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Retail Industry Disruptors Summary

Core Content

This document outlines the findings of a consumer survey conducted by First Insight in December 2017, which examined how retail industry disruptors are influencing shopping behaviors, particularly among affluent consumers (those earning over $100,000 annually). The survey highlights the increasing price sensitivity of affluent shoppers and how they are leveraging technology and new retail formats to make informed purchasing decisions.

Main Insights

1. Amazon.com as a Price Research Hub

• 74% of affluent consumers check Amazon.com for pricing before visiting other retailers.
• 68% of affluent respondents frequently shop on Amazon, compared to 53% of all respondents.
• 61% of affluent shoppers reported an increase in purchases on Amazon in the past year.
• 80% of affluent consumers are unwilling to pay for Amazon's two-day shipping, indicating a focus on cost over convenience.

2. AI-Powered Smart Speakers for Price Comparison

• 40% of affluent consumers own a smart speaker (primarily Amazon Alexa or Echo), compared to 24% of overall respondents.
• 53% of affluent users use smart speakers to compare prices before purchasing, with electronics, apparel, and home appliances being the most common categories.
• Amazon Alexa or Echo is the most popular smart speaker among affluent consumers, with a 76% U.S. market share according to CIRP.

3. Mobile Devices for In-Store Price Comparison

• 43% of affluent shoppers use mobile devices to make purchases in-store, compared to 31% overall.
• 39% of affluent shoppers use their phones to compare prices while in-store, versus 26% overall.
• 52% of affluent respondents said their need to compare prices in-store has increased, compared to 46% overall.

4. Shift to Discount Retailers

• 42% of affluent consumers frequently shop at discount retailers, versus 28% of overall respondents.
• 27% of affluent respondents frequently shop at full-price retailers, compared to 38% overall.
• TJ Maxx, Marshalls, and Home Goods are the most preferred discount stores among affluent shoppers.
• Off-price luxury retailers like Saks Off 5th and Nordstrom Rack are still popular with affluent consumers, but less so than discount retailers.

5. Physical Store Visits Driven by Product Experience

• 36% of affluent respondents (and 38% of all respondents) visit physical stores to see and touch products before purchasing online.
• 26% of affluent shoppers cited the ability to take the product home as an important in-store factor.
• Price promotions and coupons were cited as least important factors for both affluent and overall consumers.

Key Takeaways

• Affluent consumers are increasingly using Amazon.com and AI-powered smart speakers to research and compare prices.
• Mobile devices are playing a significant role in in-store price comparison, especially at full-priced retailers.
• There is a clear shift towards discount retailers, both in-store and online, as affluent shoppers seek better value.
• Product experience (seeing, touching, and taking home) remains a key driver for in-store shopping, despite growing price sensitivity.

Strategic Implications

Retailers must adapt to these trends by:

• Offering unique, differentiated products that justify price points.
• Enhancing online and in-store experiences to meet the expectations of affluent shoppers.
• Leveraging technology and data analytics to understand and respond to changing consumer preferences.

Conclusion

The survey indicates that affluent shoppers are becoming more price-sensitive due to the influence of retail disruptors such as Amazon, AI, and discount retailers. These consumers are using new tools to make informed decisions, and their behavior is expected to continue evolving in the future. Retailers that fail to respond to these changes may lose market share to more agile competitors.

Contact Information

Gretchen Jezerc
VP Marketing & Product Management
First Insight, Inc.
Cell: +1.724.600.6136
Toll Free: 866-584-1960
Email: gretchen.jezerc@firstinsight.com
Address: 2000 Ericsson Drive, Suite 200, Warrendale, PA 15086-6507
Website: www.firstinsight.com