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 !)
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 !