In the age of online e-commerce, traditional consumers have abandoned retail stores. Accenture, a world-renowned consulting firm, said that this is not the case.
Accenture's latest survey found that consumers have shown signs of “returning to physical storesâ€, and surveys found that 93% of consumers said that physical store shopping is “very convenient/convenientâ€, far higher than the network (75%). And mobile devices (61%).
Therefore, although the shopping experience of each channel is improving, from the perspective of “convenienceâ€, physical stores still have an absolute advantage.
According to Accenture's survey, the traditional retail industry is undergoing an unprecedented pattern of changes due to the rise of e-commerce. Today's consumers have become non-stop consumers. To attract these consumers, traditional retailers must constantly change and undergo digital transformation to become “seamless retailersâ€.
To help retailers understand and track the seamless needs of consumers, Accenture offers retailers the following six directions:
1, repositioning the store <br> <br> consumers return to the store trend description, the store shopping experience that other channels can not be replaced. The physical store and the online channel should never be the one-or-one relationship, but support each other, so that there are more contacts that affect consumers and consumers, and meet the needs of consumers for uninterrupted shopping. How to reposition the role of a physical store in multiple channels will be one of the opportunities for retailers.
2, a deep understanding of the mobile trend <br> <br> The survey found that Chinese consumers for mobile shopping enthusiasm rising, and higher than the global average. 88% of retail business executives surveyed agree that mobile shopping will prevail in the next five years, but only 30% of retailers have opened mobile shopping channels. This gap means huge business opportunities.
According to the survey, more than half of Chinese consumers are using or eagerly expecting retail stores to push shopping vouchers, points, real-time promotions and user reviews to mobile phones. They expect retailers to provide services through mobile devices in physical stores. Therefore, for retailers, in addition to opening up mobile shopping channels, mobile services can also become a great tool for personalized marketing in the store.
3, eliminate barriers <br> <br> channels under the influence of the digital trend, consumers desire uninterrupted shopping. Especially for the younger generation with multiple mobile devices, switching between different devices and online and offline is always as natural as drinking water. One-third of consumers believe that what retailers need most is an integrated shopping experience.
If retailers can integrate different channels and eliminate barriers between channels, it will promote the completion of more consumer purchases. In addition to easy-to-implement returns, retailers can consider providing more convenient ways to pay, distribute and checkout.
4, upgrade distribution services <br> <br> compared to other global markets, the majority of Chinese consumers prefer home delivery service. According to the survey, this phenomenon is not limited to online or mobile shopping. Even in store shopping, many Chinese consumers are willing to deliver goods to the door.
Chinese consumers' higher expectations for distribution place higher demands on retailers' distribution capabilities. How to maximize the supply chain and provide fast and convenient distribution options under the overall balance of consumer demand and internal costs is a major problem for retailers to cross seamless retail.
For returns, foreign consumers believe that convenience is more important than price, while Chinese consumers think the opposite. Nearly half (43%) of Chinese consumers return the most economical way to return.
5, personalized interactive <br> <br> Chinese consumers are very pleased to accept the opportunity to personalize interaction. 79% of consumers said they don't mind providing retailers with personal information as long as they help provide a truly personalized service. 80% of consumers said that if someone offers a personalized ordering/distribution plan, they will increase their purchases.
The study found that the most popular promotion methods that influence consumers' purchasing decisions are personalized in-store discounts and coupons sent via e-mail, and personalized promotions through apps are becoming more and more important. Therefore, retailers need to interact with consumers in multiple dimensions and in multiple ways to effectively promote consumer purchase behavior.
Personalized interaction has the characteristics of “customizationâ€. How to provide each consumer with “customized†to provide the interaction that consumers want, which not only tests the data collection ability of retailers, but also tests the data analysis ability.
6, to seize the essence of consumer demand <br> <br> for the retail industry, how to maintain and increase consumer loyalty is a big challenge. The Accenture survey found that in the digital age, the main driver of customer loyalty remains the same: reasonable prices, a wide range of products, and years of accumulated trust are still the main reasons consumers often visit their favorite retail stores. Information technology helps to increase customer loyalty, but it is clearly not the main driver.
Accenture's latest survey found that consumers have shown signs of “returning to physical storesâ€, and surveys found that 93% of consumers said that physical store shopping is “very convenient/convenientâ€, far higher than the network (75%). And mobile devices (61%).
Therefore, although the shopping experience of each channel is improving, from the perspective of “convenienceâ€, physical stores still have an absolute advantage.
According to Accenture's survey, the traditional retail industry is undergoing an unprecedented pattern of changes due to the rise of e-commerce. Today's consumers have become non-stop consumers. To attract these consumers, traditional retailers must constantly change and undergo digital transformation to become “seamless retailersâ€.
To help retailers understand and track the seamless needs of consumers, Accenture offers retailers the following six directions:
1, repositioning the store <br> <br> consumers return to the store trend description, the store shopping experience that other channels can not be replaced. The physical store and the online channel should never be the one-or-one relationship, but support each other, so that there are more contacts that affect consumers and consumers, and meet the needs of consumers for uninterrupted shopping. How to reposition the role of a physical store in multiple channels will be one of the opportunities for retailers.
2, a deep understanding of the mobile trend <br> <br> The survey found that Chinese consumers for mobile shopping enthusiasm rising, and higher than the global average. 88% of retail business executives surveyed agree that mobile shopping will prevail in the next five years, but only 30% of retailers have opened mobile shopping channels. This gap means huge business opportunities.
According to the survey, more than half of Chinese consumers are using or eagerly expecting retail stores to push shopping vouchers, points, real-time promotions and user reviews to mobile phones. They expect retailers to provide services through mobile devices in physical stores. Therefore, for retailers, in addition to opening up mobile shopping channels, mobile services can also become a great tool for personalized marketing in the store.
3, eliminate barriers <br> <br> channels under the influence of the digital trend, consumers desire uninterrupted shopping. Especially for the younger generation with multiple mobile devices, switching between different devices and online and offline is always as natural as drinking water. One-third of consumers believe that what retailers need most is an integrated shopping experience.
If retailers can integrate different channels and eliminate barriers between channels, it will promote the completion of more consumer purchases. In addition to easy-to-implement returns, retailers can consider providing more convenient ways to pay, distribute and checkout.
4, upgrade distribution services <br> <br> compared to other global markets, the majority of Chinese consumers prefer home delivery service. According to the survey, this phenomenon is not limited to online or mobile shopping. Even in store shopping, many Chinese consumers are willing to deliver goods to the door.
Chinese consumers' higher expectations for distribution place higher demands on retailers' distribution capabilities. How to maximize the supply chain and provide fast and convenient distribution options under the overall balance of consumer demand and internal costs is a major problem for retailers to cross seamless retail.
For returns, foreign consumers believe that convenience is more important than price, while Chinese consumers think the opposite. Nearly half (43%) of Chinese consumers return the most economical way to return.
5, personalized interactive <br> <br> Chinese consumers are very pleased to accept the opportunity to personalize interaction. 79% of consumers said they don't mind providing retailers with personal information as long as they help provide a truly personalized service. 80% of consumers said that if someone offers a personalized ordering/distribution plan, they will increase their purchases.
The study found that the most popular promotion methods that influence consumers' purchasing decisions are personalized in-store discounts and coupons sent via e-mail, and personalized promotions through apps are becoming more and more important. Therefore, retailers need to interact with consumers in multiple dimensions and in multiple ways to effectively promote consumer purchase behavior.
Personalized interaction has the characteristics of “customizationâ€. How to provide each consumer with “customized†to provide the interaction that consumers want, which not only tests the data collection ability of retailers, but also tests the data analysis ability.
6, to seize the essence of consumer demand <br> <br> for the retail industry, how to maintain and increase consumer loyalty is a big challenge. The Accenture survey found that in the digital age, the main driver of customer loyalty remains the same: reasonable prices, a wide range of products, and years of accumulated trust are still the main reasons consumers often visit their favorite retail stores. Information technology helps to increase customer loyalty, but it is clearly not the main driver.
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