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1、THE FUTURE SHOPPER REPORT 2019Commerce THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 2 EXECUTIVE SUMMARY INTRODUCTION INSPIRATION SEARCH PURCHASE it changes customers expectations of what good looks like, and sets the standards for all other eCommerce and omnichannel operators. Brands and organizat
2、ions should focus on “What Amazon Cant Do” (WACD), as cracks are appearing in their dominance, most notably with Gen Z. A number of industries still resist Amazons control, which may be seen as good news, but may also be a catalyst for further Amazon expansion in the future. THE FUTURE SHOPPER WUNDE
3、RMAN THOMPSON COMMERCE 33 FUTURE SHOPPER INSIGHTS THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 34 1. VOICE IS HERE, AND ITS GETTING LOUDER The first instance of the coming wave of Zero UIor faceless interfaces for brandsis voice. Our survey shows that 33% percent of respondents already use voice a
4、ssistants, or plan to in the next 12 months, compared to 44% of Amazon Prime members. Spanish consumers are most likely to use voice assistants in the next 12 months (46%), followed by France (38%). Brands should take notice. As adoption increases, voice commerce will not be far behind. The first pr
5、oducts sold through it will likely be essentials, purchased often in the same brand and size, and easily forgotten in a store. As a result, we are likely looking at home staples: milk, bread, rice, batteries, toothpaste, light bulbs, and so on. Once those gateway products are being ordered by voice,
6、 more are sure to follow. At Wunderman Thompson Commerce, we advise a number of steps to get ready for voice purchasing: Think long term, not 3-5 years but 10-15 years. The big players are planning for the long haul, you should too. Make your Zero UI brand guidelines now. Figure out what your brand
7、will need to sound like to succeed. Go beyond skills or apps. Zero UI is not a one- and-done task. Stay ready by keeping your finger on the pulse of whats happening. Learn how voice commerce will work. If you dont have an Echo or Google Home device, get one today. Think omnichannel. Avoid turning vo
8、ice into a silo. Make sure that the experience you are providing slots in nicely with the rest of the business, elevating the entire experience of shopping with your brand. 2. WHAT TO DO WHEN AMAZON RIDES INTO TOWN This years Future Shopper Report pulls data from three countries that do not yet have
9、 a native Amazon presence. People in Belgium access Amazon through France, while those in Czechia and the Netherlands do so through Germany. The experience is a mixed bag. Each has a native language interface, free shipping on core items, and even the ability to open a Prime account. However, not al
10、l items ship in two days and not all items that are shown are available without substantial shipping costs. Jeff Bezos once said that Amazon loses when it loses on service. Our report reflects that. People in these countries were substantially less likely to say Amazon is best at price, access to br
11、ands, easy returns, and so on. In Czechia, less than 5% of consumers rate Amazon best at anything. In the Netherlands, 20% of respondents were Prime members, though given the tepid response of Dutch consumers to Amazons service, that likely highlights its popular entertainment line-up in the country
12、 more than anything else. Out of sight should not be out of mind. In countries with a native Amazon presence, Amazon tends to slowly take a stranglehold on consumer imagination. In the US and Germany, for example, Amazon is rated best by consumers for everything from price and speed of delivery, to
13、returns and customer service. Once Amazon rides into town, things change. Thats why its extremely important for brands and retailers in every geography to prepare for Amazons arrival. Their markets are where the UK and France once werewith multiple options and competing players. The task before them
14、 is crystal clear: They need to get ahead of the curve and start providing the fast, transparent, and hassle- free service that Amazon does. That way, when the retail giant arrives, consumers will be much less impressed than they were in other markets. Like it or not, Amazon is coming, and the time
15、to get ready is now. THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 35 3. A UNIVERSAL INTERFACE FOR COMMERCE? A standout data point in this years report is that twice as many Amazon Prime members77% start their searches on Amazon as do non-Prime members at 37%. This points to an increasing trend in
16、the online marketplace: interface imperialism, or the attempt to dominate the shopping interface. Across the globe, major commerce players are trying to sew up all the interfaces customers usewhether its search, mobile, app, or TVand in so doing become the default experience for consumers. This help
17、s explain why companies as diverse as Google, Apple, Facebook and Microsoft are competing in such far-flung ways across gaming, VR, AR, voice, and entertainment. Commerce, of course, is one aspect of the ongoing interface struggle, and understanding the larger picture is key to unlocking the future
18、of shopping. Brands, retailers, and marketplaces alike need to be cognizant of how they can fit into and thrive with the many players trying to shut them out. Heres how: Know what interfaces your customers use to buy your product. Do you own them, or is it a third party? Dont give up your interfaces
19、 even if it seems easier in the short term. Identify what interfaces you could own and invest in these. THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 36 4. CASHLESS MAY BE KING, BUT ITS NO ABSOLUTE MONARCH Future Shopper data shows great enthusiasm for cashless payments this year. Overall, 47% of c
20、onsumers are excited about the prospect of a cashless world, while 39% are excited about the possibility of checkout-free stores like Amazon Go. However, there are some snags that will likely keep a truly cashless society from emerging. First, cashless is not necessarily about the consumer. Retailer
21、s claim they are going cashless primarily for customer convenience and retailer security, but their altruism is questionable. For one, studies have shown that consumers are more likely to overspend when paying with credit than cash. This has an obvious upside for retailers even when factoring in pay
22、ment processing fees. When it comes to security, yes, more stores will be robbed for cash rather than credit, but in the age of the data breachcue the laundry list of hacked retailersevery cashless transaction is another opportunity for a consumers financial data to be compromised. Finally, many low
23、er income people and those with poor credit rely almost exclusively on cash. Those who do have access to prepaid debit cards face predatory financial practices that make the fees for loading and using these kinds of financial instruments punitive. Put simply, those who can least afford cashless paym
24、ents are charged more for them. Thats why, in March 2019, the city of Philadelphia demanded that all local businesses accept cash for payments, and we can expect others to follow suit. While cash may no longer be king, its likely that cash will be in healthy circulation for years to come. THE FUTURE
25、 SHOPPER WUNDERMAN THOMPSON COMMERCE 37 5. THE RISE OF PROGRAMMATIC COMMERCE Whichever way you look at it, the way we are purchasing has been changing for some time. Up until now, the change has involved new channels and new interfaces, but the decision-maker has remained the same: you. The ground o
26、n that is about to shift, however. Brita, for example, has come up with a smart pitcher that has an Infinity filter that automatically orders itself when it senses that you need it. While Brita requires a physical device, increasingly, with the rise of data and AI, many more consumer decision-makers
27、 will be replaced by computers that buy everything from toothpaste to toilet paper. This is Programmatic Commercewhere consumers will no longer make decisions on what to buy. Instead, the right brand will come to their homes at the right price, automatically. A number of factors are pushing us towar
28、ds this future. First, most organizations understand the importance of data, and are increasingly using it to profile their customers buying habits. With access to individualized third-party data, they can gain substantial insight into what, and when, you buy online. Amazon, for instance has long us
29、ed data for its “anticipatory package shipping” operations, which move inventory around warehouse locations according to expected orders. Second, more and more consumers are buying by subscription. This shows that they are increasingly happy to enter into ongoing relationships with brands and let th
30、e purchase decisions take care of themselves. In fact, the model is so attractive in certain categories that Unilever bought Dollar Shave Club for $1bn. And the only real difference between subscription and programmatic is that the former is not smart or connected. Research also tells us that consum
31、ers are more ready for it than you might think. In 2016, 10% of customers surveyed said that they would be interested in a Programmatic Commerce relationship with a brand or retailer. By 2018, this figure was 57%a significant increase in just two years. Make no mistake. If customers are letting comp
32、anies use their data and are happy to enter into ongoing buying relationships with brands and retailers, it should be no surprise that in the future, theyll leave ordering to computers as well. THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 38 6. THE CURIOUS CASE OF SOCIAL While Future Shopper data
33、seems to indicate that social is not a big player in search or purchasing, this may be very misleading. To make the most obvious point, you cannot product-search in social, and at the time our data was gathered, Instagram had not yet announced in-app buying. As a result, only 9% of people report sea
34、rching for products on social, although 15% of people aged 16-24 do. Still, more and more people are discovering and finding products on socialand for the youngest demographic, it is the most important channel by far. Forty-nine percent of people aged 16-24 use social at that point in the journey, m
35、ore than the 32% who use search engines. Besides, social purchasing tends to be immediate and impulsiveshortcutting both the search phase with a quick trip to the shopping cart. Given that more people are spending more time on social, this makes it a vital avenue for brands not merely to connect wit
36、h their customers, but to sell to them too. Not surprisingly, forward-thinking brands such as Nike and adidas have strong social commerce programs that will likely expand over time. At Wunderman Thompson Commerce, we typically advise four steps to good social commerce: Use influencers for aspiration
37、. Choosing the right partner with the right positioning on the right platform will help accelerate brand awareness within social commerce. Unleash user generated content (UGC). UGC is a goldmine for brands. Harnessing its power aids community collaboration and encourages peer feedback, helping to en
38、gage customers and supercharge purchasing. Provide shoppable content. This should be obvious: have to give people something to buy. Even if most social networks do not yet offer true social commerce, brands and retailers should be diving in headfirst with products people can click to buy. Take a pla
39、tform-specific approach. You need to optimize content for different platforms with differentiated yet consistent messaging if you want to capture the attention of your audience. THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 39 LOOKING FOR SOMETHING MORE FROM RETAILERS Are shoppers more demanding th
40、ese days? Not surprisingly, yes. A range of demands from ethics to free samples show that consumers are expecting companies to do more for themand the worldbefore they are ready to buy. TODAYS SHOPPER THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 40 RESEARCH PURCHASES ONLINE BEFORE BUYING THEM IN-S
41、TORE WOULD BE HAPPY TO RECEIVE FREE SAMPLES FROM ONLINE RETAILERS TO TRY, BASED ON PURCHASE HISTORY AND PREFERENCES FEEL MORE DIGITALLY ADVANCED THAN SOME OF THE RETAILERS AND COMMERCE SERVICES THAT THEY USE ARE MORE LIKELY TO PURCHASE FROM DIGITALLY INNOVATIVE BRANDS SAY A COMPANYS ETHICS AND MORAL
42、S PLAY AN IMPORTANT PART OF PURCHASING DECISIONS, INCLUDING 58% OF 35-44 YR OLDS ACTIVELY CHOOSE COMPANIES / BRANDS THAT ARE ENVIRONMENTALLY RESPONSIBLE 69% 70% 40% 43% 55% 45% THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 41 BELGIUMCZECHIAFRANCEGERMANYNLSPAINUKUS PRODUCT SEARCH I start searching f
43、or products: INSPIRATION EXPECT DELIVERY LOYALTY I would choose another retailer over Amazon because of: As in a lot of studies, Belgium is a special case. In fact, there is not one Belgian shopper type. Big differences are shown through regional influences. Flanders is clearly an avid follower of t
44、he northern part of Europe and Wallonia of the southern. The Future Shopper Report gives us a unique insight in the impact of Amazon, emerging technologies and future preferences. And as the marketplace is global, Belgium is truly a case for local influence on adoption of brands and shopping prefere
45、nces. Compared to the other countries surveyed, the Czech online retail market is arguably the most open of all. Retailer sites, DTC brand sites and marketplaces other than Amazon are used by Czech shoppers for product inspiration and search comparatively more than in most of the countries we survey
46、ed. As a result, these channels get a greater share of total online spend. This perhaps has a lot to do with the lack of penetration Amazon has made into the Czech market so far. As a consequence, Czechia is a rare example of where Amazon doesnt dominate online spending in a domestic market, and thi
47、s means there are also good opportunities for brand websites. French digital shoppers are ready adopters of new technology, with a high proportion saying they currently use or have used innovative purchasing options like smart assistants. Amazon is the dominant presence in the digital retail market,
48、 and French consumers are more loyal than most to the marketplace giant. And when it comes to starting their shopping journeys, a higher proportion of French consumers turn to social media for inspiration than the average in our report. Germany is an Amazon success story. The company commands a larg
49、er share of German online spend than it enjoys in its native USA and, compared to the other seven countries we surveyed, a higher proportion of German shoppers buy goods from Amazon in every single retail category. Compared to places like the UK, US, and Spain, fewer Germans will tolerate delivery times for online purchases of more than three days, the highest of any country. One in five expect delivery within 24 hours. This could be that the level of Amazon Prime membership in Germany is the third highest of th