Jill Puleri Vice President and Global Industry Leader for Retail IBM Global Business Services

Jill PuleriVice President and Global Industry Leader for Retail

IBM Global Business Services

2013 IBM Consumer Research Study

• 26,000

Respondents

• 14 Countries

From Transactions to Relationships: Connecting with the Transitioning Shopper

The Good News

4% increase over 2011$586B

HolidaySales

The Good News

HolidaySales

Online sales $96B

4% increase over 2011$586B

The Good News

HolidaySales In-store sales

$490B

Online sales $96B

4% increase over 2011$586B

Shopper’s Last Purchase

84%In Store

14%

Online

Shopper’s Next Purchase

84%In Store

56%Store

Decided

9%Store

Abandoners

35%TransitionalCustomers

The Revolution is Over

The Customer isin Control

The Showroomer

48% 33%Research while

in storeUse a mobile

device in store

The Showroomer

58%Visit online

communities more than once a day

Over half write

positive reviews

Learning to ListenSources used to influence strategy decisions

Source:Q15 What sources of information influence your marketing strategy decisions? n=1733

Market research

Competitive benchmarking

82%

80%

Learning to ListenSources used to influence strategy decisions

Source:Q15 What sources of information influence your marketing strategy decisions? n=1733

Market research

Competitive benchmarking

82%

80%

Customer analytics

Consumer-generated reviews

Third-party reviews & rankings

Online communications

Blogs

74%

48%

40%

42%

26%

The Digital Exhaust

From Many to One

• The Revolution Is Over• The Customer Is King (Again)• All Hail The King