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  Chúng tôi theo dõi sự đổi mới bán lẻ trên toàn thế giới và một trong số các lĩnh vực hấp dẫn nhất để theo dõi là phát triển nhanh chóng của mua sắm trực tuyến. Tuy nhiên, chúng tôi nghĩ rằng sự thay đổi lớn nhất vẫn là đến nhờ đến các yếu tố như trí tuệ nhân tạo, nhà thông minh, 5G và làn sóng tiếp theo của những người mua sắm điện tử trẻ tuổi. Đó là lý do tại sao chúng tôi đã theo dõi cửa hàng vật lý năm ngoái của báo cáo trong tương lai với tầm nhìn của chúng tôi cho các cửa hàng trực tuyến. Báo cáo này vận chuyển bạn năm năm trước để tiết lộ cửa hàng kỹ thuật số bạn cần bắt đầu lập kế hoạch ngay bây giờ và cho bạn lời khuyên về nơi xây dựng doanh nghiệp của bạn khả năng... ---
  • 2. We track retail innovation around the world and one of the most fascinating areas to follow has been the rapid development of online shopping. However, we think the biggest transformation is still to come thanks to factors like artificial intelligence, smart homes, 5G and the next wave of young e-shoppers. That’s why we’ve followed up last year’s physical store of the future report with our vision for the online store. This report transports you five years ahead to reveal the digital store you need to start planning for now and gives you advice on where to build your business capabilities. We are very grateful to all the experts globally that have contributed. I do hope it helps to prepare you for a very different future and to win. Joanne Denney-Finch OBE Chief Executive, IGD In this report we answer three questions. In the next five years: 1. What will the online store of the future look like? 2. How do you prepare for the future? 3. What are the future considerations for your business? We offer our view of the future, a benchmark of capability and an action plan to help you prepare. To explore these questions, IGD has interviewed global heads of ecommerce at grocery manufacturers and some of the world’s leading online retailers. Introduction Research approach Introduction2 We also conducted an industry survey to test our vision and understand levels of preparation. We had 223 respondents from 42 different markets, from senior roles, including CEOs, vice presidents and directors. We’ve drawn on the knowledge of IGD’s global team of experts in online shopper insight, online, technology and supply chain. The IGD team travel the globe from our offices in London, Singapore and Vancouver to meet with retailers and manufacturers, and to see best practice in action. We’ve accessed this innovation tracker to illustrate the report with examples and case studies from around the world. Contents Executive summary p3 Change or fail p4-7 What will it look like and how will it be used p8-13 Preparing for this future p14-21 Next steps p22
  • 3. Executive summary Executive summary 3 Online stores will evolve rapidly to meet shoppers’ changing expectations, enabled by transformative technologies. The online store of the future will contain five key features: *respondents to our industry survey 1 2 3 4 5 It will be a shopper’s personal micro store with individualised and online- exclusive products, personalised promotions, recommendations, advertising and loyalty schemes. think almost all digital communication to consumers will be personal It will act as a smart personal assistant, connecting with various devices, preventing shoppers from running out of products and supporting their lifestyle goals. It will be more efficient for shoppers, easier and quicker to order products. They’ll incur less food waste, as meal planners help with ordering quantities. Fulfilment levels will improve, and in cities, deliveries will be very quick and convenient. It will help give shoppers a frictionless combined offline and online shopping experience. It will provide extensive information wherever people shop, bring personalisation to the physical store and help shoppers find and pay for products. It will at times be invisible, with shoppers buying products from shoppable digital content. In the future, people can be shopping at any time. think some retailers will provide a service to use the data from connected devices to provide personalised dietary recommendations think grocery service levels will be significantly better than today say they haven’t or have just started to fully integrate their online and offline teams say they are prioritising the development of omnichannel marketing solutions throughout the shopper journey 71% 82% 53% 53% 77% * * * * * Most CPG companies are not prepared for this future. 54% of respondents in our industry survey are only just starting to prepare. 54% * Ten focus areas 1. Understanding shoppers 2. Omnichannel structure and processes 3. Flexible supply chain 4. People and skills 5. Range and choice 6. Omnichannel marketing 7. Financial management and KPIs 8. Leadership and agile culture 9. Competition and new routes to market 10. Future technology
  • 4. Change or failGrocery retail is seeing an unprecedented amount of change, driven by changing shopper expectations that can be met using transformative technologies.
  • 5. Societal Shifts Ageing population, urbanisation, time poverty, health and wellbeing Transformative Technology Artificial intelligence, big data, Internet of Things and robotics Altering Authorities Data regulation, big business and start-ups Resource Resilience Efficiency, future workforce and skills gaps STAR model Grocery retail is undergoing a revolution, driven by rising shopper expectations. Longstanding needs can now be met in new ways thanks to new technologies. Shopper expectations Shoppers seek many things, but above all: • value (combining price with quality) • choice • convenience This remains constant, yet shoppers’ expectations of how these needs should be met continually evolve. At IGD we’ve developed a STAR framework to categorise the forces of change. Societal shifts and transformative technology in particular, will shape the online store of the future: Societal shifts • Health consciousness continues to rise. Online stores must be able to offer a wide range of healthy products, and make them easier to find. • Populations in most developed countries are aging, so online stores will need to provide convenient ordering and fulfilment plus appropriate pack sizes. • Globally, the population is urbanising. Kitchens are getting smaller, with less storage space. The online store must cater for new missions, offer faster fulfilment and new services. Transformative technology • Artificial intelligence (AI) is rapidly advancing which will enable the online store of the future to be more personalised and to anticipate demand. • We are increasingly surrounded by a network of smart, interconnected devices. It means shoppers will be able to access the store whenever and wherever they want, through screen-based or voice-activated devices. • Developments in robotics, such as the picking of products,drones and autonomous vehicles means the online store can provide more convenient, efficient fulfilment. The shopper of the future will therefore expect more choice, convenience, inspiration, personalisation and transparency. Online stores will play an essential part in meeting these needs. Change or fail 5
  • 6. The boundary between offline and online commerce disappears as we focus on fulfilling the personalised needs of each customer Change or fail6 Intensity of competition Digital commerce brings new, innovative competitors and greater price transparency. Our industry survey showed: New services are exploring focused opportunities, e.g. using online marketplaces to smooth cross- border commerce, home meal delivery and meal box providers. In China, consumer-to-consumer commerce is growing and taking sales from retailers. Competition on price 78% of respondents think shoppers will use online price comparison services more regularly to switch to the cheapest retailer Competition from specialists 67% of respondents think shoppers will be able to use a wide range of specialist online retailers supported by a common and consistent delivery service Competition from manufacturers 75% of respondents think many more manufacturers will be using digital to sell directly to consumers 78% 67% 75% In 2017, Walmart stated that shoppers purchasing online as well as in-store, spend nearly twice as much as those that don’t shop onlinex2 Reasons to prioritise online stores We sometimes hear people say that online retail is not a priority for their business because sales are too low and costs too high. This is a risky position for three main reasons. 1. Across the world, online is one of the fastest- growing grocery channels. 2. Online and offline grocery shopping are merging, and an online store will be increasingly vital to complement the physical store. 3. The digital world evolves faster than the physical world. Online stores will become increasingly compelling. New generations of shoppers will be less set in their ways and more likely to view online ordering as the norm. “ “ Alibaba’s executive chairman, Jack Ma, has said...
  • 7. Change or fail 7 “On-demand delivery platforms such as Instacart and Shipt have a major role in the channel, enabling several retailers to scale up quickly. Home delivery has become a growing focus as retailers aim to provide consumers with more convenient options. “Several retailers have also been investing in their online digital marketing capabilities, developing platforms to enable their trading partners to better target their marketing dollars.” Stewart Samuel Program Director IGD Canada Simon Mayhew Online Retail Insight Manager Shirley Zhu Programme Director IGD Asia “UK, France and the Netherlands remain the centres of innovation in Europe and we’re seeing developments in personalisation, rapid delivery and voice ordering. Retailers are executing omni- channel strategies and creating a frictionless online and offline shopping experience.” “South Korea, China and Japan are the leaders in ecommerce in Asia. Mobile plays a key role in connecting the online and offline worlds. “Ecommerce and social media giants are driving the development with their vast ecosystems. As they expand beyond borders, we expect to see fast growth in other Asian countries.” UK’s online grocery market will grow by 51% by 2023 and account for 7.9% of the total UK grocery market China’s online grocery market will grow by 286% by 2023 and account for 11.2% of the total Chinese grocery market The US online grocery market will grow by 149% by 2023 and account for 3.5% of the total US grocery market Our experts’ views North America Europe Asia
  • 8. What will it look like and how will it be used? We’veidentifiedfivekeyfeaturesoftheonlinestore of the future: personalisation, personal assistance, efficiency, a frictionless experience and invisibility. The following outlines our vision.
  • 9. 77% And finally, to keep you coming back, you’ll be part of a gamified and rewarding loyalty scheme. Spoon Guru and Tesco IGD Award winning Spoon Guru is working with Tesco to make it easier for shoppers to search for products based on their personal lifestyle or dietary needs. Using AI and nutritional expertise it analyses product ingredients to provide curated ranges based on over 180 food preferences. Alibaba 88 Membership Alibaba calculates member points based on everything from the number and variety of stores visited and the types of goods they buy, to sharing product pages on social media. The more points, the more lucrative the benefits. Function of Beauty Shoppers complete a questionnaire to clarify their haircare needs and receive a uniquely formulated shampoo and conditioner. The bottles arrive with the shopper’s name printed on them. 1. Your personal micro store AI will help to unlock personalisation. The store’s layout will be dynamic, able to predict the shopper mission. If you need a meal for tonight, for example, your homepage will display only the relevant solutions. When generally browsing, you will only see the products and pack sizes likely to meet your needs. Many products will only be buyable online where there is no constraint on shelf space. In high-value categories, there will be customisable products, so you can create your own ideal shampoo or cereal. You will see personalised promotions. All the advertising you see will have messages, images and language relevant to you. This way, shoppers will get to see more new products. The online store of the future will adapt to you, learning from experience. For instance, if it’s an older shopper the page may adapt its font size and tailor its health-based suggestions. All content will be device-responsive. Shoppers in Europe and North America will follow Asia and increasingly shop online through a mobile device. Another popular way to shop will be by voice control. In and out of the home, you will be able to reorder products this way and ask for product information. What will it look like and how will it be used? 9 of respondents think some retailers will be using personalised pricing and promotions of respondents think almost all digital communication to consumers by retailers will be personal 69%
  • 10. Helpling Unilever has invested in Helpling, Europe’s leading online marketplace for household services. Shoppers can book vetted and insured cleaning providers and buy Unilever’s cleaning products. 2. Your personal assistant Smarter devices will make shopping simpler and more inspiring. The online store will help stop you from running out of products. Shoppers will subscribe to have their favourite products delivered regularly. AI will predict when you may run out and make or suggest a reorder. Household devices, such as washing machines, will connect to your store and reorder when necessary. This will lock in customer loyalty. The online store will offer more than just groceries, it will also help around the house. With populations urbanising and tending to live in smaller properties, businesses will offer services such as home cleaning and laundry, that prevent the need for space-hungry appliances. Online shopping will also be more inspirational. Automatic reordering for some products will free up time for people to research the categories they are most interested in. The store will provide product and meal recommendations, factoring in the weather forecast and your social calendar. Shoppers that like to plan will be supported with personalised meal planners. What will it look like and how will it be used?10 of respondents think automatically re-ordering products will be an established way of shopping for many people of respondents think some retailers and manufacturers will branch out into new value-added services 60% 53% Platejoy Shoppers complete a lifestyle quiz to clarify tastes, preferences and health goals. They receive custom plans with personalised recipes. Grocery lists are sent to order from their chosen online retailer. The online store will use sophisticated digital assistants, like chatbots, to help shoppers. These will answer basic questions, such as product availability, through on-screen messages or voice.“ The online store will offer more than just groceries, it will also help around the house “
  • 11. of respondents think online grocery service levels will be significantly better than today. This includes orders being provided on time and in full 82% The shopper of the future will aspire to live a healthier life and use connected devices to help, from tracking exercise to monitoring weight. The online store will access this data to provide product recommendations. 3. The efficient store? For shoppers, the online store of the future will be more convenient. It will be quicker and easier to find and buy products. Login and payment will use facial, voice or touch recognition technology. Shoppers will waste less, with more choice of pack sizes and meal planners that help manage quantities and advise on using leftovers. Shoppers will enjoy a better fulfilment service with more deliveries, on time and in full and products delivered at the right quality and freshness. Especially if you live in the city, you’ll be offered more options for fulfilment. Deliveries will only get faster and more convenient. Unattended deliveries to homes, cars, even ‘straight to the fridge’ will grow in popularity. What will it look like and how will it be used? 11 of respondents think some retailers will provide a service to use the data from connected devices to provide personalised dietary recommendations 71% 7FRESH JD.Com’s supermarket focuses on fresh foods and offers delivery in 30 minutes for shoppers within a 5km radius. JD.Com plans to open over 1,000 of these stores. Coty/Amazon Chatbot Coty has worked with Amazon to launch a visual skill on the Echo Show. Shoppers can both hear and see personalised new beauty looks supported with step-by-step tutorials. It can sync with the shoppers’ calendar to proactively suggest looks. Users can easily add the products directly to their Alexa shopping list. Amazon Key Amazon Key enables unattended home deliveries. It also supports Amazon Home Services (shoppers book services from trusted providers), so the cleaner, the handyman or plumber can complete their work whilst you’re not at home. Amazon Key recently extended to unattended car deliveries, in partnership with General Motors and Volvo.
  • 12. Alibaba Hema Supermarket Shoppers download the Hema app to access product information, recommendations and make in-store payments. The supermarkets also act as fulfilment centres capable of delivering products in 30 minutes for shoppers within a 3km radius, 24 hours a day. For retailers and manufacturers, the online store of the future provides both opportunities and challenges. Data from the online store will guide product development. Retailers will see gaps in their ranges through unfulfilled search requests and have a better understanding of product quality through ratings, reviews and feedback to chatbots. Fulfilment will benefit from robotics. Supply chain forecasting will be more accurate. This will mean online pickers have fresher products to select, helping overcome one of people’s biggest barriers to shopping online. Improvements in service will reduce the number of returns and make deliveries quicker. Richard Liu, founder, CEO and chairman of JD.Com has even said his goal is for the business to be “100% operated by AI and robots”. We will see greater collaboration in the supply chain, including manufacturers pooling resources to sell directly to consumers. However, there will also be new challenges and potential inefficiencies. Shoppers will expect faster deliveries, and this means smaller, more frequent orders. Customers will also be less forgiving of mistakes. 4. The frictionless store The online store of the future will be better integrated with physical stores, creating a frictionless shopping experience. Before visiting a physical store, you will be able to look online to check in-store, real-time availability, access product information, get product usage ideas and read reviews. When you arrive at the physical store you will then benefit from personalised offers and recommendations. An online app will help you find products and pay for your shopping without cash. What will it look like and how will it be used?12 Auchan Auchan Minute is a 18 sq. m unstaffed convenience store, operating 24 hours a day. To enter the store shoppers use their smartphone to scan a QR code and pay via WeChat before leaving the shop.
  • 13. 5. The invisible store You won’t even need to visit your online store to buy products. Alongside voice ordering, the majority of digital content you see will be shoppable. You could be watching a video or see a still image and just click on it to buy the product. There will be no limits to when you can be shopping. China has been leading the merging of media, entertainment and shopping, and Europe and North America will follow. What will it look like and how will it be used? 13 Mik Mak This service allows shoppers to buy from a video. It also enables them to rate and see product reviews. We Chat We Chat has close to one billion users and allows them to sell goods and services to their contacts, advertising them through the app’s newsfeed, called Moments. We Chat also has integrated mini-programs or apps that can be used to sell products. For instance, Pinduoduo offers prices for individual purchase
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