Zebra：2022年第15次年度全球购物者研究报告_14页_2mb

15th Annual Global Shopper Study Summary

Core Content

The 15th Annual Global Shopper Study highlights the ongoing transformation in the retail industry, driven by evolving consumer behaviors, technological advancements, and global market shifts. It emphasizes the need for retailers to adapt to new expectations and deliver seamless, unified experiences across both online and in-store channels.

Main Points

• Unified Commerce: Retailers are moving towards unified commerce, which integrates in-store and online systems into a single platform. This is seen as critical for meeting shopper expectations and maintaining competitive advantage.
• Consumer Expectations: Shoppers expect convenience, frictionless experiences, and fast, flexible fulfillment. They are increasingly using blended channel experiences, such as BOPIS and ship-to-home.
• Technology Adoption: Technology plays a vital role in enhancing the shopper experience, improving inventory management, and supporting associates in their roles. Shoppers and associates alike expect the retail environment to be as technologically advanced as their daily lives.
• Supply Chain Challenges: Despite efforts to improve, supply chain issues persist, leading to inventory shortages and affecting shopper satisfaction. Retailers are investing in inventory visibility and logistics to mitigate these problems.
• Labor Shortages: Retailers face challenges in hiring and retaining staff, with most decision-makers and associates agreeing that technology is essential for attracting and retaining talent.
• Regional Insights: The study provides insights across North America, Europe, and Latin America, showing variations in shopper and associate satisfaction, technology adoption, and supply chain concerns.

Key Information

Shoppers' Preferences and Behaviors

• Shoppers prefer easy returns (80%), quick in-store experiences (76%), and order delivery to home (75%).
• 34% of shoppers use BOPIS or buy in-store and ship to home.
• 89% of shoppers are willing to pay for direct-to-home delivery, up 13% since 2019.
• 73% of shoppers are likely to make a minimum purchase for free delivery.
• 69% of shoppers are likely to pick up a purchase in exchange for a discount or cash.

Retail Technology Investments

• 82% of decision-makers plan to increase tech investments over the next three years.
• 45% of retailers plan to convert cash register space to self-checkout.
• 43% plan to convert space for contactless checkout.
• Top tech priorities for retailers include:
  1. Increasing automation
  2. Improving inventory management (real-time visibility, out-of-stocks, cycle counts, shrink and fraud visibility)
  3. Becoming more sustainable

Role of Retail Associates

• Retail associates are seen as critical to shopper satisfaction and are becoming knowledge workers.
• 80% of associates believe technology helps attract and retain more workers.
• 78% of associates feel more valued when provided with tech tools.
• 76% of associates prefer managing their own schedule via mobile devices or apps.
• 75% of associates prefer automatically prescribed tasks for managing their day.

Supply Chain and Inventory Management

• 76% of shoppers left stores without the items they wanted, with 49% due to out-of-stocks.
• 76% of global decision-makers feel the pressure to minimize out-of-stocks.
• 82% of decision-makers have increased focus on supply chain operations.
• Retailers are investing in safety stock or overbuying to address out-of-stocks.

Perception Gaps

• There is a significant gap between retailer perception and shopper satisfaction.
• Retailers overestimate shopper satisfaction with online returns, mobile-assisted shopping, and in-store out-of-stock solutions.
• Shoppers are more concerned about inventory availability and pricing than retailers expect.

Regional Findings

• North America:
  • 69% of shoppers agree more retailers need mobile ordering.
  • 90% of decision-makers say they are increasing fulfillment speed and convenience for holiday orders.
  • 79% of decision-makers agree global disruptions have increased focus on supply chain operations.
• Europe:
  • Over 60% of associates find managing online returns a significant challenge.
  • Inflation has the least impact on shoppers delaying purchases compared to global averages.
  • Less than 30% of associates value health, wellness, and lifestyle benefits as important for retention.
• Latin America:
  • 68% of retailers agree shoppers prefer stores with contactless payment options.
  • 64% of shoppers prefer checkout anywhere in the store, highest in Latin America.

Key Takeaways

• Retailers must embrace unified commerce to meet evolving shopper expectations.
• Technology is essential for enhancing the shopper experience and improving associate efficiency.
• Supply chain and inventory management are critical areas for investment and improvement.
• There is a growing disconnect between retailer perception and actual shopper satisfaction.
• Regional differences highlight the need for localized strategies and solutions.