2019年未来购物者报告.pdf

THE FUTURE SHOPPER REPORT 2019 Commerce THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 2EXECUTIVE SUMMARY INTRODUCTION INSPIRATION SEARCH PURCHASE & LOYALTY THE AMAZON EFFECT FUTURE SHOPPER INSIGHTS TODAYS SHOPPER METHODOLOGY ABOUT WUNDERMAN THOMPSON COMMERCE SERVICES TO SUPPORT BRANDS & RETAILERS 5 6 10 16 22 28 34 40 45 47 48 CONTENTS Commerce THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 3 THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 4This years Future Shopper Report looks at the current commerce landscape through the lens of the modern shopping journey. The path to purchase today may be more complicated than ever, but everyone still looks for inspiration for and chooses a place to purchase. Those three phases form the core elements of this report. This study reveals that the inspiration phase is truly omnichannel. Its a wide, wide world where discovery comes from all angles. And while its imperative for marketers to have their products top of mind during this phase, they should also understand where and when brands have the opportunity to make an impact as shoppers transition to search. Once shoppers begin actively into three key areas: retail, brand websites, and online marketplaces like Amazon. No single channel dominates in search, and brands must be present to be in the consideration set. This is where media spend must increase. Then, as consumers move towards the end of the shopping journey, brands need to be laser-focused on providing a gold standard of the right price, product in stock, and speed of delivery. Of course, todays journeys can be complex and completely unrecognizable from those of even a few years ago. But there are partners at all stages to help you manage the complexity. You digital landscape on your ownbut there are those who can. YOU MAY NOT KNOW HOW TO MAKE YOUR PRODUCT SHOW UP FIRST IN AN AMAZON SEARCH, BUT WE DO. ABOVE ALL, WE CAN HELP YOU UNDERSTAND WHERE PEOPLE ARE SHOPPING, WHAT THEYRE BUYING, AND HOW YOU CAN ENGAGE WITH THEM. HELLO THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 5COMMERCE HAS BECOME IMMEDIATE, UNIVERSAL, AND UBIQUITOUS. WE CAN SHOP ANYWHERE. WE CAN ASSIGN MACHINES THE TASK OF ORDERING. WE CAN ALLOW SOMEONE ELSE TO SELECT THE ITEMS THAT ARE DELIVERED TO OUR HOUSE.THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE INTRODUCTIONTHE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 6 shelves became longer, our shopping options more convenient, and product information much more transparent. People became accustomed to reading peer-to-peer reviews, taking social recommendations from distant friends, and to buy. At the end of the day, however, the way we bought was largely the same: a shopping cart. and ubiquitous. We can shop anywhere. We can assign machines the task of orderinga process allow someone else to select the items that are delivered to our house. And some of us can recite Alexa and have it delivered in 24 hours. The act of shopping is fundamentally different from how anyone envisioned it only a few years ago. Since its inception, The Future Shopper Report has tried to capture the essence of this ongoing revolution. As the pace of change has quickened, the scope of this study has steadily expanded. When we launched the report three years ago, we asked UK shoppers how they felt expanded the study to the US and looked at how customer loyalty was shifting away from brand to services. Last year, we saw a tipping point in the US and UK as more than half of all commerce journeys were starting onlinewith price and convenient delivery becoming the dominant factors in purchasing decisions. time, we go beyond the US and UK and examine how commerce is developing in six representative countries in Europe: Spain, France, Belgium, the us to get a much more nuanced look at how commerce is changingand what that uneven pace looks like. Also new in this years report, we outline differences between the shopping habits of Amazon Prime members and the general populationa division that is stark. As well see, Amazon Prime members in all demographics are leading the charge into new kinds of commerce including social, voice, subscription, and Programmatic Commerce. While its tempting to think of change as linearwith consumers increasingly choosing digital channels over physicalthe reality is more complex. People are not simply trading bricks for clicks. Instead, they are undergoing a comprehensive shift in how they engage with commerce. For example, many of the major marketplaces Amazon, eBay, and so onoriginated in the US and spread to Europe and beyond. As a result, the US and UK, which were the initial points of expansion, relatively few major marketplaces and social networks. That results in a crowded advertising market and a landscape in which brands must or competition with Amazon. By contrast, the Netherlands market has no native Amazon presence, but a healthy native marketplace in Bol. com. This complicates the task of commerce, but opens up opportunities too. We also see a difference in how people search for products. In countries like the US and Germany, where Amazon has long had a presence, searches begin on that platform 79% of the time. Across all markets, Amazon Prime members are also twice as likely to start their searches on Amazon as those people access Amazon via Germany, the number drops to 4%. This makes a compelling case for services to match the inevitable arrival of the American behemoth. THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 7HEADLINE DATA Overall, we asked 15,188 people in 8 countries how they are shopping today and how they expect to do so tomorrow. We looked at what they rate highly, what they dont care about, and how, of course, they feel about Amazon. The results both and outlined success strategies for a rapidly changing world. ARE EXCITED ABOUT ORDERING ALL OF THEIR GOODS THROUGH ONE RETAILER CHECK PRICES ON AMAZON WHILE IN-STORE SAY PRICE IS THE MOST IMPORTANT FACTOR IN THEIR PURCHASING DECISIONSARE MOTIVATED BY FASTER DELIVERY SAY THEY WISH BRANDS AND RETAILERS WERE MORE INNOVATIVE 62% 64% 96% 84% 50%THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 8THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 9INSPIRATIONTHE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 10KEY STATS 51% SEARCH ENGINES 33% BRAND WEBSITES 32% SOCIAL CHANNELS 27% PHYSICAL STORES Where do I look for inspiration? THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 11INSPIRATION: THINK OMNICHANNEL When it comes to shopping, inspiration abounds from search and social media, to innovation and demographics. In the inspiration phase, shoppers become aware of, and interested in, making a purchase. We tend to think of this in terms of a high-touch process, but it need not be. People are inspired to buy Doritos, just as they are inspired to buy a washing machine. They are inspired to go out to eat, just as they are inspired to buy a car. No matter what you sell, you need to be visible at this critical point in the shopping journey. If people cannot see your product, and it doesnt show up where theyre looking, its going to miss the consideration setand might as well not exist. Above all, The Future Shopper data suggests that while search once dominated inspiration, an omnichannel inspiration strategy will likely serve brands best today. Search engines may still lead channel has enough traction with consumers that none should be ignored.THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 12SOCIAL SOARING The fastest rising avenue for inspiration today is social mediaand its divided sharply along generational and demographic lines. While half of people aged 16-24 look for inspiration on social, only 12% of people over the age of 55 do so. Women also outpace men on social 37% to 25%. And social is the overwhelming choice for inspiration for the young. This strongly suggests that organizations should start taking it seriously as something other than just a visual marketing tool. First movers in the game are stealing a march on their competitors when it comes to commerce, as well as branding. The Future Shopper survey also collected data on consumers who share products on social media and on messaging apps: 38% of consumers said they do this, with the number jumping to 49% of those aged 16-24 and 46% of those aged 25-34. Spain and France led the way with roughly 50% of all people sharing socially, while Amazon Prime members, not surprisingly, outpaced general consumers at 47%. This only reinforces the fact that brands need to prepare for a world in which media buying strategies must consider the increasing role of those efforts move consumers into channels where theyre searching for and purchasing products. THE END OF SEARCH ENGINE DOMINANCE For years, search engines have been shoppers go-to for inspiration. While our data shows that Google and its peers are still strong, their traditional dominance is under threat. Their greatest strength comes with older consumers, but age group by age group, their once iron grip on the process slips. By the time we reach Gen Z, only 36% of shoppers use them as a source of inspiration. The winner in the game? Social media. Among inspiration with a 49% share. Social largely rises in time with each age group as well. This strongly suggests a global trend away from search and toward social for inspirationwith Gen Z leading the way. The end of search dominance as we know it may be here sooner rather than later. Brands seeking out younger consumers may need to rethink their long-term media strategies in light of a consumer base that may slowly be shifting away from a crowded traditional media market. The overwhelming preference for search once made it tough and expensive to break through in the inspiration phase. The more balanced mix of options suggest that omnichannel efforts with a strong lean into social may be the better strategy. 37% 37% 37% 49% 43% OF WOMEN VS. 25% OF MEN OF PEOPLE US & FRANCE OF AMAZON PRIME MEMBERS VS. 28% NON-PRIME OF PEOPLE 16-24 Y/O OF PEOPLE 25-34 Y/O 59% 58% 55% 46% 36% 55+ Y/O 45 - 54 Y/O 35 - 44 Y/O 25 - 34 Y/O 16 - 24 Y/O THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 13THE STORE HAS NOT CLOSED ITS DOORS You might think that the more digitally-enabled inspiration in a physical store. After all, its no secret that many well-known, big-box retailers closed their doors in 2018. However, the data shows something different: in the UK and the US, is in-store browsing. Thirty-two percent of people in the UK and 28% in the US look for inspiration in a store against a global average of 27%. Whats more, 48% of consumers prefer to shop with a brand that has a physical store. The demise of many large chain stores may not be representative of a shift away from stores in general, but a rejection of approaches to physical retail that no longer match customers desires. The real question might not be if a brand or retailer should have a store, but rather what kind of store they should have. Brands, like Sears, that operated largely as they did in the past, with disorganized shelves and scant staff, are being swept away. But Walmart offers a great example of a large retailer that has adapted and innovated to ensure that it remains relevant in a digitally enabled world. Online shopping experiences may score well in terms of convenience, but great store experiences open up ways to provide excellent service, have real conversations with consumers, and amass the every channel. BRANDED WEBSITES: A STRONG CASE FOR DTC Brand websitesespecially when coupled with remain a vital part of the mix when consumers are looking for inspiration.I look for inspiration on brand websites The rise of Amazon and other marketplaces has frequently led many organizations to question why they should bother with direct-to-consumer. The good news is that brands and organizations threatened by the A