MERKLE：新生代消費行為報告（15頁）.pdf

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1、THE NEXT GENERATION OF CONSUMER BEHAVIORSUnderstanding the changing expectations, interactions, and experiences that drive brand engagementPartners on the Customer Journey In this era of constant change, as the avenues and methods of engagement for brands and consumers continue to evolve, a more sub

2、tle switch is also taking place. This change revolves around who holds the upper hand in the relationship. For decades, that power belonged to brands. They told shoppers what products were available and where they could find them, and buyers followed accordingly. Consumers have become more vocal in

3、their positions and now hold the proverbial cards. Instead of aligning themselves to the brands and products they seek, consumers now expect brands to adjust to what is most important to them this includes the channels they engage in, the products they are interested in, and the way in which they vi

4、ew the world. The outdated hope of being accepted into a brands tribe has been replaced by consumers suggesting that brands accompany them in the passenger seat of their journey through life. Brands can either accept this shift or consumers will find another brand that will. With this in mind, we su

5、rveyed 1,000 US consumers from a wide range of age groups and backgrounds in October 2021 to learn more about their perceptions and behaviors in three key areas. Further, we wanted to understand the role each of these components plays in, and the impact each has on, consumers loyalty.Have the method

6、s in which brands seek to make consumers lives easier changed?Are brands succeeding in connecting personally and emotionally with their customers in a two-way fashion?How important is the way that brands conduct themselves within society to the consumers who engage with them?Convenience010203Relatab

7、ilityResponsibility02THE NEXT GENERATION OF CONSUMER BEHAVIORSmade an in-store purchase in the past year, while 68% had a product delivered to their home.feel that micro-influencers and macro-influencers (celebrities) are either somewhat or very important in motivating them to buy from a brand.and 7

8、6% of millennials feel that brands should take a stance on social issues, compared to just 59% of consumers 41 years old or older. say brands are doing a great job at knowing them, remembering them, and understanding their needs.84% of consumers Only 24%of consumers83% of Gen ZersOnly 14% of consume

9、rsKey FindingsThe challenge for brands extends beyond the fact that consumers now have more control of the brand relationship. Its also that their behaviors and expectations are always evolving, meaning not only is the onus on brands to do right by their customers, but the definition of what is righ

10、t will be different tomorrow than it is today. While engaging with consumers for this report, we uncovered four main trends that speak to this moving target and reveal what brands need to be focusing on moving forward if they want to keep their customers happy. 03THE NEXT GENERATION OF CONSUMER BEHA

11、VIORSFrom each of these, we can infer quite a bit about how consumers are feeling. Consumers want options. Its rare to find shoppers who solely engage online or in physical stores. Consumers take advantage of multiple channels depending on the context of the moment in time. Trust is being placed in

12、real people. Celebrity endorsers have lost some of their luster, and instead, buyers would rather hear from people they know. Social responsibility is a rising focal point for consumers, especially in younger generations. The features and benefits of the products or services are no longer enough to

13、satisfy consumers. The products and services still must be made safely, ethically, and with the right intentions in mind. Brands are still not doing a great job of meeting consumers expectations for personalization. While other aspects of the brand experience were rated better, more work is left to

14、be done in truly knowing, understanding, and engaging customers on a one-to-one level. The responses to our survey dive deeper into these trends and uncover additional insights into the three areas of convenience, relatability, and responsibility. Lets begin with what should be a goal of any brand:

15、to make their customers lives easier. 0102030404THE NEXT GENERATION OF CONSUMER BEHAVIORSThe Power of Convenience The COVID-19 pandemic may have slowed down some of the on-the-go nature of society in the past few years, but what hasnt changed is the fact that consumers dont want to go out of their w

16、ay to get what they need. Whether it is speed of delivery or the safety associated with the shopping experience, convenience still plays a powerful role.And while convenience is most commonly associated with the delivery process, it is just as important in other aspects of the customer journey. In f

17、act, consumers made it clear that brands should focus on providing a convenient experience when they are searching for products. Nearly half of consumers said convenience while finding products was very important to them and 84% said it was either very or somewhat important which led all options giv

18、en. Checkout convenience came in second, with 46% saying it was very important (and 82% saying either very or somewhat important). Yet, when we took it a step further and asked how a convenient experience in each area impacts their overall satisfaction, finding products was the clear winner at 46%,

19、with the checkout coming in second at 16%.Nearly half of consumers said convenience while finding products was very important to them.05THE NEXT GENERATION OF CONSUMER BEHAVIORSConvenience means that I am able to best use, give, take part in, or see something that makes the most out of my time and m

20、oney.”“Q: In which of the following steps in the customer journey does a convenient experience have the greatest impact on your overall shopping experience satisfaction? So, what does convenience look like specifically? We also offered consumers the chance to explain their definition in a few words.

21、 To no surprise, “easy” was a popular word choice. In fact, a form of the word was used in 402 of the 1,000 responses (“easy” was used 342 times and “ease” appeared 60 times). Some associated ease with finding the products theyre looking for or when making returns. But many believe convenience shoul

22、d be woven into every brand experience. As one consumer wrote, “Convenience means me not having to complete any extraneous steps to get what I need or complete a task.” Meanwhile, another summed it up as, “Convenience means that I am able to best use, give, take part in, or see something that makes

23、the most out of my time and money.” 06THE NEXT GENERATION OF CONSUMER BEHAVIORSFinding productsCheckoutDeliveryReturns/customer serviceComparingproductsFinding new brands46%16%11%10%9%9%0%5%10%15%20%25%30%35%40%45%50%Finding productsFinding newThe wordwas used in 402 responses for defining convenien

24、ceEASYWhen it comes to delivery, free is better than fast, as 63% called free shipping very important in delivering convenient experiences, 30% higher than both two-day shipping and same-day shipping options.The big question, then, is how brands deliver convenience within their experiences. In terms

25、 of receiving products, in-store purchases and home delivery were the most convenient areas of delivery, coming in at 42% and 36% respectively. Meanwhile, 13% said curbside pickup was most convenient and only 9% said in-store pickup. However, curbside pickup was chosen more than any other option for

26、 “last in convenience,” which isnt much of a surprise given that it is the newest of the four options. And when it comes to delivery, free is better than fast, as 63% called free shipping very important in delivering convenient experiences; 30% higher than both two-day shipping and same-day shipping

27、 options. Conversely, while consumers place a high level of importance on convenience when finding products, they dont seem to trust brands to make this process easier on them. That is evident in how few people believe personalized email and site product recommendations are important to a convenient

28、 experience.Q: How important are the following options and offerings when it comes to delivering a convenient shopping experience?63%07THE NEXT GENERATION OF CONSUMER BEHAVIORSNot at all important17%13%16%15%33%33%22%26%12%13%Personalized email recommendationsSite or email product recommendationsNot

29、 at all importantSomewhat unimportantNeither Important nor unimportantSomewhat importantVery importantNot at all importantSomewhat unimportantNeither Important nor unimportantSomewhat importantVery importantFinally, when it comes to customer service, no digital channels or features have yet surpasse

30、d the in-store experience. Forty-two percent prefer to handle customer-service issues in stores rather than by phone, website, email, chatbot, or social media, and that includes 41% of Gen Zers who have spent their lives with phones in their hands. THE TAKEAWAY Simplicity is key across the customer

31、journey, and if the experience also manages to save consumers money, even better. But despite the rise in digital-first marketing, many shoppers still believe physical stores are the best places for convenience to shine.08THE NEXT GENERATION OF CONSUMER BEHAVIORSForty-two percent prefer to handle cu

32、stomer-service issues in stores rather than by phone, website, email, chatbot, or social media, and that includes 41% of Gen Zers who have grown up with phones in their hands. 42%Brands Have Got to Relate The transaction can no longer be the center of the brand-consumer interaction. Consumers want r

33、elationships with the brands in which they choose to engage, and not in a surface-level longevity sense but on more of a one-to-one level. As mentioned in the key findings, only 14% feel brands truly know and understand them. While 73% said this was slightly or somewhat the case, nearly everyone we

34、surveyed agreed that they do place importance on being heard by the brands they connect with. However, this dialogue cannot be a one-way street, and brand transparency when it comes to the methods by which they communicate has a bigger impact on consumers than brands knowledge of them. Whereas 27% t

35、hought it was very important to feel heard, 63% believe it is very important that brands are open and honest with their customers. 09THE NEXT GENERATION OF CONSUMER BEHAVIORS60%60% of consumers think it is important to feel heard by the brands they do business with.The expectation is that being hear

36、d results in personalized engagements on the part of brands. The channel that is expected to carry those personal responses is email, as 74% said they expect brands to respond personally in email, with website coming in second at 42%, followed by text and SMS messaging at 34%. This move toward two-w

37、ay conversations coincides with shifts in what works in motivating consumers to buy. One of the clear outcomes of the survey was that celebrity endorsements dont carry the weight they once did. A third of respondents said micro- and macro- (celebrity) influencers had no importance on their buying mo

38、tivation, and only 9% said it was very important. This is also not a generation divide. The use of celebrities and macro-influencers was the choice most voted “not at all important” in every generation group.The expectation for these engagements also varies based on the industry of the company theyr

39、e engaging. When it comes to consumers money, travel, and food, a higher weight is placed on two-way conversations.When asking what went into a relatable brand interaction in consumers minds, strong customer service was a major theme, as was brands engaging with them as an individual person. As one

40、consumer wrote, brands have succeeded when the consumer “feels like the retailer cares about my personal satisfaction with my purchase of their brand or use of their service.”THE TAKEAWAY Building a relationship where the brand and consumer feel aligned requires honesty, trustworthiness, and great c

41、ustomer service, where consumers are treated as individuals. While brands are doing a decent job in this area, they still seem to be falling a bit behind those top-line consumer expectations.10THE NEXT GENERATION OF CONSUMER BEHAVIORS76% of consumers feel that the use of micro- and macro- (celebrity

42、) influencers has little to no importance on their motivation to buy.76%Brands Better Be Responsible Similar to how the transaction is no longer at the center of the brand-consumer interaction, the products and services a brand provides are no longer the sole reason for consumers to either engage wi

43、th or leave a brand. With the societal and cultural events of the past few years bringing a number of causes into the spotlight, brands have stepped into this area as well, and the majority of consumers are on board. Just 27% of consumers surveyed dont want brands taking a stance on social matters.

44、And that number is lower for the younger generations. While 41% of those 41 years and older have a problem with brands engaging in social matters, only 17% of Gen Zers and 24% of millennials feel similarly. But for the majority of respondents, brands are expected to put their money where their mouth

45、s are, either through donations, partnerships, or marketing efforts. 11THE NEXT GENERATION OF CONSUMER BEHAVIORS41% of those 41 years and older have a problem with brands engaging in social matters, but only 17% of Gen Zers and 24% of millennials feel similarly.41%And when it comes to social matters

46、, the pandemic has successfully made worker treatment a passionate subject. Sixty-three percent said treating workers fairly was very important to them, while 62% echoed that statement when it came to brands ability to keep workers safe. Those numbers stay at 58% and 59%, respectively, when asked ho

47、w important they are at determining the consumers long-term loyalty. Promoting equality, ethical sourcing and manufacturing, and environmental protection are also themes that are top of mind for consumers, as 73% said promoting equality was either very or somewhat important, 72% felt that way about

48、supporting local communities, and 71% agreed about protecting the environment. Q: How important are each of the following in determining your purchase likelihood and long-term loyalty of a brand? On the other end of the spectrum, politics is still an area in which consumers would rather brands stay

49、on the sidelines. Only 14% expect brands to align with their political affiliation although that number is upward of 19% for Gen Zers and brands taking a stance on political issues was deemed not at all important by 23%, by far the highest of any topic. THE TAKEAWAY In the midst of a growing trend w

50、here people are changing jobs and careers while re-evaluating their lives, they also are more aware of the worker conditions and the efforts that brands put into making their favorite products. Younger generations far and away want brands taking a stand on social issues, whether it is related to wor