2018零售业创新指数（英文版）_25页_4mb

Kx Retail Innovation Index Summary

Core Content

The Kx Retail Innovation Index (Kx RII) is a consumer research initiative that evaluates how retailers are leveraging technology and innovation to enhance customer experience (CX) across various sectors. The report focuses on identifying key areas where innovation can drive customer satisfaction, loyalty, and revenue growth, particularly in the context of the digital retail revolution. It highlights the importance of real-time technology, personalization, and seamless omnichannel experiences in meeting modern consumer expectations.

Key Findings

• Consumer Expectations: Customers are 17% more loyal to brands that score highly on the Kx RII, and these brands grow at twice the rate of those with low scores.
• Top Performers: Amazon leads the RII with a score of 8.48, followed by Apple (8.23), Ocado (8.09), and ASOS (7.80).
• Drivers of Innovation: The report identifies five key drivers of innovation perception in retail:
  1. Ease – Easy and frictionless shopping experience
  2. Personalised – Relevant and personalized communications
  3. Price & Value – Offering the best prices and easy access to deals
  4. Interaction – Engaging with customers through various channels
  5. Checkout – Fast and efficient checkout options across channels

Kx RII Analysis Methodology

• The research involved a nationally representative sample of over 5,000 UK consumers.
• It included over 70 questions assessing consumer views on technology and innovation.
• The RII is a hybrid metric based on consumer feedback and is designed to be commercially actionable.
• The index covers 50 top UK retailers across multiple sectors including Grocery, Apparel, Electronics, Health & Beauty, Home & DIY, and Multi-Category.

Top 10 Retailers

1. Amazon – Top performer, excels in Ease, Checkout, and Interaction
2. Apple – Strong in Personalisation and Interaction
3. Ocado – Leading Grocery retailer with strong performance in Ease, Personalisation, and Checkout
4. ASOS – Top Apparel retailer with strong performance in Checkout and Interaction
5. John Lewis – High in Ease and multi-channel experience
6. Argos – Strong in multi-channel experience and Ease
7. Ikea – Leading Home & DIY with strong Value and Ease
8. Net-A-Porter – High in Personalisation
9. Yoox – Strong in Personalisation
10. Marks & Spencer – Balanced approach with strong advocacy and loyalty

Category Focus

• Grocery: Average RII score of 7.2, with Ocado leading the category
• Apparel: Average RII score of 7.3, with ASOS leading
• Electronics & Appliances: Average RII score of 7.7, with Apple leading
• Health & Beauty: Average RII score of 7.1, with Net-A-Porter leading
• Home, DIY & Pet: Average RII score of 7.1, with IKEA leading
• Toys & Sports: Average RII score of 7.1, with Carphone Warehouse leading
• Multi-Category: Average RII score of 7.4, with Amazon, John Lewis, and Argos leading

Innovation Levers by Driver

• Ease:
  • Range and choice to suit individual needs
  • Good availability of products
  • Finding products easily and efficiently
• Personalised:
  • Relevant and personalized communications
  • Communicating through different channels
  • Right time/place for personalized information
• Price & Value:
  • Offering the best prices
  • Finding good value
  • Easy access to deals and offers
• Interaction:
  • Easy to find and give product reviews
  • Flexible ways to contact the retailer
  • Use of technology for customer service
• Checkout:
  • Easy checkout solutions across channels
  • Multiple checkout options
  • Fast and efficient delivery or in-store checkout

Brand Focus: Argos

• Position: Ranked 5th in the RII with a score of 7.76
• Strengths: Strong performance in Ease and Checkout, with 41% of consumers rating them 9 or 10 for Ease, 46% for Checkout, and 41% for Interaction
• Innovation:
  • Launched Argos Scan (AR app)
  • Opened a digital hub for new customer experiences
  • Implemented time-sensitive marketing
  • Created digital stores within Sainsbury's

Brand Focus: IKEA

• Position: Ranked 7th in the RII with a score of 7.65
• Strengths: Strong performance in Value, Ease, and Interaction
• Innovation:
  • Value-chain optimization through automation
  • Enhanced store experience with AR and interactive catalogues
  • Acquisition of TaskRabbit for home assembly
  • Space 10 Innovation Centre for fostering creativity

Brand Focus: Amazon

• Position: Ranked 1st in the RII with a score of 8.48
• Strengths: Dominates in Ease, Checkout, and Interaction
• Innovation:
  • Commitment to customer-centric technology
  • Strong online presence and omnichannel integration
  • Continuous investment in innovation

Real-Time Technology

• Real-time capabilities are essential for:
  • Understanding customer needs and journeys
  • Enabling quicker decision-making through real-time data processing
  • Optimizing customer journeys by integrating data and insights
• The report emphasizes that real-time technology allows for scalable and flexible customer experiences, especially in the context of large datasets.

Modern Day Consumer Needs

• Consumers desire:
  • Mobile shopping and personalized service
  • Instant gratification and seamless experiences
  • Omnichannel integration and easy access to information
• These needs are driving the adoption of real-time technology and innovation across all retail sectors.

Kx for Retail Solutions

• Kx provides innovative and actionable solutions to help retailers leverage data and technology effectively.
• These solutions aim to enhance customer experience, improve brand perception, and drive loyalty and growth.

Further Resources

• The report offers additional insights and data for retailers looking to understand and improve their innovation strategies.
• It is a valuable tool for identifying areas of focus and measuring the impact of retail innovation on customer satisfaction and business outcomes.