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Trendsource_2017年零售业报告(英文)2017_15页

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文本描述
2|trendsource
PLEASE RATE WHETHER YOU BELIEVE THE FOLLOWING ARE BETTER IN STORE OR ONLINE:
Availability
of Products
Customer
Service
Returns and
Exchanges
Variety of
SelectionPricing
ELECTRONICS
FASHION
HOME
IMPROVEMENT
73%62%82%73%89%
70%55%90%70%95%
73%51%84%71%93%
Gray-colored numbers represent highest across retail category.
WHICH SHOPPING EXPERIENCE DO YOU ENJOY MORE
In all three industries, respondents still prefer the in-store shopping experience over online.
While roughlyprefer in-store shopping for Fashion and Home Improvement, the narrowest
gap appeared in electronics where 66% prefer in-store. With the rising popularity of online
shopping, what keeps drawing these shoppers to in-store experiences
It’s All About the Customer Service!
While online shopping beats in-store in expected
categories such as availability of products and variety of
selection, in-store dominates in terms of customer
service. Through all three industries, overwhelming
majorities of respondents felt returns and exchanges
were far easier in-store.
Pricing, the Final Battleground
While shoppers have decided that online is the place to
go for availability of products and variety of selection,
and in-store for customer service and returns and
exchanges, there remains one final battleground: pricing.
Respondents proved almost evenly split when asked
whether they believe pricing was better in-store or
online, with only 51% believing fashion prices were
better online and 55% believing the same of home
improvement prices.
Online has a reputation for being less expensive due to
lower operating costs and brick-and-mortar stores often
struggle to compete with online pricing. Yet physical
stores offer clearance sales, seasonal promotions, price
matching, and other discounts to even the playing field.
All Things Being Equal
With respondents seeing the virtues of both online and
instore, and remaining fairly uncertain about which offers
the best pricing, clear majorities still would rather the
in-person brick and mortar experience over online.
ONLINE
IN-STORE
COLOR LEGEND
FOR CHARTS
& GRAPHS
ON THIS PAGE
74%76%
ELECTRONICSFASHIONHOME IMPROVEMENT
CLEAR MAJORITIES STILL WOULD RATHER THE IN-PERSON BRICK
AND MORTAR EXPERIENCE OVER ONLINE
n=884n=1,582n=1,735
66%
WHICH SHOPPING EXPERIENCE DO YOU ENJOY MORE
ELECTRONICS
n=884
74%
FASHION
n=1,582
76%
HOME IMPROVEMENT
n=1,735
020406080100
Millennial 1
(77)
Millennial 2
(151)
Generation X
(307)
Baby Boomer
(326)
Silent
(23)
42%
38%
37%
30%
17%
58%
62%
63%
70%
83%
020406080100
Millennial 1
(160)
Millennial 2
(294)
Generation X
(593)
Baby Boomer
(491)
Silent
(44)
29%
32%
28%
20%
23%
71%
68%
72%
80%
77%
020406080100
Millennial 1
(77)
Millennial 2
(151)
Generation X
(307)
Baby Boomer
(326)
Silent
(23)
21%
24%
25%
22%
25%
79%
76%
75%
78%
75%
Millennials nonetheless
preferred in-store shopping
across all three industries.
66%
ONLINE
IN-STORE
COLOR LEGEND
FOR CHARTS
& GRAPHS
ON THIS PAGE
3|trendsource
Underlined numbers are significantly
different at a 95% confidence level
4|trendsource
We hear all the time that millennials will be the death of
brick and mortar shopping—the generation glued to its
smart phone, shopping via social media, and shunning
real-world interaction will retreat so far into their digital
bubble that the retail industry will follow it.
Yet that doesn’t seem to be the case. Even when
millennials preferred online in numbers greater than their
older counterparts, millennials nonetheless preferred
in-store shopping across all three industries.
Luddites and Nerds
Electronics, unsurprisingly, showed the greatest
generational gap between online and in-store shopping.
Indeed, the older a customer, the likelier they are to prefer
in-store electronics shopping with 83% of silents still
heading to brick and mortar stores for their electronics
purchases while a considerably smaller percentage of
younger millennials (58%) favor in-store. Similarly, though
not identically, older generations preferred in-store in
fashion as well.
Generation did not impact home improvement
preferences, however, with roughly the same percentage
(75%-79%) of shoppers preferring the in-store experience.
WHICH OF THE FOLLOWING DRIVES YOU INTO A PHYSICAL STORE
TO MAKE A PURCHASE RATHER THAN DOING SO ONLINE
ELECTRONICS
FASHION
HOME
IMPROVEMENT
COLOR LEGEND
FOR GRAPHS
ON THIS PAGE
42%58%
Getting the items
immediately
Ability to physically
confirm the items'
quality/fit
Bargain hunting
Advice or assistance
from associates
In-store
promotional events
Ability to easily
return items
In-store
technology/tools
Social interaction510520522%26%24%
35%35%
70%62%
67%62%
87%81%
85%83%88%
57%58%
59%57%53%
65%
79%
34%
47%
14%
Drivers to physical stores varied
considerably by retail type,
particularly fashion, where 2x less
respondents went to physical stores
for in-store technology or for advice
from associates.。