2022年第15次年度全球购物者研究报告（英）-14正式版.pdf

From evolving consumer behaviors to technology,industry and global trends,a state of perpetual disruption influences shoppers new expectations and drives innovation in the retail sector.The World Has ChangedHave Retailers?A Decisive Moment in Retail Transformation15th Annual Global Shopper StudyTable of ContentsOverviewThe Next Norm:Unified Commerce2Market Watch:Retail Transformation by the Numbers3Through the Years:Key Events That Shaped the Retail World4Human AspectConnecting With Shoppers 5Manned Checkouts Are Checking Out6Retail Associates Are Becoming Knowledge Workers7Retail ShiftsHow Tech Enhances the Shopper Experience8Supply Chain Challenges Persist 9Disconnected Viewpoints10PerspectivesWhats in Store:A Look Ahead11Regional Findings12Key Takeaways13The Next Norm:Unified CommerceConnecting With Shoppers How Tech Enhances the Shopper Experience Whats in Store:A Look Ahead02050811About the StudyZebra Technologies commissioned a global research study among shoppers,decision-makers and retail associates to analyze the shopper experience,device and technology usage,delivery and fulfillment both in-store and online.The study included 4,200 respondents across 13 countries in North America,Latin America,Europe and Asia-Pacific.All data was collected and tabulated by Azure Knowledge Corporation.The World Has ChangedHave Retailers?I Global Shopper Study1OverviewHuman AspectRetail ShiftsPerspectivesare increasing the speed and convenience of fulfillment options,preparing to meet increased in-store and online traffic.of decision-makers85%Shoppers Embrace Blended Channel ExperiencesShoppers continue choosing online or in-store for the same reasonsavailability,selection and price.They prefer retailers that offer easy returns(80%),allow them to get in and out of a store quickly(76%),and offer order delivery to home(75%).They are also taking advantage of alternative pickup and delivery options:34%of shoppers have opted for buy online,pick up in store(BOPIS),or buy in store and ship to home,with about 90%saying they will likely continue to use these services.Shopper Behaviors Shift Into New Habits and PreferencesOld habits die hard,but post-pandemic,new habits have staying power.After several years of accelerated growth of e-commerce and newer technologies like contactless payment,shoppers now expect a seamless experience however they shop.Retailers need to get ahead,or at least catch up.While they wrangle with labor shortages,supply chain challenges and the economy,retailers must also work to bridge ongoing disconnects with shoppers and associates.Associates Are EverythingAssociates are the bridge between retailers and shoppers and play a pivotal role in ensuring shopper expectations are met.However,retailers are struggling to hire and retain workers in a competitive hiring market.Most associates(78%)and decision-makers(84%)believe technology is an asset in attracting,training and retaining extraordinary workers.Managing Market ForcesFrom supply-chain issues in the news and empty shelves in stores,consumers are keenly aware of the challenges many retailers face.Nevertheless,they are still frustrated by inventory issues,and 76%of global decision-makers are feeling the pressure to minimize out-of-stocks.And 82%agree theyve increased their focus on supply-chain operations.Investing in Innovation Retailers are doubling down on tech investments to keep pace with consumers:82%of decision-makers surveyed plan to increase tech investments over the next three years.They are also preparing to evolve brick-and-mortar store designs:45%are planning to convert more cash register space to self-checkout,and 43%are converting space for contactless checkout.The Next Norm:Unified CommerceAs customers return to levels of pre-pandemic shopping in stores,retailers need to accommodate rising expectations for convenience,fulfillment,frictionless experiences,and price sensitivity.The World Has ChangedHave Retailers?I Global Shopper StudyHuman AspectRetail ShiftsPerspectives2OverviewMarket Watch:Retail Transformation by the NumbersShoppers are back in stores with heightened expectations as retailers wrangle tight labor markets,supply chain shortages and inflation.Increase automationImprove inventory management(real-time visibility,out-of-stocks,cycle counts,shrink and fraud visibility)Become more sustainable123are concerned about items out-of-stock(+9 pp YoY)are concerned about price increases on essentialscite out-of-stock complaintsreport maintaining real-time visibility of out-of-stocks is a significant challengefeel more valued by employers when provided with tech tools that help them work left a store without the item they wanted(49%because it was out of stock)say inflation has caused them to delay purchasesreport little time to help customers(+10 pp YoY)say they need better inventory management tools for availability66%79%43%80%78%76%72%42%79%Top priorities when investing in retail technology Over three-quarters of shoppers(76%)say theyre visiting physical stores as they did before the pandemic,but 68%say theyre concerned about reducing spending to make ends meet.Shoppers PerspectivesAcknowledging inventory management issues:Decision-Makers ActionsAssociates Observations67%of associates are increasingly concerned that shoppers are more connected to information than they are(+8 pp YoY).Shoppers are frustrated by supply chain issuesEmpowered by technologyMeasuring their biggest frustrations1Inflation concerns have an impact on spending1.Associates in customer service/in-store sales roles.The World Has ChangedHave Retailers?I Global Shopper StudyHuman AspectRetail ShiftsPerspectives3OverviewTechnology Changes the GameThe Internet ExplodesE-commerce Sales SkyrocketSocial Media Takes OffA new tech boom kicked off with the release of the first-generation iPhone.Internet users in China increased significantly,setting up to surpass the United States,Japan and South Korea within a year.2E-commerce sales in 2007 totaled$175 billion,3 compared to an estimated$5 trillion in 2022 and a projected$6 trillion in 2024.4Facebook and Twitter both went global,bringing millions of new users within the year.Through the Years:Key Events That Shaped the Retail WorldThe world is dramatically different today than when the shopper study began in 2007.2.The New York Times,“China Surpasses U.S.in Number of Internet Users,”July 26,2008.https:/ Commerce 360,“2007 Online retail sales hit$175 billon,Forrester Research says,”Jan 28,2008.https:/ of Ecommerce,”2022.https:/ Only 37%of shoppers satisfied with associates2008 50%of shoppers unable to find an item;34%due to out-of-stock2009 Over 50%of consumers use mobile phones for in-store shopping2010 55%of retailers agree shoppers are better connected to information than associates2011 67%of shoppers say in-store experience is better with retailers using the latest technology2013 Nearly 50%of consumers believe they are more informed than store associates2014 Shopper satisfaction up 23%since 20082015 Over 50%of in-store shoppers interested in location-based services2016 Seven in 10 retailers to invest in Internet of Things(IoT)2017 One-half of Millennial shoppers think they are better connected than associates2012 61%of retailers report consumers are better informed than associates2018Two-thirds of retail store associates believe they can provide better customer service with technology201975%of Millennials abandon in-store purchases,led by out-of-stocks2020COVID-19 accelerates technology spending for six in 10 surveyed retailers2021Only four in 10 shoppers completely trust retailers to fulfill orders as promised2022Self-serve drives improved satisfaction with associates for seven in 10 shoppersThe World Has ChangedHave Retailers?I Global Shopper StudyHuman AspectRetail ShiftsPerspectives4OverviewMost consumers increasingly blend e-commerce and in-store,with seven in 10 saying they prefer shopping with online retailers who also have brick-and-mortar locations.More fulfillment optionsfrom buy-online-pick-up-in-store(BOPIS)and click-and-collect to curbside pick-up or ship-to-homemean more work for retailers with increased picking,staging,delivery and return solutions required to meet shopper habits and expectations.While the reality of simultaneously operating separate fulfillment channels is complex for retailers,most consumers have a simple view:They see online and in-store as two sides of one retail experience and bring similar expectations to both.Over three-quarters of shoppers are satisfied with the shopping experienceboth in-store and online.Satisfaction with online shopping trends down with age,with digital-native Millennials and Gen Xers both slightly more satisfied than the global average.Comfort with everyday consumer technology likely influences their experiences.As further confirmation of a blended approach to shopping,mobile ordering continues to increase,with 82%of all consumers surveyed having used it.Understanding Unified CommerceDecision-makers recognize that seamlessly blending online and in-store shopping experiences is critical to winning in retail now and sustaining success ahead.The most forward-thinking merchants are moving toward unified commerce.Unlike omnichannel,which appears connected to the consumer but is siloed on the backend infrastructure,unified commerce connects in-store and online systems with a single platform to seamlessly deliver the singular channel experience shoppers expect now.Shoppers Will Pay for Faster,Flexible Fulfillment.Can Retailers Deliver?are willing to pay for direct-to-home delivery (+13 pp since 2019)89%73%are likely to make a minimum purchase amount in exchange for free deliveryare likely to pick up a purchase in exchange for a discount or cash69%Global Shoppers SatisfactionMobile Shopping by GenerationOnline Shopping76%In-Store Shopping78%Gen X87%Boomers65%MillennialsTop Five Changes Driving the Future of Store Operation,According to Decision-MakersFacilitating mobile orderingShifting to online salesBuying/reserving online and picking up in storeEquipping associates with mobile technology at scaleReturning online purchases in store1234592%Connecting With ShoppersThe modern store is playing a new role,and retailers are under pressure to keep up.The World Has ChangedHave Retailers?I Global Shopper StudyOverviewRetail ShiftsPerspectives5Human AspectAnywhere Convenience“Frictionless”checkout is the name of the game today as shopper interaction with retail technology continues to increase.Nearly half of shoppers used self-checkouts,about one-third picked up orders inside,and almost four in 10 used cashless payment methods.Traditional registers staffed by associates saw some of the biggest declines(-20pp since 2019),as only 55%of shoppers preferred this method of purchase.Many decision-makers see manned registers becoming less necessary.Shoppers Take a Do-It-Yourself ApproachOnce shoppers experience self-service technology,their affinity and likelihood to keep using these solutions grow.Retailers are reaping the benefits by shifting associates to higher-value tasks,namely assisting customers.Self-checkout improves the customer experience and generates a solid return on investment for decision-makers.Retailers are expected to continue riding this wave,with a solid 45%(+5 pp YoY)of decision-makers reporting they plan to convert cash register space to self-checkout.Decision-Makers and Associates Agree Self-Checkout Is a Net PositiveImproves customer experienceAgree investments are paying offFrees associates to do higher-priority tasks and better serve shoppersAssociates81%82%83%Decision-makers82%85%81%of shoppers prefer stores that offer contactless payment optionsof shoppers prefer being able to check out anywhere in the storeHighest among Millennials at 71%Highest in Latin America at 68%64%64%Convenience CountsManned Checkouts Are Checking OutRetailers invest in more self-service technology as consumers increasingly use in-store solutions.A personal shopping device provided by the store91%Mobile cashless payment 91%Self-checkouts89%Shoppers Are Using Self-Service SolutionsThe World Has ChangedHave Retailers?I Global Shopper StudyOverviewRetail ShiftsPerspectives6Human Aspectmaintaining profit margins while meeting workforce expectations for salary and benefitsupskilling or reskilling current store staffhiring and retaining qualified store staffprefer to manage their own schedule via mobile device or appprefer automatically prescribed tasks for managing their dayTechnology can transform associates into empowered knowledge workers,redefining customer and employee experiences.About 80%of associates agree stores that leverage technology and mobile devices attract and retain more workers.While pay and benefits are the leading factors in workforce retention(55%),work-life balance and flexibility(52%)and opportunities for upskilling or career advancement(45%)are close behind.Many retail decision-makers say they are struggling to meet the expectations of todays workforce.However,eight in 10 say leveraging technology and mobile devices attracts and retains more store associates.Employers PerspectivesAssociates PerspectivesAssociates understand the power of analytics and other enterprise solutions to allow for better management of work-life,as it can optimize scheduling and allow for more seamless task management.Retailers labor-related challengesAssociates want more control and believe mobile devices can improve their autonomy77%76%75%77%76%Most agree that associates enabled with the latest technology help provide a better customer experience:66%Shoppers79%Associates85%Decision-makersof decision-makersof associates are concerned that shoppers have better access to information than store employeesand67%78%Balance of TechnologyRetail Associates Are Becoming Knowledge WorkersAssociates are the key to shopper satisfaction,especially with the power of technology in their hands.The World Has ChangedHave Retailers?I Global Shopper StudyOverviewRetail ShiftsPerspectives7Human AspectTech is a must for any retail business seeking to align with how their current and future customers shop.Both shoppers(76%)and associates(84%)expect the retail environment to be just as technologically advanced as their everyday lives,and decision-makers know just how important technology can be for generating positive customer sentiment and increasing workforce retention.The benefit of technology ripples throughout a retail organization,creating a more positive experience for shoppers and associates and helping to generate a positive ROI for decision-makers.For example,self-checkout and mobile checkout deliver the speed and convenience customers expect and give associates more time on the floor with customers.By the same token,over eight in 10 associates say more inventory visibility would be beneficial,helping speed up in-store fulfillment and ensure more shoppers leave the store with the items they wanted to purcha