2017假日消费者趋势报告（英文版）-1mb

HOLIDAY CONSUMER TRENDS REPORT: 2017 EDITION

Core Content

This report provides insights into how consumers plan to shop during the 2017 holiday season, highlighting key trends and expectations that retailers should consider to improve their holiday performance. The focus is on omnichannel shopping, personalized experiences, and the growing importance of convenience and cost savings.

Main Points and Key Insights

• Buy Online, Pickup In-Store (BOPIS) is becoming increasingly popular, with a 25.2% increase from 2016 in consumers planning to use it.
• Convenience is the top reason for both online and in-store shopping, but BOPIS is especially valued for saving time (53%) and shipping costs (66%).
• Free shipping is now a major expectation, with 70% of shoppers anticipating it for standard delivery, and 49% expecting it as a loyalty program benefit. Free shipping is the top factor that would make them more likely to shop with a specific retailer.
• Relevant discounts are also highly valued, with 70% of shoppers indicating they are more likely to visit a site if the offers are personalized.
• Inventory visibility is a key driver for in-store visits, with 54% of shoppers using online inventory info to justify going to a physical store.
• Cart abandonment remains a challenge, but 71% of consumers would complete a purchase if offered a discount, and 69% if offered free shipping.
• Seamless returns are expected, with 67% of shoppers wanting free return shipping and 65% wanting to return online purchases to a physical store at no extra cost.

Key Takeaways

1. BOPIS is on the Rise

• BOPIS is becoming a preferred shopping method due to cost savings and convenience.
• Retailers should ensure all BOPIS functions are operational and user-friendly.

2. Free Shipping is a Must

• The Amazon Effect has set high expectations for free shipping.
• Offering free shipping, especially for returns, is crucial to attracting and retaining customers.

3. Personalization Drives Engagement

• 70% of shoppers prefer relevant discounts and promotions.
• Retailers should use personalization engines to deliver tailored offers and content.

4. Inventory Visibility Boosts In-Store Traffic

• 54% of shoppers use online inventory information to decide to visit a physical store.
• Retailers should provide clear and real-time inventory data across all channels.

5. Loyalty Programs Should Be Enhanced

• 74% of shoppers would be more likely to shop if offered discounts or promotions.
• Loyalty rewards should be more engaging and not just limited to immediate discounts.

6. Seamless Returns are Expected

• 67% of shoppers expect free return shipping, and 65% want to return online purchases to a store.
• Retailers should consider offering free return shipping or encouraging in-store returns.

Omnichannel Strategy

• Consumers are looking for a seamless experience across online and in-store channels.
• Omnichannel fulfillment is essential to meet these expectations.
• Retailers should ensure that their technology platforms are integrated and support all necessary features for a smooth customer journey.

Holiday Action Plan

1. Optimize BOPIS Functionality

• Ensure that all BOPIS features (website, email, in-store signage, staff) are working well.
• Highlight BOPIS as a fulfillment option to attract customers.

2. Improve Online Account Creation

• Address privacy concerns by making the privacy policy prominent.
• Offer subscription choices and allow users to control the frequency of communications.
• Consider single sign-on for users across multiple sites.

3. Personalize Promotions and Offers

• Use a personalization engine to deliver real-time, relevant offers based on the shopper’s current gift search.
• Make shopping from new sites easy and engaging with targeted promotions.

4. Enhance Cart Abandonment Recovery

• Send personalized cart abandonment emails with incentives such as discounts or free shipping.
• Avoid generic emails and focus on individual preferences.

5. Offer Free Shipping and Returns

• Consider implementing free shipping for all orders, even if it’s not a year-round offer.
• Offer free return shipping or reverse omnichannel fulfillment to provide a risk-free shopping experience.

6. Improve Inventory and Product Visibility

• Ensure real-time inventory availability is displayed on the website and in-store.
• Highlight the availability of products in local stores to drive foot traffic.

7. Enhance Loyalty Programs

• Increase loyalty rewards during the holiday season to encourage spending.
• Consider delayed rewards or unique incentives that align with customer preferences.

Conclusion

The 2017 holiday season is an opportunity for retailers to enhance their omnichannel strategy and personalize the shopping experience. With free shipping being the top expectation, and BOPIS and inventory visibility driving in-store visits, retailers must align their operations and technology to meet these consumer demands. Convenience remains the central theme, and retailers who prioritize it will likely succeed in the competitive holiday market.