2022-11-16-Zebra-2022年第15次年度全球购物者研究报告_14页_2mb

15th Annual Global Shopper Study Summary

Overview

The retail sector faces significant transformation driven by evolving consumer behaviors, technology, and global disruptions. Shoppers demand seamless blended experiences (online/in-store) with convenience, speed, and price sensitivity. Supply chain issues and out-of-stock items remain major痛点, while labor shortages and inflation exert further pressure on retailers.

Key Human and Associate Insights

• Shopper Behavior: 78% prefer easy returns (avoid returns of up to $50), 76% value quick exits, and demand in-store/out-of-home delivery. Blended shopping habits persist, with self-service solutions gaining popularity.
• Associate Role: Technology empowers associates as "knowledge workers," improving efficiency and satisfaction. However, hiring/retention challenges persist due to competition and shifting workforce expectations.

Key Technological Trends

• Unified Commerce: 89% of shoppers expect the online and in-store experiences to feel integrated. Self-checkouts and mobile tools enhance efficiency, reducing labor reliance.
• Tech Investments: 85% of decision-makers plan to increase tech spending, focusing on real-time inventory, AI-driven analytics, and automation (e.g., cobots).

Supply Chain & Inventory Management

• Supply chain issues (out-of-stocks, logistics) impact 53% of shoppers globally.
• Decision-makers prioritize inventory visibility and supply-chain optimization (43% plan investments).

Disconnects Between Stakeholders

• A gap exists between retailer perceptions and shopper experiences (e.g., online returns, in-stock availability).
• Retailers and associates struggle to fulfill last-minute demands: 76% leave stores empty-handed due to stock shortages.

Regional Variations

• NA: Supply chain focus driven by disruptions, lower inflation impact.
• EMEA/Latin America/Asia-Pacific: Mobile ordering adoption peaks, e-commerce integration drives in-store satisfaction.

Key Takeaways

1. Meet Expectations: Convenience, speed, and seamless omnichannel experiences are key for differentiation.
2. Tech-Centric Approach: Mobile devices, self-service, AI, and unified commerce enhance operational efficiency.
3. Inventory Oversight: Decision-makers must prioritize supply-chain transparency to reduce friction.
4. Associate & Shopper Satisfaction: Empowering staff with tools reduces labor gaps, but bridging perception gaps is vital.

Five-Year Outlook

• Focus on scalability, AI-driven insights, and proactive labor/supply-chain risk management. Emphasis on "performance-edge" technologies to thrive in disruptions.

Final Note: Retailers must balance short-term fixes with long-term resilience to sustain customer loyalty and achieve competitive advantages in an era of perpetual disruption.