2021-05-31-YouGov-International_Omni-Channel_Report_2021_46页_7mb

Summary of the International Omni-Channel Retail Report 2021

Core Content

This report provides an in-depth analysis of how the pandemic has influenced global shopping behaviors and the future of retail, focusing on the interplay between brick-and-mortar and online channels. It explores consumer preferences, purchase behaviors, and the barriers and benefits associated with each channel across different demographics, regions, and product categories.

Main Points

Channel Penetration

• Brick-and-mortar and online channels are both widely used, with an average penetration of 86% and 81% respectively.
• 74% of shoppers globally have made purchases through both channels in the past three months.
• Online channels show higher penetration in discretionary categories, while brick-and-mortar is more common for essential items.

Channel Preferences

• Brick-and-mortar is preferred for immediate needs and physical product experience.
• Online is preferred for convenience, social distancing, and wider assortment and detailed product information.

Regional Differences

• Nations with strict social restrictions, such as GB and Germany, show higher online penetration, especially for discretionary items.
• Emerging markets like India and Indonesia have high online penetration rates.
• Emerging markets are more concerned about data security, payment methods, and delivery times as barriers to online shopping.

Demographic Insights

• Women have stronger online retail purchase behavior than men, particularly in categories like personal care, clothing, and cosmetics.
• Age influences purchase behavior, with online behavior similar across age groups until the 55+ cohort, where it declines. The youngest cohort shows lower penetration in household cleaning, medicines, furniture, and appliances.

Discretionary vs. Essential Categories

• Essentials are more often purchased in-store (e.g., food, toiletries), while discretionary items are more often bought online (e.g., clothing, books).
• The greatest penetration gap is seen in books and clothing, with online leading by +13% and +12% respectively.

Impact of the Pandemic

• The pandemic has shifted shopping behavior, with online becoming more prevalent, especially in discretionary categories.
• In GB and Germany, online penetration for discretionary items is 30-45% higher than in-store.
• In Australia, in-store shopping remains more common due to milder restrictions.

Contradictions in Preferences

• Despite the growth of online retail, many consumers still prefer brick-and-mortar for clothing, even under pandemic restrictions.
• Only 22% of those preferring in-store clothing shopping did so in the past 90 days in GB and Germany.

Strategies for Retailers

• Online retailers should focus on convenience, delivery speed, and virtual experiences to enhance the shopping experience.
• Brick-and-mortar retailers should improve in-store convenience, product experience, and local shopping trends to attract more customers.

Key Information

• Methodology: The report uses data from YouGov's RealTime survey and Cube database, covering 17 global markets and over 19,000 respondents.
• Sample sizes vary across countries, with the US having the largest sample size at 2,251.
• Data aggregation covers both essential and discretionary categories, with essentials including food, toiletries, and medicines, and discretionary including clothing, electronics, and entertainment items.
• Online and brick-and-mortar channels have different benefits and barriers, with delivery charges and lack of physical experience being the top barriers for online shopping.
• Brick-and-mortar is often preferred for immediate needs and product interaction, but online shopping is growing due to convenience and assortment.

Conclusion

The report emphasizes the importance of omni-channel strategies for retailers to adapt to changing consumer behaviors. While online shopping is on the rise, especially for discretionary items, brick-and-mortar remains crucial for essential purchases and product experience. Retailers must understand these dynamics and address the barriers to channel adoption to thrive in the post-pandemic retail landscape.