IUM Danmark udruller eget retail-studie i Europa

IUM’s globale netværk udruller nu det danskudviklede ”Retail Buying Study” i yderligere fem lande. Forbrugerstudiet Retail Buying Study er dermed tilgængelig i 11 europæiske markeder.

Det danske Retail Buying Study (RBS) indtager nu de fem store markeder: England, Frankrig, Italien, Spanien og Tyskland, som samtidig er lande, hvor retailgiganten Amazon har gjort sin entré og blander sig i kampen om kunderne.

”Det er en kæmpe anerkendelse af den danske ekspertise på området og en stor håndsrækning til retailers i alle markeder, ” siger Managing Partner & Strategy Director Jan Sørensen, IUM.

I 2011 grundlagde IUM Danmark sit Retail Buying Study i erkendelse af, at dramatiske forandringer lurede i horisonten. Det var endda før, at Smartphonen for alvor satte sine spor.

Detailhandlen er kraftigt påvirket af digital teknologi fra to fronter. En total digitalisering af medier og samhandel, samtidig med at kundernes magt er helt forandret. Forbrugerne taler nu konstant indbyrdes om deres indkøb via sociale medier, fotograferer dem og anbefaler.

”Én ting er, hvad annoncørerne kommunikerer til kunderne – noget andet hvad kunderne siger til hinanden, ” siger Jan Sørensen.

IUM har siden 2011 indsamlet data om den reelle kunderejse: Hvad gjorde kunderne sidste gang, de foretog et indkøb inden for alle de forskellige retail-kategorier. IUM harmoniserer nu de data på tværs af alle markante markeder i Europa.

”Vi har nu data fra over 50.000 forbrugere på tværs af Europa. Den kombination af viden om digitale retail vaner, koblet med Amazon’s tilstedeværelse i de samme lande, er guld for alle retailers, ” siger Jan Sørensen.

Hvad gør Amazon ved forbrugerne?

IUM er i fuld gang med at aggregere data for alle lande og bearbejde den viden, de kaster af sig.  Én gevinst er særlig værdifuld, nemlig viden om den markedspåvirkning Amazon fører med sig.

Eksempelvis handler 35% af englænderne nu online – i Danmark er det ”kun” 20%.  2/3 af alle, der går ind i en forretning i England, er webroomers – det vil sige, at de allerede har søgt på produkter online. Det tal er 50% i Danmark.

”Planen er, at dele vores viden med markedet ved en retail-konference sidst i september. Uanset om Amazon kommer til Norden i 2019 eller 2020, vil retailers kunne hente afgørende viden i den krystalkugle, vi har opbygget” siger Jan Sørensen.

IUM’s europæiske udrulning af studiet sker i samarbejde med Google.

Flere oplysninger: Jan Sørensen,  60 43 40 34 –  jso@ium.dk

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