Are You Ready for a Retail Quiz?

The effects of retail disruption have transformed the cost of products, culture of stores, customer and channels of distribution. Just check out our experiential tag ShopTillWeDisrupt to see the breakdown of how each of these 4 C’s have transformed from the past to present. You can also see the implementation of retail disruption today by checking out our findings tag RetailDisruption.

After exploring the research the Retail Team has collected, we challenge you to take the Total Retail Shopping Quiz created by PWC. PWC asked “over 19,000 online shoppers from 19 different territories about their purchasing preferences, use of different shopping channels and expectations of retailers”. This quiz amplifies our research findings by introducing the global impact of retail disruption to create awareness on new shopping behaviors around the world. Go ahead and quiz yourself by taking the PWC Total Retail Shopping Quiz before continuing to read.

Just as all members of the Retail Team did, you probably got at least one if not more questions wrong. However, you still have a chance at being a retail disruption guru by reading the explanations for each correct answer. We have researched each answer in order to provide you with an explanation, so that you can be prepared for the quiz of retail disruption that’s approaching with a quicker deadline and shorter time constraint than any other quiz.

Note: The questions and answers listed below are all provided by the PWC Total Retail Shopping Quiz. Any and all explanations are provided based on citations which are hyperlinked under Resources.  

  1. Question: The country which shoppers are most likely to have purchased items directly using social media
    Answer: Chile
    Explanation: Chile statistically has proven to be the number one country for social media activity surpassing the United States.14-Social-Media-Users-Americas-2014-We-Are-Social-1-500x374
    However, it important to determine what platforms Chilean shoppers are using, what products are they buying, and why they prefer online opposed to the store experience. Chilean shoppers are using the following platforms listed in order of popularity based on most popular to least popular: Facebook, Twitter, Tumblr, Pinterest, Reddit, StumbleUpon, GooglePlus, LinkedIn, YouTube, VKontakte, Digg or Other. Chilean shoppers also use sites such as Lan.com, Falabella and Mercado Libre to make three major purchases online, electronics, tickets to events and plane tickets. A few reasons why shoppers, including but not limited to Chilean shoppers, use social media for shopping are: price comparison, finding ideas, researching gifts, seeking deals, sharing purchases, finding recommendations, and getting validation of purchases from peers.

    Resources
    : Graphics Information on popular social media, Information on major purchases, Information on shoppers using social media
  2. Question: The number one reason shoppers don’t use their mobile, smartphone, tablet or PC for shopping
    Answer: Small screen size
    Explanation: Shoppers have started to integrate almost everything on to devices, including mobile baking. However, consumers still seem resistant to make purchases straight from their devices. Below is a graphic highlighting the main reasons why consumers have this resistance. However, from the quality of the image it might be difficult to read. This is a coincidental example of why consumers do not make purchases from their devices, images are never large enough, clear enough and of sufficient quality to guarantee a purchase.
    1403717808-why-online-shoppers-dont-use-phones-buy-things
    A few ways companies can overcome a shopper not being able to determine the quality of a product from his or her device is to adjust: size, zoom functionality, alignment and margins, shadows, backgrounds and more.
    Resources: Information and graphic on why consumers do not use their devices to shop
  3. Question: The first step shoppers taken when researching a purchase
    Answer: Go to a search engine
    Explanation: Instead of visiting a physical store, visiting a companies website or reading reviews for a product on social media, a shoppers first step is to go a search engine. Shoppers go straight to the search engine to read product reviews before making a purchase, sales, warranty information, shipping information, availability, payment information, model information, and more. The top shopping search engines are: Google Shopping, Shopzilla, PriceGrabber, Amazon Product Ads, eBay Commerce Network, Become, Nextag, Pronto, and more.
    Resources: Information on why shoppers use search engines, Information on top shopping search engines
  4. Question: The in-store technology that would make a shopping experience even better
    Answer: Ability to use your mobile phone to pay
    Explanation: Mobile payment options like Apple Pay, Samsung Pay, and Android Pay have been available for shoppers to make purchases. However, these mobile payment applications like LoopPay, Venmo, Square Cash, Google Wallet, TiltDwolla, LevelUp and more, have not been entirely successful. Some of the risks associated to each application that may be causing its downfall are fear of fraud, the fear of the unknown, the fear of doing something wrong, and the fear of identity theft.
    Resources: Information on mobile payment applications, Information on mobile payment fears
  5. Question: The percentage of shoppers that said it did not matter to them whether they purchased items from a retailer or a product manufacturer
    Answer: 49%
    Explanation: The explanation for this question determines why shoppers do not have a major preference from purchased items from a retailer versus purchase items from a product manager. Perhaps their is not a preference because pricing is the same, thus there is no incentive for a shopper to chose the retailer over a product manufacturer or vice versa.

  6. Question: The category of products that shoppers make the most purchases online for in the last 12 months
    Answer: Books, music and video games
    Explanation: The explanation to why shoppers purchase books, music and video games more than groceries, clothing and toys, is pricing differences from purchasing online then a store. Also, shoppers like how websites can make recommendations or suggestions for their next good read, favorite playlist or new video game. This makes the shopping experience easier.
  7. Question: The preferred payment method for 18-24 year olds
    Answer: Debit card
    Explanation: The reason why shoppers (not only 18-24 year olds) prefer to use debit cards as opposed to cash, credit cards and mobile phone pay is the debit cards association to electronic cash. Cash can be removed from a checking account instantaneously. This adds to the 18-24 year old demand for simplicity and efficiency.
    Resources: Information on why shoppers prefer debit cars

Now that you have all the explanations to pass the retail disruption quiz, we encourage you to think about a major shopping holiday that’s fast approaching. It has been called Black Friday for years, but retail disruption has given it a new name. So we want to ask you is it, Black Friday or Cyber Friday?

6 Responses to Are You Ready for a Retail Quiz?

  1. Patrick McDonald November 14, 2015 at 3:19 am #

    For me personally, it is a mixture of both. I swear by amazon and the free 2 day shipping that comes with a prime membership. However, I only use amazon for certain reoccurring purchases or things like books for school. I have found that the convenience of two day shipping combined with amazon’s usual lower prices, it is a no-brainer. I recenly have started checking amazon first when I plan on making a purchase. Recently I bought a hat that would have been over $35 online because of shipping or right around $35 in store. On amazon, the hat was around $23 and came in two days. For me, the urgency of getting the hat was not high so amazon was the obvious choice.

    One thing that I think you could have mentioned is how some people may argue that shopping in retail stores helps make sure you get the right size of clothing or are fully satisfied with your purchase. I would defend online shopping by saying many people I know will buy different sizes of the same product and just return whatever doesn’t fit. I have seen first hand people (girls usually) receive 10 packages in the mail with 10 different articles of clothing. They would try each on and determine they hated all but 1 of them. They would simply return the other 9 items for a full refund, and the company would take care of the shipping cost. Although I online shop a lot, having to return items is a hassle that I do not want to deal with but it is surely an option for people worried about getting the perfect purchase.

    I said that my spending habits are a mixture of online and in store. I do not want to deal with returning items in the mail so whenever possible, I will buy clothes in store so I know exactly what I’m getting. There are also some specialty items that you can’t get online and need to get specifically made for you. Also, it is important to remember the convenience of stopping at the local grocery store on your way home for milk, shampoo or toilet paper. Some items you need right away and don’t always plan for- in this case, in store shopping is essential.

    I see online shopping continuing to grow but never will retail stores totally disappear. Malls will stand tall but they will and are transitioning to more of a food and entertainment center than a shopping center. Shopping used to be the primary reason for a mall visit and was supplemented with food and entertainment- but it is safe to say the tides have turned.

  2. Robert Sheran November 15, 2015 at 12:35 am #

    I found this quiz extremely entertaining and I actually had a lot of fun analyzing the results. Some of the answers I found very surprising and others not so much. As stated before, the effects of retail disruption has transformed the cost of products, cultures of stores, customer and channels of distribution. It is important to know and understand the vastly different behaviors of consumers in order to be successful as a business or salesperson. In this post I will analyze the results to each question and offer my insight to what I believe the answers would be.
    I found it extremely surprising that Chile was the country in which the most consumers used social media to purchase items. The United States was the first in my mind to be active users of social media. On my social media accounts I have many people who commend or bash products of a company very frequently and tag them in their posts. The research showing that US was not number one slowly began to make sense when I realized that I myself have never purchased items directly over social media and only saw people using social media to complain about the products not to buy them.
    One of the most interesting facts I found during the quiz was that consumers use search engines as a first step when researching a product. This attests completely to the times we live in where the internet and technology are everything. Almost everything I buy on the internet, whether it be health supplements, Xbox systems, or sports jerseys the first thing I do is search up the product in Google and read the reviews. All consumers want their information as soon as possible and a search engine like Google is the perfect way to obtain it in seconds. I cannot remember the last time I actually went into a physical store location and asked the salesperson about their products willingly.
    The final quiz question that really hit home for me is the ability to use ones mobile device to pay for a better shopping experience. The biggest hassle for me as a consumer is always having to go to the bank so I have cash at hand when making a payment. It is also a hassle after waiting in the long lines to make a purchase one must wait even longer to wait for their credit card activity to be authorized. As a result I myself have downloaded the app Venmo. Using this app I am able to pay for anything I need with the click of a button. Normally I use this to pay for rent, buy concert tickets, or simply pay my friends back for buying me lunch one day. With this technology comes the risk of being hacked. Since Venmo connects to one’s bank account and debit card if they do not take the precautionary measures to secure their account they are susceptible to having all of their money taken. Due to this fact, I am skeptical about using Venmo for certain purchases and am looking for other mobile pay technologies that can make for a better shopping experience. This quiz has truly opened my eyes to different consumer behaviors and why it is they act certain ways.

  3. alley ehrhardt November 15, 2015 at 6:54 am #

    I was immediately drawn to this article because I was interested in seeing what a retail quiz would entail. Upon reading the article by Melissa Vega, I was curious as to how the four C’s would be tied into this quiz that I was about to take part in about retail behaviors globally. I actually took the retail quiz myself and did not get as many questions right as I thought I would. I was certain that the U.S purchased the most products directly via social media, so I was shocked to see that it was actually Chile. It was interesting to see that consumers in Chile are using mostly the same social media platforms that we use in the U.S to purchase more than us, because it seems that in recent years social media use in the U.S has become a norm among many different age groups. The next question about why consumers aren’t making purchases via their smartphones or tablets is because of the lack of screen size, resulting in poor image quality. I personally would prefer to see a product in store as opposed to on my computer or smart phone because sometimes it is difficult to properly portray the product in photographs alone, and may not compare to what a consumer imagines it to look like. Even with the technological advances on the internet, consumers are still going to be drawn into stores regardless of the convenience of sitting on the couch zooming in on a product. When talking about the first step that consumers take when beginning to research a product, I knew this answer right away. I always begin with Google to do my due diligence on a product before I order it online or drive to the store to check it out, it not only saves time but it saves the anticipation of expecting a product to appear one way and having it arrive not what you imagined it to be. I found the question about possibly using mobile phones for payment to improve shopping experiences a very interesting point. We can all agree that waiting on long lines is something that we would love to avoid if possible, so if we have the resources for paying via mobile phone, it would increase the amount of consumers purchasing products simply as a result of convenience. However, with the idea of some of the mentioned applications such as LoopPay, Venmo, LevelUp, etc. the fear of fraud comes up as some of these apps may not be fully protected from potential fraud cases which may defer some consumers from using such methods, even though it may seem like a more convenient idea. The fifth question’s answer was pretty much what I expected because as long as the prices were the same, consumers would just take the easiest way out. For example if the retailer was closer they would drive there instead and vice versa, or if one offered lower prices over the other. In a consumer’s mind it is all about convenience and lowest possible costs associated. The last question interested me because I was definitely able to relate to it. Although I think that cash is also an easy method of payment, it is not always convenient to find your nearest bank, or you have to pay atleast a $2 surcharge for an atm. I use my debit card regularly because it is so simple to transfer funds from savings accounts to checking accounts and it is easy to deposit checks directly into your account to use immediately. The 18-24 year old demographic has become quite lazy in my opinion and we rely heavily on our mobile technologies, which is why debit cards are the most convenient methods. Overall these quiz results gave me an insight into what the general consumer population is thinking in regards to the technological effects on retail. I wholeheartedly agreed with some of the results, while I was shocked by others.

  4. Amber Bockin November 16, 2015 at 12:30 am #

    As I took the retail total shoppers quiz I was shocked by some of the findings!
    One finding most importantly being that the reason people do not use their mobile smartphone, tablet or pc for shopping is not due to security issues. To me personally security is the most important factor when it comes to the technologically advancing society we live in. The fact that it is only 30% of people who are concerned about giving out their credit card information makes me wonder if they know what can happen if they are a victim of credit fraud. In today’s society a lot of information is linked to a credit card, many banks require the account holder to have a debit card and a credit card and not just a credit card. Therefore, when their credit card information is hacked they are also at risk of more information being taken and used pending on the depth of the hack. I would love to know as per the PWC why security wasn’t the main issue since I feel that is the other answer that held most standing to be correct. I am also curious if the chart is linked to the PWC quiz and how recent the chart is.
    To back track to question one I am surprised Chile is the leading country when it comes to use of social media. The information in the chart provided is stated it’s from June of 2014. Is the PWC quiz outdated? Is this chart not linked to the PWC quiz? If this information is outdated does it only pertain to question one? Which brings me to my next question of if you believe Chile is still leading in ranks in regard to social media usage or if another country has surpassed them.
    For question three I am a firm believer in using a search engine when wanting to make purchases. When looking to purchase online I use Google to search the product because any news or recalls will show up pertaining to the product, and there are many sites that have reviews on products in order to get an overall understanding on the product and rating compared to just the site’s reviews which are sometimes monitored and biased. Using a search engine also helps determine the best and most reasonable price to pay for the product one is looking to buy.
    I find it shocking that the younger generation is so focused on using their debit card which is directly linked to their accounts. A dilemma to this situation is that for younger people it is harder to be accepted for a credit card, and the idea of money being transferred quickly is fitting for the age group who has everything at their fingertips. However, I believe to have something linked directly to your account especially when making online purchases is a risk since the information attached to accounts can be sensitive and if a debit card number is stolen an entire account can be wiped clean.

  5. Isabel Goodman November 20, 2015 at 12:37 pm #

    I found this quiz both informative and also a little troubling. The answers were not ones that I expected which is why I am glad you expanded upon them in your blog post. The increase in technology and social media has transformed the way retail stores operate, and as a result, the consumer is spending more than ever on their online competitors. I am not saying the retail store is dead, but some changed may have to be implemented in order to keep up with the thirst for technological advances in all aspects of life. The three questions that stuck with me the most were questions 1, 3, and 4.
    Question 1 was the country which shoppers are most likely to have purchased items directly using social media. The answer to that question was Chile. Personally, I chose the United States due to our obsession with social media. Social media has grown into such a complex, interconnected means of communication that we cannot help but use to talk with other people and companies. When I think of social media I think of users in the United States, which is why I chose that country. Once I got it wrong however, I realized just how far-spread social media really is. Chile is the country whose shoppers use social media the most to buy their products, which is something I would never have known had I not taken this quiz.
    Question 3 was the first step shoppers take when researching a product. I got this one right because of the research I have done regarding consumer-to-consumer relations. My journal posts for Professor Shannon’s Business Law class revolves around advertising. When consumers get their information about products now, it is not from the same source it used to be: the company itself. Now, consumers are getting information from many sources, including other consumers. With that information they are able to make better, more informed decisions. But this is difficult for the company to regulate. Using a search engine brings up a lot of content, and much of it is user-generated. This is a change from how the world of marketing and advertising used to work and is something companies must keep in mind when they release a new product.
    Question 4 was the in-store technology that would make a shopping experience even better. When I think of a store I think of looking at the clothes, having a worker help you, trying the clothing on, then finally deciding what to buy. For me, there is little technology involved unless I’m snapping a picture in the dressing room to get opinions on whether to buy or not. Because of this, the in-store technology advances question through me for a loop. Consumers want the ability to use their mobile phones to pay. Which, to me, raises the question: Why don’t you just shop online? You are in the physical store for a reason, there does not have to be technology involved. But stepping back from that I realize that is not the way the world works anymore. Consumers do not have to choose between technology and physical shopping. They can have both and they will. Retail stores are evolving with the technology being produced and it is only a matter of time before we can blend the lines between online and retail shopping.
    After this quiz I am more informed than ever about other countries’ use of social media, the use of consumer-generated content when purchasing a product, and also how technology will be incorporated into retail stores. Due to the increase in technology and social media, all aspects of retail are evolving. As a result, consumers and companies will have to adapt and adjust accordingly.

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