IBM 2009 Meeting the Demand of the smarter consumer外文电子书籍.pdfVIP

IBM Global Business Services Retail Executive Report IBM Institute for Business Value Meeting the demands of the smarter consumer IBM Institute for Business Value IBM Global Business Services, through the IBM Institute for Business Value, develops fact-based strategic insights for senior executives around critical public and private sector issues. This executive report is based on an in-depth study by the Institute’s research team. It is part of an ongoing commitment by IBM Global Business Services to provide analysis and viewpoints that help companies realize business value. You may contact the authors or send an e-mail to iibv@ for more information. Introduction By Melissa Schaefer and Laura VanTine New technologies and socioeconomic trends are reshaping the retail marketplace. The IBM Institute for Business Value recently surveyed over 30,000 people in three mature and three growth markets to discover what consumers will want from retailers in the future. We now know that consumers are getting smarter…and understand how their preferences vary across generations, countries and shopping segments. The rules of the retail marketplace are changing dramatically. • Smarter consumers use social networking. Thirty-three percent With the development of new technologies for bidirectional of respondents are likely to “follow” a retailer on a social communication, consumers can get more information about networking site. Some of these people also swap notes, so a retailers and their products more easily than ever before. Mass single consumer’s shopping experience can influence the urbanization and increasing affluence are simultaneously giving decisions many others make about what to buy and where to consumers in the emerging world greater economic power. In buy it. short, as re