2023-02-16-安永-How_retailers_value_propositions_need_to_evolve_for_success_25页_1mb

报告摘要

🌟 The Future of Retail: Evolving Value Propositions

📊 Executive Summary

Key Changes: Retailers face challenges from digital disruption, evolving consumer expectations, and global trends, leading to a shift from product-centric to customer-centric models.

Three I’s Guiding Future Value Propositions:

Principle	Focus	Example
Invisibility	Frictionless, convenient experiences; automating purchasing (e-commerce, IoT, self-checkout).	Auto-replenishment, subscriptions, home delivery (e.g., Amazon Go, REWE’s self-driving kiosks).
Indispensability	Solving holistic lifestyle needs; bundling products and services to create value beyond transactions.	Meal kits (e.g., Fressnapf), health and wellness bundles, personalized services (e.g., StitchFix).
Intimacy	Creating personal, engaging relationships; experiences reflecting brand values; tailoring to customer’s needs.	Flagship stores like Vans with community events; personal stylists (e.g., Nordstrom).

Conclusion: Retailers must balance Invisibility, Indispensability, and Intimacy to avoid "irrelevance." Failing to combine these risks customer disengagement and market irrelevance.

Current Trends & Retail Shifting Forces

Digital & Omni-channel Growth:
- E-commerce adoption accelerates, lowering delivery times (e.g., logistics platforms offer 30-minute delivery).
- Direct-to-consumer (DTC) brands challenge traditional retail gatekeepers.
Technological Integration:
- IoT connects home devices, enabling automated reordering.
- AI enhances personalization (virtual try-ons, dynamic pricing).
Consumer Demand Shifts:
- Sustainability and circular economy rise (repair, resell, recycling).
- Health and well-being incorporating into lifestyle solutions.

Impact on Retail Strategies

Strategy Change	Legacy Issues	Future Pivot
Technology Integration	Siloed legacy systems; inefficient physical & digital footprints.	Cloud-based platforms for seamless inventory + unified digital/physical customer journeys.
KPIs Reformulation	Relying on metrics like square footage sales; limited offline digital sales tracking.	Measuring "time saved", customer lifetime value shift (LTV), circular economy impact (repair/reeplenishment).
Customer Experience	Transaction-focused, generic stores; price wars leading to homogenization.	Experiential spaces (e.g., cookery classes) + human-touch services (e.g., personal stylists, health advisors).
Ecosystem Development	Operationally constrained by siloed business areas (delivery, insurance, fashion).	Integrating partners into cohesive ecosystems delivering "lifestyle solutions" (e.g., pharmacy + health insur).

💎 Key Recommendations for Retailers

⚠️ Challenges: Adapt quickly to meet rising customer demands for convenience and personalization while maintaining trust and authenticity.

✅ Actions:

Leverage Technology: Use AI, IoT, and machine learning to automate low-value interactions (invisible flow).
Focus On Bundling: Develop “lifestyle solutions” by combining goods with complementary services (indispensability strategy).
Build Emotional Intimacy: Feature brand values (authenticity, sustainability, community) in spaces and campaigns.
Future-Proof Network: Diversify distribution (e.g., smaller convenience stores + hyper-local D2C), invest in flexible staffing/collaborations.

📍 Note to Users

This summary encapsulates EY’s framework on the future of retail, guiding retailers to rethink value, streamline operational foundations, and evolve customer relationships in a post-purchase experience economy.

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