

are key influencers which

have increased in 2019.

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Sustainability can build long term relationshipsThe challenge is to engage with younger shoppers on the local impact

Gen Z are will pay more

for brands well known

for sustainable practices.

Sustainability heightened

amongst Gen X.

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Creating a sustainable customer experience1. Address the packaging challenge

2. Maximise the potential to obtain a premium

3. Make local important to the younger shopper

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The Connected Home and the Digitally Empowered ConsumerTechnology convergence and consumer adoption will drive smart shopping

Getting Vocal

The customer journey

begins in their connected

home and integrates many

touchpoints.

The power to purchase will

be driven by voice.

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The Future of Connected MobilityConnected vehicles will integrate mobile and smart technology

Gen Z are have a

very positive outlook

and connected

vehicles are in their

consideration set.

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Engage consumers through emerging technology

1. Accept Disruption

2. Intelligent Digital

3. People are still at the heart of business

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Invest in ExperienceGain sustainable business growth

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1Customer experience is

a key differentiator

2Store remains

front of mind

3Its all about

Mobile first

4Creating a sustainable

customer experience

5Engaging consumers

through emerging

technologies

Return on Experience (RoX)

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