Informed Consumerism
WHAT ARE THE SIGNS? SMART ENERGY METERS PEER-TO-PEER INFORMATION SHARING DAYTUM
WHAT IS IT?
There will be more ‘e-breed’ customers, which means that the same customer might do very deep informed research for some products, but make very impulsive decisions for others according to their personal preferences and situation.
People are looking to make increasingly informed (but crucially, not always rational) decisions both prior to and at point of sale. For brands, providing comparative analysis and transparent information creates trust and generates goodwill.
SAFEWAY FOOD FLEX SHOPSAVVY
GOOGLE GOGGLES YELP
Those who participate in it despite reservations (Gen X and Gen Y)
TESCO FINDER APP
WHERE IS THE TREND IN ITS LIFECYCLE?
Phase
PEAK
What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know more both about the products they’re buying and the brands they’re buying from. Smartphones are playing a key role in the shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation software enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of information is building.
Time spreading with smartphones
RELATED TRENDS
Approximately
value their own research
over
a sales person’s advice
up from
40% pers
20%
of shop
45%
43% of smartphone owners
abandoned purchases when unts coupons or disco couldn’t be easily obtained.
Hyperlocalisation
Simple Interfaces
Slow
Natural Mindset
look at third-party or consumer reviews of a product while in store
2008
CONTENTS
TALES OF THINGS
FRITO LAY CHIP TRACKER
Globally – more economically and technologically developed nations
During Xmas 2009
ECO INDEX
NUTRICATE RECEIPTS
WHERE IS IT HAPPENING?
HOW HAS IT BEEN DEVELOPING?
92% of consumers
STICKYBITS
TOKYO’S N BUILDING
Fabrizio Valente, Retail consultant and CEO, KikiLab
WHO IS IT IMPACTING? Those who believe in an open information economy
WHEREISMYMILKFROM
look for retailer or product coupons
Hyperawareness of Health
Rising Social Conscience
Mobile Living
True Stories
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