Selesforce-2019年第三版联网消费者报告（英文）-2019.10-48页_5mb

Connected Shoppers Report Summary

Core Content

The Connected Shoppers Report explores the evolving nature of shopping behavior among over 10,000 global consumers. It highlights how the retail landscape is shifting due to digital transformation, with consumers increasingly engaging through a variety of channels and expecting personalized, seamless, and meaningful shopping experiences. The report is divided into key sections, including insights on wallet share competition, new terms of engagement, shopper journeys moving to the edge, and the enduring importance of physical stores.

Main Viewpoints

1. Retailers, Brands, and Online Marketplaces Battle for Wallet Share

• 86% of shoppers purchase from retailers, brands, and online marketplaces.
• Retailers dominate with 26% of online sales, followed by brands at 18% and online marketplaces at 47%.
• 9% of online purchases occur on emerging digital channels like voice assistants and social media.
• Gen Z is 3.5x more likely to shop on these new platforms than baby boomers.
• Loyalty programs are a key driver for repeat purchases, with 78% of consumers more likely to buy from brands with such programs.

2. Shopping Evolves as Consumers Define New Terms of Engagement

• Shopping is no longer just a transaction but a full spectrum of activities, including discovery, research, and brand advocacy.
• 70% of Gen Zers prefer social media for discovering and evaluating products.
• 75% of repeat purchases are made online, showing a clear shift in consumer behavior.
• 83% of consumers say the experience a company provides is as important as its products.
• Loyalty or rewards programs, limited-edition or customized products, and exclusive shopping events are the most appealing to shoppers.

3. Shopper Journeys Move to the Edge

• Shopping at the edge refers to consumers engaging with brands through third-party platforms, such as social media, messaging apps, and voice assistants.
• 55% of shoppers plan to experiment with new purchase channels like voice assistants, livestream video, and visual search over the next 12 months.
• Gen Z is not leading in all emerging touchpoints; Gen Xers and millennials show more interest in these technologies.
• 62% of shoppers say they tend to buy more than intended when visiting physical stores.

4. Stores Remain Critical for Discovery, Experience, and Fulfillment

• Despite the rise of ecommerce, 81% of shoppers still discover and evaluate new products in physical stores.
• 58% of consumers say their holiday purchases will be influenced by what’s available in physical stores.
• Stores serve as discovery hubs, experience hubs, and fulfillment hubs, bridging the gap between online and offline shopping.
• Click and collect, endless aisle, and in-store returns are becoming standard practices, enhancing the omnichannel experience.

Key Information

• Digital channels are becoming increasingly important in the shopping journey, with mobile devices playing a central role.
• Trust and transparency are key to building loyalty, with 77% of consumers more loyal to companies that are open about data usage.
• Sustainability and ethical practices are gaining traction as important factors in the purchase decision.
• Social media and influencers are major sources of inspiration for Gen Z, with 20% of shoppers and 37% of Gen Zers preferring Instagram for holiday shopping.
• Physical stores are still essential for tactile experiences, immediate gratification, and in-store discounts.

Summary Table

Conclusion

The report emphasizes that the future of retail lies in understanding and adapting to the complex and evolving expectations of consumers. Retailers, brands, and online marketplaces must innovate across multiple touchpoints, leveraging both digital and physical experiences to create personalized, seamless, and trustworthy interactions. As shopping becomes more embedded in daily life, the ability to deliver unique experiences, exclusive content, and transparent engagement will be crucial for success in the connected shopper era.