Myth 1: Social media will soon become an indispensable channel for retailers
Social Media won’t be as important as supposed generally. It’s true however that they still gain in popularity and that they lead to more intensive allround shopping through different channels simultaneously.
Myth 2: In the future stores will only act as a showroom
Many respondents who use more than one channel for shopping (multichannel shoppers) say they research information online before purchasing. The majority however performs the actual buying process at a physical store. This is what is called the ROPO strategy: research online, purchase offline.
Myth 3: The tablet will soon (more than the pc) be the preferred means for shopping online
The PC is still by far the most popular means of shopping online. Tablets and smartphones will not keep up with the PC for quite some time, although they may be important for other aspects of the shopping process.
Myth 4: as the world grows smaller, consumers worldwide are more alike
Although consumers make purchases with an increasing number of retailers who offer their products and solutions worldwide and although consumers are crossing virtual borders, consumer behavior differs from country to country in many aspects.
Myth 5: China’s online retail model is the model for the future
China sets a number of important trends as a forerunner, but China’s multichannel and online model seem to be rather unique.
Myth 6: retailers who sell in their own country, will always have the advantage of a ‘home game’ opposed to foreign retailers
Foreign retailers are conquering their space at a fast pace on the consumer lists of ‘multichannel retailers’.
Myth 7: global companies that only sell online like Amazon, will always have a scale advantage over companies selling exclusively towards consumers in their own country
Many exclusively online selling companies who only have target markets in their country of origin are keeping up the pace with the ‘big shots’.
Myth 8: retailers are better positioned in the e-commerce market than actual brands because they are closer to the customer
Consumers buy direct from manufacturers and many consumers no longer make a distinction between retailers and their favorite brands.
Myth 9: online retail cannibalizes sales leads flowing through other channels
Consumers spend more money at their favorite multichannel retailers. They don’t necessarily switch to others channels for specific purchases.
Myth 10: a low price is the main reason why consumers spend money at their favorite retailers
Customers attach more importance to quality, innovative brands than the price when shopping at their favorite multichannel retailers.
These 10 findings resulted out of the PwC’s ‘Global Multichannel Survey 2012’, in which the international Management Company instructed an external company to survey 11.000 online shoppers in 11 countries (Brazil, Canada, China, France, Germany, Netherlands, Russia, Turkey, Great Britain, the United States and Switzerland). The complete findings of this survey can be found at www.pwc.com