KIBO-2018年消费趋势报告（英文）

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1、2018CONSUMERTRENDSREPORTEngagingtheInformedConsumerCONTENTSTheTideisTurning3TheRiseofShoppingExperiences4ResearchingandBuying7ContentthatCompletesthePurchase9TheChangingRoleofPersonalization11ImportanceofInventoryVisibilityandFulfillment13TheStateofBuyOnlin

2、ePickupIn-Store14TheNewRoleofStores15Conclusion17Kibo-2018ConsumerTrendsReport©2018KiboSoftware,Inc.2THETIDEISTURNINGProliferatingtouchpointsandthemeteoricriseofonline-onlymerchantshaveforcedtheretailindustryintoaracetothebottom.Competitionhasbeenfiercetoof

3、ferthelowestprices,thesteepestdiscounts,andthefastestfreeshipping—oftentothedetrimentofsmallandmid-sizedmerchantswhoselowerordervolumecan’tmakeuplossesinmargins.ButtheKibo2018ConsumerTrendsSurveysuggeststhatthetideisturning.Inaworldwheresalesanddiscountsare

4、ubiquitousyear-round,shoppersareincreasinglylookingbeyondpricetodistinguishwhatsetsmerchantapart.Amongtheofferingssurveyparticipantsidentifiedascrucialtotoday’sshoppingexperience:•Richonlinecontentthatincorporatespeerreviewsandearlytransparencyintoinventory

5、andfulfillmentoptions•Personalizedexperiencesthatfactorinshoppers’purchasinghistoryandotherpastinteractionswiththebrand•Storeexperiencesthatdeliveroptimalexperiencesforeachshoppers’needs,fromconciergeservicetoultra-efficientcurbsidepickupNEXTUP:THERISEOFSHO

6、PPINGEXPERIENCES©2018KiboSoftware,Inc.3Kibo-2018ConsumerTrendsReportTHERISEOFSHOPPINGEXPERIENCESNewsurveydatagiveshopetomid-sizedretailersandbrandedmanufacturersastheycompeteforshoppers’attentionandloyalty.Whilepriceremainsaprimarypreoccupation,shoppersincr

7、easinglyacknowledgetheimportanceofstoresasresources,andtheygivetopmarkstosellerswhoseonlineofferingsserveasahubofproductandservicecontent.WithAmazonandWalmartmaintainingastrongpresenceintheretailworld,nooneissurprisedthatconsumersareusedtodiscountsanddeals,

8、andnowexpectthemyearround,insteadofsimplyonaholidayweekendlikeBlackFriday.Thisstatusquohasgottensomeretailersintotroubleastheyracetothebottom,andotherretailersormanufacturersfeeltheysimplycan’tcompete.