Walker Sands：2019年零售業的未來（英文版）(36頁).pdf

1、The Future of Retail 2019 The Paradox Between Convenience and Connection Walker Sands Future of Retail 2019 Key Findings 04 Shopping Decisions Driven by Tech-Infused Lifestyle 05 The Increasing Role of Sustainability in Retail 09 Big-Ticket E-Commerce on the Rise 12 Free and Fast Shipping Still Fuel

2、s Online Purchase Decisions 17 Online Convenience Meets In-Store Opportunity 20 An Eye on the Future With a Mind in the Past: Todays Grocery Preferences 23 Using Convenience and Connection to Drive Commerce Forward 26 Key Predictions for the Future of Retail 31 Contents 3 Walker Sands Future of Reta

3、il 2019 The Paradox Between Convenience and Connection For the first time, millennials are projected to surpass the boomer generation in population size,1 which will be one of the most impactful events that the complex world of retail has seen. Younger consumers are buying less, and they are interes

4、ted in brands that provide them with sustainable options and share their viewpoints. At the same time, the rapid influx of technology in the retail experience has driven consumers of all ages to expect a connected, convenient experience that seamlessly aligns with their everyday lives. Since 2013, W

5、alker Sands annual Future of Retail report has given retailers and commerce leaders a lens to better understand the impact of technology on shifting consumer preferences. This years report takes a deeper dive into the collision of consumer lifestyle preferences and shopping habits, especially among

6、younger generations. The 2019 Future of Retail report reveals that all purchase decisions come down to two factors: convenience and connection. Consumers shopping online expect a convenience that goes beyond the in-store experience, and one of the few drivers of loyalty in a purchase decision is a c

7、onnection with the brand. Its no longer about just creating a seamless online-to-in-store experience. Instead, its using online and in-store platforms to facilitate a deeper connection that feels worth having. The youngest consumers are not only most likely to say they are buying less, theyre also m

8、ost likely to want brands to offer sustainable options and pay attention to their viewpoints. Millennials are driving the evolution of the complex world of commerce. And as this generation becomes the largest group with purchasing power, its important to explore the parallel between the call for con

9、venience and the opportunities for deeper connection to be successful in the years to come. 1 https:/www.pewresearch.org/fact-tank/2018/03/01/millennials-overtake-baby-boomers/ 4 Walker Sands Future of Retail 2019 Consumers have grown comfortable shopping online and are placing bigger bets on the co

10、nvenience it provides. Consumers want to feel more connection with items they purchase and the brands they purchase from. There are opportunities to leverage the combination of convenience and connection to drive commerce forward. Consumers are more comfortable spending big online. Forty-six percent

11、 of consumers say they are more open to purchasing a big-ticket item like a car or a grill online than they were a year ago. Amazon is delivering on the convenience consumers crave and younger consumers are taking advantage. A third of consumers (32%) now receive one or more Amazon packages per week

12、, and one in 10 (10%) consumers receive three or more Amazon packages per week. Forty-three percent of millennials ages 18-35 report receiving one or more packages per week. Consumers are buying less. Sixty- six percent of consumers say they are buying less than they used to because they are more co

13、nscious of keeping a clean, organized lifestyle. Consumers ages 18-35 are even more likely to say they are buying less (72%). Sustainability is increasingly important, especially to younger consumers. Fifty-five percent of consumers are at least somewhat more likely to make a purchase from a brand o

14、r retailer committed to sustainability when looking at younger consumers (ages 18-35) that number jumps to 65%. In-store is still in demand. Free and fast shipping continue to be the number one driver of more online purchases for the sixth year in a row, but a fourth of consumers (25%) feel more con

15、nected with brands when they go in-store. Consumer preferences slow to shift in grocery. A third of all consumers say they choose grocery products based on sustainability (31%) or brand reputation (35%), while just 15% say they are excited about more tech in grocery. Key Findings 5 Walker Sands Futu

16、re of Retail 2019 Shopping Decisions Driven by Tech-Infused Lifestyle 01 As technology continues to shape connected consumer lifestyles, it has driven a shift in buying behavior. Everything from an increased usage of smart devices to the political landscape is impacting how consumers buy. As a resul

17、t, consumers are driven by new levels of convenience and are craving connection with brands who share their viewpoints. 6 Walker Sands Future of Retail 2019 Device ownership increases among younger consumers Smart devices have now become the norm, with less than 5% of consumers reporting they dont c

18、urrently own a smart device. Millennials ages 26-35 are most likely to own a connected home device. Three out of 10 consumers ages 26- 35 (30%) and 25% of consumers ages 18-25 report owning a smart home appliance. This indicates a shift toward a reliance on the convenience offered by technology-driv

19、en experiences. The shift toward a more connected lifestyle shows up even in consumer preferences for television watching 79% of consumers ages 18-25 have a Netflix subscription, compared to just 43% who have a traditional cable subscription. Overall, consumers of all generations have begun to adopt

20、 more technology in their daily lives, and trends among younger generations are becoming more commonplace. Todays connected consumer is more comfortable than ever with making online purchases, and they enjoy the convenience that Amazon provides. A third of consumers (32%) now receive one or more Ama

21、zon packages per week, and one in ten (10%) consumers receive three or more Amazon packages per week. Millennial consumers ages 18-35 are even more likely to receive multiple Amazon packages regularly in fact, nearly half (43%) report they receive at least one Amazon package per week. And with Amazo

22、n now offering more than 10 million items available for one-day shipping, its likely there will continue to be an uptick in the regularity.2 And its not just that Amazon ships quickly more than a third (35%) of that same millennial age group say they are willing to wait longer for a product from Ama

23、zon if its easier than other options. Amazon has been able to drive consistent value through convenience, which is one of the most important factors for todays consumer. One in five (21%) dont care who theyre buying from they just care about price and convenience. 2 for-one-day-shipping/?utm_source=

24、feedburnerutm_medium=feedutm_ campaign=Feed%3A+Techcrunch+%28TechCrunch%29 7 Walker Sands Future of Retail 2019 Device ownership by age Smartphone Television streaming device Tablet Fitness tracker Smartwatch Smart home appliance Smart home thermostat Smart home security Smart home lights Virtural r

25、eality headset Personal drone Other smart home device Overall 18 - 25 years old 26 - 35 years old 36 - 45 years old 46 - 60 years old 61+ years old 86% 57% 49% 21% 18% 17% 16% 15% 14% 9% 7% 7% 53% 91% 26% 54% 26% 25% 23% 16% 19% 10% 9% 8% 59% 89% 26% 55% 29% 30% 20% 21% 18% 14% 11% 8% 60% 92% 24% 56

26、% 20% 21% 15% 18% 15% 11% 7% 8% 60% 84% 18% 42% 11% 9% 12% 11% 11% 5% 5% 5% 54% 75% 14% 37% 5% 9% 12% 9% 9% 3% 3% 6% Source: Walker Sands The Future of Retail 2019 8 Walker Sands Future of Retail 2019 A battle cry for brands to align with consumer viewpoints Todays consumers want to purchase from br

27、ands that offer alignment with their views. A recent study from Sprout Social3 reveals consumers expect brands to take a stand on political and social issues two-thirds of consumers believe it is “important” or “very important.” And political and economic factors are playing a larger role in consume

28、r purchasing decisions. In fact, more than two-thirds of consumers ages 18- 35 (68%) said that the current political climate has impacted their shopping experiences in some way. Similarly, our data reveals that consumers are paying more attention to how brands and retailers react to timely topics. O

29、ver forty percent of consumers say their awareness and concern of the social policies of brands has increased since the election of President Trump (46%). For consumers ages 35 and under that number rises to more than half (53%). Youngest consumers (18-25) are also placing more of an emphasis on sup

30、porting women-owned retailers (16%) and immigrant-owned retailers (12%), an indication that diversity and equality are becoming a bigger purchase driver for Americans today. 3 More than 2/3 said politics have impacted shopping experiences 2/5 say awareness/ concern for brand policies has increased s

31、ince election of President Trump 9 Walker Sands Future of Retail 2019 The Increasing Role of Sustainability in Retail 02 Sustainability continues to make a bigger impact on consumer buying habits. Consumers are buying less, renting more and are overall more conscientious of brand sustainability prac

32、tices. 10 Walker Sands Future of Retail 2019 Top rental categories for consumers ages 26-35 in the past year The “Marie Kondo Effect” drives the experience generation to adopt a “less-is-more” mentality A recent report by Expedia4 revealed that three out of four U.S. consumers are more interested in

33、 investing in experiences than purchasing products. And as younger consumers increase buying power, theyre even less interested in material possessions than their parents.5 The timely call to consumers to “tidy up” from book and Netflix star Marie Kondo seems to have added fuel to the fire. In fact,

34、 two out of three consumers (66%) say they are buying less than they used to because they are more conscious of keeping a clean, organized lifestyle. That number jumps to 72% for those ages 18-35. As a result, consumers, especially younger ones, are taking to rentals for everything from formalwear t

35、o furniture. Nearly half (49%) of consumers of all ages have rented at least one type of product in the past year. For consumers ages 18-35 that number jumps to 65%. 4 5 experiences-over-owning-things/#3a4a84ef522f Furniture 15% Books 28% Household goods 15% Car 17% Vacation spot 14% Source: Walker

36、Sands The Future of Retail 2019 Clothes and apparel 17% 11 Walker Sands Future of Retail 2019 And when younger consumers do want to buy something, theyre more likely to try it first. “Try-and-buy” clothing services, such as Stitch Fix and Trunk Club, continue to be on the rise and will likely see in

37、creased growth in the next year. Just 8% of consumers report currently using a service, but 31% report they are at least somewhat likely to try one in the next year a more-than three-fold increase. More than half of consumers ages 18-35 (51%) are at least somewhat likely to use a “try-and-buy” cloth

38、ing service over the next year. As consumers pay closer attention to the quantity of the products they buy, theyre also putting sourcing and manufacturing practices under scrutiny. Two-thirds of consumers under the age of 35 say they are at least somewhat more likely to purchase from a brand or reta

39、iler committed to sustainability (66% of those 18-25 and 64% of those 26-35). Eight out of 10 consumers ages 18-35 (79%) say its at least a consideration when making a purchase. The combination of these factors has led to a question of what the future holds for fast fashion,6 suggesting that retaile

40、rs able to provide more sustainable products and practices will have a unique opportunity in the future. 6 “ Retailers able to provide more sustainable products and practices will have a unique opportunity in the future. 12 Walker Sands Future of Retail 2019 Big-Ticket E-Commerce on the Rise 03 As t

41、he comfort level surrounding online shopping has increased, so has the amount consumers are willing to spend for a new product online. Customized offers, saved preferences and right-to-your-door delivery have made it easier than ever to make a quick and easy online purchase. 13 Walker Sands Future o

42、f Retail 2019 The rise of not just online shopping but customized, easy-to-purchase interactions on mobile, and even voice, have made consumers accustomed to making larger purchases online. And with the pairing of online reviews, customers have come to trust specific online sources, including everyt

43、hing from peer reviews to specific sites dedicated to individual product categories (example: Americas Test Kitchen). The Instagram impact The rise of “Instagrammable moments” has also impacted the branded connection experience not only in the moment, but in how consumers are interacting with, perce

44、iving and purchasing from brands on a daily basis. The increase of online shopping and ads on social platforms has also led to an influx of Instagram and blogging celebrities driving real revenue for brands. In fact, 13% of consumers say they are willing to spend more with a new brand or retailer if

45、 it has been promoted by a celebrity or social media influencer they follow. Nearly a fourth (22%) of those ages 26-35 said the same. The grammable influence has even extended to packaging and groceries. When asked how they purchase groceries, 31% of those 18-25 say they pick based on packaging appe

46、al. More than a fourth (26%) of those 26-35 say the same. Online recommendations have been a large part of consumer willingness to purchase more frequently and make larger investments online. And consumers have increasingly looked to Amazon to provide those recommendations nearly a fourth of consume

47、rs (24%) say they are more willing to try new products recommended by Amazon than a brand or retailer. This indicates looking toward Amazons non-bias as a third-party algorithm to make the right recommendations. “ Nearly a fourth of consumers ages 25-36 say they are willing to spend more with a new

48、brand or retailer if it has been promoted by a celebrity or social media influencer. 14 Walker Sands Future of Retail 2019 The call for convenience when making big-ticket purchases With more available resources online, consumers have increased focus on research ahead of major purchases. If a consume

49、r is entering the store, especially to make a larger purchase, its very likely they have done research ahead of time. Retail Dive reveals that nearly nine out of 10 consumers (87%) now begin product searches online.7 And this aligns with an increased comfort in online purchasing of big-ticket items where research is easier and purchases often arise from the recommendation of others. This years report reveals that nearly half of consumers (46%) say they are more open to purchasing a big-ticket item online than they