Regaining Trust - Deloitte · Europe Belgium Germany Greece Italy Poland Portugal Russia Spain Netherlands UK 58% 48% 66% 29% 59% 59% 75% 46% 73% 68% 53% • 59% of respondends says

Christmas Survey 2017

Regaining Trust

November, 2017

Christmas Survey 2017© 2017 Deloitte, S.L. 2

Consumer Perception

Christmas Shopping

Omnichannel User Experience

Methodology

Contents


Consumer Perception


Current state of the economy

• 60% of Italians have a positive perception of the current economic situation, in line with european

average

% of consumers that think the country economic situation is stable or growing

Growing Stable

22%

41%

Growing Stable

12%

48%

ITA60%

EU63%

In 2016:9%

61-70%

51-60%

41-50%

31-40%

21-30%

0-20%

+ 70%

In 2016:42%

In 2016:15%

In 2016:37%

Europe Belgium Germany Greece Italy Poland Portugal Russia Spain Netherlands UK

63% 57% 76% 23% 60% 70% 77% 43% 78% 80% 61%


Future state of the economy% of consumers that think the country economic situation will be stable or growing in 2018

Growing Stable

27%

31%

Growing Stable

21%

38%

ITA59%

EU58%

In 2016:18%

61-70%

51-60%

41-50%

31-40%

21-30%

0-20%

+ 70%

In 2105:32%

In 2016:26%

In 2016:28%

Europe Belgium Germany Greece Italy Poland Portugal Russia Spain Netherlands UK

58% 48% 66% 29% 59% 59% 75% 46% 73% 68% 53%

• 59% of respondends says also that the positive trend will follow in 2018, a +9% increase from last

years’s perception


Christmas Shopping


Shopping calendar

NOVBefore

NOV DEC1st to 15th

DEC16th to 24th

JANIn and after

DEC25th to 31st

During special sales events (e.g. Black Friday)

7% 7% 23% 23% 27% 30%

21% 23% 6% 1% 2% 2%

5% 6%

• Most of Christmas purchases will be done during the first half of December, but 23% of italians will

wait until the last minute


Estimated Christmas spending (by country) (€)


Belgium Germany Greece Italy Netherlands

Gifts 197 241 136 208 120

Food 144 116 157 133 98

Socialising 36 48 75 62 21

Traveling 55 79 82 126 56

Total 432 484 451 528 296

Poland Portugal Russia Spain UKEuropean

average

Gifts 107 179 115 252 321 188

Food 81 115 116 195 159 131

Socialising 21 44 31 80 71 49

Traveling 48 76 77 106 63 77

Total 258 414 340 632 614 445


Estimated Christmas spending in Europe

• Italian consumers devote 42% of their Christmas

budget to gifts

• This year, each Italian household intends to spend

528 € on average, a +4 % increase from last

year’s spending

Estimated spending by country

Christmas Budget composition 2017

1. Spain

2. United Kingdom

3. Italy

4. Germany

5. Greece

6. Belgium

7. Portugal

8. Russia

9. Netherlandsl

10. Poland

42%

30%

11%

17%

39%

25%

12%

24%

Ranking € 2016 vs 2017

Europe

Italy632

614

528

484

451

432

414

340

296

258

3%

4%

2%

4%

1%

0,4%

6%

1%

3%

4%

Gifts Food Socialising Traveling


Expenses 2016

Estimated expenses

2017

Gifts 185 188

Food 129 131

Socialising 47 49

Traveling 72 77

TOTAL 433 445

Estimated Christmas spending by category

Expenses 2016

Estimated expenses

2017

Gifts 208 208

Food 128 133

Socialising 57 62

Traveling 112 126

TOTAL 506 528

2016 vs 2017 2016 vs 2017

4 %

0 %

+9 %

+12 %

+4 %

+4 % 4 %

+2 %

+4 %

+6 %

+3 %

+2 %


2016 vs 2017

Estimated Christmas spending: online VS offline

Expenses 2016

Estimated expenses

2017

Online 147 170

Offline 359 358

TOTAL 506 528

2017 Belgium Germany Greece Poland Portugal Russia Spain Netherlands UK

Online 94 179 92 83 79 79 152 103 260

Offline 338 304 358 174 334 260 480 193 354

TOTAL 432 484 451 258 414 340 632 296 614

+16 %

2016 vs 2017

Expenses 2016

Estimated expenses

2017

Online 120 129

Offline 313 315

TOTAL 433 445

+7 %

-0,3% +0,6%


Reasons driving spending changes

WH

Y W

ILL Y

OU

SP

EN

D M

OR

E?

Promotions

I want to enjoy, and avoid thinking about the bad economic situation too much

The economic situation is more secure

My revenues after tax have increased

Services and recommendations from retailers may convince me to spend more money

Consumer reviews and ratings will convince me to spend more money

There are many innovations that make me spend more money

The credit terms offered by the retailers are good

11%

16%

38%

7%

28%

More (+ 50-100€)

A lot more (+100€)

What I had budgeted (+/- 50€)

Less (- 50-100€)

No budget set

01

02

03

04

05

06

07

08

How was your overall spend

during the year-end festivities in

2016 compared to what you

budgeted?


Most desired gifts

• Books are positioned as one of the gifts preferred by the Italians, followed by Money and Travels.

Desired gifts

1 Books

2 Money (cash)

3 Travel

4 Beauty care, massage, spa treatment

5 Clothes/shoes

6 Food & Drink

7 Gift vouchers

8 Tickets (theatre, cinema, sport…)

9 Restaurants

10 Smartphone and cell phones

Men

1 Money (cash)

2 Books

3 Travel

4 Food & Drink

5 Smartphone and cell phones

Women

1 Books

2 Money (cash)

3 Beauty care, spa treatment

4 Travel

5 Cosmetics/Perfumes

2

=

==

=

1

1

==

==

1

=1

2

1

= 2 4

=

N/A

N/A


Expected best sellers

• Books, Chocolates, Clothes and Shoes are the preferred gifts that Italians will buy for relatives and

friends

Gifts bought

1 Books

2 Chocolates

3 Clothes/shoes


5 Money (cash)

6 Food & Drink

7 Accessories (Bags)

8 Gift cards

9 Gift vouchers

10 Beauty care, spa treatment

Men

1 Books

2 Chocolates

3 Food & Drink

4 Money (cash)

5 Clothes/shoes

Women

1 Books

2 Clothes/shoes


4 Chocolates

5 Accessories (Bags)

==

=

4

1==

=

=

3

1

==

2

2

1

1

=

N/A

N/A


Expected best sellers (kids and teens)

• Books, Money and Videogames will be the gifts chosen for teenagers by Italian consumers

• Childcare products, Educational toys and Clothes the chosen ones for kids as the last year

Kids

1 Baby and infant articles

2 Educational toys

3 Clothes / shoes

4 Model construction toys

5 Books

6 Arts and crafts, creative design

7 Dolls & plush

8 Sport and leisure equipment

9Games (quiz games, card games, Puzzles...)

10 School articles

Teens

1 Books

2 Money (cash)

3 Videogames

4 Clothes/shoes

5 Music

6 Sportswear

7 Arts and crafts, creative design

8 Chocolates

9Games (board games, puzzles, quiz games..)

10 Gift cards

==

=

=1

=

=

1

2

1

1

1

2

=

2

2

5

3

=

9


Where to buy gifts: focus on physical stores

Retailers evolution Main retailers for gift shopping

40% 39% 39%

24%

15%

5%

39% 41%46%

37%

16%

7%

Europe

Italy

Hypermarkets/ supermarkets

Traditional local shops

Specialitychains

Traditional department

stores

Factory outlet stores

Luxury stores

Hypermarkets and supermarketsTraditional department stores

Traditional local shops Luxury boutiques

Speciality chains

Factory outlets stores


Which area would you expect retailers to invest in?

Lower prices

Exchange and return policies

Better integration of physical and online stores

Gift packagingservice

Child care

Self-packing

YES NO

Customerrelationship

WIFI capabilitiesin store


OmnichannelUser Experience


Searching for ideas and advice (1/2)

18%

48%

44%

20%

31%

22%

16%

46%

57%

18%

27%

22%

TV

Physical Stores

Website

Social Media

Word of mouth

Newspapers / magazines

• 57% of Italian respondents chooses Website as their main

place to get inspiration, followed by Physical store (46%).

Europe

Italy


Searching for ideas and advice (2/2)

6%

10%

9%

6%

12%

8%

11%

8%

9%

12%

27%

15%

17%

24%

33%

27%

23%

28%

11%

30%

31%

32%

37%

27%

19%

31%

32%

28%

36%

30%

8%

15%

12%

11%

6%

11%

9%

9%

12%

5%

15%

15%

15%

15%

18%

11%

15%

12%

18%

16%

13%

13%

10%

17%

12%

13%

10%

15%

14%

7%

Books

Music and Movies

Technology and Video Games

Health and Beauty

Food and Drinks

Home gifts

Sports

Fashion

Leisure

Toys

WebsiteTV

Social Media Word of mouth

Physical Stores

Newspaper / Magazines


º

Information and advice on social networks

• An increasing number of Italians uses Social Media to obtain recommendations about what to buy for

Christmas

• In addition, take a look of a friend’s Facebook profile is also a good way to check what gifts he wants to

receive

The information we seek on Social Media

Find discounts, coupons, sale information

Check Prices

To obtain trusted comments, recommendations

Check what gifts family/friends want

Browse products

+2

-1

-1

+1


Where to buy

72%

54%

20%

69%

57%

25%

Europe

Italy

Physical Store Online Mobile commerce

Italy - 2016 Italy - 2017

Physical Store 76% 72%

Online 40% 54%

Mobile commerce 10% 20% +10p.p.

+14p.p.

- 4p.p.


Where to buy

54%

37%

35%

29%

52%

77%

47%

47%

45%

60%

36%

49%

35%

44%

46%

46%

34%

17%

41%

39%

38%

29%

47%

39%

12%

19%

19%

25%

13%

7%

12%

13%

16%

11%

17%

12%

Books

Music and movies

Technology / videogames

Wearables

Health & beauty

Food & drinks

Box & cards

Home gifts

Sports

Fashion

Leisure

Toys

Physical Store Online Mobile commerce


Loyalty online vs loyalty offline

If a product is not available on the online

store you are usually shopping…

If a product was not available on the

physical store you are usually shopping…

25%

25%

18%

16%

16%

Use a search engine orcomparison site to find it

elsewhere

Change online store

Go to a physical store of thesame chain

Go to a physical store of adifferent chain

I would look for a differentproduct

21%

21%

18%

15%

13%

12%

Go to another location of the samechain

Go to another store of a differentchain

Use a search engine or comparisonsite to find it elsewhere

I would look for a different product

Go online to the same store's website

Go online to another store's website

34%

25%


Online Shopping vs Physical Stores: Advantages

Physical Stores

01 I immediately get the products

I purchased

02 Competent and professional

advice

03 After sale services (repair)

04 Exchange and return policies

05 Protection of my personal data

Mobile commerce

01 Access to other consumer

reviews

02 Shopping when I want

03 It's easy to search for and

choose what I need

04 Price level

05 Prices can be compared easily

01 Prices can be compared easily

02 Access to other consumer

reviews

03 Broad assortment

04 It's easy to search for and

choose what I need

05 Home delivery

Online


Payment methods

% of consumers have payed, or will pay in the future, using Digital wallets

In store

49%

35%

47%

8%4%

54%61%

31%

6%8%

Europe

Italy

Cash Debit card Credit card Digital wallet Other

Online

17%

37%

30%

4%

32%26% 25%

8%

Europe

Italy

Debit card Credit card Digital wallet Other

• Debit Cards and Cash will be the preferred offline payment methods. Digital wallet still have a long

way to go


Methodology


Methodology


Sample size

Belgium 822

Germany 940

Spain 923

Greece 511

Italy 974

Netherlands 879

Poland 780

Portugal 762

Russia 781

United Kingdom 782

TOTAL 8.154

• 10 countries and 8.154 respondents (974 from Italy)

• The survey took place from 6th to 16th October 2017

• Respondents are aged 18 to 65 years old

• Information has been collected via Internet, with a

structured questionnaire for a sample of individuals,

within controlled panels.

• Each consumer in the panel is identified by panellist

firms through the following aspects

− Socio-demographics

− Personal interests

− Consumer behaviour

• To adjust the Internet sample to the population of

each country, we used ex-post statistical weighting

• The weighting is based on gender and age in each

country.

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© 2017. For information, contact Deloitte Touche Tohmatsu Limited

http://www.deloitte.com/about

Documents

Regaining Trust - Deloitte · Europe Belgium Germany Greece Italy Poland Portugal Russia Spain Netherlands UK 58% 48% 66% 29% 59% 59% 75% 46% 73% 68% 53% • 59% of respondends says