2018零售业创新指数（英文版）_27页-5mb

Retail Innovation Index Summary

Core Content

The Kx Retail Innovation Index (Kx RII) is a comprehensive consumer research initiative designed to evaluate how well UK retailers are leveraging technology and innovation to enhance customer experience (CX). The report highlights the importance of innovation in the digital retail revolution and outlines key drivers that influence consumer satisfaction, loyalty, and advocacy.

The report emphasizes that innovation must be customer-centric, not technology-driven. As stated by Steve Jobs, "You've got to start with the customer experience and work back toward the technology - not the other way around." This principle underpins the Kx RII, which identifies the most effective areas for innovation and how they impact consumer behavior and business performance.

Main Points

Why Innovate?

• Consumer expectations are evolving: shoppers demand mobile shopping, personalized service, and instant gratification.
• Innovation directly affects satisfaction and loyalty, with the top 20% of retailers scoring 60% higher in advocacy than the bottom 20%.
• High innovation scores correlate with higher growth rates, as these retailers are growing at twice the rate of their less innovative counterparts.

Kx RII Overview

• The Kx RII is based on a survey of over 5,000 UK consumers across 50 top retailers in various categories.
• It includes a hybrid metric combining consumer feedback and commercial impact.
• The report identifies five key drivers of innovation perception:
  1. Ease
  2. Personalisation
  3. Price & Value
  4. Interaction
  5. Checkout

Top 10 Retailers by Innovation Index

• Amazon leads with an RII score of 8.48, excelling in Ease, Checkout, and Interaction.
• Apple ranks second with 8.23, strong in Personalisation and Interaction.
• Ocado, ASOS, John Lewis, and Argos are among the top performers.
• Yoox Net-a-Porter, Selfridges & Co., and Marks & Spencer also show strong innovation performance.

Innovation Drivers by Category

• Grocery: Ocado leads with an RII score of 8.09, excelling in Ease, Personalisation, and Checkout.
• Multi-Category: Amazon, John Lewis, and Argos are top performers.
• Apparel: ASOS, Yoox Net-a-Porter, and Selfridges & Co. are the leaders.
• Electronics & Appliances: Apple, Ocado, and Tesco lead in Ease, Personalisation, and Value.
• Toys & Sports: Top brands include Tesco, Argos, and Sainsbury’s.
• Home, DIY & Pet: Argos, Sainsbury’s, and Tesco are top performers.
• Health & Beauty: Superdrug, Lloyds Pharmacy, and Boots are the leaders.
• Telecoms: Carphone Warehouse, Vodafone, and Orange are top performers.

Key Insights

Top 3 Innovation Levers by Driver

• Ease:
  • Range and choice to suit individual needs
  • Good availability of products
  • Easy and efficient experience
• Personalisation:
  • Relevant and personalised communications
  • Communication through different channels
  • Right time/place for personalised information
• Price & Value:
  • Best prices on products
  • Good value when shopping
  • Easy access to deals and offers

Real-Time Technology

• Real-time data processing is critical for enhancing CX, enabling quicker decision-making, and optimizing customer journeys.
• It allows for instant feedback, dynamic personalization, and real-time targeting through machine learning.
• A single customer view is essential for effective optimization, integrating internal and external data sources.

Brand Focus: Argos

• Argos is a multi-channel leader, ranking 5th in the RII with a score of 7.76.
• They are recognized for Ease and Checkout, with 41% of consumers scoring them 9 or 10 for Ease, and 40% for fast delivery/checkout.
• Key innovations include:
  • Launching Argos Scan, an AR app
  • Creating a digital hub for agile customer experiences
  • Implementing time-sensitive marketing
  • Establishing digital stores within Sainsbury’s

Brand Focus: IKEA

• IKEA is the top performer in the Home & DIY category, with an RII score of 7.65.
• Their strongest driver is Value, with 31% more consumers scoring them 9 or 10 for this compared to the category average.
• Other key areas include Ease and Interaction, with 18% of consumers rating them highly in Interaction, significantly outperforming competitors.

Conclusion

The Kx RII provides a clear framework for understanding where innovation is most impactful in the retail sector. Retailers that prioritize customer experience, real-time technology, and personalization are more likely to succeed in a competitive market. The report serves as a guide for retailers to identify and invest in the right areas to drive growth, loyalty, and brand perception.