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1、Whats Next in Shopping:The Promise of Proximity200 Introduction:The Promise of Proximity01 From Channels to Connections:Proximity of Space02 From Inspiration to Action:Proximity of Time03 Beyond Function,Through Emotion:Proximity of Interest04 Closing Thoughts:Fulfilling the PromiseContentsWhats Nex
2、t in Shopping:The Promise of Proximity3IntroductionTHE PROMISE OF PROXIMITYToday,consumers no longer go shopping.They are always shopping.The growth of retail technology adoption and its acceleration during the pandemic heightened consumer expectations to be able to shop and transact nearly anywhere
3、 at any time.Shoppers now approach every interaction with retailers and brands with the assumption that the content and experience placed before them will be easily shoppable.Brands and retailers need to respond to this emerging mindset by delivering the promise of proximity creating shopping experi
4、ences that get them closer to shoppers:closer in space,by meeting them with compelling experiences wherever they are,in-store,online,at-shelf,and on screen;closer in time,by responding to shoppers when they are ready to become buyers;and closer in interest,providing offerings that meet their needs a
5、nd communicate messages that align with their social and emotional expectations.Shopping is no longer a conscious activity and is increasingly becoming something more than the means to an end.It is now an always-on,ubiquitous expression of our lifestyle and a reflection of our values.In this ebook,w
6、e analyze emerging consumer expectations for brands and retailers through the three dimensions of proximity in which they must be present and deliver value to remain relevant.We also explore whats next in a landscape where behaviors are rapidly evolving and point to the strategies and future-focused
7、 capabilities with which industry leaders are experimenting.Meeting shoppers wherever they areMeeting shoppers intentions and expectationsMeeting shoppers in the momentThe Promise of ProximityTIMESPACEINTERESTWhats Next in Shopping:The Promise of Proximity3From Channels to ConnectionsPROXIMITY OF SP
8、ACEWhats Next in Shopping:The Promise of Proximity015Emerging expectationShoppers expect meaningful,personalized experiences with brands and retailers in every interaction regardless of where they occur.While only a few years ago the growth of ecommerce was leading some industry experts to question
9、whether in-store shopping was soon going to become a thing of the past,1 166%of U.S.consumers say they prefer a mix of online and in-store shopping today.2 2As most consumers turn to solutions like online marketplaces or recurring subscriptions for effortless commodity purchases,shoppers still make
10、dedicated efforts to shop in physical stores with the expectation that they will be have a rewarding experience.In fact,in-store shopping is still considered by more than half of U.S.consumers to be the most inspiring form of shopping.3Furthermore,shoppers expect brands and retailers to be able to i
11、ntegrate the experiences they have across different channels and devices,creating consistency between what occurs online and in-store and vice versa.According to Google,6 in 10 consumers start shopping on one device but continue or finish on a different one.3 3The expectation extends to consistency
12、over customers lifetime relationship with a retailer or brand.57%of Americans reported they expect brands and retailers to offer shopping experiences tailored to their previous interactions with them,whether they are shopping online and in-store.4 456Whats nextThere is no doubt that there is a clear
13、 role for compelling physical store experiences in the retail landscape.Today,67%Americans say in-store shopping is an event they look forward to and 62%say they enjoy the social aspect of shopping in-store.Millennials and Gen Z consumers in particular reference exclusive pop-up events as a key moti
14、vator to shop in-store more often.6 6In the future,this notion of shopping as a social event or shopping togetherness will grow.Consumers will also expect brands and retailers to offer more curated shopping experiences whether they take place in physical stores,online or in virtual experiences devel
15、oped in open world videogames or virtual reality environments.While special and unique,these interactions will not be separate from the ones shoppers have with retailers and brands in other environments but will be mutually enriched by the insight collected in these differing contexts.Lastly,we can
16、expect the shoppers of the future to form stronger relationships with retailers and brands who transform their physical store presences into elegantly designed studios that encourage shoppers to engage with both product and their surrounding communities.Similar tohow Instagramability has become a fa
17、ctor in the vacation destinations or restaurants people choose,physical shopping experiences will become modes of leisurely enjoyment and social fulfillment.7GETTING READY FOR WHATS NEXTFrom stores to studiosWhats Next in Shopping:The Promise of ProximityBrands and retailers getting ready for whats
18、next in shopping are re-conceiving their(physical,online,and virtual)store footprint beyond the notion of functional and convenient channel-specific hubs where consumers are simply provided access to inventory.Rather,they are exploring how their commerce presences can be re-framed into curated exper
19、iences where the insights generated across the entire customer journey inspire further creation of memorable events.Experiment with Hybrid Retail ExperiencesFrom tech-enabled kiosks that allow consumers to design a product and trigger the online order of their custom SKU to enhanced synergies betwee
20、n mobile apps and physical store experiences,future-facing brands are building shopping experiences that arent channel specific but combine the best of both worlds.8Use Predictive Tech to Curate&DelightFrom analyzing shopper behavior to automating task management,cutting edge retailers and brands ar
21、e exploring AIs potential to make store staff more effective and better prepared to offer visitors bespokeexperiences.9 AI is also helping brands like Sephora delight customers with richer self-serve experiences.10Optimize Their Marketplace PresenceMarketplaces are often where consumers search and d
22、iscover new products(today it is environments like Amazon,tomorrow it may be marketplaces within virtual environments like Decentraland),so it is essential that brands show up in them in the best possible way.7Inspiration to ActionPROXIMITY OF TIMEWhats Next in Shopping:The Promise of Proximity029Em
23、erging expectationShoppers expect brands and retailers to be ready to respond at a moments notice when we may feel inspired to explore and purchase their products or services,and we expect the interaction to be frictionless.This is evident in the data that signal consumers expectations for the lag b
24、etween discovery,purchase and consumption be reduced,if not eliminated.In fact,the traditional sales funnel has now collapsed.Shoppers expect that even moments previously off-limits to commerce are now opportunities to be inspired to purchase.For example,45%in our study said they would use streaming
25、 platforms to purchase products used or worn by their favorite characters in movies and TV shows.13Furthermore,consumers have now reached the point where they expect products to simply show up at their doorstep,whether they actively purchased them or not.52%of U.S.consumers said they find product su
26、bscriptions convenient,two-thirds stated that product availability at the moment it is desired greatly impacts which online retailers they choose,and over one-third said the option of same day or next day delivery is critical to their decision of where to shop.14910Whats nextWhile consumers expect b
27、rands and retailers to make the products and services they are interested in readily available for purchase at the moment of inspiration,we may soon see businesses anticipating which offerings consumers will want based on data continuously generated and compiled from digital devices and signals.For
28、instance,55%of Americans told us they feel comfortable sharing their health data with pharmaceutical companies making the ever more sophisticated health and fitness trackers major influencers of exercise habits and shopping behaviors as well.1515We are also likely to see a future where shoppers will
29、 be able to purchase an increasing amount of physical products before they even exist,thanks to the next generation of 3D printing facilities and kiosks that support hyper-customization.These technologies will free up significant real estate in stores that are traditionally being occupied by invento
30、ry.1616This predictive capability will allow shoppers to purchase products even before they are put into mass production.For example,consumers engaging with retailers and brands can be offered opportunities to purchase virtual copies of desired products.Brands can then produce the physical equivalen
31、t of those designs that receive a significant level of interest in the virtual versions,even if the brand had not contemplated doing so before.11GETTING READY FOR WHATS NEXTFrom funnels to momentsInvest in Retail Media Networks67%consumers say that they pay close attention to the brands advertised b
32、y the online store or marketplace they are visiting when shopping online.1818Future-facing brands and retailers leverage first-party data to reach consumers in partners environments,when they are in a shopping mindset.Innovate Checkout ExperiencesWhether it takes place online on in a physical store,
33、a convoluted or disjointed checkout experience can frustrate shoppers and lead brands and retailers to miss out on impulse purchases.Frictionless checkout is being adopted by leaders across multiple categories.1919Unlock Opportunities for CustomizationBrands experimenting with future-facing direct-t
34、o-consumer(DTC)activations are giving consumers the ability to customize the products they purchase.This is not a solution confined within luxury categories,but also one that CPG brands like Hersheys are deploying to connect with consumers.20Whats Next in Shopping:The Promise of ProximityBrands and
35、retailers getting ready for whats next in shopping are moving away from designing prescriptive customer journeys that assume awareness,discovery,and purchase represent dedicated,channel-specific steps in the customer experience.Rather,brands and retailers are working to get closer to their consumers
36、 and reduce the distance between inspiration and action at every possible customer touchpoint.11Beyond Function,Through EmotionPROXIMITY OF INTERESTWhats Next in Shopping:The Promise of Proximity0313Emerging expectationMeeting consumers wants and needs with the right products and services is a funda
37、mental aspect of commerce.But consumers are now expecting brands and retailers to offer inspiring content that elicits an emotional response,even in more transactionally oriented experiences.In our recent dentsu Navigator report,7 in 10 Americans told us that,among equally convenient options,they pr
38、efer buying from brands and retailers whose shopping experiences inspire and delight them.21To offer experiences aligned with shoppers individual interests,retailers and brands need to become more creative in how they host customers.A recent Forrester report posits that creativity is the superpower
39、brands and retailers need to inject into tech-enabled digital and physical shopping experiences that are as emotionally powerful as brand communication.This approach is helping retailers and brands differentiate from the sea of sameness that has been progressively informed by a myopic focus on the f
40、unctional convenience of digital experiences.221314Whats nextIn the future,shopping interactions will be more meaningful,and well see brands and retailers manifest their values in them.As our purchasing decisions will be further informed by company abilities to demonstrate how they are contributing
41、to society,theyll be expected to,for instance,disclose what sustainable commerce practices they are implementing to minimize the impact on the environment.2323Furthermore,shopping experiences will not only use creativity to say something about the brands for which consumers have an affinity,but to a
42、lso say something about consumers themselves.In addition to delivering personalized experiences,brands and retailers will build lasting connections with customers by providing the ability to customize product designs,opening the aperture of creative-led commerce to shoppers own input.2424Ultimately,
43、these shifts will reframe shopping experiences.We are already undergoing a transition in commerce,from access to commodity to meaningful moments.In the future,shopping experiences will be thought of less as memories and more as collections that define consumers and their status within specific commu
44、nities.Finally,brands and retailers will be expected to aggregate assets that document shopper participation and purchases in wallets and badges with rewards that can be more easily traded in open markets.15GETTING READY FOR WHATS NEXTFrom enablement to empathyCreate Meaning and Value Post-PurchaseR
45、etailers like Neiman Marcus and brands like Lululemon and Patagonia are enabling resale opportunities for their customers,to respond to their environmental concerns as well as to extend the value of the brand-customer relationship over time and beyond the moment of purchase.25Experiment with Shopper
46、tainmentFuture-facing brands are reducing the distance between inspiration and purchase by weaving art and entertainment into the store experience or by exploring how to embed opportunities to shop their products within forms of entertainment,as evidenced by the rise in livestream commerce popularit
47、y.Reframe Loyalty Through OwnershipTo satisfy consumers increasing expectations for their relationships with brands to provide extended value over time,innovative brands like Starbucks are embedding Web 3 technologies and digital collectible assets in their loyalty programs.26Whats Next in Shopping:
48、The Promise of ProximityUltimately,these shifts will reframe shopping experiences.We are already undergoing a transition in commerce,from access to commodity to meaningful moments.In the future,shopping experiences will be thought of less as memories and more as collections that define consumers and
49、 their status within specific communities.Finally,brands and retailers will be expected to aggregate assets that document shopper participation and purchases in wallets and badges with rewards that can be more easily traded in open markets.1516CLOSING THOUGHTSFulfilling the PromiseThe lines that tra
50、ditionally separated retailers from brands,media publishers,tech providers and consumer themselves are increasingly blurring;for instance,retailers go to market with their own,white-labeled products and operate some of the most coveted media ecosystems in market.In parallel,the creator economy is tu
51、rning consumers into brands of their own who sell products and services to their peers.In this environment,brands and retailers need to think holistically about the consumer experience and,rather than focusing on owned commerce initiatives and advertising as separate endeavors,they need to create,co
52、nnect,and maximize shoppable moments that get them closer to consumers across all three dimensions of proximity.Finally,an effective identity strategy is paramount to meet shoppers in the moment,wherever they are.Truly differentiated Whats Next in Shopping:The Promise of ProximityMEDIAIDENTITYEXPERI
53、ENCECOMMERCEMODERN CREATIVITYMedia Network+Co-op MonetizationExclusive Rewards+ExperiencesCare/Service Integration1P+3P Data Integration and OrchestrationPersonalized PromotionsRetail Experience InnovationIn-store+Online Experience IntegrationBuy-Side Media Optimizationbrands and retailers leverage
54、data and identity to inform media and CX interactions that creatively reach beyond function and convenience.Underpinned by modern creativity inspiring ways of meeting shoppers with human qualities like empathy,retailers and brands can engender stronger relationships over time.1617HOW WE CAN HELPThe
55、dentsu shop differenceWhats Next in Shopping:The Promise of ProximityMedia that movesAs a pioneer and innovator that helped invent the retail media network category,dentsu is the only network serving both the buy and sell sides of shopper media with a technology-agnostic,relationship-focused,and bes
56、poke approach that is comprehensive from implementation to operation to optimization.Commerce that connectsConsistently recognized as a leader in commerce and data strategy,dentsu helps brands remove friction from the increasingly complex and evolving shopper journey and deepen their commerce capabi
57、lities.The result is seamless,sustainable,and rewarding shopping experiences from one device to the next.Experiences that elevateDescribed as having the ability to deliver compelling brand and experience transformation at global scale,dentsu shop helps retailers and brands blend multiple modes of sh
58、opping into memorable creative-led experiences that express the brand and evoke emotion,moving customers from inspiration to transaction to brand advocacy.Identity that illuminatesEquipped with Merkury,dentsusfirst-party,cookieless identity resolution platform,dentsu knows shoppers better than anyon
59、e else.Merkurys 95%+coverage of US household data,10,000+data elements,and 242MM+reachable adults on record,helps retailers and brands achieve 40%+lift in media efficiency and 35%+improvement in KPIs from personalization strategies.181.Physical Retail Isnt Dead.Boring Retail Is(Forbes).2 2.Retail&eC
60、ommerce 2023(dentsu Consumer Navigator)3.3.How Mobile Has Redefined the Consumer Decision Journey for Shoppers(Think with Google).4,5,6.4,5,6.Retail&eCommerce 2023(dentsu Consumer Navigator)7.7.Retail 2030:The Experience-led World of Retail in the Next Decade(dentsu).8,9.8,9.NRF 2023 Rewind:3 Themes
61、 Emerging from Retails Big Show in 2023(dentsu).10.10.AI x Retail:The Ten Best Examples of Sites and Stores Using AI(Open Data Science).11,12,13,14.11,12,13,14.Retail&eCommerce 2023(dentsu Consumer Navigator)15.15.Health and the Renaissance of Human Care(dentsu Consumer Navigator)16.16.Retail 2030:T
62、he Experience-led World of Retail in the Next Decade(dentsu).17.17.Pervasive Value Exchange:How the Metaverse Will Transform Commerce Experiences(dentsu).18.18.Retail&eCommerce 2023(dentsu Consumer Navigator)19.19.NRF 2023 Rewind:3 Themes Emerging from Retails Big Show in 2023(dentsu).20.20.CPG 2030
63、:Consumer Goods Brands Marketing Transformation in the Next Decade(dentsu).21.21.Retail&eCommerce 2023(dentsu Consumer Navigator)22.22.Desperate For Differentiation:Creativity Galvanizes The Total Brand Experience(Forrester).23,24.23,24.Retail 2030:The Experience-led World of Retail in the Next Deca
64、de(dentsu).25.25.NRF 2023 Rewind:3 Themes Emerging from Retails Big Show in 2023(dentsu).26.26.Merkle Provides Rewards Gamification and Consumer Experience Design for Starbucks Odyssey(Merkle).References19Whats Next in Shopping:The Promise of ProximityContributorsNeal SharmaNeal Sharma,President,den
65、tsu shopSteven NestorSteven Nestor,Sr.Director,dentsu shopJohn StaufferJohn Stauffer,Chief Strategy Officer,MerkleJack Jack BoitaniBoitani,VP,Content,dentsu|Navigator|NavigatorThe consumer insights contained in this report were garnered as part of the dentsu Consumer Navigator series of studies.The
66、survey informing these studies is administered each month through Toluna,an online research panel.Conducted by dentsu,this survey is distributed among a random sample of 1,000 respondents,18-years-of age or older and residing in the United States.The survey garners an equal number of male and female
67、 respondents and controls for nationally representative weighting across race and ethnicity(using the latest publicly available U.S.Census numbers).The survey that informs this report was fielded on February 13th,2023.Check out the other studies in the dentsu Consumer Navigator series: dentsu shopDe
68、ntsu shop is an integrated retail accelerator designed for whats next,bringing together the breadth and depth of dentsus global capabilities to help retailers and brands get closer to their consumers to create,connect,and maximize every shoppable moment.Our data-driven insight and creative expertise
69、 powers meaningful experiences across media,commerce,loyalty,and retail environments.Visit: dentsuDentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered appr
70、oach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.Whats Next in Shopping:The Promise of Proximity