重新构想电子商务（英文版）_17页_375kb

Reimagining Commerce Summary

Core Content

This document explores the evolving landscape of online shopping, emphasizing the importance of experience-driven commerce in building consumer loyalty and differentiating brands. It highlights the shift in consumer behavior, the need for personalized and seamless digital experiences, and the role of content and technology in enhancing the online shopping journey.

Main Findings

• Consumer Intent and Behavior:

  • 92% of consumers visit brand websites for purposes other than purchasing.
  • Only 8% of visits result in a purchase, with 32% of consumers rarely or never making a purchase even when they intend to.
  • The primary reasons for visiting a brand's site include:
    • Searching for a product or service (45%)
    • Comparing prices (26%)
    • Looking for store information (11%)
    • Finding inspiration (5%)
    • Finding a dealer/reseller (2%)
    • Other (2%)

• Device Preferences:

  • Desktop computers are still the most preferred digital channel for shopping, but mobile devices (smartphones and tablets) are growing in popularity.
  • 25% of consumers use mobile devices very often for shopping, while 23% use desktops.
  • Smartphones are more popular for shopping in categories like personal entertainment and digital products.
  • Age plays a significant role in device preference, with younger consumers (18-44) more likely to use smartphones, while older consumers (45+) prefer desktops.

• Purchase Frequency and Expectations:

  • Two-thirds of shoppers expect to make more online purchases in 2017 than in 2016.
  • 91% of shoppers who purchase every time they visit a brand's website expect to make more purchases in 2017.

• Consumer Experience:

  • 98% of shoppers are dissuaded from purchasing due to incomplete or incorrect content.
  • 35% feel brands do a poor or very poor job of personalizing the online shopping experience, with only 7% satisfied.
  • Personalization is highly valued, with 59% of shoppers interested in it as part of their online experience and 43% open to in-store personalization.
  • Tailored content, such as location-based coupons and images, is more appealing than emerging technologies like VR and AR.

What Brands Should Do

1. Revisit User Experience Design

• Brands should design user-friendly websites with clear navigation, intuitive checkout, and easy access to purchasing information.
• Conduct user testing or focus groups to gather feedback on the site experience.
• Track pre- and post-launch performance metrics like average order value and conversion rates to measure the effectiveness of changes.

2. Enhance Content to Align with Expectations

• Develop rich, accurate, and relevant product content to reduce inconsistencies and prevent returns.
• Use smart product recommendation tools based on user behavior and purchase data.
• Curate customer reviews and ratings to validate product descriptions and build trust.

3. Personalize the Shopping Experience

• Brands should focus on personalized content that aligns with shopper interests, purchase history, and demographics.
• Leverage purchase history and personal interests for tailored recommendations and content.
• Merge online and in-store experiences to provide consistent personalization across channels.
• Implement omnichannel content strategies that adapt to shopper preferences on different devices.

Three Ways to Lose Shoppers Online

1. Incomplete or Incorrect Content:

   • 98% of shoppers are dissuaded from purchasing due to incomplete or incorrect content.
   • 21% of non-purchasing consumers cite this as the main reason for not completing a transaction.

2. Inconsistent Expectations:

   • 37% of shoppers have received a product that looked different than expected.
   • 27% have received a product that did not match its online description.
   • 48% of shoppers have returned products due to mismatched expectations, costing U.S. retailers over $250 billion in 2015.

3. Lack of Personalization:

   • 35% of shoppers feel brands do a poor or very poor job of personalizing the experience.
   • 7% have left a brand's site without making a purchase due to lack of personalization.

Key Takeaways

• Personalization is a top factor in creating a great digital user experience, with 28% of shoppers citing tailored content as a key contributor.
• Content quality is critical in converting intent into action.
• Omnichannel consistency and device adaptability are essential for a seamless experience.
• Understanding shopper motivations and preferences helps brands design more effective digital experiences.

Conclusion

Brands must move beyond traditional personalization methods and invest in experience-driven commerce that aligns with consumer needs and expectations. By focusing on personalized content, consistent experiences, and intuitive design, brands can increase loyalty, reduce returns, and capture a larger market share in the competitive online shopping space.

Methodology

The findings are based on a survey of 1,112 U.S. consumers who had shopped online in the past year, conducted from October 4–10, 2016. The survey included demographic data such as age, gender, location, and household income.