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PULSO ESTRATÉGICO 2014


Uninterrupted Shopping

By Luis Gomezchico: Managing Director, Consumer Goods Industry - Accenture

Mexican consumers don’t want any interruptions between their online and in-store shopping experiences.

Although the Mexican online shopping market is booming, there is a growing number of consumers that continues planning to shop in physical stores, according to the results of Accenture’s Uninterrupted Trade Survey.
The survey, conducted with the aim of understanding consumers’ preferences of shopping fully through various channels and retailers’ ability to provide this integrated experience, showed revealing data. When asked what department stores and retailers should do in order to improve the uninterrupted shopping experience, 25% of domestic consumers felt that both in-store and online shopping experiences have to improve and become one.

TRENDS
"The study indicates that stores have an opportunity to increase sales in their physical stores, but only if they make the experience valuable for their consumers,” says Luis Gomezchico, Director, Consumer Goods Industry, Accenture Mexico. "Many customers are looking for the convenience of shopping online, but the good news for traditional businesses is that stores continue to play an important role; however, they will have to work hard to differentiate their shopping experience from that of the stores that only sell online." What stands out from the study is that 57% of Mexican consumers think it is more convenient to shop online or using their cell phone, because they believe that it is simpler and that they can get a better price. These consumers would like more information on the availability of products in-store, as they seek to connect their online interaction with physical interaction. The Accenture study identified the following key trends:

  1. Bringing the online experience to the store
    More and more people are seeking to take advantage of the uninterrupted services involving stores: according to the most recent study, 22% of Mexican shoppers say that they use "click and collect" services (which involve booking or buying an item online and then going to the store to pick it up) more often than last year. The opportunity to check product availability online before going to a store is the service that would most significantly improve the shopping experience for 31% of those surveyed worldwide.

  2. Consumers’ greatest satisfaction
    The most fulfilling part of the shopping experience for Mexican shoppers is the moment they take the products they’ve just bought home from the store. The second most enjoyable moment while shopping is when an order arrives at their front door.

  3. Showrooming vs Webrooming
    Shoppers are looking for more products through the Internet than physically, in all categories except for groceries. The study revealed that 78% of shoppers in the United States looked for products online (webrooming: they searched online and then went to a store to make the purchase) during the 12 months prior to the most recent study, while 72% looked for the products in a store first (showrooming: they went to a physical store to look for a product, then searched for a better price online and made the purchase). The proportion of shoppers who opted for webrooming when buying electronics and home improvement items increased significantly compared to 2012, from 39% to 48% and from 25% to 35% respectively.

  4. Mexicans prefer fast deliveries
    The Accenture study found that, in general, shoppers are very interested in using services through their cell phones while they shop, and purchases made through their cell phones will rise by 30%. More than discounts and savings, they want to scan their products while they shop, order items that are out of stock and receive personalized recommendations on products. 34% of Mexican consumers think it is simple to shop using their cell phone, and 27% believe they can get a better price online. Globally, 57% think it is more convenient to shop online or using their cell phone.

  5. Mexicans are asking to use their cell phones to interact with their purchases
    The Accenture study found that, in general, shoppers are very interested in using services through their cell phones while they shop, and purchases made through their cell phones will rise by 30%. More than discounts and savings, they want to scan their products while they shop, order items that are out of stock and receive personalized recommendations on products. 34% of Mexican consumers think it is simple to shop using their cell phone, and 27% believe they can get a better price online. Globally, 57% think it is more convenient to shop online or using their cell phone.

  6. The most popular online purchases: electronics and health and beauty products
    Over 80% of Mexicans who shop online obtain their electronics through the digital channel, and 7 in 10 online Mexican shoppers have done so to obtain health and beauty products in the last year. As for online consumers, 12% use e-business to obtain 50% of their annual purchases.

  7. A distinguished customer profile for interaction with stores
    The study shows that only 21% of consumers say they have a customer profile connected between traditional and digital stores. But more than 80% of online shoppers are interested in a subscription program that would automatically order products and have them delivered directly to their home, provided that they were ordered from a trustworthy seller. Over 40% would change and buy from a seller who offered a subscription program in order to obtain discounts.

  8. Mexican establishments are already working on being uninterrupted businesses, but they have a big challenge ahead
    With online and mobile business channels still developing in our country, today stores are still the easiest way to shop, and providing an integrated experience across all points of contact remains a key challenge and one of the main opportunities for retailers. Businesses that are able to integrate the physical store with the rest of their digital capabilities, and which also conduct analyzes to support new models of customer involvement and personalized service, can get a real competitive advantage.

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