2019年全球零售发展趋势英文版_30页_2mb

Retail Trends 2019 Summary

Core Content

The KPMG report Retail Trends 2019 outlines the key trends shaping the retail industry, emphasizing the transformative role of technology, evolving consumer behavior, and the need for retailers to adapt to new expectations. The report identifies seven major trends and provides insights into how retailers can remain competitive in a rapidly changing market.

Main Trends

Trend 1: From "We" to "Me" – Hyperpersonalization

• Overview: Retailers are leveraging deep customer data to offer hyperpersonalized shopping experiences.
• Deep Retail: This involves using profound insights into customer behavior, preferences, and emotional data to tailor products and services.
• Hyperpersonalization: Utilizes real-time data to create highly contextual and individualized interactions.
• Case Study: Function of Beauty offers personalized haircare products based on user input, using an algorithm to generate up to 12 billion custom combinations.

Trend 2: Consumers Get Price Savvy

• Overview: Consumers are more informed and value-conscious, prioritizing value, convenience, and experience over price alone.
• Research Behavior: 81% of shoppers do online research before purchasing, often starting with search engines.
• Price Transparency: Consumers are less willing to pay full price unless their other needs (like convenience and experience) are met.
• Case Study: ShopSavvy is a popular app that helps users compare prices and find the best deals, with over 100 million downloads and 50 million product scans monthly.

Trend 3: The Rise and Rise of Voice

• Overview: Voice-activated technologies, such as smart speakers and chatbots, are becoming more integrated into retail.
• Smart Speakers: Usage has nearly doubled over the last year, with 27% of people owning one in 2018.
• Chatbots: Expected to handle 85% of customer interactions by 2020, offering personalized and efficient service.
• Case Study: HelloAva uses a chatbot to help users determine their skin type and recommend products, blending automation with human assistance.

Trend 4: Experiential Retail is Coming to Life

• Overview: Experiential retail (retailtainment) is gaining traction as consumers seek unique experiences over material goods.
• Consumer Behavior: Millennials are more likely to spend on experiences than older generations.
• Case Study: IKEA hosts immersive events like a sleepover to engage customers and create memorable experiences.

Trend 6: Social Currency Will Be More Transactional

• Overview: Social media is becoming a critical part of the customer journey, influencing purchasing decisions and brand loyalty.
• Social Media Use: Over 2.56 billion users globally, with Millennials using it as a primary interaction tool.
• Case Study: Birds Eye uses social media to create a pop-up restaurant experience, encouraging customers to share content and engage with the brand.

Trend 7: From Transaction to Service Provider

• Overview: Retailers are shifting from transactional models to platform-based service providers, creating value through connectivity.
• Platform Businesses: These businesses connect users and resources, offering scalable solutions and harvesting data for deeper consumer insights.
• Case Study: IKEA acquired TaskRabbit to expand into on-demand services, enhancing its digital customer experience.

Key Lessons for Retailers

1. Data is sacred: Use data to inform business decisions and enhance customer understanding.
2. Think personalization: Consumers expect and are willing to pay for personalized experiences.
3. Provide value: Price-savvy consumers seek more for less and will research extensively to find it.
4. Leverage technology: Consumers are becoming more comfortable with robots and AI, such as chatbots and smart speakers.
5. Give great experiences: Experience is a key differentiator, and consumers are willing to pay for it.
6. Be socially responsible: Sustainability is becoming a core value, and brands must act responsibly to maintain trust.
7. Value, convenience, and experience are the winning drivers: Focus on at least one of these to succeed.
8. Lean and smart: Efficiency and agility are crucial for future retail success.
9. Think consumer-centricity: Always prioritize the consumer in all business strategies.

Conclusion

In 2019, the retail industry is undergoing significant transformation driven by technology, changing consumer expectations, and the need for meaningful engagement. Retailers must adapt by focusing on personalization, price transparency, voice-activated technologies, experiential strategies, social media integration, and platform-based services to stay competitive and meet the evolving needs of their customers.