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1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Mastering the multichannel minefield 2023 Nielsen Consumer LLC.All Rights Reserved.2Introduction3E-commerce:An ever-growing channel 4The multichannel minefield11How to overcome the multichannel minefield?16T
2、able of contents 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.3https:/ Covid 19 pandemic,and heightened expectations forpersonalized and tailored online experiences,have increased the importance of e-commerce over the last few years.More shoppers are pl
3、anning to shop online in fact in 2021,roughly 87%of people in the Netherlands bought goods on the internet for private use.With the development of e-commerce and the ever-growing number of channels available,from traditional retailers e-commerce platforms,to mobile shopping apps,to quick commercedel
4、ivery apps and social media shopping,the omnichannel experience is already being used by shoppers.But,in such a diverse shopping environment,the difficulties faced by shoppers when shopping online are also increasing.It can become a challenge for brands to manage their product data,meaning data qual
5、ity and consistency can then be compromised.This has created the multichannel minefield.In the future more shoppers will buy online,and their patience will run thin if the platform they are buying from shows incomplete,inaccurate,and incoherent product data.of people in the Netherlands bought goods
6、on the internet for private use.What youll learn in this eBook:The reasons for the continued growth of e-commerce The impact of the multichannel minefield and how it can be navigatedTips from our industry experts on how to overcome the multichannel minefieldto improve the ecommerce experienceRetaile
7、rs and brands must continue to improve how shoppers navigate online shopping,or they will lose out on opportunities.They need to overcome the multichannel minefield,to increase shoppers engagement and loyalty.shoppers have bought from a competitor brand because of the lack of information they receiv
8、ed while shopping online.1 in 3 2023 Nielsen Consumer LLC.All Rights Reserved.https:/ ever-growing channel Omnichannel shopping is best defined as shopping on multiple devices,and as all different platforms and places available for shoppers to look for products and shop.Having a thought-out omnichan
9、nel strategy ensures that their experience is smoothand seamless.86%of shoppers are combining their shopping habits to encompass both online and instore stopping,with fewer than 14%of shoppers choosing toshop solely instore.An example of omnichannel shopping is a shopper who browses on a desktop,com
10、pares prices on a mobile device,then visits your brick-and-mortar location to finalize a purchase.Omnichannel shopping is already heavily used by shoppers and is an important factor in the acceleration of e-commerce.However,omnichannel shopping brings other challenges to brands and retailers,as they
11、 need to take great care of all the channels they are present on and expand to.This requires high-quality and consistent product data on all channels.Omnichannel shoppingImagine a shopper seeing a product in-store with all the on-pack information,and a salesperson they can ask questions to,but this
12、shopper decides to buy the product later.The same shopper later decides to browse online to buy this product,but the information present on the retailers online platform is low-quality.There is a high risk for this shopper to buy this product at a competitor,or end up not buying this product at all.
13、Moreover,this experience would hurt shopper brand loyalty and engagement.This scenario is all too common for many shoppers.It is therefore critical for brands and retailers to ensure consistency,and proper version management across all channels to keep shoppers satisfied and grow shopper loyalty.86%
14、of shoppers are combining their shopping habits to encompass both online and instore stopping 2023 Nielsen Consumer LLC.All Rights Reserved.5https:/ ever-growing channel Mobile is taking the lead among devices used by shoppers for online shoppingThe Netherlands Shopper Trends 2021/22,a NIQ Annual re
15、port on shopper behavior in the Netherlands,uncovered the following:In 2019,shoppers across the Nordics and Benelux made around 32%of their online purchases on a mobile phone.This number rose to 45%during the pandemic and hasnt gone down since.Thanks to the development of mobile shopping,social shop
16、ping is becoming an increasingly important part of the e-commerce landscape.Driven mainly by mobile app users,with social commerce shoppers discover and purchaseproducts through social networks sometimes even completing the purchase directly within the platform.Data from NIQ confirms that social sho
17、pping is on the rise,with 60%of online shoppers reporting they made at least 1 purchase via a social platformin 2020.Entertaining and immersive,it keeps shoppers watching,shortens the time between product awareness and deciding to buy and has high conversion rates.Along with social media shopping,Di
18、rect to Consumer shopping(D2C),is also an increasing trend that is changing the online shopping experience.It involve brands communicating and selling directly to shoppers either through their own online store or social media site,bypassing third-party retailers or wholesalers.These three factors ar
19、e changing the e-commerce landscape and increasing online shopping importance in the retail sector.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.6 6https:/www.ah.nl/https:/ ever-growing channel Retailers leading the wayInstacart,an American retail compan
20、y,is a great example of a company that offers convenience and an enjoyable shopping experience on a mobile app.With Instacart you can select one of the 500 million productsavailable to shop across the catalog from your favorite grocery stores in the app,pick a convenient time for you,and get groceri
21、es picked up or delivered.Albert Heijn is a Dutch retailer offering the possibility to shop their products on a mobile app,and to get grocery delivered or picked up.On their app shoppers can buy grocery,get exclusive weekly bonuses,find recipes and more,such as a functionality that enables shoppers
22、to find products,they are looking for in one of their shop more easily thanks to an interactive map in the app.2023 Nielsen Consumer LLC.All Rights Reserved.https:/ ever-growing channel According to Shopify,personalized online shopping experiences refer to ways shoppers interact with your brand that
23、 are unique to their profile or preferences.Shoppers are searching retailer websites for products based on a range of health and wellness attributes at a tremendous pace.Brands and retailers need to work together to make it easier to find those products,personalized experiences can enable this.Onlin
24、e shopping allows brands and retailers an opportunity to personalized every step of the shoppers journey.It helps to create a unique shopping experience and can help to highlight how they differ from competitors.For example,advanced filters are a direct signal to shoppers that the retailer has ident
25、ified the attributes that matter to their shoppers,prioritized the shoppers needs,and made it clear they are focused on making the e-commerce experience easy.Implementing advanced filters is important for a retailers success with delivering a personalized experience to shoppers.Leveraging the right
26、data,retailers have a massive opportunity to pinpoint the right attributes that speak to their shopper.Personalized and tailored experiences71%of consumers surveyed expect to receive a degree of personalization.Another way of implementing personalized experiences is through Direct to Consumer(D2C)ch
27、annels.D2C platforms allow brands to implement tools such as quizzes,membershipprograms that offer perks to subscribers,custom mobile appsand first party or third-party behavioral data.It also creates more opportunity for brands to connect directly with shoppers with targeted messaging,offering auth
28、entic connectionsand personalized experiences with enhanced product content.Digital space is ultimately limitless,and retailers can leverage product pages,graphics,search features,and more to deliver a personalized shopper experience.But theres work to be done.It is complex for brands and retailers
29、to implement differentiated data and experiences when the basics still need to be fixed.2023 Nielsen Consumer LLC.All Rights Reserved.8https:/ ever-growing channel Enhanced content,also called rich media content includes a variety of different media including high-quality product images,marketing gr
30、aphics,GIFs,videos,infographics,product tours,comparison tables,additional branding imagery,brand story,benefits and so much more.It allow brands to provide shoppers with an enriched and engaging experience.Shoppers are more likely to purchase when enhanced product content is made available.Rich med
31、ia can increase shoppers engagement and allows brands to connect better with their shopper,share more information in depth and be more transparent.Rich media is growing globally and can now be found on many retailers e-commerce platforms.Asda,a leading UK retailer,stated that they have seen a 5 to 1
32、0%uplift add in cart on product pages where rich media is present.Live example of Rich Media product content for Kahlua Coffee Liqueur on UK retailer AEnhanced content 2023 Nielsen Consumer LLC.All Rights Reserved.9https:/www.gondola.be/fr/reportage/delhaize-renouvelle-son-concept-shopgo https:/www.
33、thegrocer.co.uk/tesco/tesco-to-launch-three-hybrid-checkout-free-getgo-stores/673066.articleE-commerce:An ever-growing channel In 2020,Delhaize brought a new concept to its Shop&Goconvenience stores in Belgium.The stores are equipped with Quick scan cashiers for more efficiency,the traditional shop
34、aisle have been replaced by a bakery from Panos and a modern salad bar.By focusing on health,service,and quality,Delhaize can now offer an optimized shopping experience to shoppers.Similar initiatives can be found in other markets for exampleTesco who launched 3 brand new convenience stores across t
35、he UK.The GetGo stores offer shoppers 3 ways to check out,including one that eliminates queuing.Instead,the store is equipped with overhead scanning technology that tracks the items shoppers pick up and put down during their shop.Shoppers can then simply walk out,and Tesco charges them for the exact
36、 products they leave with,removing the need for queues and streamlining the shopping experience.Growth in convenience shoppingThe roll-out of these stores demonstrates the demand for speed,convenience,and innovation that modern shoppersdemand.These demands can be met online,as online shopping can be
37、 more convenient for shoppers who lack the time to visit brick and mortar stores.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.10https:/www.heinz.co.uk/Case study:HEINZ Heinz is a brand of the Kraft Heinz Company.Heinz manufactures thousands of food prod
38、ucts across six continents.Heinz is mostly well-known for their famous tomato ketchup,but they also sell other products such as a range of condiments,beans,canned food,soups,and pasta sauces.Heinz UK is a perfect example of a brand with a strong omnichannel strategy.Shoppers can find their products
39、at most retailers online and instore.Heinz UK also has a D2C website where shoppers can directly buy their products in bundles.This enables them to share more about their brands,engage more with shoppers that they would on a retailers website,and drive loyalty.It also removes any third party.On thei
40、r D2C website they also offer personalized experiences,like a free welcome offer,which is a box of your favorites Heinz products.This is a good way to increase conversion rates and personalize shoppers experiences.Heinz is also present on social media,like Instagram,where they share hundreds of reci
41、pes and a link to their D2C shop.Brands need to leverage all channels,and present shoppers with the best product information and content,if they want to increase their conversion rate and improve shopper loyalty.2023 Nielsen Consumer LLC.All Rights Reserved.11The multichannel minefieldWith the emerg
42、ence of multiple e-commerce channels,it can become a challenge for brands to manage their data,and shoppers may be faced with a minefield when trying to shop online.2023 Nielsen Consumer LLC.All Rights Reserved.12https:/ multichannel minefield What issues are shoppers facing when trying to shop onli
43、ne?Since Covid 19,people are focusing more on health and wellness,and because of a cost-of-living crisis,consumer spending decisions will be more considered,cautious,and calculated throughout 2023as they weigh what is important and reshuffle priorities.26%of shoppers have indicatedthey arebypassing
44、entire categoriesof shopping.As shoppers become thriftier and pay closer attention to their consumption habits,they will also rely more on productinformation.Shoppers will be morecareful with the money they do wish to spend,meaning on-pack and beyond-pack label information grow in importance.Shopper
45、s are also more conscious about sustainability.Shoppers sense of urgency around the changing climate is rising,with 69%saying sustainability has become more important to them over the last two years.An increased awareness of climate change and the direct impact it has on their personal well-being,ha
46、ve been the two main driving factors of this change.But a combination of challenges has slowed progress and led to a situation where consumers and companies have not driven the change anticipated.Consumers want to live sustainably butKey sustainability and social issues for shoppers in the Nordics a
47、nd Benelux%of respondents caring about thisAvoids harmful ingredients and additives24%Environmentally friendly production18%1 in 4 shoppers believe companies are not making it easy for them to act in this way 2023 Nielsen Consumer LLC.All Rights Reserved.13McKinsey report:improving consumer experien
48、ce with a product data standard https:/mocdn.gs1.org/articles/new-mckinsey-report-improving-consumer-experience-product-data-standardThe multichannel minefield What are shoppers facing when trying to shop online?Business need to transform to meet new demands and realities.Shoppers want to be able to
49、 not worry about basic information on all channels,and to view what matters most to them like expert recommendations,customer reviews,enhanced content,and more.Unfortunately,todays shoppers are not always able to properly evaluate a product when trying to complete a purchase online.Of those who do c
50、omplete the purchase,64%say they will return items due to mismatch in product information.This is partially due to the lack or inaccuracy in basic product information,and to the lack of enhanced product data that could enable better online shopping experiences.Meeting shoppers needs,making sure they
51、 find your products online and all the information they need,in the current e-commerce landscape,is a challenge as brands and retailers are not able to fully meet basic needs such as the product description,name,nutritional table,or high-quality images.Progress in areas like shopper analytics or new
52、 shopper experiences are slower,as consistent and reliable basic data is a prerequisite for building differentiated data and advanced solutions.In other words,shoppers are facing a minefield when shopping online,and it is up to brands and retailers to improve the online shopping experience,and stren
53、gthen their omnichannel strategy,by making available high-quality and accurate product information available on all platforms.64%say they will return items due to mismatch in product information 2023 Nielsen Consumer LLC.All Rights Reserved.14https:/ multichannel minefield What are the main pain poi
54、nts for shoppers?42%of people in the Nordics and Benelux that shopped online in 2021 experienced pain points,as opposed to31.5%in 2020.What problems are shoppers meeting online?Product information differs from one platform to another,and while one platform might show the most complete information an
55、other wont for the exact same product,which can be a frustration for shoppers.Moreover,shoppers who have health issues,allergies,sustainability concerns etc.struggle more to shop online as basic information is sometimes missing.For them a missing alcohol percentage,allergens call-out,nutrition table
56、 is a huge problem,and can even be dangerous.For shoppers who do not have these issues,missing these information can still turn them down from completing the purchase.Next to missing information,shoppers often see bad quality images,too little images,non-mobile optimized images,or even missing image
57、s.This does not make it easier to see all the necessary information.Another important problem is that products names are often not complete.Our eCommerce experts have found incomplete names on a Dutch retailer ecommerce platform.The most frequents problems were the size indicators and basic function
58、 indicators,so what remains is the brand name and the product variant.For example:Spa Fruit BruisendeFruitigeFrisdrank Cassis Blackberry 1,25 L would become Spa Fruit cassis blackberry.If this is not backed up by the product description,shoppers are at risk of not finding the product in their search
59、 results.Moreover,labels are often missing online,and it is difficult to find information about the provenance of a product,for example knowing where a fish has been caught or if an animal is free-range can be difficult as the product is often missing.This can be a problem for the so-called consciou
60、s shopper.42%of people in the Nordics and Benelux that shopped online in 2021 experienced pain points 2023 Nielsen Consumer LLC.All Rights Reserved.15The multichannel minefield What are the challenges brands and retailers are facing?Retailers spend a significant amount of time verifying basic produc
61、t data.They collect information from multiple sources,which complicates adequate product version management,leading to an increases of missing or inaccurate product data,and to shoppers not benefitting from latest product information.They synchronize formats and requirements across online and offlin
62、e channels.Because of this complexity,data quality is compromised,and delivering compelling product content across channels at scale for both in-store and online purposes can be a challenging and time-consuming task.Moreover,the importance of data quality was initially underestimated.GDSN(network us
63、ed between trading partners to share product information),in its origins was more commonly used for B2B data driving the supply chain,but more recently GDSN expanded into the realms of B2C driving omnichannel purposes.As part of the expansion of the GDSN nowadays companies and retailers have acknowl
64、edged the positive impact of integrating data quality standards and of digitalizing the shopper experienceIt has since then been a learning curve for businesses to support the improvement of data.Brands are experiencing difficulties when it comes to managing product data,rich media and branded conte
65、nt effectively across multiple channels.As different retailers require data from brand owners in a wide range of formats,this process can be time consuming and complex.Considering these processes are often managed centrally through functional teams on a cross-border scale,further complexity is added
66、 into the mix.All these difficulties that retailers and brands are facing makes it harder for them to control the multichannel minefield.2023 Nielsen Consumer LLC.All Rights Reserved.16How to overcome the multichannel minefield?Brands need to distribute unified and high-quality product data across a
67、ll channels if they want shoppers to overcome the multichannel minefield and see their products in their online shopping carts.2023 Nielsen Consumer LLC.All Rights Reserved.17How to overcome the multichannel minefield?Your key take-aways:Control content distributionEasily integrate&distribute your p
68、roduct content to GDSN data pools and to the largest network of retailers,ensuring the right content is in the right place at the right time.This will enable shoppers to see the most accurate information on all channels,and platforms.Digitalize contentUse an end-to-end solution that enables consiste
69、nt and accurate product content,to drive business efficiency and enhance the shopper experience.With higher quality and more consistent product data,shoppers will be able to make better informed decision,brands loyalty will grow,and engagement between the retailer and brands will increase.Unify B2B
70、and B2C contentUnify,digitalize and control both B2B and B2C content and data flows by automating the processes and syndication of product content in one seamless solution,and get your data and content up-to-date and easily reapprove.1.2.3.Go to the next page to find out how NIQ Brandbank can help i
71、mplementing these tips 2023 Nielsen Consumer LLC.All Rights Reserved.18How to overcome the multichannel minefield?The Shopper Experience PlatformThe Shopper Experience Platformenables brands to easily and efficiently syndicate their online and offline product content to retailers,while adhering to r
72、etailer specific formats and specifications.This platform also enables retailers to use a single source for all use cases leveraging accurate,complete and consistent product content.Features and benefitsUnification:Bring together your B2B and B2C data in one seamless solutionData and Content Quality
73、:Leverage innovative technologies that validate your product content for inconsistencies and comprehensively merges GS1 Certified Product data,to ensure all content and data is accurate before sending it back out to the GDSN and/or digital channels.Distribute Content Everywhere:Easily distribute you
74、r data and product content to your Data Pools and directly to the largest global network of retailersSpeed to Market:Bring new products to market quickly and drive discoverabilityand continual improvement for both online and in-store salesCollaboration:Centralize all your data and content in one sol
75、ution improving cross-functional visibility and efficiency.To learn more,please contact your account manager,or contact us on+31(0)302040770 or at for the Netherlands,or on+32(0)2778711 or at for Belgium.2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.19NI
76、Q Brandbank is the leading provider of digital product content solutions enabling more than 52,000+brands and 700+retailers and wholesalers across the globe in over 39 countries to deliver the best shopping experience by giving them the ability to capture and share rich digital product content on all channels seamlessly.NIQ Brandbanks end-to-end solutions connect shoppers to the most up to date and relevant digital product content making consumer goods more discoverable and engaging.For more information please visit:https:/