By Sarah E Taylor-Oracle on Feb 12, 2013
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.