2022-03-18-Wunderman_Thompson-商业未来2022（EN）_24页_5mb

Commerce Futures 2022 Summary

Introduction

Post-COVID-19, digital commerce has accelerated, reshaping consumer behaviors and necessitating long-term strategic planning for businesses to meet future demands. This report outlines trends that will influence consumer demand over the next decade.

Key Trends Overview

• Space Commerce: Enterprises can leverage space logistics and infrastructure for innovative products and services, despite consumer concerns about destabilization.
• Post-Death Consumerism: AI enables digital avatars to continue purchasing after death, potentially revolutionizing loyalty and consumer engagement.
• Paranoid Purchasing & Deep-Faking: Cyber threats, including deep fakes, require enhanced security measures and threat modeling.
• Bank and Spend with Marketplaces: Challenger banks and integrated payments are growing, offering consumers quicker access to spending with marketplaces.
• Kid Commerce: Children are being conditioned as early consumers through financial tools, shifting brands to target Generation Alpha.
• Gaming Commerce: Blurring game worlds with reality, this trend monetizes virtual purchases, appealing to both younger and adult demographics.
• Bucket-List Buying: Post-pandemic pent-up demand drives spending on experiences, with seniors being high spenders.
• Aggregator Aggressors: Platforms like Deliveroo dominate online sales by providing convenience and range, controlling customer journeys.
• Environment vs. Service Conundrum: Balancing sustainability with fast delivery, businesses must integrate eco-friendly practices into strategy.
• Brain-Computer Interface & Zero-UI: Voice and thought-controlled commerce will enhance user experiences, reducing friction in digital interactions.
• Retailers as Media Giants: Retailers are expanding into advertising and creating marketplaces to generate additional revenue.
• Livestream Commerce: Effective for sales, especially in the Asia-Pacific region, but raising concerns about influencer manipulation.
• Re-Use and Re-Commerce: Second-hand markets are growing due to ethical concerns and reduced carbon footprints, offering revenue opportunities.
• Virtual Worlds: The metaverse and gaming spaces enable immersive commerce, allowing monetization through digital and physical products.
• Returns Process: Efforts must focus on making returns easy, quick, and free to enhance customer satisfaction and retention.
• Compressed Commerce: Reducing the time from inspiration to purchase is crucial, with on-platform purchasing as a key strategy.
• Smart Supply Chains: AI optimizes logistics, addressing challenges like delivery shortages and sustainability.
• Physical Store Evolution: Online to offline (OTO) integration ensures physical retail remains relevant through innovation.
• Digital Twins: Virtual simulations help predict outcomes and improve decision-making across business processes.
• NFTs: Blockchain technology enables digital ownership and could drive new revenue streams beyond art, supporting decentralized economies.

Recurring Themes

Businesses must adapt to technological advancements, prioritize sustainability, and enhance security to thrive in the evolving commerce landscape. Emphasize long-term strategies driven by AI and immersive experiences.