113线下行业报告2017年零售业

1、2017 RETAIL INDUSTRY REPORTSHOPPING ONLINE VS IN-STORE COMPARISON FOR ELECTRONICS, FASHION & HOME IMPROVEMENTIts All About the Customer Service!While online shopping beats in-store in expected categories such as availability of products and variety of selection, in-store dominates in terms of cu

2、stomer service. Through all three industries, overwhelming majorities of respondents felt returns and exchanges were far easier in-store.Online has a reputation for being less expensive due to lower operating costs and brick-and-mortar stores often struggle to compete with online pricing. Yet physic

3、al stores offer clearance sales, seasonal promotions, price matching, and other discounts to even the playing field.Pricing, the Final BattlegroundWhile shoppers have decided that online is the place to go for availability of products and variety of selection, and in-store for customer service and r

4、eturns and exchanges, there remains one final battleground: pricing.Respondents proved almost evenly split when asked whether they believe pricing was better in-store or online, with only 51% believing fashion prices were better online and 55% believing the same of home improvement prices.All Things

5、 Being EqualWith respondents seeing the virtues of both online and instore, and remaining fairly uncertain about which offers the best pricing, clear majorities still would rather thein-brick and mortar experience over online.PLEASE RATE WHETHER YOU BELIEVE THE FOLLOWING ARE BETTER IN STORE OR ONLIN

6、E:Availability of ProductsCustomer Service 82% 84% 90% Returns and Exchanges 89% 93% 95%Variety of SelectionPricingELECTRONICSFASHIONHOME IMPROVEMENTGray-colored numbers represent highest across retail category.2 |70%55%70%71%51%73%73%62%73%CLEAR MAJORITIES STILL WOULD RATHER THE IN-BRICK AND MORTAR

7、 EXPERIENCE OVER ONLINECOLOR LEGEND FOR CHARTS& GRAPHS ON THIS PAGEONLINE IN-STOREWHICH SHOPPING EXPERIENCE DO YOU ENJOY MORE?In all three industries, respondents still prefer the in-store shopping experience over online. While roughly ¾ prefer in-store shopping for Fashion and Home Improve

8、ment, the narrowest gap appeared in electronics where 66% prefer in-store. With the rising popularity of online shopping, what keeps drawing these shoppers to in-store experiences?66%74%76%ELECTRONICSFASHIONHOME IMPROVEMENTn=884n=1,582n=1,735WHICH SHOPPING EXPERIENCE DO YOU ENJOY MORE?Millennial 1(7

9、7)66%Millennial 2(151)Generation X(307)Baby Boomer(326)ELECTRONICSn=884Silent(23)Millennial 1(160)74%Millennial 2(294)Generation X(593)Baby Boomer(491)FASHIONn=1,582Silent(44)Millennial 1(77)76%Millennial 2(151)Generation X(307)Baby Boomer(326)HOME IMPROVEMENTn=1,735Silent(23)3 | 25%75%22%78%25%75%2

10、4%76%21%79%23%77%20%80%28%72%32%68%29%71%17%83%30%70%37%63%38%62%42%58%Millennials nonetheless preferred in-store shopping across all three industries.COLOR LEGEND FOR CHARTS& GRAPHS ON THIS PAGEONLINE IN-STOREWe hear all the time that millennials will be the death of brick and mortar shoppingth

11、e generation glued to its smart phone, shopping via social media, and shunning real-world interaction will retreat so far into their digital bubble that the retail industry will follow it.Yet that doesnt seem to be the case. Even when millennials preferred online in numbers greater than their older

12、counterparts, millennials nonetheless preferredin-store shopping across all three industries.Indeed, the older a customer, the likelier they are to prefer in-store electronics shopping with 83% of silents still heading to brick and mortar stores for their electronics purchases while a considerably s

13、maller percentage of younger millennials (58%) favor in-store. Similarly, though not identically, older generations preferred in-store in fashion as well.Generation did not impact home improvement preferences, however, with roughly the same percentage (75%-79%) of shoppers preferring the in-store ex

14、perience.Luddites and NerdsElectronics, unsurprisingly, showed the greatest generational gap between online and in-store shopping.WHICH OF THE FOLLOWING DRIVES YOU INTO A PHYSICAL STORE TO MAKE A PURCHASE RATHER THAN DOING SO ONLINE?Getting the items immediatelyAbility to physically confirm the item

15、s'quality/fitBargain huntingAdvice or assistance from associatesIn-store promotional eventsAbility to easily return itemsIn-store technology/toolsSocial interactionUnderlined numbers are significantly different at a 95% confidence level4 | 1022%35%57%59%70%67%65%85%26%24%Drivers to physical stor

16、es varied considerably by retail type, particularly fashion, where 2x less respondents went to physical stores for in-store technology or for advice from associates.14%35%58%47%57%53%34%62%79%62%87%81%83%88%COLOR LEGEND FOR GRAPHS ON THIS PAGEELECTRONICSFASHIONHOME IMPROVEMENTPLEASE RATE YOUR DESIRE

17、 FOR ASSOCIATE INTERACTION WHEN CONSIDERING THE FOLLOWING:77%74%65%Question about product specificsLocation on the sales floor73%72%58% 61%Warranty orPricing or Promotion OfferReturn Pol8ic0 y66%Delivery or OrderingUnderlined numbers are significantly different at a 95% confidence level5 |64%66%88%C

18、OLOR LEGEND FOR CHARTS ON THIS PAGEELECTRONICSFASHIONHOME IMPROVEMENT53%51%61%86%Even Two Days is Slow Compared to ZeroIf the reports of retails death were greatly exaggerated, what is bringing shoppers into stores? Well, in all three industries immediacy is king. “Getting the items immediately” dri

19、ves 85%, 83%, and 88% of shoppers to physical electronics, fashion, and home improvement stores, respectively.On-Site InspectionThe ability to physically inspect items to ensure quality and fit also proved quite enticing to fashion (87%) and home improvement (81%) shoppers, but did not carry over as

20、 strongly into electronics (65%), where merchandise is far more standardized than the other two industries.More than You Bargained for?With the rise in popularity of discount fashion stores such as TJ Maxx, Nordstrom Rack, and Ross, nearly 80% of fashion shoppers report being drawn into the store fo

21、r bargain hunting. While similar bargains may be available online, the in-store “treasure hunt” experience is perhaps driving in-store purchases as customers potentially spend hours upon hours sifting through racks looking for their next great deal.Yet they dont want any help doing it. While 70% of

22、electronics shoppers and 62% of home improvement shoppers go in-store to seek advice or assistance from associates, only 34% of fashion shoppers want similar guidance. Some of this might have to do with the reputation fashion salespeople have for being a bit, well, shall we say pushy?But it also mig

23、ht speak to the evolution of fashion shopping in generalare customers already experts in what they “want” from social media and digital channels? Do they nonetheless enjoy the hunting for what they want at the best possible price?IMMEDIACY IS KING.Retail in general and retailers specifically appeal

24、to shoppers five senses. In a crowded marketplace, being noticed is important, and as brick and mortar establishments defend themselves from or try to fold themselves into online, striking the right notes is important.I Spy with My Little Eye, I Hear with My Little EarAs we learned in our food safet

25、y study, consumers trust what they can see. In all three industries, clear majorities reported that sight heightened their in-store experience.Yet not all the senses are so clean cut. While respondents also generally agreed across all three industries that touch also heightened their experience and

26、that smell had little positive effect, they were not so sure about sound.While 84% of electronics shoppers see it as a positive influence on their shopping experience, only half of fashion and home improvement shoppers felt the same positivity. Electronics retailers sell goods specifically designed

27、to produce sound, namely speakers and other electronic devices and systems. Could it be that hearing these precise sounds from display units playing popular music and movies heightens their shopping experience?Fashion, however, is almost entirely silent save tap shoes and the occasional swooshing pa

28、ir of pants. Home improvement goods make noise but only as a bi-product of their function: the sounds of electric motors, forklifts, and power saws are not the purpose of their design but rather a potentially irritating result if it.6 |Respondents who visited fashion stores were less likely to desir

29、e associate interaction in all scenarios except pricing or promotion offers.Just Leave Me Alone!Electronics can be complicated for the uninitiated and We know that only 34% of fashion shopperit could be that conferring with an expert is especially respondents are driven to physical stores seekingimp

30、ortant in this setting. This allows them to ensureassistance and advice, and, when asked tocomprehension of warranty and return policies, findrate their desire for associate interaction in specificthe best pricing and promotional information, as well situations, they were less likely to desire thisa

31、s set up deliveries, which were all areas in which interaction in nearly every scenario. This is in starkrespondents indicated they want some help.contrast to retail in general, and electronics and homeimprovement more specifically, where associateImproving Home Improvement Knowledgeinteraction is m

32、ore appreciated.Home Improvement shoppers, more than any other, want an associate to explain product specifics toWhere Do You Plug This In?!them, which could make sense given their varied For electronics shoppers, the opposite proved true,nature, complexity, and relative danger (nobody ever with mor

33、e respondents wanting associate interactionsawed their finger off with a floral printed blouse).than any other industry in all but one scenario.PLEASE RATE HOW THESE SENSES AFFECT YOUR IN-STORE EXPERIENCE:3%2%SightSmell3%SoundELECTRONICSn=884Taste21%Touch1% 2%1% 89% SightSmellSoundFASHIONn=1,582466%

34、TasteTouch 1%22%Sight 1%SmellSoundHOME IMPROVEMENTn=1,735Taste1%Touch7 |2%23%19% 2%8%14%21%19% 2%6%14%22%60% 2%3%18%COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENS19%39%39%7%65%4%17%25%31%15%25%24%21%6%12%79%7%22%69%7%12%32%32%15%21%31

35、%19%8%11%35%51%7%65%4%10%24%14%46%15%8%10%86%2% 3%10%86%3% 3%10%3% 4%22%1% 2%8%18%11%35%15%14%7%51%24%60%65%46%ELECTRONICSn=884SightSmellSoundTasteTouchLETS BREAK IT DOWN1% 3%SIGHTMillennial 1(77)21%Millennial 2(151) 84% 3%2%Generation X(307) 85% 31%Baby Boomer(326) 89% 1%Silent(23)SMELLMillennial 1

36、(77)Millennial 2(151)Generation X(307)Baby Boomer(326)Silent(23)8 |35%19%18%15%12%4%10%11%COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENS4%57%4%16%48%12%5%13%45%18%6%13%42%17%13%12%45%17%14%17%78%7%17%79%TOUCHMillennial 1(77)1%3%Millen

37、nial 2(151)18%32%48%2%1%1%Generation X(307)2%Baby Boomer(326)Silent(23)13%39%43%9 |4%COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENSSomethinells Fishy in HereWithin electronics, as would be expected, shoppers across all generations fel

38、t that seeing (96%) and physically interacting (86%) with the store and its products enhanced their shopping experience. But it gets a bit trickier with smell. Smells trigger different associations and reactions among different people and the older a customer, the less inclined they are to appreciat

39、e the smells of a typical electronics retailer.While 30% of millennials (1 and 2) find that electronic store smells enhance the shopping experience, only 4% of silent shoppers and 19% of boomers felt the same way.Whether the store is triggering a physical or emotional response (or both), it does see

40、m that, at least on an olfactory level, millennials are more at home in an electronics store.Opinions on how senses affect the shopping experience varied by generational group. Some, such as smell, displayed a large disparity, while others (sight, for example) had similar distributions.10%35%53%8%35

41、%55%21%38%40%1% 1%2%6%19% 12%32% 32%2% 4%21%1% 2%7%22%19% 14%15%8%7%31%69%89%66%21%FASHIONn=1,582SightSmellSoundTasteTouchLETS BREAK IT DOWNSOUNDMillennial 1(77)Millennial 2(151)Generation X(307)Baby Boomer(326)Silent(23)SMELLMillennial 1(77)Millennial 2(151)Generation X(307)Baby Boomer(326)Silent(2

42、3)10 |25%18%11%12%11%9%5%6%6%6%COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENS34%23%18%16%24%27%15%15%23%32%18%13%16%36%23%16%13%35%25%11%52%23%5%11%39%29%16%12%30%35%18%13%23%35%24%11%26%26%31%TOUCHMillennial 1(77)1%1%2%Millennial 2(1

43、51)7%26%65%2%1%1%Generation X(307)Baby Boomer(326)Silent(23)11 |5%COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENSTurn that Music Down!The same held true for fashion where, as expected, each generation valued the sight and touch, but ge

44、nerational disparities emerged when it came to sound. While 57% of millennials say that the sounds of fashion retail heighten their shopping experience, this was true for only 28% of silent.Clothing stores often play music to create a particular atmospherebe it tony piano music in an upscale store o

45、r contemporary hip hop and house music at trendier locationsand the younger a shopper, the likelier they are to appreciate these sounds.Of course, it could be that this is no accidentthat these young shoppers are the ones retailers are targeting when creating their in-store experience. But it is wor

46、th noting that the silent generation valued touch in fashion retail more than any other generation, so its not just that our elders disapprove of everything.Opinions on how senses affect the shopping experience varied by generational group with some, such as smell and sound, showing considerable dif

47、ferences between groups.5%18%73%5%17%76%7%21%68%11%33%54%1% 2% 6%2% 4%23%1% 2%19%8%21% 14%15%19%12%17%39%7%24%HOME IMPROVEMENTn=1,73531%79%65%25%25%39%SightSmellSoundTasteTouchLETS BREAK IT DOWN1% 1%SIGHTMillennial 1(77)3%1%Millennial 2(151)1%2%Generation X(307)1%2%Baby Boomer(326)2%2%Silent(23)6%88

48、% 2%SMELLMillennial 1(77)Millennial 2(151)Generation X(307)Baby Boomer(326)Silent(23)12 |29%16%15%8%14%COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENS12%25%20%14%15%31%23%15%16%24%24%22%16%19%28%27%15%21%20%31%5%10%83%5%11%81%7%17%73%9

49、%23%66%TOUCHMillennial 1(77)1%1%2%3%Millennial 2(151)Generation X(307)21%37%39%2%1%Baby Boomer(326)2%Silent(23)13 |COLOR LEGENDFOR GRAPHSDETRACTSSOMEWHATNEITHER DETRACTSSOMEWHATHEIGHTENSON THIS PAGEDETRACTSOR HEIGHTENSHEIGHTENSSmells Like Teen SpiritThe iconic fresh-cut-wood smell seems to be a crow

50、d pleaser among millennials, as over half of them reported enjoying the olfactory experiences home improvement stores offer. The older folks arent too concerned with smellat least ¼ of X, Boomers, and Silents were entirely indifferent to itbut really (really) wanted to take a look around. A stu

51、nning 94% of silents said sight heightened their shopping and, the older the respondent, the likelier they were to respond similarly.Does this indicate a mistrust among these generations of the photos and descriptions online home improvement shoppers must rely upon? We know one thing for sure, they

52、arent going there for the smells!Opinions on how senses affect the shopping experience varied by generational group with some, such as smell and sound, showing considerable differences between groups.18%35%43%2%15%42%41%24%41%33%19%36%43%RECOMMENDATIONS1. Pricing is the final battle ground between o

53、nline and brick-and-mortar as consumers have yet to decide which channel they prefer. Except for electronics, shoppers no longer inherently view online as cheaper so instead of worrying about price matching, createin-store experiences shoppers will value.2. Speaking of in-store experiences, millennials still prefer in-store shopping in each industry. Retailers should not surrender them as a lost cause, nor should they desperately try to regain what they have