astound-2017年全球品牌研究报告（英文）-50页

Astound Commerce Global Brand Research 2017 Summary

Core Content

This document presents the findings of a 2017 global brand research survey conducted by Astound Commerce, focusing on the role of brand manufacturer shopping experiences across digital and physical channels, and how consumer behavior varies by gender and age.

Main Points

I. The Methodology and Topline

• Survey Overview: A 30-question online survey of 1000 consumers who shop online and have visited brand manufacturer websites in June 2017.
• Demographics: 50% male, 50% female; 5 age segments (18-24, 25-34, 35-44, 45-54, 55-70).
• Key Findings:
  • 58% of online shoppers visit 5+ brand manufacturer websites.
  • Social media (51%) and search engine ads (47%) are the main prompts to brand manufacturer websites.
  • 65% of shoppers consider onsite navigation very important, while 59% value complete product information, rich product detail pages, and clear return policies.
  • 59% of shoppers prefer to research products on brand manufacturer websites, and 55% want to shop directly at these sites rather than retailers.
  • Brand manufacturers are meeting or exceeding online shopper expectations.

II. Brand Manufacturer Website Research

• Online Shopping Behavior:
  • 66% of Millennials make 21%+ of their purchases online.
  • 67% of Millennials visit 5+ brand manufacturer websites.
• Important Features:
  • Clear return policies, comprehensive product information, and rich detail pages are most important to females.
  • Millennials value virtual reality, virtual try-on tools, and room visualization capabilities more than non-Millennials.
• Specialized Capabilities:
  • 1 in 3 shoppers find specialized tools important for purchasing the right product.
  • Females and non-Millennials are more interested in sizing tools and product finders, while males prefer virtual reality and try-on tools.

III. Purchasing

• Channels Used:
  • Physical stores are the most used channel, with 77% of shoppers using them.
  • Millennials use both mobile and social media more than non-Millennials.
• Purchase Drivers:
  • Prices and products are the top drivers of purchasing.
  • In-store experience ranks #3, while desktop and mobile experiences are ranked lower.
• Purchase Frequency:
  • 2 out of 3 shoppers have purchased at least 3 products in the past 6 months from brand manufacturer websites.
  • Millennials and males lead in purchasing frequency.

Key Information

• Gender Differences:
  • Males are more often prompted by traditional and digital channels.
  • Females are more receptive to emails, social advertising, and promotions.
  • Females and non-Millennials value clear return policies, comprehensive product information, and store information more than males.
• Age Differences:
  • Millennials are more engaged with digital channels and value specialized tools more.
  • Non-Millennials are more interested in free shipping and product information.
• Overall Preferences:
  • Most shoppers expect more comprehensive information and better prices from brand manufacturer websites than multi-brand retailers.
  • Brand manufacturers are meeting and often exceeding these expectations.
• Customer Service:
  • Email is the dominant customer service channel (53%), with 42% of shoppers rating it as excellent.
• Social Media:
  • Over half of online shoppers connect with 3+ brand manufacturers on social media.
  • Almost half connect with brand manufacturers at least weekly.

Conclusion

The survey highlights the growing importance of brand manufacturer websites in the online shopping experience, especially for Millennials and males. These consumers value digital tools, clear information, and interactive features. Females and non-Millennials are more interested in physical store options and comprehensive product details. Overall, brand manufacturer experiences are meeting or exceeding expectations, with a particular emphasis on clear return policies, product information, and engaging shopping experiences.