2017零售业趋势（英文版）_12页

2017 Retail Industry Trends Summary

Core Content

The 2017 Retail Industry Trends report from PwC explores the evolving role of physical stores in the face of rapid online retail growth and the challenges of omnichannel strategies. It highlights the need for traditional retailers to rethink their approach to retail and consumer engagement, suggesting that showrooms could serve as a viable and complementary alternative to conventional stores and online-only models.

Main Points

• Online Sales Growth: Online sales have significantly outpaced overall retail growth, with growth rates up to 7% higher. This has led to a shift in revenue generation, with many of the gains in retail sales coming from online channels.

• Omnichannel Underperformance: While omnichannel strategies aim to integrate online and in-store experiences, they have generally failed to improve store activity, profitability, or online sales. Traditional retailers often struggle with high costs and inefficiencies in maintaining multiple supply chains and inventory systems.

• Showroom Concept: Showrooms are presented as a new model that focuses on showcasing products rather than selling them. They aim to provide a physical space for customers to inspect, get advice, and place orders, with the actual product delivery handled through other channels.

• Showrooms for Differentiated Goods: Showrooms are most effective for differentiated goods, such as branded fashion, electronics, or high-value items, where customers benefit from personal interaction and product experience. These goods are harder to sell online due to the need for physical inspection and expert advice.

• Inventory Management Benefits: Showrooms reduce inventory costs by carrying only a limited selection of products needed for customer evaluation. This allows for more efficient management and lower markdown risks.

• Case Study: Bonobos Guideshops: Bonobos, a men's clothing brand, has successfully implemented a showroom model with Guideshops, which are small, high-touch stores that help customers make purchases online. These showrooms offer a unique experience, reduce costs, and improve customer loyalty.

• Other Retailers Adopting Showrooms: Several other retailers, including Haier, Hointer, Paul Evans, Restoration Hardware, and Zalora, have adopted similar showroom models, especially for high-end or expensive products that are difficult to stock in large quantities.

Key Information

• Showroom Advantages:

  • Reduces inventory costs and markdown risks.
  • Offers a unique consumer experience with skilled sales staff.
  • Increases conversion rates from browsers to buyers.
  • Enhances customer loyalty and reduces returns.
  • Simplifies logistics and real estate costs.

• Challenges in Showroom Model:

  • Requires a shift in traditional retail operations.
  • Needs investment in digital capabilities and data systems.
  • Must ensure that the showroom experience aligns with the overall brand strategy.

• Economic Benefits:

  • Showrooms can lower marginal costs by reducing the need for full inventory in physical locations.
  • They allow for better control over inventory and logistics, improving overall efficiency.

• Future Outlook:

  • Showrooms are seen as a potential solution to the challenges of both traditional and online retail models.
  • They can enhance the omnichannel experience by bridging the gap between physical and digital retail.

Conclusion

The report suggests that showrooms can offer a compelling alternative for retailers looking to balance the benefits of physical and digital retail. By focusing on experience and reducing inventory and logistics costs, showrooms provide a unique value proposition that can drive higher sales, reduce returns, and improve profitability. As the retail landscape continues to evolve, the showroom model is gaining traction as a strategic tool for both traditional and online retailers.