深度-YouGov-2021年国际全渠道零售报告（英文）-2021.6-46页_7mb

Summary of the INTERNATIONAL OMNI-CHANNEL RETAIL REPORT 2021

Core Content

This report provides an in-depth analysis of global retail behavior, focusing on the impact of the pandemic on shopping habits and the future of omni-channel retail. It explores how consumers use both brick-and-mortar and online channels, the differences in their preferences across demographics, geographies, and product categories, and the key benefits and barriers for each channel.

Main Points

Channel Penetration

• Global Penetration: Both brick-and-mortar and online channels are widely used, with an average of 86% and 81% respectively.
• Dual-Channel Usage: Nearly 75% of shoppers have used both channels in the past three months.
• Product Type Influence: Essentials are more likely to be purchased in brick-and-mortar (78%) than online (57%), while discretionary items are more often bought online (72%) than in-store (57%).
• Geographic Differences: Online penetration is higher in markets with strict social restrictions, such as GB and Germany, while brick-and-mortar remains dominant in most countries.

Channel Preferences

• Immediate Needs: Brick-and-mortar is preferred for immediate needs and physical product interaction.
• Convenience: Online shopping is preferred for convenience, social distancing, and access to a wider assortment and detailed product information.
• Demographics:
  • Gender: Women show stronger online purchase behavior in most categories, especially in personal care, cosmetics, and clothing.
  • Age: Younger shoppers tend to have similar online behavior, but the 55+ age group shows lower online engagement across most categories.

Impact of the Pandemic

• Behavior Shift: The pandemic caused a shift in shopping behavior, with more people shopping online, especially for discretionary items.
• Restrictions: Social distancing policies significantly influenced channel choice, with some markets like Australia seeing a greater preference for in-store shopping.
• Contradictions: Despite the growth of online retail, many consumers still prefer in-store shopping, especially for categories like clothing, where physical interaction is important.

Key Information

Online Channel Advantages

• Convenience: Online is seen as the most convenient channel, especially for those who want to avoid trips to stores.
• Variety: Online provides an "endless" variety, which is a major benefit, though some shoppers may feel overwhelmed by too many choices.
• Technology: Virtual reality and augmented reality are emerging as tools to enhance the online shopping experience and bridge the gap with in-store interaction.

Online Channel Barriers

• Delivery Charges: High delivery costs are a major barrier.
• Product Experience: The inability to physically experience products is a significant concern, especially for discretionary items.
• Delivery Wait Times: Immediate needs can make delivery wait times a barrier.

Brick-and-Mortar Channel Advantages

• Physical Experience: Consumers value the ability to physically experience products, which online cannot fully replicate.
• Convenience for Immediate Needs: In-store shopping is preferred when needs are urgent.
• Local Shopping Trend: There is a growing trend towards local shopping, which brick-and-mortar retailers can capitalize on.

Brick-and-Mortar Channel Barriers

• Social Restrictions: These are the main reason for reduced in-store shopping.
• Variety: Lack of variety is not a significant barrier for in-store shopping.
• Friction: Retailers must reduce friction and eliminate barriers to attract more shoppers.

Conclusion

The report emphasizes the importance of understanding consumer behavior across channels and demographics to optimize retail strategies. While online shopping has grown significantly, especially in the context of the pandemic, brick-and-mortar remains essential for certain product categories and consumer needs. Retailers must address both the benefits and barriers of each channel to ensure continued success in the evolving retail landscape.