普华永道-2020年全球消费者调查报告（英文）-2020.11-25页_1004kb

Summary of "The Consumer Transformed"

Core Content

The document discusses the transformation of consumer behavior due to the impact of the coronavirus pandemic on the global consumer purchase journey. It highlights how digital trends have accelerated, reshaping how consumers interact with brands, make purchases, and prioritize their spending. The insights are derived from PwC's 11th Global Consumer Insights Survey, which analyzed urban consumers before and after the outbreak.

Main Points

1. Market Volatility and Price Sensitivity

   • The pandemic has led to a significant drop in consumer income and an increase in household bills, making price and value more critical than ever.
   • Urban consumers are now more cautious with their spending, with a notable shift in priorities from discretionary purchases to essentials.
   • Spending on nonfood items has decreased, while groceries and in-home entertainment have seen increased demand.

2. Consumer Experience Must Be Rooted in Safety and Accessibility

   • Safety and accessibility are now top priorities for consumers, especially in physical interactions with businesses.
   • Trust in the brand, safety protocols, and hygiene are key factors influencing consumer confidence.
   • In-home experiences and localised, contained ecosystems are becoming more important as people adapt to a new normal.

3. Digital Engagement Will Be Robust and Diversified

   • Mobile shopping has become a dominant channel, with a significant increase in usage across various categories.
   • The pandemic has accelerated the adoption of digital tools, including video chat apps, messaging platforms, and social media.
   • Online grocery shopping has surged, with a large percentage of consumers likely to continue this trend even after isolation measures are lifted.
   • 5G networks and digital infrastructure are well-positioned to support the growing digital engagement.

4. Customers Will Become Longtime Advocates if You Prioritize Care, Well-Being and Innovation

   • Consumers are placing greater emphasis on well-being, including physical health, mental health, diet, and medical needs.
   • There is a growing expectation for companies to demonstrate ethical and sustainable practices.
   • Companies that align with these values and offer innovative solutions are more likely to build long-term customer loyalty.

Key Insights

• Shift in Spending Habits:

  • 40% of consumers reported a decrease in income due to job loss or redundancy.
  • 36% of urban consumers increased spending on entertainment and media, while 26% increased spending on DIY and home projects.
  • Spending on nonfood items has dropped significantly, with the largest decreases in categories like clothing and footwear, sports equipment, and office equipment.

• Consumer Confidence and Optimism:

  • Despite the economic challenges, consumer confidence is gradually improving.
  • In countries like China and the Middle East, spending outlook is more positive as isolation measures are eased.

• Omnichannel Experience:

  • The integration of online and offline shopping is becoming essential.
  • Physical stores are still relevant, with 49% of urban consumers reporting increased or unchanged in-store shopping for nonfood items.
  • Retailers should invest in click-and-collect services, mobile contact tracing, and omnichannel integration to meet evolving consumer needs.

• Digital Transformation:

  • Mobile shopping is on the rise, with 60% of Chinese and 58% of Middle Eastern consumers increasing their mobile shopping.
  • Broadband satisfaction is high, with 69% of consumers satisfied with their home internet speed.
  • Companies should leverage digital tools to enhance customer engagement and create content-rich experiences.

Implications and Action Items

• Understand Consumer Values:

  • Identify the minimum viable basket of products or services that must be available and prioritize them in the supply chain.
  • Re-evaluate pricing strategies and loyalty programs to align with changing consumer priorities.

• Enhance Safety and Trust:

  • Implement safety protocols and communicate them effectively to consumers.
  • Equip staff with protective gear and improve digital fitness to engage with consumers online.

• Invest in Digital Infrastructure:

  • Develop mobile-first strategies and omnichannel experiences.
  • Utilize advanced technologies like augmented reality, virtual selling platforms, and data analytics to enhance customer engagement.

• Promote Sustainability and Ethical Practices:

  • Collaborate with governments and consumer groups to promote sustainable behaviors.
  • Show commitment to ethical and sustainable choices to align with consumer expectations.

• Reskill and Adapt:

  • Train service staff to support digital and in-store experiences.
  • Reshape business models to accommodate new consumer habits and preferences.