2018消费趋势报告（英文版）

报告摘要

2018 Consumer Trends Report Summary

Core Content Overview

This 2018 Consumer Trends Report highlights the evolving preferences and behaviors of consumers in the retail and e-commerce space. It outlines the increasing importance of shopping experiences, content quality, and personalization over pure price competition, while emphasizing the need for inventory visibility, fulfillment flexibility, and omnichannel integration.

Key Trends and Insights

The Tide is Turning

Price competition is no longer the sole driver of consumer behavior.
Consumers are increasingly looking for differentiation through shopping experiences, personalization, and store-based services.
Online-only merchants and price-driven strategies have led to a "race to the bottom", harming small and mid-sized businesses.

The Rise of Shopping Experiences

Shoppers prioritize experiences over price, with the importance of the online shopping experience doubling year-over-year.
Interactive content has a strong influence on purchasing decisions, with 74% of consumers influenced by it.
Product reviews are now a key factor in consumer decision-making, with 91% of shoppers relying on them in the past 6 months.

Content That Completes the Purchase

Product reviews are the most influential content (87%).
Customer loyalty discounts and offers (86%) and friendly, knowledgeable store associates (83%) are also key.
Quantity visibility, multiple fulfillment options, and streamlined shopping carts are important for conversion.
Personalized promotions on the home page and product recommendations in the cart are also significant, though their influence has decreased slightly compared to previous years.

The Changing Role of Personalization

Personalized recommendations on the homepage influence 63% of shoppers.
Recommendations in the shopping cart influence 50% of shoppers.
Tailored cross-sells on product pages influence 64% of shoppers, indicating a shift toward more direct product engagement.
Mobile shopping is driving these changes, with consumers prioritizing product discovery and conversion over cross-selling.
Loyalty discounts have seen a significant rise in importance, with 86% of shoppers considering them, up from 55% last year.

Importance of Inventory Visibility and Fulfillment

Inventory visibility is crucial, with 77% of shoppers influenced by knowing the quantity of items available.
Multiple fulfillment options influence 76% of shoppers, with buy online, pick up in-store (BOPIS) becoming a standard option.
78% of consumers look up store inventory before visiting, and 68% are less likely to order from a site without in-store inventory visibility.

The State of Buy Online Pickup In-Store (BOPIS)

BOPIS usage has increased, with 67% of consumers using it in the past 6 months.
Despite a 15% drop from the previous year, BOPIS remains a key fulfillment strategy.
Free, flexible, tactile, and efficient are the four main expectations driving BOPIS adoption.
39% of shoppers expect to be able to order online and pick up in-store from a brand manufacturer website.

The New Role of Stores

Stores are evolving into more than just physical locations; they are now key touchpoints in the omnichannel retail experience.
68% of shoppers expect store associates to access their order history in-store.
Knowledgeable store associates influence 83% of purchase decisions, making them a differentiation tool.
In-store assistance with out-of-stock items and ordering for home delivery has increased by 18.75%.

Conclusion

Consumer expectations are shifting from price to engaging content, personalization, and flexible fulfillment.
Omnichannel strategies are essential for success, as consumers demand connected experiences across online and offline channels.
Innovation and investment in eCommerce, order management, in-store engagement, and personalization technology are critical to avoid a "race to the bottom".
The report concludes that Kibo is a leading platform for retailers and manufacturers to deliver seamless, connected, and personalized experiences to customers.

Key Statistics

74% of consumers influenced by interactive content.
91% of shoppers relied on product reviews in the past 6 months.
63% of shoppers prefer to purchase from a retailer’s website.
66% of shoppers turn to major retailers first when researching products.
67% of consumers have used BOPIS in the past 6 months.
83% of shoppers are influenced by knowledgeable store associates.
78% of consumers want a simple, streamlined shopping cart.
68% of consumers are less likely to order from a site without in-store inventory visibility.

Demographics

The survey included 3,000 U.S. consumers.
Age was a key demographic factor, though specific breakdowns are not detailed in the summary.

Kibo

Kibo is a leading omnichannel commerce platform with over 800 customers in 75 countries.
It offers a unified approach with eCommerce, big data personalization, mobile POS, and distributed order management.
Kibo provides scalability, low cost of ownership, and faster time to market.
Visit kibocommerce.com or call 877-350-3866 for more information.