WalkerSands-零售的未来2019（英文）-2019.7-36页_15mb

The Future of Retail 2019 Summary

Core Content

The 2019 Future of Retail report explores the evolving relationship between convenience and connection in consumer shopping behavior. It highlights how technology is reshaping retail experiences, particularly among younger generations, while also emphasizing the growing importance of sustainability and the continued relevance of in-store shopping.

Main Points

The Paradox Between Convenience and Connection

• Millennials' Influence: Millennials are projected to surpass baby boomers in population size, becoming the largest purchasing group. They are more conscious of sustainability and prefer brands that align with their values.
• Technology Integration: Technology is driving a shift in consumer behavior, with younger generations being the most tech-savvy and comfortable with online shopping.
• Connection Over Convenience: While convenience is crucial, connection with the brand is a significant driver of loyalty. In-store experiences still offer a unique opportunity for this connection.

Shopping Decisions Driven by Tech-Infused Lifestyle

• Smart Device Ownership: Smart devices are now the norm, with over 80% of consumers owning a smartphone. Younger consumers (18-25) are more likely to own smart home appliances and wearables.
• Amazon's Dominance: Amazon is a key player in the convenience factor, with 32% of consumers receiving one or more packages weekly. Millennials are even more likely to use Amazon for purchases.
• Social Media Influence: Influencers and celebrities are driving consumer trust and engagement, with 13% of consumers willing to spend more if a brand is promoted by someone they follow.

The Increasing Role of Sustainability in Retail

• Reduced Purchases: 66% of consumers are buying less due to a more conscious lifestyle, with 72% of those aged 18-35 reporting this trend.
• Rental Trends: Sustainability has led to an increase in product rentals, with 65% of 18-35-year-olds renting at least one product in the past year.
• Sustainable Brand Preference: 66% of consumers under 35 are more likely to purchase from sustainable brands, and 79% consider sustainability when making a purchase.

Big-Ticket E-Commerce on the Rise

• Online Purchases of High-Value Items: Consumers are increasingly buying big-ticket items online, with 46% more open to purchasing online than a year ago.
• Popular Categories: Furniture (33%), cars (34%), and appliances (30%) are among the most browsed and purchased online.
• Technology's Role: Enhanced online experiences, including 3D imagery and spatial planning tools, are driving this growth.

Free and Fast Shipping Still Fuels Online Purchase Decisions

• Shipping Preferences: Free and fast shipping remain the top drivers of online purchases, with 77% of consumers considering free shipping as the most important option.
• Amazon's Advantage: Amazon's delivery speed is highly appreciated, with 30% of consumers satisfied with it, compared to only 17% with other retailers.
• In-Store Experience: In-store shopping still holds value, especially for categories like clothing and groceries, where 25% of consumers feel more connected with brands.

Online Convenience Meets In-Store Opportunity

• Consumer Preferences: Consumers prefer a one-stop shop for convenience, but also value branded in-store experiences for connection.
• Mall Visits: Younger consumers (18-25) are more likely to visit malls for clothing, indicating a preference for niche and branded experiences.
• In-Store Relevance: Despite the rise of online shopping, in-store experiences remain important, especially for fresh groceries and tactile items.

An Eye on the Future With a Mind in the Past

• Grocery Preferences: Despite technological advancements, 82% of consumers still prefer in-store grocery shopping. Only 15% are excited about the tech revolution in grocery.
• Sustainability in Grocery: Younger consumers (under 35) are more likely to choose grocery products based on sustainability (39% vs. 31% overall).
• Brand Reputation: 35% of consumers choose groceries based on brand reputation, showing the importance of connection in this category.

Key Predictions for the Future of Retail

• The future of retail will focus on combining convenience and connection to meet consumer expectations.
• Sustainability will continue to influence purchasing decisions, especially among younger consumers.
• E-commerce for big-ticket items will grow, driven by improved online experiences and technology.
• In-store experiences will remain relevant, particularly for categories where connection and tactile interaction are important.
• Social media and influencer marketing will play a larger role in shaping consumer trust and preferences.