Professional Documents
Culture Documents
Based on PwCs
annual global survey
of shopping behaviour
across channels, this
years report reveals
major trends that are
disrupting the retail
model as we know it.
Contents
03 Foreword
04 Methodology
06 Waves of disruption
The disruption strategy adopted by the online retail industry has resulted in successful sales. Although the numbers
amounted to only about 0.5% of the overall retail trade, not only were online retailers able to clock in sales amounting to
5.3 billion USD, their innovative marketing and aggressive expansion strategies invited growing interest from investors in
India and outside.
Despite the success of e-commerce and e-tail companies, traditional large-format retailers have been persevering under
the pressure of trying to match their competitors every step of the way by promoting discounts and adopting technologies
to enhance in-store experiences.
In this report, we discuss how the role of the physical store will continue to evolve into a sleeker, more customised and less
transactional model. As online shopping continues to grow at the expense of store visits, the premium in the future will be
on creating unique, brand-defining store experiences that keep customers coming back for more.
For the first time, we also asked respondents if they had heard of virtual currencies such as bitcoin and if they see
themselves using them in the future. The result though not surprising, since 71% of them said yes, is extremely telling of
the fact that we are still not over with the discussion around disruptors coming in the way of the retailers.
Rachna Nath
Leader, Retail and Consumer
PwC India
Methodology
PwCs Global Retail and Consumer practice, in conjunction with the International Survey Unit (ISU), administered a
global survey to understand and compare consumer shopping behaviours and the use of different retail channels across
19 territoriesAustralia, Belgium, Brazil, Canada, Chile, China/Hong Kong, Denmark, France, Germany, India, Italy,
Japan, the Middle East, Russia, South Africa, Switzerland, Turkey, the UK and the US.
A team of subject matter specialists representing each participating territory developed the survey based on last
years survey. The final survey for 2014 includes updated questions and answer options in addition to new questions
on payment methods. Where possible and appropriate, last years questions have been retained in order to conduct
year-on-year comparisons. Research Now, an external provider, carried out the survey in August and September 2014,
resulting in over 1,000 completed responses in every territory.
19
across territories during August/September 2014.
4 PwC
Demographic profile of the respondents: India
Age
35%
31%
30%
25%
25%
20%
20%
15% 13%
10% 9%
5%
2%
0%
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Maharashtra 13%
Tamil Nadu 12% Under 20,000 INR 8%
Uttar Pradesh 10%
Andhra Pradesh 10% 20,000 to 59,999 INR 19%
Karnataka 9%
Delhi 9% 60,000 to 99,999 INR 12%
West Bengal 6%
Gujarat 6% 100,000 to 139,999 INR 9%
Rajasthan 4%
Kerala 4% 140,000 to 179,999 INR 4%
Madhya Pradesh 3%
Punjab 2% 180,000 to 219,999 INR 5%
Haryana 2%
Orissa 2% 220,000 to 259,999 INR 4%
Bihar 1%
Jharkhand 1%
260,000 to 299,999 INR 3%
Chandigarh 1%
Chhattisgarh 1%
300,000 to 339,999 INR 4%
Assam 1%
Goa 0%
Himachal Pradesh 340,000 to 379,999 INR 2%
0%
Uttarakhand 0%
Jammu and Kashmir 0% 380,000 to 419,999 INR 3%
Arunachal Pradesh 0%
Meghalaya 0% 420,000 to 459,999 INR 4%
Daman and Diu 0%
Manipur 0% 460,000 to 499,999 INR 3%
Mizoram 0%
Nagaland 0% Over 500,000 INR 17%
Sikkim 0%
Tripura 0% Prefer not to disclose 4%
0% 5% 10% 15%
0% 10% 20%
6 PwC
Total Retail 2015: Retailers and the age of disruption 7
The biggest factor drawing customers to visit a brands social media page has also been centred around sales and attractive deals.
What attracts you to visit a particular brands social media page (e.g. on Facebook)?
15%
Brand contacted me through social media 15%
To learn about and provide feedback on brand's 15%
social/environmental commitment*
Had a good or bad experience and wanted to provide feedback 15%
through social media 18%
Because I shop with them 12%
11%
Flyer or recommendation in-store 8%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
In addition, lower prices was the deciding factor for shoppers while picking their favourite retailers, with a clear slant towards the
online channel which offered better discounts.
8 PwC
Thinking of your favourite retailer, please specify if you have purchased something through the following shopping channels.
In-store 66%
Catalogue/magazine 25%
TV shopping 31%
Next-generation wearables 5%
A majority of e-commerce players are Special sales during special occasions about technological hiccups and frustrated
start-ups and therefore, are working such as Diwali, Republic Day, Holi, etc. consumer experiences.
towards rapidly scaling up their market and occasions created specifically to drive
share. They have been aggressively traffic like the Big Billion Day generated Sales for sales sake
planning and implementing discounting a sale of 100 million USD in 10 hours as
strategies which would make the customer claimed by the e-tailer. These sales have Online retailers also experimented
sit up and take notice. Besides, with strong disrupted the sales calendar for the in- with the appetite of the burgeoning
backing from investors, online retailers store retailer and the industry is seeing e-customers in India. Apart from
have been doling out discounts and special sales becoming a norm throughout the planning sales coinciding with the usual
offers to happy customers like never year rather than being special events. holidays, some have announced sales
before, even at the cost of hitting their In fact, so fierce is the competition, that on non-traditional days and have found
business bottomline. e-tailers are also clearly seen trying to success. Examples of this trend are the
outdo each other by offering steeper End of Reason Sale and the Republic Day
According to a survey by Associated
discounts as often as possible. sales,which took place recently.
Chambers of Commerce and Industry
(ASSOCHAM), online shopping growth is The following is a lowdown on sales that January is not traditionally spending time
projected to increase to 350% during peak generated the most attention in the past for the customer. But the creation of mega
festival seasons resulting in plummeting year. sales like the two mentioned above have
footfalls in brick-and-mortar retail shops. forced customers to consider spending
During Diwali 2014, online shopping has Big Billion Day and the Savings during this off season.
been estimated to cross 10,000 crore INR Day Sale The fundamental principle of the End
and going forward, the trend will not only of Reason Sale was to compress the
continue but grow dramatically to cross During these sales, which were launched traditional format of an end-of-season
100,000 crore INR over the next four by two major e-tailers in the country, deep sale that spans six to seven weeks into
years. discounts were offered on most product just two days.
categories from consumer electronics
Home-grown Black Friday? such as laptops, mobile phones, cameras The catchy title and the attention-
to apparel, footwear, homeware, grabbing advertisements on television
The Great Online Shopping Festival kitchenware et al. are good examples of online retailers
which was hosted for the third time in aggressive discount strategy to enhance
2014 has given us our very own version With aggressive marketing leading up the nascent customer base. The underlying
of the American Black Friday sale which to these daylong sales events, e-tailers business strategy was to create customer
is known for the best deals on products spent a whopping 100 crore INR on habits and dependencies resulting in
and is also the biggest sale in the US. With advertising to ensure that they were a increased customer lifetime value.
participation from nearly all e-commerce resounding success. Much excitement
was generated with over a million Having received an overwhelming
players as well as major FMCG and response, and just like in the case of
consumer durables brands, the festival has downloads of the mobile app in one day.
Claims by certain retailers indicated its predecessors, the e-tailer soon ran
been a huge success. out of stocks and in some cases, even
single-day sales of over 600 crore INR,
notwithstanding widespread complaints had to procure additional stock from
Repercussions on offline
retailers
Customer buying habits have undergone a
drastic change due to the round-the-year
discounts across product categories.
Offline retail sales have taken a severe
hit because many smart buyers prefer
shopping online where prices are lower
and deliveries dependable. Consumers
today have become wiser and ensure that
they have researched all their options
before shopping.
Naturally, offline retailers have been up
in arms over beating online prices. The
interpretation of government regulations
for e-commerce companies has been a
major source of discontent among offline
retailers.
While e-commerce companies dont have
to deal with overhead costs such as rent
for real estate, they have also been getting
away with selling products way below the
maximum retail price, without factoring in
even profit margins, thus raising questions
about predatory pricing practices. Further,
although online retailers say they simply
deliver goods from the seller to the
customer and therefore do not pay VAT,
this business model has been repeatedly
questioned by offline competitors.
Besides, the discounting model has been
taking a toll on the brands associated
with these sales too. It may not always
be viable for a brand to participate in
a sale. Apart from taking a hit on their
margins, premium brands with a presence
in online retail are concerned about the
deep discounts hurting their brand value
as well.
10 PwC
Exclusive product launches
How often have we returned disappointed from a store because a particular product
was not in stock?
Almost one in three of our respondents have admitted that they shop online because a
wider range of products is available
Additionally, 53% of respondents did it because a particular product was not in stock
in the store.
48%
Lower prices/better deals than in-store
39%
46%
I can shop 24/7 online
46%
36%
Easier to compare and research products/offers than in-store
33%
27%
Wider variety of products than in-store
23%
13%
Receiving a promotion via email or text/SMS message (e.g.
11%
12%
Looking for a particular brand/product
15%
Have you ever intentionally browsed products at a store but decided to purchase online? What factors influenced your decision?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Industry reaction
There has been uproar among traditional
big format retailers as far as exclusive
online product launches are concerned.
For the original equipment manufacturer
(OEM), most sales still come from
traditional channels but since e-commerce
has been a profitable channel to get to
customers, they grapple with establishing
balance between the two. On their part,
big format offline retailers have even gone
so far as to refuse to stock products which
were first launched online. Demarcations
have been established, disallowing the
sale of certain experience products
online since it may lead to brand dilution
and customer mindscape disconnect.
Consumer electronics companies, part of
the bestselling category in online retail,
have especially faced this problem.
This is another addition to the episode of
the battle between the incumbent and the
challengers.
12 PwC
Greater convenience for shoppers
Although 43% of our respondents said that they preferred shopping in-store in
order to get immediate delivery, a whopping 69% said they are willing to pay for
same-day delivery and 49% are willing to pay for delivery between a specific agreed-
upon timeframe.
How often do you buy products using the following shopping channels?
45% In-store
45% 45% In-storeIn-store 45% 45% 45% 45% Catalogue/magazine
Catalogue/magazine
45% 45%Catalogue/magazine
TV shopping
TV shopping TV shopping Online viaOnline
PC
40% 40% 40% via
Online via PC41% 41%
PC 41%
40% 40% 40% 40% 40% 40%
Online viaOnline via tablet
tablet Online via tablet Online viaOnline via mobile
mobileOnline
phone
35%via
35% phone
35%or
ormobile smartphone
phone
smartphone or smartphone
35% 35% 35% 35% 35% 35% 35% 35% 35%
%
% 31%
31% 31% Next Next
generationgeneration
Next
wearables wearables
generation
(watch, (watch,
wearables
glasses, glasses,
(watch,
pens) pens)
glasses, pens) 31% 31% 31%
30% 30% 30% 30% 30% 30% 30% 30% 30%
27% 27% 27% 25% 25% 25%
25% 25% 20%25% 20% 25% 25% 25% 25% 25% 25%
22%20%22% 22%
1%
18%21%
18% 18% 20% 20% 20%
8% 20% 20%19% 20%19% 19%
18%19%18%19% 18%19%20% 20% 20% 20% 20% 20%
16%18%
16%18% 17% 17% 17% 15% 15% 15%
13% 13% 15%
13% 15% 15% 15% 15% 15% 11% 11% 11% 15% 15% 15%
10% 10% 9%10% 9% 9%
10% 10% 10% 10% 10% 10% 8% 8% 8% 10% 10% 10%
5% 5% 5% 5% 5% 5% 3% 3% 3%
5% 5% 5% 5% 5% 5%
2% 2% 2% 1% 1% 1%
0% 0% 0% 0% 0% 0% 0% 0% 0%
hly
Monthly
Monthly A fewAtimes afew
yeartimes
fewAtimes a yeara year Once Once
a yearOnce
a yeara year NeverNeverNever
atalogue/magazine
ue/magazine
agazine
nline
ia PCvia PC
nline
via via mobile
mobile
obile phone14
phonePwC
phone or smartphone
or smartphone
or smartphone
Although 37% of our survey Please indicate how strongly you agree or disagree with the following
respondents currently envision using statements?
their smartphone as their main
I am wary of having my personal credit
tool for shopping online, an equal information hacked using my mobile phone 8% 8% 18% 37% 26% 2%
percentage of people have expressed
concerns about personal credit My mobile phone will become my main 4% 11% 21% 37% 24% 2%
tool for making online purchases
information being hacked through
mobile phones. Further, a mere 4% I am willing to load credit onto my mobile 6% 13%
phone to provide payment for products 24% 35% 19% 3%
prefer making payments through
their mobile phones. 3%
I am happy to receive offers or coupons via
my mobile phone 4% 13% 43% 36% 2%
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Don't know
Cash 19%
Mobile phone 4%
Payment by invoice 2%
Other 2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
According to our survey, a vast majority Which of the following have you done using your mobile, smartphone,
of shoppers are using smartphones to tablet or PC?
research a particular product, compare
prices with competitors and locate stores Compared prices with competitors 63%
around them. Researched the products 55%
Used a coupon 45%
Located a store with my mobile phone 42%
Received recommendations based on previous purchases 31%
Paid at the cashier 29%
Accessed loyalty or reward programmes 29%
Received an offer based on the proximity to a store 29%
Checked finance options before purchasing 24%
"Checked in" at a store via social media (e.g. Foursquare 18%
Scanned QR codes 18%
Tweeted the retailer or brand about the product or offer 10%
None of the above 5%
0% 20% 40% 60% 80%
55%
the agility of the retailers, both offline
and online, to adapt to this third major
indicated real-time personalised offers
retail channel, it could be the next biggest
disruptor in modern retail in India.
For instance, a shopper should be able to 0% 20% 40% 60% 80% 100%
check if a particular product is available Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Don't know
in the store nearest to him or her, using
the mobile application of the retailer in Several mobile applications are allowing The stores then reward such customers
question. Based on this search, retailers users to check in to their place of by offering freebies, discount coupons or
would be able to push personalised deals business and reward them with points virtual titles and badges such as shopper
to the shoppers, thus enhancing customer each time they check in. About 18% of of the day and virtual ambassador.
engagement. our survey respondents were accustomed Such gamification would not only attract
Although Big Data analytics offers many to using their smartphones to check into more customers, but also drive passive
ways for the front office to customise applications like Foursquare, Swarm, marketing through brand endorsements
marketing and sales, the back office Facebook, Zomato and Google Places. by these customers.
of most retailers still faces a serious
challenge in managing an increasingly
complex supply chain.
But pinpointing inventory throughout the
store network, right down to the pallet,
store and shelf will be harder for large
retail chains. Overcoming this hurdle in
the back office would actively help retain
customers by driving personalised offers
based on the customers search history.
16 PwC
Micro-location based marketing Has any interaction you have had with your favourite brands on social media driven you to
services buy more?
71%
47%
I'm able to see, touch and try merchandise 45%
11%
To support local retailers
8%
1%
Other 0%
18 PwC
Even in categories where consumers For each of the following product categories, how many of your purchases have you made
predominantly buy online, a significant online over the last 12 months?
percentage of consumers still research
100%
online and buy in-store. According to our
survey, for consumer electronics which is 90% 23% 24%
28% 26% 26% 29%
the best-selling category online, 56% of 31% 33% 34% 30% 31%
80%
the customers research online while 43%
prefer to buy the product in-store. 70%
24% 21%
20% 21%
25%
For the various product categories, a very 60%
24% 20% 23% 26% 25%
25%
small percentage (9%) of purchases has 50%
been exclusively online. 18% 19% 18% 19%
40% 14% 19% 17% 15%
Customers continue to perceive online 20% 17%
18%
30%
stores as the non-physical branch of 13% 17% 17%
15% 17%
13% 14%
physical stores. A whopping 67%, up from 20% 12% 14% 15% 11%
58% last year, agreed with this statement 10% 11% 9% 10%
12%
11% 9% 13%
10% 8% 9% 9%
by choosing online purchase returns 9% 7% 8% 7% 8% 7%
5% 4% 5% 6% 6%
available in store on being polled about 0%
Books, music,
yourself/home
Grocery
electronics
Furniture and
Clothing and
Toys
appliances
Health &
equipment
Consumer
Household
Jewellery
preferred return options.
improvement
/watches
video games
beauty
movies and
homeware
/outdoor
footwear
Sports
Do-it-
A few purchases (1 - 20%) About half of my purchases (41 - 60%) Almost all of my purchases (81 - 99%)
Some purchases (21 - 40%) Most of my purchases (61 - 80%) Exclusively purchase online (100%)
Which are the most important return options for you when making a purchase online?
Other 1%
1%
20 PwC
Future of modern manufacturers are finding it easier to
grow and sustain their business on online
retailer specialising in the sale of womens
lingerie.
retail in India marketplaces.
Emergence of Tier II and III
Disruptors are the order of the day. A more viable long-term strategy cities as consumption centres
E-tailers are scrambling to differentiate for growth
themselves from the crowd in order to The increasing sale of smartphones and
register the highest gross merchandise Offering lower prices will not be viable in the consequent increase in the internet
sales. Meanwhile, traditional offline the long term. Despite luring in customers user base has led to the emergence of
retailers are also jostling to maintain their in the initial stages, lower prices wont be small towns as e-commerce hubs. Retailers
position in overall retail. able to retain customers in the long run. continue to face challenges like high real
While the discounting will continue for estate costs, labour, sourcing and supply
In the next stage of their evolution, how
some more months, e-tailers are thinking chain along with the conditions on multi-
will the online and the offline retailers
beyond discounts to acquire customers brand and single-brand retail trading in
work? Do we see a possible amalgamation
and build loyalty. India. E-tailing is therefore emerging as
of the channels or at least collaborations
a viable alternative by which organised
to begin with? The combined losses faced by e-tailing
retail can expand its share in the total
companies as a result of their discounting
retail pie.
E-commerce: the benevolent strategies now stand at almost 1,000 crore
distributor for several small INR. Keeping this in mind, traditional retailers
are fast expanding into the online space.
scale businesses Further, with valuations of e-commerce
companies skyrocketing, there is
The success of the online marketplace has increasing pressure from investor firms to Tie-ups between online and
encouraged several entrepreneurs and cut down on discounts and concentrate on offline channels
small businesses to build their presence making profits. The more mature firms in
online. Not only have they benefitted the business are gradually implementing Another model that can result from Tier II
from the extensive reach of the e-tailer this change in strategy. and Tier III cities driving consumption is
in the country, but have also been able that of collaborations between online and
As an alternative, customer data analytics offline retailers.
to piggyback on the existing supply and a host of other tools for customer
chain infrastructure and marketing and engagement are helping e-tailers to offer According to our survey, customers
advertising campaigns. tailor-made solutions on a large scale. pick their favourite retailers based on a
Be it saree weavers in Varanasi, Awareness campaigns linked with social number of factors that are characteristic
handicrafts and curio makers or even issues have also contributed immensely to of both the online and offline channels of
local manufacturers of bags, small increasing topline sales of a leading online retailing.
22 PwC
About our Retail and About PwC
Consumer practice
The India Retail and Consumer practice boasts of having PwC helps organisations and individuals create the
worked with the Fortune 500 companies.Developing value theyre looking for. Were a network of firms in
the market entry strategy for global companies, location 157 countries with more than 195,000 people who are
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the supply chain and distribution system, deploying Advisory services. Tell us what matters to you and find out
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experience for the customer are among the gamut of Bangalore, Chennai, Delhi NCR, Hyderabad, Kolkata,
services that we offer our clients to help them in their Mumbai and Pune. For more information about PwC Indias
journey to success. service offerings, visit www.pwc.in
Our clients in the R&C goods sector operate in different PwC refers to the PwC network and/or one or more of its
formats ranging from supermarket chains to food and member firms, each of which is a separate legal entity.
beverage manufacturers and from luxury goods retailers Please see www.pwc.com/structure for further details.
to consumer packaged-goods manufacturers, and
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hosts the best talent worldwide makes it the best choice to
help you overcome every challenge and optimally utilise linkedin.com/company/pwc-india
all opportunities.
youtube.com/pwc
Contacts
Rachna Nath
Retail and Consumer Leader
PwC India
Email: rachna.nath@in.pwc.com
Kalyani Palkar
Analyst, Retail and Consumer
PwC India
Email: kalyani.palkar@in.pwc.com
Additional contributions by
Debarghya Das
Manager, Advisory
PwC India
Email: debarghya.das@in.pwc.com