Wunderman Thompson-2023年未来购物者报告（英）

THE

FUTURESHOPPERREPORT

2023A

global

report

offeringan

unparalleledviewintothe

worldof

onlinecommerceandshoppingbehavior

tohelpbusinesseswinonline,surveying31,000+consumersacross18international

markets.7TH

EDITION31,647CONSUMERS///18

COUNTRIESUKNETHERLANDSPOLANDFRANCEJAPANUSSPAINGERMANYCHINAUAETHAILANDCOLOMBIAMEXICOINDIABRAZILAUSTRALIAARGENTINASOUTH

AFRICA2INTRODUCTIONWelcome

tothe7theditionofWunderman

ThompsonCommerce&

Technology’s“Future

Shopper”report,

offering

anunparalleledglobalviewintothehabitsofonlineshoppers.Likelastyear,

thisreport

covers18countriesandover31,000consumers,givingusa

trulyglobalviewofonlineshoppingbehaviors.METHODOLOGYTheresearchwasconductedbyCensuswide,with31,647onlineshopperswhoshoponlineatleastonceamonthinthefollowingmarkets:UK,US,France,Spain,China,Japan,Australia,Brazil,Argentina,Mexico,Colombia,India,Poland,UAE,Netherlands,Germany,SouthAfricaandThailandbetween06.04.2023–20.04.2023.CensuswideabidebyandemploymembersoftheMarketResearchSocietywhichisbasedontheESOMARprinciples.We

havenowentered

anerawhichwecancall“post-COVID-19”,butmuchofthecollateraldamageremains,

withthescarsinretail

stillpresent.

Andwhilewemighthavehopedthatbeingpost-pandemicwouldhavecoincidedwitha

senseofpeaceandharmony,

itfeelsliketheworldisinevengreater

turmoilthanbefore–

bethatbecauseofthewarinUkraine,othergrowing

geo-politicaltensions,inflation,orthecost-of-livingcrisis…So,howisthisallaffecting

thewayconsumersshoponline,andwhatdoesitmeanforbrands,retailers

andmarketplaces?Theover-riding

aimofourFuture

Shoppersurveyistohighlightthetrends

thatbusinessesneedtobestrategicallyplanningfor,

andactupon.Andtocutthroughtheopinionsandstoriestofindthefacts.We

hopeyouenjoythisreport,

andremember,

youdon’t

needtoread

everypagetounderstandthestory,

aswe’vepackagedupboththeheadlines,anda

condensedversionofthereport.HUGH

FLETCHERGLOBALMARKETINGDIRECTORANDTHOUGHTLEADERSHIPLEAD3CONTENTS358INTRODUCTION50

SECTION

6:GETTING

THE

EXPERIENCE

RIGHTTHE

HEADLINES

YOU

NEED

TO

KNOWTHE

FUTURE

SHOPPER

CONDENSED68

SECTION

7:MARKETPLACES76

SECTION

8:SOCIAL

COMMERCE10

SECTION

1:CHANGING

CONSUMERS,

CHANGING

BEHAVIORS88

SECTION

9:SUSTAINABILITY24

SECTION

2:WORKING

FROM

HOME

(WFH)94

SECTION

10:NEW

CHANNELS,

TECHNOLOGIES,AND

THE

FUTURE30

SECTION

3:THE

CUSTOMER

JOURNEY36

SECTION

4:THE

CUSTOMER

JOURNEY

BY

INDUSTRY102

SECTION

11:GAMING

COMMERCE44

SECTION

5:ONLINE

PURCHASING

IN

MORE

DETAIL107

CONCLUSION108

HOW

WE

CAN

HELP

YOU4THEB2CFUTURESHOPPERREPORT

2023:THEHEADLINESYO

UNEEDTO

KNOW5THEHEADLINESYOU

NEEDTO

KNOW...3.

NEW

WAYS

OF

WORKINGARE

ALSO

IMPACTING

HOWWE

SHOP.WFHischanginghowweresearchpurchasesonline,theretailersandbrandsweareloyalto,andwhereweultimatelyspendourmoney.1.

THE

ONLINE

WORLD

ANDCONSUMER

BEHAVIORSARE

STARTING

TOSETTLE

FOLLOWING

THEPANDEMIC-RELATEDDISRUPTION.2.

ONLINE

SHOPPINGREMAINS

STRONG,

ANDWILL

GROW.5.

MARKETPLACESWhatdoesthismeanforyou?Areyouclearwhatimpactanew,moreonlineshopperwillhaveonyourbusiness,loyaltytoyourbrandorretailer,

andthechannelsthroughwhichyousell?CONTINUE

TO

DOMINATETHE

CUSTOMER

JOURNEY,EXPERIENCE

AND

SERVICE.…butwehavenotseenhugeYOYgrowthinonlineshoppingsincelastyear.

However,

largegrowthisscheduledoverthenext10years,sobusinessesmustthinkonline-first,andfocusonenablingsalesacrossanever-increasingnumberofchannels.Buttheshareofspendpercentagesisnotgrowing,andtherearesignsofrecoveryforD2Cbrands,whohaveaddressedtheirissueoflosingconsumersduringthepurchasephase.Oneofthekeyobservationsthisyearisa

consistencyofdatawithlastyear.

Thisisstrikinggiventhehugeyear-on-yeardatachangeswehaverecordedsince2020.4.

WE’VE

WELCOMED

THERETURN

TO

PHYSICALSTORES.Whatdoesthismeanforyou?Isyourmarketplacestrategydeliveringwhatitneedsto?Isyourcontentoptimizedtomakeyoustandoutfromthecrowd?Andhowareyouremainingconnectedtoyourconsumers?Whatdoesthismeanforyou?Isyourbusinessplanningandacting“digital-first”andchangingprocessesandorganizationalstructurestoreflectthesetrends?Whatdoesthismeanforyou?Isyourstrategyin-linewithallcurrent

trends,andareyouaccuratelypredictinghowconsumerswillengagewithyouinthefuture?Themajorityofconsumersstillfavorretailersandbrandswithphysicalanddigitalstores,andinthesearchandinspirationphasewehaveseenthere-emergenceofphysicalstorestobekeyduringthepurchaseprocess.Whatdoesthismeanforyou?Reviewyourbalancedchannelstrategy.Doesitallowconsumerstoseamlesslyshiftacrosschannels,andacrossdigitalandphysical?6THEHEADLINESYOU

NEEDTO

KNOW...8.

SOCIAL

COMMERCEHOLDS

HUGE

FUTUREPOTENTIAL.Consumersconsistentlytellustheywilluseitmoreinfutureasapurchasechannel.Thisisencouraging,giventhatmany6.

RETAILERS

AND

BRANDSMUST

CONTINUE

TOIMPROVE

THEIR

ONLINEEXPERIENCES.7.

EXPERIENCE

IS

KEYBUT

THE

NUMBER

ONEDRIVING

FORCE

FORONLINE

DECISION-MAKINGIS

PRICE.ofthefrictionpoints,suchasin-apppurchasing,andfullback-endintegration,areyettobecompletelyrealized.10.

THE

WORLD

ISDIGITIZING,

AND

WESHOULD

THINK

MOREDIGITALLY

AND

OUTSIDEOF

OUR

PHYSICALLIMITATIONS.Whatdoesthismeanforyou?Doyouhaveasocialcommercestrategy?Areyouthinkingabouttechnologyandintegratingyourback-endsystems?Consumersremain

unforgivingofpooronlineexperiences–

theydemandsuper-fast

delivery,easyandfreereturns,product

availability,andareskepticalthatbrandsandretailers

reallyknowandunderstandthecustomerjourney.Onlineshoppersareprice-sensitivewhendecidingwhotopurchasefrom,butnotfarbehindistheneedforservice;notablyarounddelivery,returnsandavailability.…astherearenowmoredigitalproducts,moredigitalplatforms,andmoreconsumerswhobelievetheiravatarsarejustasimportantastheirfleshandbloodbodies.Thefuturewillbeonewherephysicalproductsandserviceswillbereinventedtoworkinthedigitalandphysicalworld.Whatdoesthismeanforyou?Howisyourpricingstrategyaffectingyoursuccess?Andhowcanyoucompeteusingserviceasadifferentiator?9.

SUSTAINABILITY,

ETHICSAND

PURPOSE

ARE

KEYFACTORS

IN

PURCHASEDECISIONS.Whatdoesthismeanforyou?Doyoureallyknowthefulljourneyyourconsumerstaketopurchasefromyou?Whatworks?Whatdoesn’t?

Where

aretheweaknessesthatyourcompetitorscanexploit?Whatdoesthismeanforyou?Areyoureviewingyourfutureproductanddistributionstrategy?Areyouinnovatingforthefuture,orjustfocusedonthepresent?Don’tletconsumers’desiretodigitizecomeasasurprise,andtoolateforyourbusiness!…andconsumersareincreasinglychoosingenvironmentallyfriendlyoptionsanddemandingtransparency.Whatdoesthismeanforyou?Areyoucommunicatingyoursustainabilitycredentialsandbeingclearaboutyourpracticesandenvironmentalimpact?7THEFUTURESHOPPER2023

CONDENSED1.

ONLINE

SHOPPING

IS

RISINGSLOWLY,

BUT

SHOWS

NO

SIGNSOF

STOPPING.3.

THERE

IS

DEMAND

FOR5.

MARKETPLACES

REMAIN

THENUMBER

ONE

ONLINE

CHANNEL.OMNI-CHANNEL

SHOPPINGACROSS

AN

EVER-INCREASINGSET

OF

CHANNELS,

DEVICES

ANDACROSS

PHYSICAL

AND

DIGITAL.35%

ofglobalshoppersgettheirinspirationfrommarketplaces,makingitthenumberonechannelforinspiration.58%

ofallconsumerspendingisnowonline(vs57%)lastyear.56%

ofconsumerssaytheywantseamlesscommunicationacrossdigitalandphysicalchannels,andtheabilitytomovebetweenthem.64%

ofspendingwillbeonlinein10years’time,accordingtoconsumerpredictions.31%

ofglobalshopperssearchforproductsonmarketplaces,makingitthenumberonechannelforsearch.68%ofglobalshoppersare

nowmorecomfortablewithtechnologythanlastyear.60%

ofglobalshoppersprefertoshopwitharetailerorbrandthathasbothdigitalandphysicalstores.35%

ofallonlineshoppinggloballygoesviamarketplaces(thesamepercentageaslastyear).7.

BUT

DESPITE

THE

MARKETPLACEDOMINANCE,

THIS

YEAR

WE

SEE

ARESURGENCE

IN

PHYSICAL

RETAILAND

D2C

BRANDS.32%

ofallonlinespendinggloballyisdoneonmobilephones.2nd

place

–consumersidentifiedphysicalstoresasthenumbertwochannelforbothinspirationandsearchfortheironlineshopping.14%

–thepercentageofonlineshoppingthroughDTCbrandsites,upfrom7%lastyear.2.

WORKING

FROM

HOME

(WFH)

ISCHANGING

HOW

SHOPPERS

BUY.4.

THE

CUSTOMER

JOURNEY

ISOMNI-CHANNEL

AND

SEAMLESS,ALBEIT

FIRST

AND

FOREMOST

ADIGITAL

ONE.6.

AND

DON’T

UNDERESTIMATE

THEROLE

MARKETPLACES

COULD

PLAYIN

THE

FUTURE.58%ofglobalshopperssaytheylike65%

ofconsumerssaytheyshoponlinemore

becauseofworkingfrom

home.buyingfrombrandedmarketplaces.64%ofinspirationisgainedfrom66%ofglobalshopperssaytheyspendmoretimeresearchingtheirpurchasesduetoWFH,while65%saytheyhavediscoverednewbrandsandretailersasa

consequenceofWFH.51%

ofglobalconsumersareopentobuyingtheirenergy,

waterandutilitiesfrommarketplaceslikeAmazon,TmallandMercadoLibre.onlinesources.24%ofconsumersusein-storebrowsingastheirmainsourceforinspiration.42%

ofglobalconsumersareopentousingadatingappprovidedbymarketplaceslikeAmazon,AlibabaandMercadoLibre.66%

ofconsumerswanttheirfutureworkinghabitstofeaturemoreworkingfromhome.71%ofthesearchprocesshappensonline.8THEFUTURESHOPPER2023

CONDENSED8.

SOCIAL

COMMERCE

SHOULD

BEIGNORED

AT

YOUR

PERIL.11.

WHEN

THINKING

ABOUTSERVICE,

MAKE

SURE

THAT

YOUREMEMBER

RETURNS!13.

THE

WORLD

IS

DIGITIZING,

ANDWE

NEED

TO

REDEFINE

OUR

VIEWOF

“CONSUMERS”.67%

ofglobalshopperssaytheyhavealreadyboughtthroughsocialmediaplatforms(up2%onlastyear).19%

ofeverythingorderedonlineisreturned.45%

ofglobalshopperswouldprefertheirproductstobedigitalandinstantlydownloadable.53%

ofglobalconsumerssaytheyintendtoshopmorethroughsocialplatformsinthefuture.35%ofglobalconsumersadmitto37%

ofeverythingboughtonlineisadigitalproductorservice,vs63%thatisaphysicalitem.10.

PRICE

MIGHT

BE

KING,

BUTSERVICE

IS

NOT

FAR

BEHIND

INIMPORTANCE.over-orderingonlineitems,withtheintentofreturningthem.39%

ofglobalshopperssaysocial-specificdealsanddiscountswouldencouragethemtopurchaseonsocialmediaplatformsmore.The

No.

1

thingglobalconsumerswouldchangeaboutonlineshoppingis“fasterdelivery”.57%

ofgamersspendmoneyingame.49%

ofgamerstoldustheywouldbeinterestedinbuyingreal-worlditemsingames.9.

PRICE

IS

NO.

1

WHEN

IT

COMESTO

DECISION-MAKING

ONLINE.48%

ofconsumerssaythat,whenitcomestodelivery,thenumberonechangewouldbe“fasterdelivery”,puttingitasthenumberonedesiredimprovement.45%

ofglobalconsumerssignaledtheirinterestintheabilitytocarryonpurchasingaftertheydie.We

callthis“post-deathconsumerism”.56%

of

globalconsumersidentifyprice

asthe

mostimportant

factorwhen

purchasing

online,placingitinfirst

position.12.

SUSTAINABILITY,

PURPOSE

ANDETHICS

ARE

MORE

IMPORTANTTHAN

EVER,

BUT

NEED

TO

BEUNDERPINNED

BY

THE

RIGHTPRICE

AND

SERVICE.2.15

days

–theaverageamountoftimeglobalconsumersexpecttowaitfortheironlineorderstoarrive.Lastyearitwas2.36days.23%

ofglobalconsumersareusing,orhaveused,themetaversetomakepurchasesonline.53%

ofglobalshopperssayabetterpricewouldmakethemshopdirectlyfromabrand,makingitthenumberonereasonforswitching.52%

ofglobalshoppersclaimtohavechangedtheirshoppinghabitsduetoconcernsaboutglobalwarmingandtheenvironment.23%

ofconsumersnowexpectdeliveryinlessthan2hours!46%

ofglobalconsumerssaytheywould

choose

another

retailer

or

brand

overa

marketplace

iftheirpricewas

cheaper.59%

ofconsumersbelievethatcompaniesarenotdoingenoughtooffsettheirimpactontheenvironment.$378

theaveragethatglobalconsumersarehappytospendononeitemonline,showingthat,whilstpriceisimportant,big-ticketcommerceisclearlyhere,too!46%

ofconsumershaveusedsustainabledeliveryoptionswhenorderingonline(upfrom43%lastyear).9SECTION

1:CHANGINGCONSUMERS,CHANGINGBEHAVIORS10CHAPTER

1:ONLINESPENDINGCONTINUESTO

GROWLet’s

startour2023reportwithoneofthemostimportantquestions:justhowmuchspendingisonline?Lastyear,

consumerstoldusthat57%oftheirspendingwasonline.Thisyear,

thisfigureshowsamodestriseto58%.58%OF

ALL

CONSUMER

SPENDING

IS

NOW

ONLINE(VS

57%

LAST

YEAR).Andwhereintheworldisonlinespendinghighest?TheanswerisMexico,where69%ofallspendingoccursonline…3%aheadofsecondplacedColombia,whilebringinguptherearisFrance(48%).Infact,onlytwocountries,FranceandJapan,dippedbelow50%ofspendingbeingonline.11CHAPTER

2:ONLINESPENDINGISSETTO

GROWOVERTHENEXT10YEARSTo

supportboththeshort-andlong-termplanninggoalsofouraudience,wedon’tjustwanttoknowwhat’s

happeningtoday,

butwhatthefuturewilllooklike,too.So,let’s

lookattherestof2023tobeginwith.60%ofglobalconsumerssayonlineshoppingwillbemoreimportanttothemin2023thanitwasin2022,withThailandleadingtheway(81%)andtheNetherlandsatthefootofthelist(40%).Meanwhile,61%ofconsumersgloballysaytheywillincreasetheirusageofdigitalshoppingchannelsinthefuture.Buthowdoesthistranslatetothelevelofspendthatwillbeonline?To

getaprecisefigure,weaskedconsumerstopredicthowmuchoftheirspendingwouldbeonlinein10years’time.Theanswerwas64%–6%upfromthecurrent58%.64%OF

SPENDING

WILL

BE

ONLINE

IN

10

YEARS’

TIME,ACCORDING

TO

CONSUMER

PREDICTIONS.ItisinChinathatonlinespendingwillbegreatestaccordingtoouraudience’sprojections,with75%ofallspendingbeingonline,whileitistheFrenchwhopredictthelowestonlinepercentageof53%.Andwherewillthebiggestchangesoccur?TheNetherlands,SouthAfricaandJapanlooksettoexperiencethebiggestchange,withconsumersinthesecountriesexpectinga12%swingfromofflinetoonlineoverthenext10years.We

alsowantedtounderstandtheinfluenceofconsumerageinthesepercentages,too.Currently,theover-65sspendthesmallestpercentageonline(44%),butthiswillgrowthemostoverthenext10years.The16-24-year-oldagegroupspendsthejointhighestproportion(with25-34-year-olds),yetthisissettogrowtheleastinthenextdecade.Thegroupthatwillspendthemostonlinein10yearswillbethe25-34-year-olds(67%).Whatdoesthismean?Itsupportsthefindingthat,atamacrolevel,everyoneisanonlineshopper,

andeveryonewillbeconductingthemajorityoftheirpurchasesonlineinthefuture.Atthesametime,therewillclearlybenuancesbyagegroupandmarket–mostobviously,asaresultoftheimpactofthecost-of-livingcrisisondisposableincomes.12PERCENTAGE

OF

ONLINE

SPENDING%SPEND%SPENDCURRENTLYONLINEPREDICTEDTOBEONLINEIN10YEARS’TIMECHANGE58%69%66%64%64%62%60%59%58%58%57%56%55%54%54%53%52%49%48%64%68%67%64%75%66%72%65%63%71%+6%-1%OVERALLMEXICOCOLOMBIAINDIA+1%0%+11%+4%+12%+6%+5%+13%+5%+12%+9%+5%+1%CHINAARGENTINABRAZILTHAILANDUAEHOW

MUCH

SPENDING

ACROSS

AGE

GROUPS

WILL

BE

ONLINE

IN10

YEARS’

TIME?SOUTHAFRICAUKAGENOWIN10YEARS65%67%CHANGE+3%+5%+6%+9%+10%62%68%64%59%55%62%63%61%53%NETHERLANDSGERMANYUSA62%62%59%53%49%44%16-2425-3435-4445-5455-6465+65%62%59%55%SPAIN+9%+11%+12%+5%AUSTRALIAPOLANDJAPAN+11%FRANCE13CHAPTER

3:CONSUMERBEHAVIOR

HAS

CHANGEDFORGOODOneofthebarrierstoonlineshoppingadoptionhashistoricallybeenthelevelofcomfort(orshouldthatbediscomfort)withtechnology.Manyconsumers’fearsoftechnologywerechallengedunexpectedlyduringthepandemicand,sincethen,wehavewitnessedincreasedeaseandadoption.Lastyear,

72%ofconsumerssaidtheyweremorecomfortablewithtechnologythantheyearbefore.Today,

thatfigureis68%,so,althoughnotat2022levels,itstillpointstohighconfidencelevelsandproofthatconsumersareincreasinglycomfortablewithtechnology.Asonemightexpect,itistheover-65sthatreflectthesmallestpercentagewhosaytheyaremorecomfortablewithtechnology,atjust36%.The25-34-year-oldagegroupdisplaysthehighestconfidencelevels,scoring77%.68%OF

GLOBAL

SHOPPERS

ARE

MORE

COMFORTABLE

WITHTECHNOLOGY

TODAY

THAN

A

YEAR

AGO.14CHAPTER

4:DEVICESUSEDFORONLINESHOPPINGWithmorepurchasingtakingplaceonline,andverylittletosuggestthistrendwillstopitsadvance,wealsoneedtounderstandwhichdevicesareenablingonlineshopping.What’s

clearisthatwearelivinginamobile-firstworld,with32%ofallonlinespendinggoingthroughmobilephones,followedinsecondpositionbylaptops(17%)anddesktops(16%).However,

it’s

worthpointingoutthat,whenyouaddthesetwofigurestogether,

youseethatcomputers(laptopanddesktop)wouldtakefirstplace.Whatdoesthismean?Itmeansthatbusinesseswhowanttobuildtherightexperiencesandconversionopportunitiesfortheirconsumersshouldapplyabalanced–ifnotentirelyequal–leveloffocusacrossmobileweb,app,desktopandlaptopusers,toensuretheirjourneysareseamless,friction-freeandconsistent.32%OF

ALL

ONLINE

SPENDING

GLOBALLY

IS

DONE

ONMOBILE

PHONES.15EXPERT

OPINION:WHYONLINECOMMERCENEEDSAMOBILE-FIRSTSTRATEGY.HOW

WUNDERMAN

THOMPSON

COMMERCE&

TECHNOLOGY

CAN

HELP

YOU:MOBILE

TECHNOLOGY

SERVICESWe

helpsomeofthemostsuccessfulcommercebrandstobuildcomplexandadvancedmobileappsolutionsquickly,

seamlesslyandalwayswithinresource.We’re

doingthisthroughnativeappsreimagined,ouradvancedmobileplatform,mobilecommerceintelligence,bespokemobileapps,intricateintegration,andconnectingcustomerexperiences.With38%ofallretailtransactionsbeingthroughamobiledevice,includingtablet,creatingthebestpossiblemobileexperienceisnotsimplyanoption,itisanecessityforretailers.Your

customersaredemandingthatyouprovidethemwithasimple,yethighlyengaging,mobileexperiencethatmakesbestuseofthehugelypowerfultechnologytheyhaveintheirhands.Ensuringyouhavetherightstrategyforyourbrandtomeetthatcustomerexpectationiswhatwillensureyoukeeppacewiththosedemands.Puttingyourmobileexperiencetopofyourexperiencelist,ensuresyoucreatethebestexperienceforyourmostactivechannel.TheWundermanThompsonmobileappplatformisthemostadvancedinthemarket,consistingoffeaturesandfunctionalitythatplaceourclientsfaraheadoftheircompetition.Findoutmorehere.JONATHAN

HEAPCTOE:

JONATHAN.HEAP@WUNDERMANTHOMPSON.COM16CHAPTER

5:SHOPPINGISOMNI-CHANNELTHROUGH

WHICH

DEVICES

DO

CONSUMERS

MAKE

THEIR

PURCHASES?Asalways,withsomuchtalkabouttheriseofonlinespendingamidongoingreportsofdisappointinghighstreettradingfiguresandclosures,thereisatendencytosaythatphysicalshoppingisonitslastlegs,ifnotdead.But,whilewedoseechallengesforphysicalretailers,wealsogetanoticeablyclearmessagefromconsumersthattheywouldprefertoshopfromretailersthathavebothphysicalanddigitalstores.VIRTUALSMARTREALITYASSISTANTHEADSET3%4%SMARTWATCHLastyear,

60%ofglobalconsumerssaidtheyprefertoshopwitharetailerorbrandthathasbothdigitalandphysicalstores,andthatpercentagehasstayedexactlythesamethisyear.Onceagain,thisisproofthatbusinessesmustdeveloptheiromni-channelstrategies.4%ThislinkbetweenphysicalanddigitalismostimportantintheUAE(78%),whileGermanconsumersseemfarlessfussed–albeit,41%wouldstillpreferdigitalandphysicalcapabilities.TABLET6%MOBILEPHONE32%GAMESCONSOLE7%TV11%DESKTOPLAPTOP16%17%17THE

PERCENTAGE

OF

SHOPPERS

WHO

WOULD

PREFER

TO

SHOP

WITH

ABRAND

OR

RETAILER

THAT

HAS

BOTH

A

PHYSICAL

AND

ONLINE

STORE.Onethingbrandsandretailersdoneedtoworkonisensuringthereisseamlesscommunicationandmovementacrosschannels.Thisissomethingthat56%ofconsumersclaimisessential,withonly13%sayingitisanon-issue.Themessageisclear–differentchannelsmustworkinunisontomeetconsumers’expectations.78%UAE77%INDIAOF

CONSUMERS

SAY

THEY

WANT

SEAMLESSCOMMUNICATION

ACROSS

CHANNELS,

AND

THE

ABILITYTO

MOVE

FROM

DIGITAL

TO

PHYSICAL,

AND

VICE

VERSA.56%76%73%THAILANDSOUTHAFRICA70%CHINA70%69%Thispointisprovenwhenwelookathowconsumersareconstantlyusingbothphysicalanddigitalchannelstogether.

Evenifthepurchaseisultimatelymadein-store,weseethecontributionofdigital,with72%ofconsumerssayingtheyresearchtheirpurchasesonlinebeforetheybuythemin-store.MEXICOCOLOMBIA64%ARGENTINA61%USA57%BRAZIL57%POLAND56%AUSTRALIA54%SPAIN51%FRANCE51%UK46%NETHERLANDS42%JAPAN41%GERMANY18EXPERT

OPINION:HOW

WUNDERMAN

THOMPSON

COMMERCE&

TECHNOLOGY

CAN

HELP

YOU:ERETAIL

/

CONSULTANCYWHYABALANCEDOMNI-CHANNELSTRATEGYISVITAL

TO

THESUCCESSOFBRANDSANDRETAILERSWe

helpbrandsexecuteseamlesslyandprofitablyacrossalldigitalchannelsthroughspecialisteRetailservicestohelpbrandswininomni-channelcommerce.Ourofferingcomprises3coreservices:CommerceStrategy–CommerceExecution–CommerceIntelligence,andthisuniqueportfoliospansstrategy,channelbuild/develop,marketingexecutionandproprietarytechnologyacrossD2C,ownedretailers,marketplacesandsocialcommerce.Brandsandretailershavehadtheopportunitytolearnsomuchmoreabouttheircustomerbehavioroverthelastfewyearsthaneverbefore,whendigitaltouchpointswere,attimes,theONLY

waycustomerscouldinteractwithbrandsandretailers.Thismeansomni-channelstrategiesareripeforrefreshing,toredefinethefutureofhoworganizationsengagewiththeircustomers,andelevatetheexperiencebymaximizingthestrengthsofeachchannel.Unifyingthecustomerexperienceacrossbothownedrealestate(e.g.,apps)andthirdpartyproperties(e.g.social)isanongoingchallenge,sotakingafreshlookatanorganization’somni-channelstrategyisagreatopportunitytoevolvethethinkingtomakeitfitforfutureambitions.To

helpyoutakethefirststeps,weoffertwointroductoryservices:■

AfreeChannelAudittohelpaccelerateyoureCommerceperformancethroughanassessmentofyourchannelstrategy.■

AfreeRetailMediaaudittoidentifyhowtomaximizeyourReturnOnAdSpend.Findoutmorehere.SHALINA

GANATRAHEADOFECOMMERCECONSULTANCYE:

SHALINA.GANATRA@WUNDERMANTHOMPSON.COM19CHAPTER

6:BIGTICKETRETAILWHAT

IS

THE

MOST

GLOBAL

SHOPPERS

ARE

HAPPY

TO

SPEND

ON

ASINGLE

PRODUCT

ONLINE?0102030405060708091011121314151617$749GERMANYCHINAWhatcanbesoldonline?Theanswerisprettymuchanything!Especiallyasweseeanappetiteforspendingmoreonline.But,someconcernsstillexistoverwhetherconsumersarecomfortable(andnodoubtfinancedintoday’s

challengingeconomicclimate!)tospendbigonline.$646$494$468$455$402$399$381$366$348$339$339$306$306$262$219$216NETHERLANDSSPAINSo,justhowmuchareconsumersgloballyhappytooutlayonasingleitemonline?Asizable$378istheanswer.Germanconsumersarehappytospendthemostononeitemonline–$749infact–averagingtwicethemeanamount.Thisiswellaheadofthesecondplaced$646thatChineseshopperswouldbecontenttospend.AndSouthAfricanconsumersaremostreticentaboutspendinglargeonline,withanaverageof$106.JAPANARGENTINAUAEThistellsusthat,increasingly,consumersarecomfortableandrelativelyunrestrictedinmakinghighvaluepurchasesonline.AndthisissupportedbyourresearchintoB2Bmarkets,too.Almostnothingisexemptfrombeingsoldonline–or,

toputitplainly,

everybusinessisaneCommercebusiness.USAUK$378THE

AVERAGE

THAT

GLOBAL

CONSUMERS

ARE

HAPPYTO

SPEND

UP

TO

ON

ONE

ITEM

ONLINE.FRANCEMEXICOPOLANDAUSTRALIABRAZILCOLOMBIATHAILANDINDIA18$106SOUTHAFRICA20CHAPTER

7:DIGITIZINGPRODUCTSANDSERVICESOnetrendwe’vebeentrackingforseveralyearsisthemovefromphysicaltodigitalproducts.We

tendtothinkofbuyingonlineasbeingaboutphysicalproductsbeingordered,picked,packedanddelivered.Inreality,

asignificantpercentageofwhatisboughtonlineisadigitalproductorservice.Whenitcomestothecountries,aswithlastyear,

weseeIndiaonceagainatthetopofthelist,albeitwithaslightlylowerpercentagethanlastyear,

andagainJapanisatthebottomofthelist,withadropindigitalitemsbeingbought.It’s

worthnotingthatinthecaseofIndia,whichleadsseveralofoursurveytables,thecostofmobileinternetdataisamongthelowestglobally,withIndianconsumersbenefitingfromfreetrialsandmassivelyslashedprices.Thishascontributedto