2022年第15次年度全球购物者研究报告（英）-14正式版.doc

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1、15th Annual Global Shopper StudyThe World Has Changed Have Retailers?A Decisive Moment in Retail TransformationFrom 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.O

2、verviewHuman AspectRetail ShiftsPerspectives 1About 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 incl

3、uded 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.Table of ContentsOverviewHuman AspectRetail ShiftsPerspectivesThe Next Norm: Unified Commerce2Market Watch: Retail Transformation b

4、y the Numbers3Through the Years: Key Events That Shaped the Retail World4Connecting With Shoppers5Manned Checkouts Are Checking Out6Retail Associates Are Becoming Knowledge Workers7How Tech Enhances the Shopper Experience8Supply Chain Challenges Persist9Disconnected Viewpoints10Whats in Store: A Loo

5、k Ahead11Regional Findings12Key Takeaways1308How TechEnhances02The Next05Connectingthe Shopper11Whats in Store:With ShoppersExperienceA Look AheadNorm: UnifiedCommerceThe World Has ChangedHave Retailers? I Global Shopper StudyOverviewHuman AspectRetail ShiftsPerspectives 2The Next Norm:Unified Comme

6、rceAs customers return to levels of pre-pandemic shopping in stores, retailers need to accommodate rising expectations for convenience, fulfillment, frictionless experiences, and price sensitivity.Shoppers Embrace BlendedManaging Market ForcesChannel ExperiencesShoppers continue choosing online or i

7、n-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 shopper

8、s 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.Associates Are EverythingAssociates are the bridge between retailers and shoppers and play a pivotal role in ensuring shopper expectations ar

9、e 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.From supply-chain issues in the news and empty shelves in sto

10、res, 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.Shopper Beha

11、viors Shift IntoNew 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

12、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.Investing in Innovationof decision-makersRetailers are doubling down on tech investments to keepare incre

13、asing the speedpace with consumers: 82% of decision-makers surveyedand convenience ofplan to increase tech investments over the next three years.85%fulfillment options, preparingThey are also preparing to evolve brick-and-mortar storeto meet increased in-storedesigns: 45% are planning to convert mor

14、e cash registerspace to self-checkout, and 43% are converting space forand online traffic.contactless checkout.The World Has ChangedHave Retailers? I Global Shopper StudyOverviewHuman AspectRetail ShiftsPerspectives 3Market Watch: Retail Transformation by the NumbersShoppers are back in stores with

15、heightened expectations as retailers wrangle tight labor markets, supply chain shortages and inflation.Shoppers AssociatesPerspectivesObservationsOver three-quarters of shoppers (76%) say theyre visiting physical stores as they did before the pandemic, but 68% say theyre concerned about reducing spe

16、nding to make ends meet.Shoppers are frustrated by supply chain issues66%76%are concerned aboutleft a store without the itemitems out-of-stockthey wanted (49% because(+9 pp YoY)it was out of stock)Inflation concerns have an impact on spending79%72%are concernedsay inflation hasabout price increasesc

17、aused them toon essentialsdelay purchasesDecision-MakersActionsAcknowledging inventorymanagement issues:80%79%report maintainingsay they need betterreal-time visibilityinventory managementof out-of-stocks is atools for availabilitysignificant challenge1. Associates in customer service/in-store sales

18、 roles.67% of associates are increasingly concerned that shoppers are more connected to information than they are (+8 pp YoY).Empowered by technology78%feel more valued by employers whenprovided with tech tools that helpthem workMeasuring their biggest frustrations143%42%cite out-of-stockreport litt

19、le timecomplaintsto help customers(+10 pp YoY)Top priorities when investingin retail technology1 Increase automation2 Improve inventory management (real-time visibility, out-of-stocks, cycle counts, shrink and fraud visibility)3 Become more sustainableThe World Has ChangedHave Retailers? I Global Sh

20、opper StudyOverviewHuman AspectRetail ShiftsPerspectives 4Through the Years:Key Events That Shaped the Retail WorldThe world is dramatically different today than when the shopper study began in 2007.Technology ChangesThe InternetE-commerceSocial Mediathe GameExplodesSales SkyrocketTakes OffA new tec

21、h boomInternet users in ChinaE-commerce sales in 2007Facebook and Twitterkicked off with theincreased significantly,totaled $175 billion,3 comparedboth went global,release of the first-setting up to surpass theto an estimated $5 trillionbringing millions of newgeneration iPhone.United States, Japan

22、andin 2022 and a projectedusers within the year.South Korea within a year.2$6 trillion in 2024.420072008Only 37% of50% of shoppersshoppers satisfiedunable to find anwith associatesitem; 34% due toout-of-stock2009201020112012Over 50% of55% of retailers67% of shoppers61% of retailersconsumers useagree

23、 shoppers aresay in-storereport consumersmobile phones forbetter connectedexperience isare better informedin-store shoppingto information thanbetter with retailersthan associatesassociatesusing the latesttechnology2017One-half of Millennialshoppers think theyare better connectedthan associates2018Tw

24、o-thirds of retailstore associatesbelieve they canprovide bettercustomer servicewith technology2016Seven in 10 retailers to invest in Internet of Things (IoT)201975% of Millennials abandon in-store purchases, led by out-of-stocks201520142013Over 50% of in-storeShopper satisfactionNearly 50% ofshoppe

25、rs interestedup 23% since 2008consumers believe theyin location-basedare more informed thanservicesstore associates202020212022COVID-19 acceleratesOnly four in 10Self-serve drivestechnology spendingshoppers completelyimproved satisfactionfor six in 10 surveyedtrust retailers to fulfillwith associate

26、s forretailersorders as promisedseven in 10 shoppers2. The New York Times, “China Surpasses U.S. in Number of Internet Users,” July 26, 2008. 3. Digital Commerce 360, “2007 Online retail sales hit $175 billon, Forrester Research says,” Jan 28, 2008. 4. Shopify, “Future of Ecommerce,” 2022. The World

27、 Has ChangedHave Retailers? I Global Shopper StudyOverviewHuman AspectRetail ShiftsPerspectives 5Connecting With ShoppersThe modern store is playing a new role, and retailers are under pressure to keep up.Most consumers increasingly blend e-commerce and in-store, with seven in 10 saying they prefer

28、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 m

29、eet 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 o

30、f 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

31、experiences.As further confirmation of a blended approach to shopping, mobile ordering continues to increase, with 82% of all consumers surveyed having used it.Global ShoppersMobile ShoppingSatisfactionby Generation78%76%92%87%65%In-StoreOnlineMillennialsGen XBoomersShoppingShoppingUnderstanding Uni

32、fied 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 consu

33、mer 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.Top Five Changes Driving the Future of Store Operation, According to Decision-Makers1Facilitatingmob

34、ile ordering2Shiftingto online sales3Buying/reservingonline andpicking up in storeEquipping4associates with mobile technology at scaleReturning5online purchases in storeShoppers Will Payfor Faster, FlexibleFulfillment. CanRetailers Deliver?89%are willing to pay for direct-to-home delivery (+13 pp si

35、nce 2019)73%are likely to make a minimum purchase amount in exchange for free delivery69%are likely to pick up a purchase in exchange for a discount or cashThe World Has ChangedHave Retailers? I Global Shopper StudyOverviewHuman AspectRetail ShiftsPerspectives 6Manned CheckoutsAre Checking OutRetail

36、ers invest in more self-service technology as consumers increasingly use in-store solutions.Anywhere 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 pick

37、ed 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.Shop

38、pers 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.Shoppers91%91%89%Are UsingA personal shop

39、pingMobile cashlessSelf-checkoutsSelf-Servicedevice provided bypaymentSolutionsthe storeSelf-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

40、reporting they plan to convert cash register space to self-checkout.Decision-Makers and Associates Agree Self-Checkout Is a Net PositiveImprovesAgreeFrees associatescustomerinvestmentsto do higher-priorityexperienceare paying offtasks and betterserve shoppersAssociates81%82%83%Decision-makers82%85%81%Convenience Counts64%of shoppers prefer stores that offer contactless payment optionsHighest among Millennials at 71%64%of shoppers preferbeing able to check out anywhere in the storeHighest in Latin America at 68%