2018-洞悉智能零售（英文版）-1mb

Summary of "Tapping into Smart Retail" Survey

Core Content

The document presents the findings of a survey conducted by KPMG China and GS1 Hong Kong, in association with YouGov, focusing on the Greater Bay Area (GBA). It explores the attitudes of consumers and CEOs towards smart retail and omni-channel strategies, emphasizing the growth of e-commerce, digital technology adoption, and consumer expectations in the region.

Main Findings

Consumer Trends in the GBA

• Smart Consumers: Across the GBA, consumers increasingly identify as "smart consumers," relying heavily on mobile devices for shopping.
• Online Spending Growth:
  • In mainland Chinese cities, 56% of consumers expect their online spending to overtake offline spending in the next year.
  • In Hong Kong, 18% expect online spending to surpass offline, while 46% expect it to increase to the same level.
• E-commerce Dominance:
  • In mainland China, e-commerce is nearly universal, with 96% of consumers using it for apparel, food, and beauty products.
  • In Hong Kong, e-commerce is less widespread, with 22-25% of consumers not using any platforms for food and beauty products.

Consumer Preferences and Incentives

• Top Online Shopping Incentives:
  • Special discounts (49%)
  • Waiving delivery fees (40%)
  • Convenience (35%)
  • Better information (28%)
  • Simpler return/refund processes (23%)
• Expectations for Smart City Development:
  • 47% of GBA consumers expect more smart environment initiatives (energy saving, sustainability).
  • 48% see AI and sensors as key to smart city development.
  • 46% believe smart transport (drones, autonomous vehicles) is important.

Consumer Confidence in Smart Technology

• Confidence in Technology Use:
  • In mainland China, 83% of consumers believe their city is smarter in technology use than others in the GBA.
  • In Hong Kong, only 42% share this view, with 20% thinking it is less smart and 32% thinking it is similar.

CEO Perspectives

Key Drivers for Smart City Development

• New Payment Methods (53% of CEOs) are seen as critical to smart retail and city development in Hong Kong.
• Technology Infrastructure (47%) and Energy-Saving Mechanisms (43%) are also important.
• Secondary Drivers include service robots, e-health, and autonomous vehicles.
• Automated Stores are a lower priority (25%).

Business Priorities for Smart Retail

• Customer Journey Enhancement (45%) is the top priority for CEOs.
• Deepening Customer Loyalty Programmes (43%) follows closely.
• Moving Business Online (39%) is a third priority.
• Diversifying Payment Options (7%) and Enhancing Security (17%) are lower priorities.

Digital Transformation and Growth

• Integration of Technology is crucial for growth and maintaining competitive edge.
• Omni-channel Strategies are becoming essential, especially as consumers demand seamless and transparent shopping experiences.
• Data Analytics and AI are key tools for personalizing customer experiences and improving business efficiency.

Key Challenges

• Talent Shortage: 57% of CEOs cite lack of qualified talent as their biggest challenge in implementing omni-channel strategies.
• Data Integration: Determining which technologies deliver the greatest return and integrating data from various sources is a major concern.
• Cost and Risk: High development costs and the need for effective customer engagement strategies pose risks for businesses.

Technology and Sustainability

• Blockchain and Digital Technologies are seen as promising for transparency and authenticity in e-commerce.
• Sustainability is a growing concern, with 47% of consumers expecting smart environment initiatives.
• Logistics and Sustainability: Retailers are adopting sustainable logistics solutions to meet consumer demands and reduce operational risks.

Case Studies

ecHome (Hong Kong)

• Simon Hui highlights the continued importance of brick-and-mortar retail in Hong Kong.
• The company has a well-established physical retail chain and is expanding its online presence.
• It uses digital receipts, warranties, and manuals to enhance customer satisfaction and reduce paper usage.
• O2O strategies are seen as vital for connecting online and offline experiences, especially for international customers.

Winner Medical Group (Purcotton)

• Kevin Orr emphasizes the importance of technology integration across all business aspects.
• The company uses robots in warehouses, AI chatbots, and electronic price tags to improve efficiency and customer engagement.
• Loyalty schemes and data analytics help in personalizing customer experiences and planning new products.

Conclusion

The survey indicates that smart retail and omni-channel strategies are becoming essential for businesses in the GBA. While digital technologies are driving growth and convenience, challenges such as data privacy, talent acquisition, and cost management remain. Consumer expectations are evolving, with a focus on seamless experiences, transparency, and personalization, which will shape the future of retail in the region.