capgemini-今天的消费者-2022年消费品和零售行业的消费者行为跟踪（英）-2022-44页_6mb

2022 Consumer Behavior Tracker Summary

Core Content

This report provides an analysis of current consumer behavior trends in the Consumer Products and Retail industries, highlighting how shopping habits have evolved post-pandemic and what implications these changes hold for brands and retailers.

Main Trends and Key Findings

1. Consumers Return to In-Store Shopping but Ecommerce Remains Strong

• In-Store Preference: Consumer interactions with physical stores have increased significantly, with 67% of shoppers interacting with stores in November 2021, compared to 34% in November 2020.
• Long-Term Expectations: 72% of consumers expect to continue significant in-store interactions post-pandemic.
• Generational Differences:
  • Gen Z (18–24) has high in-store interaction (53%), but Boomers (57–75) are more likely to maintain high in-store interactions in the long term (76% vs. 66% for Gen Z).
  • Millennials (25–40) have the strongest preference for online interactions (51%), while Boomers show limited interest (24%).

2. Delivery and Fulfillment Services Gain Importance

• Grocery Shoppers: Value delivery and fulfillment services more than in-store experiences. 42% consider delivery-related services most important, while 37% consider in-store experiences.
• Key Delivery Attributes:
  • Clear and easy return policies (61% importance)
  • Flexibility in delivery time (52% importance)
• Willingness to Pay for Fast Delivery:
  • Average willingness to pay for two-hour delivery: 3.3% of order value
  • Gen Z (5.0%), shoppers with children (4.2%), and urban shoppers (3.6%) are more willing to pay for fast delivery.
  • Satisfaction with current delivery options increases willingness to pay.

3. Health and Beauty Shoppers Value In-Store Experiences More

• In-Store Importance: 37% of health and beauty shoppers value in-store experiences more than delivery services.
• Gen Z Preference: More Gen Z shoppers (51%) value in-store experiences at health and beauty stores than at grocery stores (44%).
• Sephora Example: Enhances in-store experience with digital tools, personalized services, and trained associates.

4. Preference for Locally Produced Goods Remains Strong

• Consumer Preference: 52% of Gen Z and 67% of Boomers value locally produced groceries.
• Country Variations:
  • Italy (78%) and Australia (72%) show higher preference for locally produced goods.
• Reasons for Preference:
  • Local production supports the economy and creates jobs.
  • It often correlates with higher quality and safety standards.

Key Consumer Insights

• Direct-to-Consumer (D2C) Shopping: 41% of shoppers ordered directly from brands in the past six months, with 52% open to doing so in the future.
• Millennials and Gen Z Lead in D2C Engagement: These demographics are more likely to engage in direct ordering from brands.
• Data Sharing:
  • 45% of shoppers are willing to share consumption data with brands.
  • 39% are open to sharing personal data.
  • Millennials are most willing to share data, while Boomers are least willing.

Implications for Brands and Retailers

• Omnichannel Strategy: Brands must integrate physical stores, ecommerce, and direct-to-consumer models to meet consumer expectations.
• Data Utilization: Collecting and analyzing consumer data is essential for personalized marketing and product development.
• Delivery and Fulfillment: These services must be repositioned as a growth driver, not just a cost center.
• Sustainability and Ethics: Consumers prioritize healthy and sustainable products and expect them to be available at competitive prices.

Key Actions for Brands and Retailers

1. Develop an omnichannel strategy that includes physical stores, ecommerce, and direct-to-consumer models.
2. Invest in data collection and analytics to better understand and engage with consumers.
3. Enhance delivery and fulfillment services to meet rising expectations for speed and flexibility.
4. Focus on sustainable and ethical product offerings that align with consumer values without significantly increasing prices.