1. Multichannel – future of retailing

2. Multichannel Framework
A multi-channel retailer faces a diversity of customer interactions, with customers expecting a seamless experience throughout
Learn / Research
Order / Choose
Purchase / Pay
Pickup / Deliver
Learn / Install
Return / Service
Customer visits store to pick up the item 
Customer sees a TV in-store     
Customer goes to retailers home and purchases item
In-Store      
Online / Home
Customer returns home and decides to buy installation service     
Customer checks the internet on iPad to find the best price
Online / Mobile     
Customer calls to setup repair / cleaning service
On the Phone

3. Recent and future developments of online commerce
Clothing, home and electrical transactions, are growingly influenced by online or multiple channels
Electricals is most multi-channel, in almost two-thirds of purchases
Multi-channel customers spend more than per store only transaction
Smartphones, tablets as new and easy to use devices are reinforcing the breakthrough of E-commerce
In a recent survey of US mobile device users
70 % have made at least one online purchase during the last 12 months
40% had used their mobile device to buy consumer products at least once
One third have used their mobile at least once for grocery shopping related activities in store ?
Sources: Deloitte Multichannel survey, 2010; Deloitte 2011 Consumer Food and Product Insights Survey , May 2011, n=705 (Respondents who own smartphones or web-enabled mobile devices)

4. Recent and future developments of online commerce
Critical online capabilities
Must-haves, e.g. product assortment and pricing
Tickets to the game are capabilities such as order tracking, credit card support, layout and performance
Room to grow in globalization, social networking and shopping cart
Emerging trends are mobile commerce, and purchasing convenience & security
Some capabilities are great opportunities to stand out
Source: Deloitte : 2011 eCommerce Assessment: What are digital retail leaders up to

5. Individuals having ordered/bought goods or services for private use over the Internet in the last three months
Source: Eurostat

6. Nordic countries are in different stages of online adoption
Denmark leads the way followed by Sweden and Norway. Finland is a few years behind, but growing fastest
Norway buys most (14%) from foreign sites, with Sweden trailing (2%).
In Finland payments occur mostly via online banks. Finns are least likely to increase buying.
Overall, online purchases between Nordic countries occur mostly from online shops in Sweden, and least from Finland
How often do you purchase products from home, e.g. via internet?
Source: Posten Norden, HUI [The Swedish Retail Institute],

7. Sustainability – Primary lens of innovation

8. Mainstreaming sustainable consumption
Sustainability is driving to the heart of business strategy and is the primary lens for innovation
Sustainable food production practices increasingly important to consumers
Organic private label products and private label families emerge
New neighborhood stores with organic, local products - not only luxury of city centers but also entering the suburbs and chain management
All major companies and brands need testimonies of their efforts to support sustainability
Source: Deloitte survey 2011: Consumer Food and Product Insights

9. Local challenges global
Globalization and concentration will give room for niche-companies also in Nordics as consumers want to have alternatives
Local products and production increasingly popular
E-commerce of local food develops new supply chains and even;
grow your own food, city gardens, buying circles, rent your own field, what next?
Green consumers are becoming mainstream and the economic uncertainty is not going to stop them
They shop more, often pay more
They are more loyal
Increased consumer engagement and spending on green products calls for a refreshed marketing and brand strategy to woo the green consumers in the current economic environment

10. Summary

11. Future success … it all comes back to the consumer
European retailers will become competitors on the Nordic market and our target markets
Understanding the consumers new priorities and needs forms the basis for innovations and future competitiveness
Being a partner in clients everyday needs and chosen ways of interacting with the retailer
Decide what you want to stand for in the mind of the consumer and align everything behind it
Use sustainability as a primary lens to drive product and business model innovation
Transform how you engage consumers and shoppers in every channel and at every point in the path to purchase

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