Capping IT Off

Capping IT Off

Opinions expressed on this blog reflect the writer’s views and not the position of the Capgemini Group

From Shopper Relevance to Digital Differentiation

Category : Digital Strategies
Leveraging the Digital Shopper Relevancy report 2014 insights
Why do consumers make the decisions they make? Why do they buy one product, and not another? Why do they buy at one merchant, and not the other? Why do they go to stores and how do they use the Internet, mobiles apps and social media in their shopping journey? 

Understanding all these relevant conscious and unconscious shopper considerations, and subsequently addressing them in the most differentiating way – that’s the holy grail for retailers and consumer goods companies.

Over the last decade, we have seen that these considerations have  evolved; from a traditional set of criteria for simply  physical retail store channels to a dynamic mix of additional criteria relating to the growth of digital channels.

The Digital Shopper Relevancy model, developed and used successfully by  Capgemini for over 12 years,  categorizes all possible consumer considerations into five attributes, Access, Experience, Price, Product and Service. It illustrates how shopper considerations are evolving with the inclusion of specific criteria in relation to digital channels for each of those attributes:

An interesting model, but you could argue: “so what ?”  Well, we have found this model to be very instrumental for retailers and consumer goods companies to understand their relevancy towards the consumers they want to serve.

It is practically impossible for companies to excel on all criteria and considerations;  we call this ‘the myth of excellence’.  So companies need to make clear choices:
  • Which attribute do I want to dominate (my consumers think of nobody but me regarding these considerations)?
  • Where do I want to differentiate (on these considerations I’m clearly much better than ‘the pack’)?
  • Where will I be at par with ‘the pack’? (but remember: you can never be below par !)
By mapping their current and future digital proposition ambitions with the consumer insights on the importance of all kinds of criteria and considerations, companies can determine where they should dominate, where to differentiate and where to be at par. Doing this makes it much easier to subsequently prioritize the way forward for providing a relevant and differentiating consumer proposition.

Most companies are already on their ‘digital journey’ in some shape or form. However, many are uncertain whether they are truly addressing the changing needs of their consumers, the right priorities or the right initiatives.

Capgemini is helping retailers and consumer goods companies to get on the right track via a 3-week Digital Shopper Relevancy Assessment. Just let me know when you want to know more about this.

And in any case: check out the 2014 Digital Shopper Relevancy report !

About the author

Kees Jacobs

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