2015-02-19-奥纬咨询-Winning_Customers_6页_156kb

报告摘要

Customer Value: Winning customer proposition depends on the two fundamental and independent aspects: offer ("what customers get") and value ("what it costs them").
Customer Perception Mapping: A methodology that involves asking thousands of customers to make direct comparisons across dozens of shopping attributes, generating fair measurements of how well each retailer is perceived in their eyes.
Offer Leaders vs. Value Leaders: Two types of market leaders identified by the map - those excelling in a wide range of products, and those excelling on price.
Variables Impacting Perception: The relative importance of offer and value differs by retail sector.

Strengths: Amazon is the clear overall Customer Favourite in 10 out of 12 sectors with a strong brand presence and leads in purchase range. However, challenges've been identified in four key areas.
Weaknesses: Low promotions, few value promotion points; insufficient product discovery and selection; not the best place to have their purchase/problem easily resolved; poor ease of collection and returns experience.

Online Environment: The digital retail environment requires advantages beyond physical stores such as ease of use, product recommendations, and checkout experience.
Deficiencies: Often suffer from three deficiencies:
1. Lack of Scale: Incomplete product ranges; fewer reviews; less technological prowess.
2. Lack of Commercial Aggressiveness: Inflexible delivery standards; hindered returns processes; rigid pricing.
3. Lack of Excellence: Shortages specifically in customer experience, checkouts, and usability.
Need for Change: Traditional multichannel retailers must upgrade their online offer attractiveness quickly to compete. This involves leveraging scale advantages for superior offer quality, digital customer experiences, and data analysis.

For Amazon: Capitalize on core strengths but address weaknesses via promotions, expanded product filters/recommendations, enhanced product discovery, better post-purchase experience, and specialized offers in certain verticals.
For Traditional Retailers: Upgrade technology capabilities, invest in digital sales excellence, focus on superior service and convenience, and potentially specialize in certain niches where Amazon is weaker. Take significant action beyond traditional pricing/range competition.

Amazon's Dominance: In Germany, Amazon holds a significant lead in nearly all markets, making intense competition.
Imperative for Traditional Players: They must significantly enhance their online capabilities, especially regarding scale and technology, to remain competitive in the evolving retail landscape.

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