NEWS
RETAIL SURVEY
INVEST IN SHOWROOMS, NOT
THE ENTIRE STORE NETWORK multiple brands, presumably because these websites
having their personal information hacked while using their mobile phone. In some countries, While the store is not going away anytime soon, subject to more rigorous standards.
this concern is greater than in other countries. its purpose is evolving. There is compelling For example, in South Africa, the Philippines, evidence that people want the physical experience Singapore, Malaysia and Thailand around of trying things, but aren’t that happy with aspects BECOMING A HEALTH
CARE PROVIDER
80% of respondents are concerned, while in of the in-store customer experience. According to The levels of trust that consumers appear to
Belgium, France and Japan only over half this year’s survey, 68% of consumers want the have in receiving healthcare services from non-
are wary of cell phone hacking. ability to check other store or online stock quickly, traditional providers is significant. Fully 44% of the
and 59% want an inviting ambience. survey respondents would consider getting a minor
thirds of shoppers are concerned with
“The take-away for retailers is that providing
secure platforms for any touch point with
The research also shows that various product
are broader, more well-known, and thus likely to be
ailment diagnosis at a retail store or pharmacy, 30%
customers is a must,” Hugo says. Given the scale categories fare differently in terms of whether would have an echocardiogram at home via their
of the potential risk, secure technology and data people prefer to purchase them online or in-store. smartphone, and 25% would consider getting an
systems need to be a C-level concern, and the Categories like books, music and games show a MRS, ultrasound or X-ray at a retail store or
focus should be on enhanced security systems, clear preference for online purchasing. However, pharmacy. In another finding with healthcare
maintenance and updates. for some product categories, such as furniture implications, 47% of the global sample say they
and homeware, consumers want to go to a store own or intend to own a wearable device.
INVEST IN KEEPING ALREADY
LOYAL CUSTOMERS and look at and try the products.
PwC knows from previous Total Retail surveys that almost all online shoppers belong to retailer INVEST IN THE AUTHENTICITY
OF BRANDED GOODS
loyalty programs. But what else can retailers do Authenticity of branded goods is a huge issue for
to retain customers? More than 60% of survey retailers, particularly for products made and sold in
participants say they like to shop based on brand developing markets or whose supply chains wind
loyalty rather than trying something new, with through developing markets. A large number of
the top three countries being Japan at 83%, respondents are concerned that luxury products
the U.S. at 71%, and France at 71%. Reinforcing this such as jewellery, apparel, and cosmetics sold online
loyalty by investing in uniquely appealing brand are not genuine – and therefore they don’t purchase
features – such as customised offers and special these items online. The vast majority of respondents
access to deals – could pay big dividends. also prefer to buy luxury products from sites that sell
// AUTHENTICITY OF
BRANDED GOODS IS A HUGE
ISSUE FOR RETAILERS,
PARTICULARLY FOR
PRODUCTS MADE
AND SOLD IN DEVELOPING
MARKETS OF WHOSE SUPPLY
CHAINS WIND THROUGH
DEVELOPING MARKETS //
DIY & INDUSTRIAL TRADE NEWS APRIL 2017
47