Epsilon-2018年亚马逊消费者调查报告（英文）-2018-19页-6mb

Amazon Doesn’t Mean the Decline of Your Brand

Core Content

This report provides insights into how consumers shop in the Amazon era and offers actionable strategies for brands to thrive in a competitive market. It challenges the assumption that Amazon shoppers only buy from Amazon and instead shows that they spend across all channels. The goal is to empower brands with data to make informed decisions on how to engage Amazon shoppers effectively.

Main Findings

• Amazon shoppers are not exclusive to Amazon; they spend across all channels.
• Prime members are the most significant contributors to Amazon's revenue and are more likely to shop on Amazon than non-Prime members.
• Consumers choose Amazon for price, free or fast shipping, and convenience, with free shipping being a key motivator for Prime members.
• Online shoppers are more likely to prefer shopping online, while offline shoppers value in-store experiences and the ability to touch and feel products.
• Trust in stores is higher than trust in online shopping, with 73% of consumers trusting stores more for safety and security.
• Amazon shoppers are higher spenders, especially in categories like Bed, Bath & Linens, Kitchen Accessories & Décor, and Patio/Yard Décor & Furniture.

Key Information

Amazon's Influence

• Amazon has a massive presence with 21 million daily unique visitors and 176 million daily page views.
• It accounted for 43% of U.S. e-commerce sales in 2016, and this number is growing.
• 44% of retailers are unsure how to respond to Amazon's influence.
• 60% of retailers consider Amazon a competitor, with 28.5% viewing it as a direct competitor.

The Amazon Shopper

• Demographics: Most Amazon shoppers are between 45-64 years old, have children, are married, and have a college degree.
• Financials: They have high net worth, are homeowners, and are more likely to have wealth resources over $750K.
• Lifestyle & Interests: They are more interested in science and technology, prefer online research, and are more likely to have travel and entertainment cards.

Why Shop on Amazon

• Price is the top reason for all shoppers.
• Free shipping is the top reason for Prime members.
• Other reasons include convenience, one-stop shopping, product reviews, and return policy.

Why Amazon Shoppers Invest in Prime

• 70% of Prime members cite free shipping as a key factor in their purchase decisions.
• 88% use free 2-day shipping, while 47% use Prime Video and 30% use Prime Music.
• Age 18-44 prefer video & music, and age 45+ prefer reading & credit cards.

Why Amazon Shoppers Choose Other Retailers

• Price, free shipping, promotions, and unique products are the top reasons for switching.
• 54% of all respondents prefer shopping in stores, while 45% prefer online.
• 77% of non-online grocery shoppers prefer to pick their own groceries.

The Trust Factor

• 73% of consumers trust stores more than online for shopping.
• 63% of online shoppers and 85% of offline shoppers trust stores more.
• 84% of consumers prefer established online sites, even for Prime members.

Grocery Shopping

• Amazon's acquisition of Whole Foods has expanded its influence into the grocery market.
• 15% of all consumers and 22% of online shoppers buy groceries online.
• 24% of Prime members also buy groceries online, showing a growing trend.
• Online grocery purchase is higher among those under 45 and households with kids.

Strategic Advice

• Free shipping is a must-have for competing with Amazon.
• Ease of shopping is essential; invest in seamless systems and user-friendly websites.
• Price matching is important, but unique products and personalized experiences can differentiate your brand.
• Leverage Amazon as a distribution channel even if you operate your own stores.
• Personalized marketing is key to engaging consumers across all channels.
• Technology investments are crucial, with 35.5% of retailers increasing their tech spend to compete with Amazon.

Next Steps

• Utilize Shopping Styles, a new audience segmentation system, to understand your customer base and tailor your marketing strategies.
• Profile and segment your audience based on their shopping behaviors and preferences.
• Activate audiences across multiple channels for effective omnichannel campaigns.
• For more information, visit http://engage.epsilon.com/shopping-styles or contact Epsilon at 800 309 0505.

About Epsilon

• Epsilon is a global marketing innovator with a focus on data intelligence, customer insights, and technology platforms.
• They offer loyalty, email, and CRM platforms, as well as data-driven creative and activation.
• Epsilon's digital media arm, Conversant, is a leader in personalized digital advertising and insights.
• Epsilon employs over 8,000 associates in 70 offices worldwide and is an Alliance Data company.

This report highlights the importance of understanding Amazon shoppers and leveraging their preferences to enhance your brand's performance in the Amazon era.