2017零售业报告（英文版）_13页_1mb

2017 Retail Industry Report Summary

Core Content

This report compares shopping preferences between online and in-store experiences across three industries: electronics, fashion, and home improvement. It highlights generational differences in shopping behavior and the role of sensory experiences in influencing in-store purchases.

Main Findings

Shopping Preference by Industry

• Electronics:

  • 58% of Millennials preferred in-store shopping, while 42% preferred online.
  • Older generations (Generation X, Baby Boomers, Silents) showed a stronger preference for in-store shopping.
  • Immediacy was the top driver for in-store shopping, with 85% of electronics shoppers valuing immediate access to products.
  • Product inspection was also important, with 65% of electronics shoppers wanting to inspect items.
  • Sight and touch were the most valued senses for enhancing the in-store experience, with 96% and 86% of electronics shoppers respectively.
  • Smell had a notable generational disparity, with only 30% of Millennials appreciating it, while only 4% of Silents did.

• Fashion:

  • 29% of Millennials preferred in-store shopping, while 71% preferred online.
  • Immediacy was still a key driver, with 83% of fashion shoppers valuing immediate access to products.
  • Bargain hunting was a major motivator, with 80% of fashion shoppers reporting they go in-store for this reason.
  • Sight and touch were the most valued senses, with 87% and 81% of fashion shoppers respectively.
  • Sound had a significant generational difference, with 57% of Millennials appreciating it, while only 28% of Silents did.
  • Smell was less impactful, with 50% of Millennials and 57% of Silents indifferent to it.

• Home Improvement:

  • 21% of Millennials preferred in-store shopping, while 79% preferred online.
  • Immediacy was a top driver, with 78% of home improvement shoppers valuing immediate access to products.
  • Product inspection was also important, with 76% of home improvement shoppers wanting to inspect items.
  • Sight and touch were the most valued senses, with 81% and 75% of home improvement shoppers respectively.
  • Smell had a generational difference, with 50% of Millennials appreciating it, while only 19% of Baby Boomers did.

Generational Differences

• Millennials preferred in-store shopping in all three industries, despite being often associated with online shopping.
• Silents were the most loyal to in-store shopping, especially for electronics (83%), with a strong preference for immediacy and sight.
• Generation X and Baby Boomers showed similar preferences across all industries, with a slight preference for in-store in fashion and home improvement.

Associate Interaction

• Electronics and Home Improvement shoppers were more likely to seek associate help (70% and 62% respectively).
• Fashion shoppers were less interested in associate interaction, with only 34% seeking help.
• Associates in electronics and home improvement should be proactive and knowledgeable, while in fashion they should be a background presence with pricing and promotion information readily available.

Sensory Impact

• Sight was the most impactful sense across all industries, with over 80% of shoppers valuing it.
• Touch was also highly valued, especially in fashion and home improvement.
• Smell and sound had more nuanced impacts, with millennials generally more receptive to these elements than older generations.
• Taste had minimal impact across all industries.

Key Recommendations

1. Focus on in-store experience: Pricing is no longer the main differentiator between online and in-store shopping. Instead, create in-store experiences that add value and appeal to customers.
2. Tailor experiences to millennials: They still prefer in-store shopping in all industries. Retailers should design experiences that meet their needs and preferences.
3. Train associates effectively:
   • In electronics and home improvement, associates should be proactive and knowledgeable.
   • In fashion, associates should be present but not intrusive, offering assistance only when needed.
4. Leverage sensory elements:
   • Soundscapes in electronics stores enhance the shopping experience.
   • Sight and touch are crucial in all industries.
   • Smell can be a differentiator in home improvement, but not as much in electronics or fashion.
5. Recognize generational differences:
   • There is a clear distinction between older and younger millennials.
   • Silents and Baby Boomers are more likely to value in-store shopping for immediacy and product inspection.
6. Adapt to changing consumer behavior:
   • Fashion shoppers are more self-directed and less reliant on in-store advice.
   • Home improvement shoppers value product specifics and expert guidance.

Methodology

• The data was collected between February 20th and March 3rd, 2017.
• 2,016 North American respondents (18 years or older) participated in the survey.
• The sample was drawn from The Source, TrendSource’s proprietary database of independent contractors (Field Agents).

Conclusion

Despite common perceptions, millennials still prefer in-store shopping across all industries. Retailers should focus on creating engaging, informative, and sensory-rich in-store experiences that cater to the unique needs and preferences of each generation.