Shopper Marketing - October 2016 - 124
"You are not doing a good job in understanding
Laura Moser - the mid-40s, single, female
dog owner who travels a lot for business - and
providing solutions for me. Instead, you're serving
up what I looked at for 45 minutes last week. I'm
going to see that trundle bed served up in my
Facebook and Amazon until I die."
Laura Moser, senior vice president and shopper
marketing practice lead, Momentum Worldwide
Momentum and ChaseDesign's study tracked
differences among how shoppers in the U.S.
and a few other countries wanted to experience the retail store and the connections possible through mobile technology, which is used
by more than 70% of respondents worldwide.
The main takeaway: "The desire for modern
shopper technologies seems to be better articulated in less developed markets than in
more developed markets," Moser says.
Japan, for example, experienced rapid penetration of technologies like mobile, Wi-Fi
and broadband, which set expectations and
tamped down the hunger for better solutions,
she says. "We were very quick to cut and paste
what we did into tools and replicate it and replicate it. Japan has been conditioned that way."
In Brazil, by contrast, mobile technology has
been a more recent phenomenon and plays
a more important connective role, which has
translated into shoppers - as well as retailers
and brands - seeing wider, more forwardthinking possibilities for it, Moser says. The U.S.,
y SHOPPER MARKETING OCTOBER 2016
as well as Spain and the United Kingdom, sit
somewhere in between those two poles.
The study showed 92% of Brazilians use technology to improve the quality of their shopping experience, compared with only 42% of
Japanese. Three-fourths of both Spanish and
U.S. shoppers said they would be more likely
to shop a brand or retailer that made active use
of such shopping technology, while 71% of UK
shoppers said the same.
"We expected it to be Japan that would be
a market where they would be saying, 'Faster,
more, smarter,' " but that hypothesis did not
hold in the research, Moser says. "If I were a
global retailer, I would be looking to put my
test-and-learn in markets like Brazil because
my expectation is that the adoption rate would
have much more incrementality in Japan."
Momentum and ChaseDesign surveyed
3,074 active shoppers in the UK, Spain, Japan,
Brazil and the U.S. All were 18 or older and selfidentified as smartphone owners who engage
in digital shopping and have used devices to
interact with product or retail brands.