零售业颠覆者_影响富裕消费者价格敏感性的因素（英文版）_9页_1mb

报告摘要

Retail Industry Disruptors Summary

Core Content

This document outlines key findings from a consumer survey conducted by First Insight in December 2017, highlighting how retail industry disruptors are influencing the behavior of affluent shoppers (those earning over $100,000 annually). The survey, which included 1,000 participants, reveals a growing trend of price sensitivity among affluent consumers, driven by the adoption of new technologies and shopping platforms.

Main Insights

1. Amazon.com as a Primary Price Research Tool

74% of affluent consumers check Amazon.com for pricing before considering other options, compared to 60% of overall consumers.
68% of affluent shoppers frequently or very frequently purchase on Amazon.com, with 61% indicating an increase in purchases over the past year.
80% of affluent consumers are unwilling to pay for Amazon's two-day shipping, suggesting that price remains a primary concern.

2. AI-Based Smart Speakers for Price Comparison

40% of affluent consumers own a smart speaker (e.g., Amazon Alexa or Echo), compared to 24% of overall respondents.
53% of affluent users use smart speakers to research pricing before purchasing, with electronics, apparel, home appliances, and jewelry being the most commonly checked categories.
Amazon Alexa or Echo is the most popular smart speaker among affluent consumers, with a 76% U.S. market share according to CIRP.

3. Mobile Devices for In-Store Price Comparing

43% of affluent shoppers make purchases via mobile devices, compared to 31% overall.
39% of affluent shoppers use their phones to compare prices in-store, versus 26% overall.
52% of affluent respondents reported an increased need to compare prices while in-store, especially at full-priced retailers.

4. Shift to Discount Retailers

42% of affluent consumers frequently shop at discount retailers, versus 28% of overall respondents.
21% of affluent shoppers frequently shop at online discount retailers, compared to 12% overall.
TJ Maxx, Marshalls, and Home Goods are the top preferred discount retailers among affluent shoppers.
Off-price luxury retailers like Saks Off 5th and Nordstrom Rack are still preferred by affluent shoppers, but less so than discount retailers.

5. In-Store Experience as a Key Driver

36% of affluent shoppers visit physical stores to see and touch products before purchasing online, similar to 38% of overall respondents.
26% of affluent shoppers cite the ability to take the product home as an important in-store factor.
Price promotions and coupons are not significant motivators for affluent shoppers, with only 12% and 17% of affluent and overall respondents, respectively, considering them important.

Key Information

Affluent shoppers are more likely to use Amazon.com, AI smart speakers, and mobile devices to compare prices.
They are more price-sensitive than overall consumers, despite their higher income.
There is a clear shift towards discount retailers, both physical and online.
In-store experience (touching and seeing products) is still important for affluent shoppers, even as they rely more on digital tools.
Retailers must differentiate their offerings and align with price expectations to retain affluent customers.

Conclusion

The survey indicates that affluent shoppers are becoming more price-sensitive due to the influence of retail disruptors such as Amazon, AI technology, and online discount retailers. These consumers are leveraging technology to compare prices both online and in-store, while still valuing the physical shopping experience. To remain competitive, retailers need to adapt by offering unique products and competitive pricing across both online and offline channels.

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