2017零售业报告（英文版）_15页-1mb

2017 Retail Industry Report Summary

Core Content

This report compares the in-store and online shopping experiences across three industries: Electronics, Fashion, and Home Improvement. It explores consumer preferences, the role of customer service, pricing, and the influence of sensory experiences in shaping these preferences.

Main Findings

Preference for In-Store Shopping

• Across all three industries, respondents still prefer in-store shopping over online.
• Fashion and Home Improvement show the strongest preference for in-store shopping, with 73% and 70% respectively.
• Electronics shows the narrowest gap, with 66% preferring in-store.

Customer Service Advantage

• In-store shopping dominates in customer service, returns and exchanges, and immediacy.
• 89% of electronics shoppers, 93% of fashion shoppers, and 95% of home improvement shoppers felt in-store customer service was better.

Pricing as a Final Battleground

• Shoppers are split on pricing, with 51% believing fashion prices were better online and 55% feeling the same for home improvement.
• Electronics shoppers are more evenly split, with 51% preferring in-store and 49% online.

Key Insights by Industry

Electronics

• Immediacy was the strongest driver, with 85% of shoppers choosing in-store for instant access.
• Associate interaction was the most desired, with 70% seeking help.
• Sight and touch were highly valued, with 96% and 86% of respondents respectively.
• Sound had less impact, with only 65% finding it helpful.
• Smell was a less valued sense, with 30% of millennials finding it beneficial.

Fashion

• Immediacy was still a key factor, with 83% of shoppers choosing in-store for instant access.
• Associate interaction was the least desired, with only 34% seeking help.
• Bargain hunting was a major draw, with 80% of fashion shoppers visiting stores for deals.
• Sight and touch were the most valued, with 73% and 71% respectively.
• Sound was more appreciated by younger shoppers, with 57% of millennials finding it beneficial.

Home Improvement

• Immediacy was a key driver, with 79% of shoppers preferring in-store.
• Associate interaction was desired by 62% of shoppers.
• Sight and touch were most valued, with 90% and 81% respectively.
• Smell and sound were less valued, with 19% and 50% respectively.

Generational Differences

• Millennials preferred in-store shopping across all industries, despite their digital habits.
• Silent Generation showed the strongest preference for in-store shopping, especially in electronics (83%) and home improvement (79%).
• Generational gap was most pronounced in electronics, with millennials being more open to online shopping than older generations.
• Fashion shoppers were more likely to prefer in-store for touch and sight, while sound was more valued by younger shoppers.

Sensory Influence on Shopping Experience

• Sight was the most influential sense across all industries, with over 80% of shoppers reporting it heightened their experience.
• Touch was also highly valued, especially in fashion and home improvement.
• Smell had mixed responses, with millennials more likely to appreciate it in home improvement and electronics.
• Sound had a notable generational difference, with millennials more responsive to it than older generations.
• Taste had minimal influence across all industries.

Recommendations

1. Focus on In-Store Experience: Since pricing is not a clear winner, retailers should enhance in-store experiences that add value beyond price.
2. Tailor to Millennials: Despite their digital presence, millennials still prefer in-store shopping. Retailers should create experiences that align with their preferences.
3. Train Associates: Electronics and home improvement stores should train associates to be proactive and helpful, while fashion stores should keep associates as a background presence with a focus on pricing and promotions.
4. Leverage Sensory Elements: Use sight and touch to enhance the shopping experience, and consider soundscapes in electronics stores as part of the experience.
5. Differentiate by Generation: Recognize that older and younger millennials have different preferences and behaviors.
6. Embrace the "Treasure Hunt": For fashion, the bargain hunting experience is a strong motivator, and in-store can capitalize on this.

Methodology

• Survey Period: February 20th to March 3rd, 2017
• Sample Size: 2,016 North American respondents (18 years or older)
• Source: The Source, TrendSource's proprietary database of independent contractors (Field Agents)

Conclusion

Despite the rise of online shopping, in-store experiences continue to be preferred by consumers in all three industries. The key drivers for in-store shopping include immediacy, customer service, and product inspection. Pricing remains a close contest, with fashion and home improvement showing a slight edge to online. Retailers should focus on enhancing in-store experiences and tailoring them to different generational groups to retain customer interest.