DMI-买家想要什么：消费者报告（英文）-2019.9-35页_6mb

DMI Consumer Survey Summary: What Buyers Want

Core Content

DMI's annual survey explores the shopping behaviors of mobile-empowered consumers, highlighting the continued importance of in-store retailing despite the rise of e-commerce and the influence of Amazon. The survey reveals that while digital platforms are shaping consumer expectations, physical stores remain a preferred shopping environment.

Main Findings

• In-Store Preference: 88% of respondents made in-store purchases in the past month, compared to 59% online and 38% via retailers' mobile apps. 44% of respondents shopped mostly in-store, while 27% shopped mostly online.
• Amazon's Influence: Amazon is seen as a major competitor, not just an online threat. It is the top source for product awareness (49%), surpassing social media (45%) and search engines (38%). 55% of respondents are Amazon Prime members, indicating a significant shift in consumer behavior.
• AI in Customer Service: 34% of respondents have used AI in customer service, with 54% being satisfied or very satisfied. AI is seen as faster (44%) but less empathetic (59%) than human service. Consumers still prefer human interaction for sensitive tasks like refunds.
• Mobile Commerce Dominance: 42% of consumers prefer mobile devices for browsing, 28% for making purchases, and 24% for checkout. 51% of respondents like to buy online and pick up in-store or curbside, showing a growing preference for hybrid shopping models.
• Convenience as a Priority: Convenience is the top motivator for both researched (65% of retail website buyers) and impulse purchases (73% of retail website buyers). Retailers must ensure convenience across all platforms.
• Shipping Deals and Loyalty: 31% of consumers favor shipping discounts as the most appealing loyalty benefit, while 24% prefer points or rewards. Free shipping is a key loyalty driver, with 87% of respondents finding it appealing.
• Social Commerce Rise: 45% of respondents found social media helpful in discovering products in the past three months, surpassing search engines (38%). This signals the growing importance of social platforms in the retail landscape.

Key Insights

• Consumer Behavior: Despite digital trends, consumers still value the in-store experience. They use mobile devices to enhance their in-store shopping by checking product availability, reviews, and pricing.
• Amazon's Role: Amazon is not just an online competitor but a significant influence on retail practices. Its success is attributed to convenience, speed, and customer service, which other retailers must emulate.
• AI Adoption: While AI is becoming more accepted, consumers still prefer human interaction for certain tasks. Trust and comfort with AI can be improved through secure interfaces and seamless transitions to human support when needed.
• Mobile Integration: Retailers must integrate mobile into all aspects of the shopping journey, from browsing to checkout. Mobile apps and responsive websites are essential tools for engaging customers.
• Loyalty and Convenience: Shipping deals and loyalty programs are increasingly linked. Free shipping and fast delivery are critical for retaining customers and driving sales.
• Content Over Price: Product reviews, details, and recommendations are more influential in purchase decisions than price alone. Retailers should invest in content creation and curation.

Actionable Guidance

• Enhance In-Store Experiences: Retailers should create seamless, integrated experiences across mobile, desktop, and in-store environments.
• Leverage AI Responsibly: Implement AI to improve efficiency, but ensure it complements human service and is transparent to build trust.
• Optimize for Mobile: Streamline mobile checkout processes and provide features like scan-and-go to make the experience more convenient.
• Focus on Content and Reviews: Use product details, reviews, and recommendations to inform and guide purchasing decisions.
• Integrate Loyalty and Shipping: Combine loyalty benefits with shipping deals to create compelling incentives for repeat purchases.
• Adapt to Hybrid Shopping Models: Offer options for online-to-in-store and in-store-to-online shopping to meet evolving consumer expectations.

Survey Methodology

• Sample Size: 1,530 U.S. adults were surveyed.
• Demographics: Two-thirds had a family income below $100,000 per year. 57% used Android, 43% used iOS. 57% lived in the Southeast, Southwest, or West.
• Response Types: Most questions asked for single responses, while others allowed multiple selections. This distinction is important for interpreting data accurately.

Conclusion

The survey underscores that while digital transformation is essential, in-store retailing remains a vital part of the consumer experience. Retailers must adapt by integrating mobile and online strategies, leveraging AI for efficiency, and prioritizing convenience and content to meet evolving customer expectations.