IBM 2009 Meeting the Demand of the smarter consumer.pdf

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1、IBMGlobalBusinessServicesRetailExecutiveReportIBMInstituteforBusinessValueMeetingthedemandsofthesmarterconsumerIBMInstituteforBusinessValueIBMGlobalBusinessServices,throughtheIBMInstituteforBusinessValue,developsfact-basedstrategicinsightsforseniorexecutivesaroundcriticalpub

2、licandprivatesectorissues.Thisexecutivereportisbasedonanin-depthstudybytheInstitute’sresearchteam.ItispartofanongoingcommitmentbyIBMGlobalBusinessServicestoprovideanalysisandviewpointsthathelpcompaniesrealizebusinessvalue.Youmaycontacttheauthorsorsendane-mailtoiibv@us.ibm.co

3、mformoreinformation.IntroductionByMelissaSchaeferandLauraVanTineNewtechnologiesandsocioeconomictrendsarereshapingtheretailmarketplace.TheIBMInstituteforBusinessValuerecentlysurveyedover30,000peopleinthreematureandthreegrowthmarketstodiscoverwhatconsumerswillwantfromretailers

4、inthefuture.Wenowknowthatconsumersaregettingsmarter…andunderstandhowtheirpreferencesvaryacrossgenerations,countriesandshoppingsegments.Therulesoftheretailmarketplacearechangingdramatically.•Smarterconsumersusesocialnetworking.Thirty-threepercentWiththedevelopmentofnewtechnol

5、ogiesforbidirectionalofrespondentsarelikelyto“follow”aretaileronasocialcommunication,consumerscangetmoreinformationaboutnetworkingsite.Someofthesepeoplealsoswapnotes,soaretailersandtheirproductsmoreeasilythaneverbefore.Masssingleconsumer’sshoppingexperiencecaninfluencetheurb

6、anizationandincreasingaffluencearesimultaneouslygivingdecisionsmanyothersmakeaboutwhattobuyandwheretoconsumersintheemergingworldgreatereconomicpower.Inbuyit.short,asresearchconductedbytheIBMInstituteforBusiness•Smarterconsumersareeagertoassist.Seventy-eightpercentofValueshow

7、s,consumersaregettingsmarter,morediverseandrespondentswouldbehappytocollaboratewithretailersinmoredemanding.designingnewproductsandservicesthatmeettheirneeds.•Newavenuesforreachingconsumersareemerging.Sixty-twoSowhat,morespecifically,havewelearned?percentofthosewhowanttouset

8、heirmobilephonestoshopandmakepurchaseswouldbewillingtobuyproductsthatare•It