2017假日零售概览（英文版）_11页-1mb

2017 Holiday Retail Outlook Summary

Core Content

The 2017 holiday retail outlook provides a strategic guide for brands to navigate the evolving retail landscape. It emphasizes the importance of adapting to new consumer behaviors, leveraging technology, and creating personalized, seamless shopping experiences. With the holiday season accounting for 40% or more of retail revenue, brands must focus on delivering value and engagement across all channels.

Main Points

• Customer Expectations Have Evolved: Consumers now prioritize speed, convenience, and personalization. They expect a frictionless experience that integrates both online and in-store interactions.
• Omnichannel Integration is Key: Brands must create cohesive experiences across channels, using digital tools to enhance in-store and online shopping.
• Personalization Drives Engagement: Customers are more likely to engage with brands that offer tailored experiences, whether through digital campaigns or in-store interactions.
• Loyalty Programs Matter: Loyalty programs are essential for customer retention. They should be designed to provide real value and meaningful rewards.
• Technology Enhances the Shopping Journey: Innovations such as chatbots, AI, and mobile apps are critical in improving customer service and driving sales.

Key Strategies

• Turn Customer Interactions into Memorable Moments: Ensure that both in-store and online experiences are easy, efficient, and enjoyable.
• Optimize the Customer Journey: Use digital tools like chatbots and machine learning to remove barriers and enhance personalization.
• Maximize Omnichannel Effectiveness: Launch digital efforts early and offer features like in-store pickup and easy gifting to drive last-minute sales.
• Deliver 1:1 Campaigns: Personalized digital campaigns offer real value, whether functional (e.g., faster checkout) or emotional (e.g., lifestyle recommendations).
• Un-complicate the Customer Experience: Simplify loyalty programs and digital tools to make them more accessible and relevant.
• Build Loyalty from the Start: Train employees to create positive first impressions and view every interaction as a loyalty-building opportunity.
• Strategize for the Next Generation of Retail: Use data to understand customer behavior and test new strategies before the holiday season.
• Avoid Price Wars: Offer price matching and other value-added services to compete without lowering prices.
• Help Customers Help Themselves: Provide tools like wish lists, product recommendations, and easy access to information to save time and effort.

Key Insights

• Millennials: Value both price and experience, with 75% likely to shop at a retailer with in-store technology.
• Baby Boomers and Silent Generation: Prioritize functional aspects, with 20% wanting personalized offers via mobile.
• Gen X: Focus on clear value and innovation, with 40% considering fast checkout important.
• Gen Z: Influence purchase decisions heavily, even if they don’t spend much themselves.
• Loyalty Program Usage: 59% of consumers use loyalty rewards during the holidays, and 72% say a loyalty program makes them more likely to shop at a specific retailer.
• Digital Influence: Even though online sales account for only 15% of total retail sales, their impact on in-store behavior is significant.

Leading Brands' Approaches

• LOWE'S: Uses AI for in-store wayfinding and product discovery.
• BEST BUY: Enhances customer experience through showrooming, price-matching, and multi-channel accessibility.
• NUDGE REWARDS: Empowers employees with gamified challenges to drive engagement.
• THE LAND OF NOD: Focuses on personalized digital advertising across multiple devices.
• COCA-COLA: Uses real-time in-store signage based on browsing history.
• ULTA BEAUTY: Partners with Urban Decay to hyper-target customers, achieving a 41% conversion rate.
• WALGREENS: Integrates loyalty with mobile payments and rewards for healthy activities.
• HOLLISTER: Offers exclusive experiences and rewards through the Club Cali program.
• WILLIAMS-SONOMA, INC.: Encourages cross-brand shopping with The Key loyalty program.
• ONBOARDME: Creates personalized travel experiences based on mood and emotion.
• REVOLVE: Uses micro-influencers to build community and uniqueness among young shoppers.
• APPLE: Launches "Today at Apple" classes to educate and engage customers in-store.

Data Highlights

• 76% of U.S. consumers expect interactions with a brand to be easy.
• 60% of shoppers 45 and under look online before buying in-store.
• 75% of online sales (excluding Amazon) come from brands with a physical presence.
• 71% of consumers expect transparency in promotions.
• 88% of consumers value promotions, but free shipping and reviews are also important.

References

The insights are drawn from various sources including:

• Pew Research Center
• LoyaltyOne
• Epsilon
• US Census Bureau
• Retail industry reports and case studies

Conclusion

The 2017 holiday retail landscape demands a shift towards personalized, seamless, and technology-driven experiences. Brands that adapt to these changes by leveraging data, enhancing customer engagement, and optimizing omnichannel strategies are more likely to succeed. Loyalty programs, digital communication, and employee engagement are crucial components of this strategy.