2017购物者故事（英文版）.pdf

1Copyright 2017 CriteoThe Shopper Story 2017A global study of the changing nature of retail from the viewpoint of nearly 10,000 shoppers2What is The Shopper Story?Criteo surveyed nearly 10,000 omnichannel shoppers across the globe to find out not what they shop for, but what do they think about shopping?Copyright 2017 Criteo3Key InsightsOmnishopping is ubiquitous and multi-directionalRetail and brand websites drive awareness as well as considerationSearch engines are not the shopping starting point for the majorityShopping between sites is the normImpulse purchases are almost as prevalent online as in-storeCopyright 2017 Criteo4&What is an Omnishopper?Shoppers who use a variety of devices, channels, and platforms to browse and buy products.5Omnishopping is ubiquitous83% 83%78%72%79%78%0%10%20%30%40%50%60%70%80%90%US UK FR DE BR JPOmnishoppers(percent of total)Source: Criteo Shopper Story, US, UK, FR, DE, JP, BR 2017 | n = 9033The US & the UK are the most omnichannel, Germany has less online/offline connectionof shoppers globally engage in online to offline and offline to online shoppingMore than3/4Copyright 2017 Criteo6Omnishoppersare more valuable to marketersSource: Criteo Shopper Story, US, UK, FR, DE, JP, BR 2017 +27% online+28% offline+23% online+36% offline+13% online+31% offline+4% online+6% offline+14% online+47% offline+7% online+44% offline(increase in spend)Copyright 2017 Criteo7Omnishopping takes many formsWebroomingResearch online, buy in storeScan & ScramSee in store buy it from another retailer onlineClick & CollectBuy online, pick up at a store or kioskShowroomingSee in a store, buy from that retailers siteClick & ShipSee in a store but buy on your phone for convenienceIts all about enabling the shoppers to buy and get the product whenever, wherever they want.Copyright 2017 CriteoSource: Criteo Shopper Story, US, 2017 | n= 24358Webrooming and Showrooming are the most commonSource: Criteo Shopper Story, US 2017 | n = 243510%15%16%17%24%39%74%38%61%66%0% 20% 40% 60% 80% 100%Make purchases on my phone from within a retail store from that retailers websiteMake purchases online after seeing the product at a retail storeMake purchases on my phone from within a retail store on another retailers site (Amazon, etc.)Order goods online and pick them up in a retail storeBrowse products online and then purchase them in a retail storeFrequency of Cross Channel Purchasing(percent of total)regularly on occasionClick & Collect and Click & Ship are also on the rise.Copyright 2017 Criteo9&What is the Role of Real World Retail?10Both retail and digital shopping valued across marketsDigital and real-world retail both have their place globally. In todays busy world, omnishoppers may prefer all shopping online, but they like shopping in stores when they have time.Source: Criteo Shopper Story, US, UK, FR, DE, JP, BR 2017 | n= 9033 74% 74%56%72%77%72%69%72%65%71%85%72%0%10%20%30%40%50%60%70%80%90%Shopping Preference by Country(percent of total)like shopping in store when have time prefer all shopping onlineCopyright 2017 Criteo