Global Consumer Insights Survey 2019

It’s time for a consumer-centered vision

It’s now been a full decade since the economic crisis ushered in what’s often called the “new normal”, a supposed recalibration of what’s possible in terms of global economic growth. But the world’s consumers have displayed unexpected resilience, driven by technological advances that have unleashed a Golden Age of consumption, offering a worldwide bazaar of goods and services — open day and night — to anyone with a mobile phone. Not only are consumers the strongest link in the global economic chain, but PwC’s 10th annual Global Consumer Insights Survey (GCIS) — which gathers the sentiments of more than 21,000 online consumers in 27 territories — shows that technology has put them in a position to demand a tailored, channel-agnostic, socially conscious and social media-powered experience.

This report is divided into two sections to help start you on the path towards understanding your customer:

  • key trends and changes of Russian consumers behavior
  • how to adapt business to changing consumer preferences?

Six imperatives to improve customer experience

Investing in employees can yield a better customer experience

Customer experience exists in a feedback loop with employee experience. An organisation trying to improve customer experience without considering the crucial role of employees is missing an integral part of the equation. By mapping out the connections among culture, critical few behaviours and business outcomes, company can easily identify where employee experience has the biggest impact on customer experience: 52% of respondents believe sales associates with a deep knowledge of the product range highly improves the in-store shopping experience.

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Building communities under your brand vision

Fusing the customer experience and employee experience is a lot easier when both groups are highly motivated to be associated with the brand or organisation. It’s important to figure out what employees and customers care about and to communicate your shared values: 42% of respondents are willing to pay a premium for non-food products made by brands well-known for their sustainable practices.

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Build on magic moments along the customer journey

In an age of ever-expanding digital options, consumer loyalty can and does vanish with the touch of a button. To minimise that possibility, focus on magic moments that earn loyalty over time and create a relationship that endures beyond the next product search. Almost 20% of respondents appreciate when ads linked to their interest directly send them to a favourite brand and 11% like to see shopping opportunities depending on their location. PwC has developed systems to track, measure and display the key components of customer experience so you can gain insights that will help you know where to focus your resources in order to get the best results.

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Understand your customers based on their behaviours

Consumer insights enable far greater personalization than the old-school paid media approach of segmenting customers by demographics alone. Demographics can’t tell marketers how, when, where and why consumers shop. Behavioural and attitudinal attributes can. Armed with that information, you can bring together all of your commercial investments—including promotions, content, e-commerce and advertising—to deliver seamless, end-to-end experiences tailored to a specific shopping context. Around 39% of Russian consumers believe personalized advertising is the most influential: they like to interact with a single click and receive personal compilations and product suggestions.

 

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Treat consumers’ data with respect and deliver value in exchange for it

Customers want the companies they interact with to protect their personal data, and PwC research indicates that they’ll take their business elsewhere if they don’t trust that a company is safeguarding it. Anticipate this demand and rethink how you use consumer data, how much control you give consumers, how you value data and how you’ll deliver value by using it. Consumers are making it imperative for companies to be transparent about their data policies and proactive about publicising the value they offer in exchange for it. Yet even as companies encourage consumers to entrust them with their data, only 30% include proactive management of cyber and privacy risks in their digital transformation plans “fully from the start,” according to PwC’s 2018 Digital Trust Insights.

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Win the customer journey

Today there are more trips, more choices, more of everything. You can win over customers on-site or via e-commerce by understanding what they are trying to experience and then making it easier for them to accomplish that goal through things such as ease of navigation, breadth and quality of selection, price, quality of advice or exclusivity. For instance, by connecting consumers’ online research with their in-person visits, you can win the trip and deepen loyalty. And winning the trip isn’t just about stores and retail; it applies to every company in hospitality, financial services and healthcare.

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Key trends and changes of Russian consumers behavior

Because consumers today are so discerning and powerful, it’s our perspective that most organisations need to invest far more in the customer experience. Retail evolution is driven by the need to adapt to a changing environment and respond to these challenges. Organizations that fail to do so will lag behind on the path to winning the customer.

Here are key trends and changes of Russian consumers behavior.
 


Rapid growth of online shopping

Creating online channel and connecting it with in-store shopping experience become crucial for development for most of product categories.

Following the migration of consumers to mobile devices, retailers should provide consumers with easy-to-use mobile facilities and expand the delivery network of lockers and pick-up points considering the traceability of deliveries.

Percentage of respondents who make online purchases, by generational groups, 2018

Percentage of respondents who make online purchases, by generational groups, 2018

Demand for both digital and human in-store experience

Non-cash payments for goods and services, T RUB, 2016-2018

Non-cash payments for goods and services, T RUB, 2016-2018

Mobile payment use when shopping in-store, %, 2017-2018

Mobile payment use when shopping in-store, %, 2017-2018

Russian consumers tend to do more daily microtrips to nearest stores. They enjoy new digital services in stores and indicate easy payment, customization and helpful assistants as key imperatives that improve their shopping experience.

Retailers should focus on smaller formats and create right shopping atmosphere paying attention both to technological advancement and store personnel skills and motivation.

Growing influence of sustainability issues

Make sustainability a core part of a brand strategy. Retailers have to support sustainable practices and projects so that customers feel engaged when buying products.

Growing influence of sustainability issues

Strong shift to digital communication channels

TV advertising remains important for reaching out to the broad audience but retailers start investing more in social media and personalizing ads with help of different agile metrics. Retailers need to encourage feedback from customers and learn to deal with negative reviews.

Media channel market size forecast in Russia, B USD, 2018-2022

Media channel market size forecast in Russia, B USD, 2018-2022

Contact us

Martijn Peeters

Martijn Peeters

Partner, Retail & Consumer Leader, PwC Russia and CEE

Tel: +7 (495) 967 6029

Yulia Kuznetsova

Yulia Kuznetsova

Marketing and Business Development, Retail & Consumer, PwC Russia

Tel: +7 (495) 967 6186

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