convey-亚马逊的发展势头和零售商的机遇（英文）-2021.4-13页_1mb

2ND ANNUAL AMAZON SURVEY Summary

Core Content Overview

This document outlines the findings of the second annual Amazon survey, conducted by Convey, which explores the evolving relationship between consumers and Amazon in the context of the pandemic. It highlights how Amazon's dominance has grown, but also identifies opportunities for local retailers to differentiate themselves and thrive in 2021.

Main Findings

Amazon's Growing Dominance

• Usage Increase: 40% of consumers now buy at least half of their goods on Amazon, a 83% increase since the pandemic began.
• Prime Membership: 67% of shoppers use Amazon because they are Prime members, up from 65% in 2020.
• Fast, Free Shipping: 73% of shoppers cite fast, free shipping as the main reason for using Amazon.
• Convenience: 58% of shoppers choose Amazon for its convenient ordering process, a 39% increase from the previous year.

Positive Sentiment Toward Amazon

• Retail Impact: 52% of shoppers believe Amazon has a somewhat or very positive impact on retail, up from 38% before the pandemic.
• Environmental Impact: 36% of shoppers think Amazon is good for the environment, a 36% increase year-over-year.
• Age Differences: Younger shoppers (18-29) are more skeptical of Amazon’s environmental impact, with 31% believing it is harmful.
• Income Influence: Wealthier shoppers are more likely to be critical of Amazon’s impact on retail and the environment but also more likely to be Prime members.

Local Retailers’ Challenges

• Consumer Support: 95% of consumers say it's important to support small businesses.
• Still Choose Amazon: Despite this, only 13% of those who support local businesses say they never choose Amazon. 28% of all shoppers buy at least half their goods from Amazon.
• Reasons for Choosing Amazon: Higher product prices (35%), higher shipping costs (23%), and slower shipping (21%) are the main reasons shoppers choose Amazon over local retailers.

Shift in Consumer Behavior

• Holiday Delays: The 2020 holiday season, marked by shipping delays, has led to a 29% increase in shoppers planning to shop more locally in 2021.
• More Selective Shopping: 23% of shoppers say they will be more selective about where they shop online in the future.
• High-Income Shoppers: 29% of shoppers with a household income of $75k or more plan to vet their online retailers more carefully, compared to 20% of lower-income shoppers.

Key Opportunities for Retailers

Fulfillment Options

• Retailers can counteract Amazon's scale by offering diversified fulfillment options.
• Last-Mile Delivery: Retailers should consider shipping from store locations and partnering with local delivery services to enhance speed and efficiency.
• Transparency: Proactive communication about delivery status can differentiate retailers from Amazon.

Checkout Experience

• Retailers should streamline checkout flows to match the convenience of Amazon.
• Best practices include alternative payment methods, integration with loyalty programs, and reorder shortcuts.

Content and Authenticity

• Retailers should leverage authentic content to stand out.
• This includes product imagery, creator profiles, buying guides, and how-to videos.
• Verified Reviews: Highlighting verified purchases with icons and badges can help build trust and provide useful guidance.

Sustainability

• Promoting sustainability can attract high-value customers, especially those critical of Amazon’s environmental impact.
• Retailers should integrate eco-friendly shipping, reusable packaging, and recycling initiatives.
• Peer-to-Peer Resale: Offering resale opportunities can further enhance a brand’s sustainability image.

Conclusion

Amazon’s dominance has only increased during the pandemic due to its efficient and fast delivery services. However, the shift in consumer behavior has created opportunities for local retailers to counteract Amazon’s scale with agility. By focusing on fulfillment, checkout efficiency, authentic content, and sustainability, retailers can differentiate themselves and thrive in the evolving digital retail landscape of 2021.

Audience Demographics

• Age Groups:
  • 18-29 years: 15.7%
  • 30-44 years: 29.3%
  • 45-60 years: 43.3%

  • 60 years: 11.7%

• Gender:
  • Male: 44.5%
  • Female: 55.5%
• Household Income:
  • <$75k: 20%
  • $75k and up: 29%
• US Regions:
  • New England: 5.5%
  • Middle Atlantic: 15.4%
  • East North Central: 11.8%
  • West North Central: 7.7%
  • South Atlantic: 16.8%
  • East South Central: 5.5%
  • West South Central: 8.2%
  • Mountain: 5.8%
  • Pacific: 23.3%

About Convey

Convey is a Delivery Experience Management platform that helps brands improve their last-mile delivery. It is used by companies like Neiman Marcus, Jet.com, and Eddie Bauer to ensure customer satisfaction and reduce delivery costs. Founded in 2013 and based in Austin, Texas, Convey is backed by Silverton Partners, Techstars Venture Group, and RPM Ventures. Learn more at www.getconvey.com.