1、REPORTCBRE RESEARCHSEPTEMBER 2022Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping Preferences2CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping PreferencesTechnology gives consumers more options for when to shop and how

2、 to pay for and receive their purchases.This report explains how retailers can leverage these technology-enabled consumer preferences to improve their on-line and in-store sales.M-Commerce MarketingThe average American consumer spends more than four hours a day on mobile devices,which provide retail

3、ers with a much more efficient way to build brand awareness and loyalty among consumers.010203More Payment OptionsConsumers want mobile payment options,and 71%of mobile wallet users say that loyalty programs are important considerations for where they shop.Extended RealityBy 2026,one-quarter of all

4、consumers worldwide are expected to spend at least one hour per day in the metaverse,where retailers will want to establish an engaging presence.3CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping PreferencesSource:Forrester,CBRE Research,Q2 2022.

5、Figure 1:E-Commerce Retail Sales by Type&Click-&-Collect ShareMobile device technology provides retailers with much more efficient ways to build brand awareness and consumer loyalty,ranging from providing digital coupons to 24-hour shopping access.The average user in the U.S.spends more than four ho

6、urs a day on their mobile devices,according to digital data provider data.ai.Retailers must prepare for a hybrid future in which consumers seek the best of both in-store and online shopping.Nearly half of retailers responding to a recent survey by accounting firm Ernst&Young said they were using mob

7、ile technology to deliver personalized products and services to consumers and to receive customer feedback.Retailers can also leverage social media to increase sales.Instagram reports that 44%of its members use the platform for shopping each week.Considering that Instagram has 1.3 million daily acti

8、ve users globally,the impact is significant.Market research company Forrester predicts that mobile devices will account for a majority of e-commerce sales by 2027.This widespread m-commerce adoption provides opportunities for brick-and-mortar retailers,particularly for click-and-collect sales that a

9、re projected to increase more than 150%by 2027 and account for approximately 13%of all online retail sales.As m-commerce and click-and-collect grow,retailers will require strategically placed stores to fulfillthese orders.Many are already reconfiguring their stores to quickly process these orders,wi

10、th pick-up counters at the front of the store for easy access and dedicated parking for quick ingress and egress.M-Commerce Marketing0%2%4%6%8%10%12%14%16%18%20%-100 200 300 400 500 600 700 800 900 1,000200212022(F)2023(F)2024(F)2025(F)2026(F)2027(F)Click-and-Collect Share of E-Commerce S

11、pending(R)Mobile E-Commerce(L)Non-Mobile E-Commerce(L)$Billions%Share4CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping PreferencesBy the Numbers:Per CapitaM-Commerce Spend$411Per capitam-commercespend in 2014.$2,345Forecast per capita m-commerce

12、 spend in 2024.Source:Forrester,CBRE Research.5CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping PreferencesSource:Morning Consult,February 2022.Figure 2:Share of Payment Options Used by Surveyed Adults in Past Six MonthsConsumers are demanding a

13、 wide range of payment options using mobile apps.Data.aireports that three of the top five most downloaded shopping-focused apps this year are for payments.Mobile wallet apps generate income for retailers from fees paid by their banking partners on all purchases made using the app.Forty-two percent

14、of all consumers have used mobile wallet payments;of these,more than half say they are more likely to shop at stores that use this popular payment option,according to data analytics provider Morning Consult.In addition,71%of mobile wallet users say that loyalty programs are important considerations

15、for where they shop.Loyalty programs provide a compelling reason for customers to download retailers apps,which often support embedded payments for digital and in-store purchases.Fintech software provider FIS predicts that mobile wallets will surpass credit cards as the preferred online payment sour

16、ce by 2025,accounting for 33%of total online transactions.FIS forecasts that the share of in-store sales using mobile wallet payments will grow to 15%by 2025 from 10%last year and that cash payments will fall to just 6%from 11%over the same period.“Buy now,pay later”(BNPL)platforms such as Afterpay,

17、Klarna and Affirm are rising stars within the alternative payment sector.These allow consumers a gradual payment schedule without negatively affecting their credit rating.FIS forecasts that BNPL will account for 8%of North American e-commerce transactions by 2025.Frictionless paymentsthose that allo

18、w for quicker transactions without swiping a credit card or filling out a formare also becoming more popular among consumers.This leads to higher-value sales for retailers by overcoming consumer reluctance to complete online cart checkouts.Retailers must decide which technologies provide the easiest

19、 path for consumers to purchase their goods.More Payment Options0%5%10%15%20%25%30%35%40%45%Made Payment Using Onboard Technology in VehicleShopped at a Just Walk Out StoreMade Payment With a Wearable DeviceMade Purchase Through A Game or Metaverse/VR PlatformPaid Through Social Media PlatformUse Bu

20、y-Now-Pay-Later PlatformUse a Major Platform Payment Wallet Such as Shop Pay6CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping Preferences0%10%20%30%40%BNPLDigital/Mobile WalletCashDebit CardCredit CardBank TransferBNPLDebit CardCredit CardDigita

21、l/Mobile WalletIn-StoreE-Commerce20212025Source:FIS,2022.Figure 3:Share of North American Retail Sales by Payment Method+Forecast 7CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping PreferencesBy the Numbers:Worry-Free Consumers*40%Worry-freeconsu

22、mers whosay credit cardsencourage themto overspend.62%Worry-free consumerswho think BNPL programs help them buy thingswithout overspending.*Consumers with good credit or access to credit and who do not live paycheck to paycheck.Source:P.8CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three W

23、ays Tech is Influencing Consumer Shopping Preferences00708090100AwarenessAdoptionUsageComfortGen ZMillennialsGen XBaby BoomersSource:Forrester,June 2022.Figure 4:Familiarity with Extended Reality by Generation A recent survey by market research firm Forrester found that 39%of adults have

24、utilized extended reality(XR)technology,which merges the physical and virtual worlds.This technology,originally utilized by online gamers,is now being applied to the retail marketplace for product research and personalization,apparel and accessory“virtual try-ons”and communicating with retail sales

25、associates.XR also is a gateway to the metaverse,which will offer retailers new opportunities to engage customers in a virtual world.XR technology has been used to host events within the metaverse,such as a 2020 virtual concert by hip-hop artist Travis Scott that drew 27.7 million virtual attendees

26、on the Fortnite platform.A“fashion week”event by metaverse company Decentraland drew 108,000 unique visitors this spring.Technology consulting firm Gartner Inc.predicts that by 2026,one-quarter of all consumers worldwide will spend at least one hour per day within the metaverse and that 30%of the wo

27、rlds companies will use it to offer their products and services.Use of Extended Reality%Share of Online Adults9CBRE RESEARCH 2022 CBRE,INC.Adaptive SpacesRetail Tech:Three Ways Tech is Influencing Consumer Shopping PreferencesBy the Numbers:The Future of Extended Reality$192BForecast sales ofVR tech

28、nologiesin 2025.+$50BProjected metaverse-driven sales increase for the fashion and luxury goodsindustry by 2030.Source:PwC,Morgan Stanley.Copyright 2022.All rights reserved.This report has been prepared in good faith,based on CBREs current anecdotal and evidence based views of the commercial real es

29、tate market.Although CBRE believes its views reflect market conditions on the date of this presentation,they are subject tosignificant uncertainties and contingencies,many of which are beyond CBREs control.In addition,many of CBREs views are opinion and/or projections based on CBREs subjective analy

30、ses of current market circumstances.Other firms may have different opinions,projections and analyses,andactual market conditionsin the future may cause CBREscurrent viewsto later be incorrect.CBREhasno obligation to update itsviewsherein ifitsopinions,projections,analysesor market circumstanceslater

31、 change.Nothing in this report should be construed as an indicator of the future performance of CBREs securities or of the performance of any other companys securities.You should not purchase or sell securitiesof CBRE or any other companybased on the views herein.CBRE disclaims all liability forsecu

32、rities purchased or sold based on information herein,and by viewing this report,you waive all claims against CBRE as well as against CBREs affiliates,officers,directors,employees,agents,advisers and representatives arising out of the accuracy,completeness,adequacy or your use of theinformation herein.Bill WrightSenior Managing Director,Americas Retail SRichard BarkhamGlobal Chief Economist&Head of Global RTodd CarusoSenior Managing DirectorRetail Agency Services,AContactsKelly EvansSenior Managing Director,Retail Occupier SBrandon IsnerHead of Americas Retail R