euromonitor-利用零售技术创新提升客户体验（英）-2021_53页_14mb

报告摘要

Summary of Retail Tech Innovation and Customer Experience

Core Content

This report from Euromonitor International explores the impact of the COVID-19 pandemic on the retail industry, particularly focusing on how technology has reshaped consumer behavior and the strategies retailers and brands have adopted to enhance the customer experience. The report outlines five key areas of the retail shopping experience: online discovery, online purchase, in-store shopping, payments, and delivery and collection. It highlights the shift in consumer preferences, the rise of digital engagement, and the adoption of innovative technologies to meet evolving demands.

Main Views

1. Digital Transformation Accelerated by the Pandemic

The pandemic significantly accelerated the digital transformation of the retail industry.
72% of retail professionals stated that the crisis pushed their company's digital transformation by at least a year.
73% of retail professionals said their company increased technology-related investments.
58% of retail professionals said the company launched new technology-related products.

2. Online Discovery and Engagement

Consumers are increasingly using digital platforms to explore products, with a shift towards virtual try-on and livestreaming.
30% of global connected consumers used livestreaming for purchases in the last month.
50% of those who purchased from livestreaming did so in the apparel and personal accessories category.
46% of consumers aged 21–34 used livestreaming for shopping, with China leading at 63%.
AR / VR technologies are being used to enhance the online shopping experience, though only 58% of connected consumers have used them.

3. Online Purchase Growth

Global online sales of products grew by 25% in real terms in 2020.
Euromonitor projects that e-commerce will account for 51% of the retail industry's growth from 2020 to 2025.
The 30–44 age group saw the biggest increase in new digital shoppers.
86% of connected consumers in Mexico used digital platforms to shop, driven by the launch of Mandameloa, a free online sales platform for small stores.

4. In-Store Shopping Adaptation

76% of goods will still be purchased in-store by 2025, down from 81% in 2020.
Consumers prioritize touchless experiences in physical stores, with facial recognition, virtual fitting rooms, and scan-as-you-go technologies gaining popularity.
45% of global retail professionals expect AR / VR to enhance in-store experiences in five years.
55% expect 5G to lead to more sophisticated in-store shopping experiences.

5. Payment Innovations

The pandemic increased interest in contactless payments, including card-based, mobile-based, and digital wallets.
41% of retail professionals said the pandemic led to the expansion of digital payment options.
75% of connected consumers abandoned their shopping carts, with delivery-related issues being the top reason (33%) and payment-related issues the second (44%).
AR / VR, blockchain, and IoT are expected to influence payment experiences in the future, though confidence in blockchain's impact is lower.

Key Insights

Virtual experiences have become a crucial tool for retailers to engage with consumers, especially during the pandemic.
Livestreaming has emerged as a powerful medium for commerce, particularly in China, where it is already mainstream.
E-commerce continues to grow rapidly, with online grocery seeing the highest growth in 2020.
Digital wallets and contactless payments are becoming more prevalent, driven by both convenience and safety concerns.
In-store tech such as scan-as-you-go, smart carts, and biometric payments are being adopted to improve the shopping experience and align with consumer preferences.

Examples of Tech Innovation in Action

Inabuggy (Mexico): Launched a free online platform to help small stores adapt to the pandemic.
Ulta Beauty (US): Saw a 12x increase in interest in its virtual try-on app, GLAMlab.
Alibaba (China): Hosted its 11.11 shopping festival with USD6 billion in livestreaming sales.
Bissell (US): Expanded its business in China through livestreaming on Alibaba’s Taobao Live.
Zara (Spain): Introduced an app feature for in-store product availability and store mode.
Shiseido (Japan): Offered touchless shopping experiences in its flagship store in Tokyo.
Burberry (UK): Partnered with Tencent to open a social retail store in China.
Arc'teryx (Canada): Created an immersive shopping experience in Shanghai with experiential huts.
PayEye (Poland): Launched a biometric payment system using iris recognition.
Amazon (US): Introduced palm-scanning technology (Amazon One) for payments and access.
Kroger (US): Experimented with a high-tech grocery cart to reduce checkout time and offer discounts.

Outlook

Digital channels are expected to become the default for brand exploration and purchase.
In-store shopping will continue to be a key part of the retail ecosystem, but with an increased focus on immersive and contactless technologies.
E-commerce will remain a dominant force, with operational efficiency and dark stores becoming more common.
Technology integration will be essential for retailers to adapt to changing consumer expectations and maintain a competitive edge.