Trendsource-2017年零售业报告（英文）-2017-15页-1mb

2017 Retail Industry Report Summary

Core Content

This report compares the shopping experiences of consumers in the electronics, fashion, and home improvement industries, focusing on in-store vs. online preferences and the factors influencing these choices.

Main Findings

• In-store preference remains strong across all three industries, with:
  • 66% of electronics shoppers preferring in-store.
  • 73% of fashion and 70% of home improvement shoppers preferring in-store.
• Customer service is the key differentiator where in-store excels, with:
  • 82% of electronics shoppers and 84% of fashion shoppers reporting better in-store service.
  • 90% of home improvement shoppers also favor in-store for customer service.
• Returns and exchanges are significantly easier in-store, with 89% of electronics, 93% of fashion, and 95% of home improvement shoppers preferring in-store for this reason.

Pricing: The Final Battleground

• Pricing is a point of contention:
  • 51% of fashion shoppers believe online offers better prices.
  • 55% of home improvement shoppers feel the same.
  • 62% of electronics shoppers believe in-store is better.
• Discount hunting is a major driver for fashion shoppers, with 80% citing it as a reason to visit physical stores.

Associate Interaction Preferences

• Millennials prefer in-store shopping across all industries despite their digital habits.
• Fashion shoppers are less likely to seek associate help, with only 34% wanting assistance.
• Electronics and home improvement shoppers are more likely to seek help:
  • 70% of electronics and 62% of home improvement shoppers want associate interaction.
• Retailers should tailor associate behavior to the industry:
  • Electronics and home improvement associates should be proactive and informative.
  • Fashion associates should be a background presence, offering pricing and promotion info only when asked.

Sensory Experience in Stores

• Sight is the most impactful sense in all three industries, with:
  • 96% of electronics shoppers, 87% of fashion shoppers, and 94% of home improvement shoppers finding it beneficial.
• Touch is also highly valued, especially in home improvement and fashion.
• Smell shows significant generational differences:
  • Millennials are more likely to appreciate it, especially in home improvement.
  • Silent generation and Baby Boomers are less affected by it.
• Sound has mixed effects:
  • Electronics shoppers are more influenced by sound (e.g., music, product demos).
  • Fashion shoppers are less influenced, though millennials are more open to it than Silent.

Recommendations

1. Focus on in-store experiences rather than just price matching, as pricing is no longer seen as inherently better online.
2. Tailor in-store experiences to meet the preferences of millennials, who still favor in-store shopping.
3. Train associates to be proactive and knowledgeable, especially in electronics and home improvement.
4. Design in-store environments to enhance the sensory experience, particularly sound in electronics stores.
5. Differentiate between generations in terms of their shopping behaviors and preferences.
6. Leverage the "treasure hunt" aspect of in-store shopping, especially in fashion, where physical exploration is a key draw.

Methodology

• The survey was conducted between February 20th and March 3rd, 2017.
• It included 2,016 North American respondents (18 years or older).
• Data was collected from The Source, TrendSource's proprietary database of independent contractors (Field Agents).

Key Statistics

Conclusion

Despite the rise of online shopping, in-store experiences remain preferred for customer service, returns, and immediacy. Retailers should focus on enhancing the in-store experience, especially for millennials, by providing value-added services and sensory engagement. The sensory landscape and associate behavior should be carefully considered to align with customer expectations and preferences.