2018消费电子购物趋势（英文版）_10页_3mb

报告摘要

Omnishopping in the Connected World Summary

Core Content

The document explores the evolving landscape of Consumer Electronics (CE) shopping behavior in the context of an omnichannel (multi-channel) retail environment, with a focus on omnishopping trends observed in 2017. It emphasizes how consumers now engage in cross-channel shopping, researching and purchasing products across various platforms, including online and in-store.

Main Trends in Consumer Electronics

1. Emerging Technologies and Products

VR Headsets: The adoption of VR continued, driven by affordable headsets from companies like Samsung and Oculus, and an increase in available content.
Smartphones: Both Samsung and Apple released new models, with a focus on camera megapixels and zero-edge screens.
8K TVs: Although introduced, the upgrade cycle still largely revolves around 4K TVs, with many models available at under $500.
Microbooks and Tablets: Devices like the Microsoft Surface Pro are becoming more common, blending functionality and portability.
Voice-Activated Smart Devices: The rise of Natural Language Processing (NLP) and AI is making voice control a standard feature, reducing reliance on traditional remotes.
Smart Home Hubs: Consumers are moving toward connected ecosystems, with Amazon, Microsoft, Apple, and Samsung leading the market with smart speakers.
Nostalgic Tech: A retro trend is emerging, with turntables, portable phonographs, and instant cameras (e.g., Polaroid, Fuji Instax) gaining popularity among Millennials and Gen Z.

Omnichannel Shopping Behavior

2. Omnishopping is the Norm

Cross-Channel Purchasing: Shoppers frequently switch between online and in-store platforms, with "click and collect," "webrooming," and "showrooming" being common strategies.
Online Influence: Websites and apps are the most influential in all stages of the shopping journey, from awareness to point of purchase.
Persistent Carts: A significant portion of shoppers (25%) add items to carts without purchasing immediately, indicating the importance of post-purchase engagement.

Key Insights from 2017 Holiday Data

3. Holiday Shopping Patterns

Early Research: Consumers start researching as early as August, with minimal growth in browsing from November to Cyber Week.
Purchasing Surge: The number of purchasers increased significantly during Thanksgiving, Black Friday, Cyber Monday, and Black Saturday.
Price Sensitivity: Mobile devices saw the lowest average unit prices, likely due to omnishoppers who have researched and are ready to buy when a price threshold is met.
Tablets Remain Expensive: Prices on tablets stayed highest throughout November and December.

Strategies for Increasing Conversions

4. Conversion Techniques for CE Brands

Free Return Shipping: This is now a more important factor than discounts in influencing purchase decisions, especially for large items.
Product Visuals: 77% of omnishoppers value videos, and 89% rely on appealing product photos.
Product Reviews: 91% of omnishoppers consider relevant reviews important for their decision-making.
In-Store Experience: 42% of shoppers prefer knowledgeable salespeople for in-store purchases, close to the percentage that values discounts.
Campaign Duration: CE campaigns should extend beyond the standard 30-day window, as consumers spend more time researching high-value items.
Impulse Purchases: 54% of CE purchases are impulse buys, offering an opportunity for cross-selling.
Online Display Optimization: Use Sponsored Products to increase product visibility, similar to in-store displays.
People-Based Marketing: Leverage Criteo Shopper Graph to target shoppers, not just devices or channels, by using CRM data and identity insights from 700 million active shoppers.
Performance Marketing Tools: Criteo provides a full suite of marketing tools, including Dynamic Retargeting, to personalize ads and drive sales.

Conclusion

The CE market is characterized by high competition, omnichannel shopping, and price sensitivity. Omnishoppers are influenced by online research, product visuals, reviews, and free returns, with impulse buying playing a significant role. To succeed, brands must adopt people-based marketing strategies, optimize product visibility, and extend their campaigns throughout the purchase cycle. Criteo’s tools, such as Sponsored Products and Shopper Graph, are essential in helping CE brands engage shoppers effectively and drive conversions.