Bazaarvoice：2022年消费者体验指数（EN）_27页_3mb

Shopper Experience Index 2022 Summary

Core Content

The 2022 Bazaarvoice Shopper Experience Index (SEI) provides insights into how shopper behaviors and expectations have evolved in the past year. It emphasizes the need for brands and retailers to adapt to a rapidly changing retail landscape where consumer power is growing, and authenticity, convenience, and seamless experiences are paramount. The report highlights five key trends that are shaping the future of shopping and brand engagement.

Main Trends

1. Shoppers are your new salespeople

• Consumers now act as influencers and brand ambassadors, shaping how brands interact with them.
• User-generated content (UGC), such as reviews, photos, and videos, is the most effective content to drive purchase confidence.
• 40% of shoppers say UGC makes them most likely to buy from an ad.
• UGC also improves ad performance, with 22% of shoppers more likely to buy from ads featuring UGC.

2. Your brand is no longer yours

• Authenticity is now the most important asset for brands.
• UGC is seen as a form of advertising and must comply with consumer protection laws.
• Brands that engage with UGC (especially negative reviews) build trust and improve products.
• 72% of clients use UGC to improve customer service, 66% to improve products, and 50% to enhance marketing.

3. Friction is your worst enemy

• 78% of shoppers value convenience more than ever.
• A seamless, consistent experience across all channels (online, in-store, social) is expected.
• Social commerce is simplifying the shopping journey:
  • 52% of shoppers bought something on social media before 2021.
  • Spanish shoppers lead in social buying (68%), followed by French (56%).
  • Facebook (45%) and Instagram (33%) are the most popular platforms globally.
  • Instagram and TikTok are most popular with shoppers aged 18-24.
• 54% of shoppers would buy more if they could access product info directly on social posts.
• 58% would buy more if they could read shopper reviews on social posts.

4. Pandemic-inspired shopping behaviors are sticking around

• 80% of shoppers say their time on social media has increased significantly.
• 30% of global respondents shop online once a week or more.
• 64% of shoppers use a hybrid shopping method, with 63% researching online before visiting a store.
• 39% of shoppers purchased from different brands during lockdown.
• 83% of shoppers will continue to buy from newly discovered brands.
• 73% of consumers say a brand's response to the pandemic affects their loyalty.
• 29% found new product recommendations through Facebook.

5. The metaverse is here. How do we capitalize on it?

• The metaverse is the next evolution of the internet and social networks.
• It combines virtual reality, AI, 5G, NFTs, and more to create immersive shopping experiences.
• Only 12% of respondents consider augmented reality (AR) a top five factor for confident purchasing.
• Germany leads with 22% of shoppers valuing AR, followed by France (16%), the U.S. (14%), and Spain (14%).
• 12% of brands have a defined metaverse strategy.
• Experts predict 45% of B2B and B2C customers will seek metaverse-based experiences by 2023, and 40% of U.S. internet users will use AR by 2027.

Key Takeaways

• Plan with a consumer-first mindset: Consumers now define the brand experience.
• Create seamless experiences: Ensure consistency across all shopping channels.
• Build on authenticity and trust: UGC is more trusted than branded content.
• Leverage UGC for growth: UGC increases conversion rates by 144% and revenue per visitor by 162%.
• Embrace social commerce: It's a growing channel for both discovery and purchase.
• Adapt to the metaverse: While not yet a major factor, it's an emerging space with significant growth potential.

Conclusion

The 2022 Shopper Experience Index underscores the importance of focusing on authenticity, convenience, and UGC to meet evolving shopper expectations. Brands and retailers must create frictionless, omnichannel experiences and prepare for the metaverse as the next frontier in digital transformation. The time is now to level up and respond to the ever-changing shopper landscape.