kx-2018年零售业创新指数报告（英文）-2018.1-27页-5mb

Kx Retail Innovation Index Summary: UK Analysis 2018

Core Content

The Kx Retail Innovation Index (RII) is a research-based tool designed to evaluate how UK retailers are innovating to enhance customer experience (CX). It identifies key areas where technology and innovation should be focused to drive satisfaction, loyalty, and revenue growth. The report highlights the importance of a customer-centric approach in the digital retail landscape, where traditional retailers must adapt or risk obsolescence.

Main Points

• Innovation is crucial for success: The report emphasizes that innovation directly correlates with customer satisfaction, loyalty, and revenue growth. Retailers that score highly on the RII are 17% more loyal and grow at twice the rate of those with lower scores.
• Consumer expectations are evolving: Modern consumers demand seamless, personalized, and efficient shopping experiences across all channels, including online, mobile, and in-store.
• Kx RII methodology: The index is based on a survey of over 5,000 UK consumers, covering 50 top retailers across various categories. It uses a hybrid metric that combines consumer feedback with commercial viability.

Key Findings

• Amazon leads the RII: Amazon is ranked first with an RII score of 8.48, excelling in 'Ease', 'Checkout', and 'Interaction'. Its success is attributed to the intelligent use of data and technology.
• Top performers by category:
  • Grocery: Ocado, Iceland, and Waitrose
  • Multi-Category: Amazon, John Lewis, and Argos
  • Apparel: ASOS, YOOX Net-a-Porter, and Selfridges & Co
  • Electronics & Appliances: Apple, Ocado, and Argos
  • Toys & Sports: Superdrug, Lloyds Pharmacy, and Carphone Warehouse
  • Health & Beauty: Superdrug, Lloyds Pharmacy, and Carphone Warehouse
  • Home, DIY & Pet: Superdrug, Lloyds Pharmacy, and Carphone Warehouse
  • Telecoms: Carphone Warehouse, Argos, and others

Drivers of Retail Innovation

The report identifies five key drivers of innovation perception in retail:

1. Ease: Consumers prioritize ease of shopping, including easy access to information and efficient product discovery.
2. Personalisation: Tailored communications and experiences across channels are critical for customer engagement.
3. Price & Value: Offering competitive pricing and clear value is essential, especially in price-sensitive sectors.
4. Interaction: Enhancing customer interaction through technology, such as reviews and flexible contact options, is vital.
5. Checkout: Streamlining the checkout process and delivery options significantly impacts CX.

Each driver has its own set of sub-levers, with the top 3 priorities ranked based on consumer feedback.

Top 10 Retailers by RII Score

Brand Focus: Argos

• Position: 5th in the RII with a score of 7.76
• Key Innovations:
  1. Launched Argos Scan, an augmented reality app
  2. Opened a digital hub for new customer experiences
  3. Implemented time-sensitive marketing
  4. Created digital stores within Sainsbury's branches
• Performance: Argos outperformed in 'Ease', 'Checkout', and 'Interaction', with consumers rating them higher than the category average.

Brand Focus: IKEA

• Position: 7th in the RII with a score of 7.65
• Key Innovations:
  1. Value-chain optimization through automation
  2. Enhanced store experience with AR and interactive catalogues
  3. Acquired TaskRabbit for home assembly support
  4. Opened the Space 10 Innovation Centre
• Performance: Strong in 'Value', 'Ease', and 'Interaction', with a significant lead over competitors in the Home & DIY category.

Brand Focus: Amazon

• Position: 1st in the RII with a score of 8.48
• Key Innovations:
  1. Intelligent use of data and technology
  2. Customer-centric approach across all channels
  3. Continuous investment in innovation
• Performance: Leads in 'Ease', 'Checkout', and 'Interaction', setting a benchmark for the retail industry.

Conclusion

The Kx Retail Innovation Index underscores the importance of innovation in the retail sector, particularly in enhancing customer experience. Retailers that invest in technology and data to deliver seamless, personalized, and efficient shopping experiences are more likely to succeed in a competitive digital landscape. The report serves as a guide for retailers to focus their innovation efforts on the areas that matter most to consumers.