2018年假日购物季零售业回顾报告英文版_16页_490kb

BAIN RETAIL HOLIDAY NEWSLETTER 2019 Summary

Core Content Overview

The Bain Retail Holiday Newsletter provides a detailed analysis of the 2018 holiday season and outlines key technology trends expected to shape the retail industry in 2019 and beyond. The report highlights the importance of customer experience, innovation, and efficient operations in a rapidly evolving retail landscape.

2018 Holiday Recap

• Overall Retail Sales Growth: The 2018 holiday season saw retail sales increase by 5.0% to 5.2%, surpassing the 10-year average of 3.9%.
• In-Store Sales: In-store sales grew by more than 4%, contributing significantly to the overall success.
• E-Commerce Growth: E-commerce sales increased by 14%, though they did not surpass in-store sales.
• Key Insights:
  • In-store sales accounted for over 80% of total sales and more than 70% of sales growth.
  • Department stores had the highest return rates in December 2018, at twice the sample average.
  • Online conversion rates peaked on December 18, not Cyber Monday, as consumers rushed to buy last-minute gifts.

Technology Trends for 2019 and Beyond

1. Trends That Cater to Consumer Habits and Interests

• Platforms Meeting Customers Where They Are: Retailers are embedding shopping into everyday life through social media and online features. For example, Instagram expanded "shoppable" posts to include videos and stories.
• Alternative Shopping Methods: Voice shopping, text, and image recognition are gaining traction. Amazon's Alexa saw a tripled number of orders during the holiday season, while Walmart introduced a text-based shopping feature.
• Artificial Intelligence for Hyperpersonalization: AI is used to provide tailored recommendations. Intelistyle and Dynamic Yield are examples of AI-driven personalization, enhancing the omnichannel experience.

2. Trends That Optimize Convenience

• Convenient Access to Products: Retailers are offering BOPIS (Buy Online, Pick Up In Store), which saw a 47% increase in sales. Amazon Key and unmanned stores in China provide 24/7 access.
• Computer Vision: Retailers are using facial and product recognition to streamline checkout and gather data. Alibaba's Futuremart, Amazon Go, and Yum China's KFC stores are leading examples.
• Autonomous Vehicles: These are transforming delivery and store visits. Kroger and University of the Pacific are testing autonomous delivery and snackbots, while Amazon's Prime Air could enable drone deliveries by 2019.

3. Trends That Maximize Efficiencies

• Robotics in Stores: Robots are being used for inventory monitoring, restocking, and price verification. Ahold Delhaize uses Marty robots to assist in supermarkets.
• Machine Learning for Inventory and Promotions: Tools like Relex help retailers automate product selection and inventory planning based on customer behavior and business targets.
• Real-Time Information Systems: These allow retailers to track shipments, monitor temperature, and respond quickly to customer trends. FourKites and Choosy are notable examples.

Innovation and Investment in 2019

• Agile Culture: Companies that adopt Agile methodologies can improve productivity, morale, and time to market. Amazon and BJ's Wholesale Club are examples of firms using Agile for innovation.
• Zero-Based Budgeting (ZBB): This approach helps retailers reduce costs and reinvest savings. Companies like Walmart, Mondelez, and Kraft Heinz have seen profit increases from ZBB.
• Outsourcing Capabilities: Retailers can outsource non-core functions to specialized partners, such as Takeoff, to create highly automated fulfillment centers.
• Leveraging Hidden Assets: Retailers with unique capabilities can generate new revenue streams by selling their services to other companies. Kroger and Microsoft are developing RaaS (Retail-as-a-Service), while Target offers marketing expertise through its Target Media Network.

Conclusion

To succeed in 2019 and beyond, retailers must focus on customer-centric strategies, data and technology integration, and innovation. The report emphasizes that traditional retail fundamentals remain important, but digital transformation and operational efficiency are now critical for long-term success.

Key Takeaways

• In-store sales continue to dominate, but e-commerce is growing rapidly.
• Customer experience is the central focus for winning retailers.
• Technology such as AI, robotics, and autonomous vehicles is reshaping the retail industry.
• Agile methodologies and zero-based budgeting are essential for cost transformation and innovation.
• Outsourcing and leveraging internal capabilities can help retailers stay competitive.

Appendix

• Omnichannel vs. Traditional In-Store Sales: Omnichannel includes both in-store and e-commerce, while traditional in-store sales are limited to physical locations.
• Research Partners:
  • Earnest Research: Provides market and consumer insights based on transaction data.
  • Jumpshot: Tracks online user behavior and actions in real time.

References

• CollabNet VersionOne: "12th Annual State of Agile Report"
• Bosch ConnectedWorld Blog: "Agility beyond the Hype: Our Transformation into an Agile Organization"
• Shopper Marketing: "Target Media Network (TMN)"
• Bloomberg: "Walmart Spruces Up Shopping App With Store Maps, List Features"
• Instagram Press: "Bringing Shopping to Instagram Stories"
• The Verge: "Instagram Will Now Let Users Shop Items from Video Posts"
• Red Hat Services Speak: "Cigna Becomes More Agile with Behavior-Driven Development"
• Costco press release: "Costco Wholesale Corporation Reports December Sales"
• The Atlantic: "It's Not Just the Longest Shutdown Ever"
• MacroTrends: "Dow Jones - 100 Year Historical Chart"