Selesforce-2019年第三版联网消费者报告（英文）-2019.10-48页_4mb

Connected Shoppers Report Summary

Core Content

This report explores the evolving behaviors and expectations of over 10,000 global consumers, focusing on how retailers, brands, and online marketplaces are adapting to the changing retail landscape. It highlights the shift in shopping paradigms, the increasing role of digital engagement, and the continued importance of physical stores in the consumer journey.

Main Viewpoints

• Shopping is becoming more embedded in daily life: Consumers no longer see shopping as a discrete activity but as an integrated part of their routine, enabled by technologies like voice assistants, social media, and mobile apps.
• The shift from linear to fragmented shopping journeys: Shoppers now engage with brands and retailers through a variety of channels, including social media, messaging apps, and voice assistants, rather than sticking to a single platform.
• Physical stores remain vital: Despite the rise of ecommerce, stores are still crucial for product discovery, in-person experiences, and immediate fulfillment. They are evolving into multifunctional hubs that blend online and offline interactions.
• Digital channels are gaining traction: Online marketplaces account for nearly half of all online shopping, while retailers and brands are competing for wallet share through loyalty programs, exclusive products, and personalized experiences.
• Generational differences are significant: Gen Z and millennials are more open to new shopping technologies and experiences, such as limited-edition products, social media influence, and mobile-first interactions.

Key Information

Wallet Share Battle

• 86% of consumers purchase from retailers, brands, and online marketplaces.
• Retailers are favored for return/exchange policies, customer service, and loyalty programs.
• Brands are winning through authenticity, product uniqueness, and customization.
• Online marketplaces are driven by price, shipping options, and product variety.

Shopper Journeys Move to the Edge

• 9% of online purchases happen on emerging digital channels like voice assistants and social media.
• Gen Zers are 3.5x more likely to use emerging channels than baby boomers.
• Over 55% of shoppers plan to experiment with new purchase paths like voice assistants and visual search in the next 12 months.

The Role of Physical Stores

• Discovery Hub: 81% of shoppers still discover and evaluate new products in-store.
• Experience Hub: 62% of shoppers buy more than they intended in-store, and 58% say in-store availability influences their holiday purchases.
• Fulfillment Hub: 67% of shoppers end up buying additional items during returns, and 52% use the "endless aisle" feature to get out-of-stock items shipped to them.

2019 Holiday Shopping Trends

• 83% of consumers plan to shop in-store during the holiday season.
• Two-thirds also plan to purchase more from online marketplaces.
• Mobile apps are becoming a key channel for holiday shopping, with nearly 60% of shoppers using them.
• Social media (especially Instagram) is a top source of holiday shopping inspiration for 20% of shoppers and 37% of Gen Zers.
• Sales and promotions are the number one factor influencing holiday purchases, with 47% of shoppers stating they'll only buy items on sale.

Consumer Preferences Across Generations

• Loyalty programs are the top driver for 78% of consumers, with Gen Zers being the most responsive.
• Limited-edition or customized products attract 54% of shoppers, with Gen Zers being 72% more likely to be influenced by these.
• Exclusive shopping events (e.g., pop-ups) attract 51% of shoppers, with Gen Zers at 61%.
• Unique product collaborations attract 31% of shoppers, with Gen Zers at 53%.

Trust and Sustainability

• 77% of consumers are more loyal to companies that are transparent about data usage.
• Trust is a key factor in the path to purchase, especially in an era of increasing concerns over privacy and data misuse.
• Sustainability is also becoming a significant driver for consumer choices, though not as dominant as loyalty and personalization.

Emerging Touchpoints

• Mobile devices are a critical part of the in-store experience, with 57% of shoppers researching products while in-store.
• Geolocation offers a big opportunity for personalized in-store experiences, though less than one-third of shoppers have encountered such features.
• Voice assistants and livestream video are gaining interest, with 18% and 15% of shoppers planning to use them, respectively.

Conclusion

The retail landscape is evolving rapidly, with consumers expecting seamless, personalized, and multi-channel shopping experiences. While online marketplaces dominate digital sales, physical stores continue to play a critical role in discovery, experience, and fulfillment. Brands and retailers must adapt to these changes by leveraging data, personalization, and emerging technologies to build trust and loyalty.