2017-零售行业技术与创新报告_27页-4mb

Summary of Technology & Innovation in Retail: Who's Really Ahead?

Core Content

This document explores the differences in technology and innovation adoption between luxury and mid-market (fast fashion) retailers across various industries, including fashion apparel, cosmetics and perfumes, automotive and electronics, and watches and jewellery. It highlights how each segment approaches digital transformation, customer experience, and the role of innovation in their business strategies.

Main Findings

1. Luxury vs. Mid-Market Retailers: A Clear Divide

• Luxury Retailers:

  • 90% see themselves as majorly experimental and experience-driven.
  • 69% look to high-end fashion for inspiration when implementing new technologies.
  • 82% believe innovation is key to their brand's success.
  • They focus on creating a seamless, immersive, and exclusive shopping experience.
  • Use of loyalty programs, intelligent data, and advanced technologies like VR and AR are central to their strategy.

• Mid-Market Retailers:

  • 82% see themselves as followers.
  • 60% believe innovation helps maintain their brand's success.
  • Focus on convenience, trust, and timely personalisation to increase sales volume.
  • Tend to follow trends and look to other industries for inspiration, such as automotive and digital media.

2. Technology & Innovation in Retail

• Digital Transformation:

  • Luxury brands are now embracing digital as a medium to maintain exclusivity and brand image.
  • Examples include Burberry's "The Art of the Trench" campaign and Dior's VR headset, "Dior Eyes."

• Virtual & Augmented Reality:

  • 92% of luxury sales still occur in physical stores, but brands are using VR and AR to enhance in-store experiences.
  • Cosmetics and beauty industries have been pioneers in using AR tools like magic mirrors and face mapping.
  • Automotive brands like Porsche use AR apps to showcase products.

• Intelligent Data:

  • Both luxury and mid-market brands use data to personalise the customer experience.
  • Luxury brands focus on curating a unique, personal brand experience, while mid-market brands use data for targeted offers.

• Adaptability:

  • 62% of luxury brands consider themselves adaptable to change.
  • Fast fashion brands are more reactive, with nearly a quarter admitting they are reactive rather than adaptable.

3. Comparative Perceptions

• The perception of luxury is central to its value.
• Luxury brands are seen as innovators, while mid-market brands are viewed as followers.
• Both segments are influenced by high-end brands like Chanel, LVMH, and Audemars Piguet.

4. Industry-Specific Insights

• Fashion Apparel:

  • Luxury brands are more innovative, using advanced technologies to enhance the in-store and online experience.
  • Mid-market brands focus on practicality and convenience.

• Cosmetics & Perfume:

  • Both luxury and mid-market brands consider themselves innovators.
  • Luxury brands prioritise the online experience and personalisation through connected devices.
  • Mid-market brands see mobile as the easiest channel for customers to experience their brand.

• Automotive & Electronics:

  • Luxury brands use technology to create immersive in-store experiences.
  • Mid-market brands focus on practical, stage-based shopping processes.

• Watches & Jewellery:

  • Luxury brands use loyalty programs to personalise the product offering.
  • Mid-market brands focus on offers and discounts to attract customers.

Key Takeaways

• Luxury brands are leading the charge in technology and innovation, aiming to create a seamless and experiential customer journey.
• Mid-market brands are more focused on practicality, convenience, and increasing sales volume.
• Both segments are influenced by the luxury sector, but mid-market brands look to a broader range of industries for inspiration.
• The integration of intelligent data and personalisation is crucial for both, but with different priorities and approaches.
• As the retail landscape evolves, the gap between luxury and mid-market in terms of innovation is likely to persist, with luxury setting the tone and mid-market following suit.