Thursday Feb 28, 2013

The Evolution of Experience Retailing: Results from Germany Now Available

Today saw the German findings for Oracle’s Evolution of Experience Retailing research unveiled by Sarah Taylor, Senior Director EMEA & JAPAC in Frankfurt. Results highlighted that retailers targeting the German retail market face a challenge in understanding their customers, and that to better engage with them, it is essential to deliver a consistent experience across all channels.

In the research, which evaluates consumer perceptions of customer service, overall experience, preference, shopping trends and attitudes to technology, overall German respondents did not provide particularly extreme reactions to survey questions, generally giving a broader range of feedback and views than their counterparts in the UK, USA, Russia, Brazil, China and Japan. Price and choice were key influencers in determining where to shop, and while German consumers generally agree that the global marketplace offers advances in these areas, a large number stated that the Internet was “neither important nor unimportant” in facilitating these benefits, despite a high degree of respondents shopping online for fashion and speciality items.

In general, German consumers did not value social media within their retail experience, with 56% of respondents not using social networks when shopping and over a third not perceiving recommendations on social channels to be important or valuable.

Other research findings included:

  • 81% of consumers rate service as fairly or very important, with unfriendly (75%) or unhelpful (68%) store associates being determined as the cause of bad service
  • When it comes to experience within shopping, 59% of respondents rated this as being very or fairly important – compared to 72% globally
  • 43% of respondents only wanted to receive contact from retailers when they instigate the interaction, while only 27% of consumers were willing to share personal information with a retailer and in return, expected better services and offers
  • Social media has a smaller impact on the German consumer, with only 15% of respondents following a retailer on social networks (29% globally) and 23% actively seeking out reviews of brand/products on social media (37% globally)

For further insights into the German consumer, visit the Evolution of Experience Retailing website and download a range of research resources, including a whitepaper analysing findings from around the world. Global results from the Evolution of Experience Retailing were launched in New York in January, with Japanese, UK and Russian results having since been made available.

Tuesday Feb 12, 2013

The Evolution of Experience Retailing: Russia Results Now Available

Today saw the unveiling of the Russian results from Oracle Retail’s Evolution of Experience Retailing global consumer research. Anton Pershin, Regional Director of Oracle Retail in Russia, announced the results at today’s launch event in Moscow.

Russian findings indicate that consumers in the region value their store experiences highly and place importance in the product showcases delivered through this channel. While store-based retailing continues to dominate, Russian consumers indicated a willingness to shop via mobile or social channels, though were less keen to shop online, contrary to other countries targeted in this research. This research formed part of a global survey undertaken by Oracle Retail to explore the Evolution of Experience Retailing investigating consumer perceptions of retail in Russia, the UK, Germany, USA, China, Japan and Brazil.

Key findings from the Russian research indicated:

  • Russians rate the importance of the shopping experience at 77%, less than Brazil and China but more than the other regions surveyed
  • 87% rate good service as important, equally valuing the availability of products at the point of purchase, alongside a quick and easy payment process
  • Despite the importance of social networks to Russian consumers, they are unwilling to share negative experiences via these channels
  • More than any other region, Russians want retailers to interact with them only at the consumers’ instigation and in relation to products or order updates

With a population of 141.9 million, Russia is expected to become Europe’s largest consumer economy, making it a priority for retailers, who must ensure they can deliver cross-channel integration to enable consumers, who have indicated a willingness to shop via mobile and social channels, in the way they want, that is ‘good for me’. Retailers need to focus on collecting consumer data and utilise it to gain actionable insights into customer behaviour, which can then be applied across all touch points.

Visit the Evolution of Experience Retail research website and download the research whitepaper as well as a range of further resources in Russian including byline articles, a fact sheet and an infographic showcasing the key global results.

Tuesday Feb 05, 2013

UK Results of The Evolution of Experience Retailing Unveiled Today

UK results from The Evolution of Experience Retailing research were unveiled today during a breakfast roundtable event in London. Sarah Taylor, Senior Director EMEA & JAPAC of Oracle Retail, took delegates through UK findings, looking at comparisons with results from other countries and what the findings means for UK retailers in the current global marketplace.

The Evolution of Experience Retailing research asked consumers in the UK, USA, Germany, Russia, Brazil, China and Japan on their views to fundamental retail principles, looking at issues such as customer service, overall experience, preference, shopping trends and attitudes to technology. The global results of this research were recently announced at the Oracle Retail Exchange event held in January in New York.

British consumers have unprecedented options in a highly competitive domestic retail economy, in addition to the global environment. With access to vast amounts of product information from multiple sources, consumers can compare retailers, brands and products in seconds. As such, they expect high value, targeted assortments, competitive offers and uninterrupted availability from a retail brand, whenever and wherever they choose to shop. This was reflected in the aspects of the research that looked at experience, with 66% of British consumers listing ease of use as the best definition of the term “shopping experience”, followed by the ability to shop anytime, anywhere (59%).

In the current economic environment, it was unsurprising that price remains a priority when shopping, however 90% of respondents also stated that good service was important, or very important. Store associates were identified as the primary cause of bad service, followed by poor fulfillment, but British consumers did not react as strongly as other nations to a bad experience, and were less likely to switch to an alternative retailer, or to actively recommend others from using one.

Some of the research findings were:

  • British consumers want what the global marketplace has to offer with 76% stating that the internet offers no barriers to where they can shop
  • 76% list price as the priority when shopping, followed by choice and convenient store locations
  • Although British consumers are relatively open to sharing information with retailers, in comparison to other mature economies, there is an expectation for lower prices and exclusive offers that are 'good for me' in return for engaging in a more collaborative relationship with a retailer
  • While respondents prefer not to shop on their mobile device, interpretations of personalisation relate most strongly to receiving offers and discounts to their mobiles (21%), followed interestingly by a willingness to be identified when shopping online (13%)

To fulfill on British consumer expectations, retailers must optimise their operations to fulfill on the complex supply chain flows to ensure that home delivery and customer pick up is available if the customer requires. The logistics behind the process matter little to the consumer, they just need to be right to support customer priorities.

UK results from The Evolution of Experience Retailing can be downloaded from the research website, where you can also access the global results. Available resources include a whitepaper and byline articles, as well as a research infographic and fact sheets on country and global results.


Everything Retail.

Principal contributors:

Sarah Taylor, Senior Industry Director, Oracle Retail.

Marie-Christin Hansen, Senior Industry Campaigns Manager, Oracle Retail.

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