Avionos-2018年消费趋势报告（英文）-2018-20页-1mb

2018 Consumer Expectations in Experience-Driven Commerce

Core Content Overview

The document explores the evolving landscape of online retail in 2018, emphasizing the shift from traditional transaction-based models to experience-driven commerce, where the focus is on creating memorable, shoppable interactions across all touchpoints. It highlights the importance of personalization, content quality, and seamless integration between digital and physical shopping experiences.

Key Findings

• Search is replacing traditional browse and navigation:

  • 33% of consumers start their search on Amazon when browsing without purchase intent.
  • 32% begin with a Google search.
  • When purchase intent is present, 38% use Amazon, and 22% use Google.

• In-store purchases for big-ticket items:

  • 63% of consumers prefer to buy big-ticket items like electronics or furniture in-store.
  • 52% prefer to research these items on desktop or mobile devices.

• Social media as a commerce channel:

  • 55% of consumers have made a purchase through a social media platform.
  • 40% via Facebook, 13% via Instagram, and 12% via Pinterest.

• Consumer confidence through content:

  • 54% of consumers feel more confident in their online purchase decisions if product specifications are detailed.
  • 53% value a user-friendly return policy.
  • 49% feel more confident if product listings include extra content.

• User-generated recommendations are more effective than influencer marketing:

  • 27% of consumers are most likely to act on user-generated recommendations.
  • Only 9% have made a purchase based on a celebrity or influencer promotion in the past few years.

• Personalization and data sharing:

  • 32% of consumers are more open to sharing personal information if it helps brands anticipate their needs.
  • 44% of those under 36 are more open to sharing data than older consumers.
  • Email and first name are the most commonly shared pieces of information.

• Omni-channel shopping behavior:

  • 70% of consumers are most likely to make impulse purchases in-store.
  • 51% are more likely to make intentional purchases on desktop or mobile.
  • The most common path for big-ticket items is omni-channel: browsing online, purchasing in-store.

• Voice commerce and AI:

  • 77% of consumers have a positive perception of voice assistants like Alexa used for ordering.
  • AI is expected to improve checkout speed (42%), customer service (26%), and personalization (25%) in the next six months.

Strategic Recommendations

• Invest in SEO and Amazon partnerships:

  • Google and Amazon are primary search channels. A strong SEO strategy and partnerships with Amazon can help brands gain visibility and drive sales.

• Focus on content and personalization:

  • Detailed product content, user-friendly return policies, and extra product information increase consumer confidence and drive conversions.
  • Brands should prioritize creating shoppable moments on social media and other platforms, rather than relying heavily on influencers.

• Leverage AI for customer experience:

  • AI can enhance the shopping experience through automation and personalization.
  • Brands should adopt an iterative approach to AI integration, testing small features and analyzing performance before scaling.

• Create an omni-channel experience:

  • Consumers expect a seamless and consistent experience across all channels.
  • Brands should integrate online and offline strategies, such as in-store pickup, showrooming, and digital product customization.

• Embrace cloud-based platforms:

  • Modern, cloud-based systems enable agile innovation and real-time analytics.
  • These platforms support quick feature releases and customer feedback loops, helping brands evolve their commerce experience without heavy investment.

Consumer Behavior Insights

• Trust and transparency are key when it comes to personal information sharing.
• Younger consumers (under 36) are more open to sharing data for personalized experiences.
• Impulse buying is more common in-store, while intentional purchases are increasingly made online.

Conclusion

The retail industry is moving towards a more personalized, content-rich, and omni-channel model. Brands and retailers must adapt by integrating AI, improving content quality, and creating shoppable moments across all platforms. The goal is to provide a seamless and engaging experience that meets consumers where they are, whether online or in-store, and builds long-term loyalty through relevance and innovation.