2017购物者故事（英文版）_29页_5mb

The Shopper Story 2017 Summary

Core Content

The The Shopper Story 2017 report presents a global study of over 9,000 shoppers, focusing on the evolving nature of retail and the behavior of omnishoppers. The study highlights the integration of online and offline shopping experiences, the role of digital channels in the consumer journey, and the importance of relevance and convenience in driving purchases.

Main Points

Omnishopping is the New Norm

• Omnishopping is now widespread, with more than 75% of shoppers globally engaging in cross-channel purchases (both online to offline and vice versa).
• It is multi-directional, meaning shoppers use various devices, channels, and platforms to browse and buy products.
• The US and UK are the most omnichannel, while Germany shows a lower level of online-offline integration.

Omnishoppers are More Valuable

• Omnishoppers spend 23% more online and 36% more offline than non-omnishoppers.
• In Brazil, the increase is 4% online and 6% offline, indicating a less pronounced effect due to Amazon's limited presence.

Forms of Omnishopping

• Showrooming: See in-store, buy online.
• Webrooming: Research online, buy in-store.
• Click & Collect: Buy online, pick up in-store.
• Scan & Scram: See in-store, buy from another retailer online.
• Click & Ship: See in-store, buy online for convenience.

Digital Channels Drive Awareness and Consideration

• Digital channels are more influential in driving awareness than word of mouth or retail stores.
• Webrooming and Showrooming are the most common forms of omnishopping.
• Click & Collect and Click & Ship are also growing in popularity.

Real-World Retail Still Matters

• 74% of shoppers look forward to in-store shopping when they have time.
• 69% prefer to do as much online shopping as possible.
• In-store experiences are valued for discovery, style understanding, and trying new stores.

The Role of Digital in the Shopping Journey

• 80% of shoppers do not start their purchase at a search engine.
• Retail websites are increasingly seen as more influential than other channels, even surpassing social media and search.
• Digital channels are also crucial for product consideration and point of sale decisions.

Factors Influencing Store Visits

• Convenience and immediacy are key drivers for store visits.
• Retailers should:
  • Enhance staff knowledge (genius level)
  • Optimize product mix
  • Improve product experience

Improving eCommerce Conversion

• Key factors that influence shoppers’ decisions on eCommerce sites include:
  • Product selection
  • Inventory management
  • Product information
  • Customer reviews

Impulse Purchases are Global

• Impulse buying is common both online and in-store.
• Brazilians are most likely to make unplanned apparel purchases, while Japanese shoppers are more inclined to make unplanned purchases for CE (Consumer Electronics) products.

Advertising Relevance and Data Usage

• Shoppers recognize retargeting and understand its value.
• Japanese omnishoppers are most enthusiastic about retargeting, while Brazilians are more likely to notice it.
• There is a growing demand for control, consent, and transparency in data usage.

Key Takeaways

1. Omnishopping eliminates silos: Marketers must focus on the shopper, not just the device or channel.
2. Retail sites drive awareness and point of sale: Brands should leverage digital across the entire customer journey.
3. Retail sites reach highest intent shoppers: They are effective for capturing shoppers who are ready to buy.
4. It's an ecosystem: Omnishopper journeys involve multiple sites and sessions, requiring a networked marketing approach.
5. Relevance drives impulse: Brands and retailers must use data to present relevant products and encourage purchases.