下面是小编为大家整理的【零售研报】capgemini-今天消费者-2022年消费品和零售行业消费者行为跟踪（英）-20,供大家参考。
WHAT MATTERS TO
TODAY’S
CONSUMER
2022 consumer behavior tracker for the Consumer Products and Retail industries
EXECUTIVE
SUMMARY
The behaviors of today’s consumers have shifted dramatically over the past 18 months and their expectations have evolved in parallel. As our research suggests, many of these changes will prove permanent. The consumer of today is shopping across multiple channels; she has returned to in-store shopping but also plans to continue shopping online, a channel she has grown accustomed to during the pandemic. She has also come to expect fast, easy delivery and fulfillment, whether she is shopping on- or offline. She continues to be very concerned with the ethical status of the products she buys – as well as the companies from which she buys them — and wants to be assured that these products are both healthy to consume and sustainable to produce. She also does not expect sustainable products to necessarily come at a premium. She is open to ordering directly from the brands she favors and sharing her data with them, especially if this will result in her receiving a better buying experience.
These trends and behaviors are more pronounced for certain consumer segments. For example, our research reveals that Generation Z (18–24 years of age) shoppers are more willing to pay a premium for products espousing clean, natural, and sustainable attributes. Shoppers with children in their households value fast delivery more than do shoppers without children. A greater share of Boomers (57–75) have already returned to in-store shopping today than have Millennials (25–40) and Gen Z.
For brands and retailers, the implications of these evolving consumer trends infiltrate
all aspects of their businesses, from strategy to product development, digital, analytics, operations, and marketing. To capitalize on the opportunities offered by these evolving trends, we highlight four key focus areas for brands and retailers. An omnichannel strategy that incorporates the physical store, ecommerce, direct-to-consumer, and online marketplaces (such as Amazon, Alibaba) is essential to meet today’s consumer in all the venues at which she shops. Being ready and able to collect the data that today’s shopper is willing to share and extracting value from that data to allow better directed marketing and more carefully designed and tailored products and services is paramount. Given the importance of delivery and fulfillment to today’s consumer, re-positioning these aspects within the business model, and transforming them from a cost center to a growth driver, is critical to future business success. Going
forward, there will be a growing mainstream demand for sustainable products. While a certain demographic of shopper may accept a higher price for the time being, it will be imperative that these products can be sold at a more attractive price point in the future.
2 What matters to today’s consumer
INTRO DUCTION
Consumer behavior can change rapidly. Taking the obvious example of the COVID-19 pandemic, the way in which people buy and use goods and services has been disrupted on a global scale. Lockdowns, social-distancing measures, and serious safety concerns, while restricting our everyday lives and movement, have given rise to massive growth in
ecommerce and striking changes in consumption patterns. As the world slowly emerges from the shadow of the pandemic, many of these trends will remain embedded for the long term, shaped and reinforced by the new expectations of consumers.
This report is the first installment in what will be an annual research series designed to report on and measure the dynamic trends and evolving consumer behaviors, year
on year. While the specific topics we investigate each year will inevitably be dictated by changing market conditions and consumer trends, we will have core measures that we will apply annually, including the impact of the COVID-19
pandemic on consumer preferences for in-store versus online shopping.
In this first report of our new annual series, we explore the topic of product versus services. Specifically, we want to investigate how central and significant the product and its characteristics are to the customer’s buying decision and how much importance consumers place on the services they are offered and the customer experience they receive when deciding which products to purchase and which retailers to patronize. Additionally, we explore consumer trends related to delivery and fulfillment and direct-to-consumer models, including buying directly from brands.
To address these questions and topics, we surveyed over 10,000 consumers over the age of 18 in 10 countries: Australia, Canada, France, Germany, Italy, Netherlands, Spain, Sweden, the UK, and the US. To qualify for inclusion in the survey, consumers must have made a purchase
of groceries, household and toiletries products, and/or health and beauty products in the preceding six months.
Our questions explored shopper preferences and views surrounding the attributes they look for both in the products and in the retailers themselves. We were also keen to capture their views on broader trends, such as willingness to pay
for delivery services and to order directly from brands as opposed to retailers. For more details on the survey sample, please refer to the Appendix.
In this report, we identify four key trends based on our current and previous consumer-research studies that consumer-product firms, retailers, and grocers must monitor constantly in order to drive operational resilience and strengthen customer engagement:
1. Consumers are returning to in-store shopping but ecommerce remains strong
2. For certain retail categories (e.g., grocery and health and beauty), efficient delivery, and fulfillment services are more important than in-store experience.
3. Shoppers are happy to order direct from brands.
4. Consumers’ top priorities are healthy, sustainable living –
and making purchases that reflect this.
We conclude by specifying four key actions for brands and retailers that want to capitalize on these evolving consumer trends.
3
1
CONSUMERS RETURN TO IN-STORE SHOPPING BUT ECOMMERCE REMAINS STRONG
As the pandemic was taking hold in April 2020, we compared levels of consumers’ interaction with physical stores and online channels. In our latest research, we see an acceleration in interactions with physical stores as consumers return to traditional channels. However, we also see a stabilization, rather than a dropping off, of interactions with online channels.
Consumer preference for in-store shopping surpasses pre-pandemic levels
In November 2020, 34% of consumers said they maintained significant interactions with physical stores, jumping to 67% in November 2021 as lockdowns eased, internal and external borders opened up, and vaccination uptake increased. A majority (72%) of consumers expect to resume significant interactions with physical stores in the longer term after the pandemic subsides. This markedly exceeds the level (60%) of consumers who maintained regular interactions with physical stores before the pandemic (see Figure 1). Douglas McMillon, president and CEO of Walmart, believes shoppers missed the store experience during the pandemic: “When the pandemic allowed it, people came back to stores. I think they like stores and they want to have that [in-store] experience. They enjoy seeing merchandise, being around each other. And that’s why omnichannel makes so much sense.” 1
4 What matters to today’s consumer
Preference for in-store shopping increases with age. For example:
•
53% of Gen Z – those aged 18–24 in our survey – say their level of in-store interactions is high today, compared to 73% of Boomers (57–75 years old).
•
In the longer term, 76% of Boomers expect their in-store interactions to be high versus 66% of Gen Z shoppers.
The distinction between online and in-store is less clear today than in previous decades, with shoppers moving easily between the two and, increasingly, expecting a comparable
level of service and experience. Our research shows that, post-pandemic, 22% of shoppers expect to have a high level of interactions with click-and-collect orders (i.e., ordering online and picking up in-store or curbside), indicating an enduring desire to interact with physical stores, albeit perhaps not in the traditional manner favored by Boomers (i.e., walking around a physical space, viewing, trying on, and selecting by sight). Unsurprisingly, perhaps, this trend is highest for Millennials (33%) and lowest for Boomers (11%). McMillion adds: “The step change that occurred [with pick-up] will stay and grow steadily from there. That’s what we’re seeing here [at Walmart].” 2
Figure 1. Consumers expect their interactions with physical stores to surpass pre-pandemic level
Percentage of consumers shopping at physical stores
Pre-pandemic 2020
April 2020
November 2020
November 2021
Post-pandemic
Source: Capgemini Research Institute, consumer demand survey, October-November 2021, N=10,179 consumers; Capgemini Research Institute, The great consumer reset: COVID-19 and the consumer products and retail consumer, November 2020.
5
72%
67%
60%
34%
24%
Consumer preference for online shopping stabilizes
The world has witnessed a surge in online commerce, driven by economic uncertainty, enforced lockdowns, and requisite social distancing. In the US, total e-commerce sales for 2020 increased by 32.4% on 2019 and accounted for 14% of total sales, up from 11% in 2019. 3 This ecommerce growth has continued in 2021, with a 6.6% increase in the third quarter of 2021 compared to the third quarter of 2020. 4
In our research published in April 2020, 33% of consumers said they had significant interactions with retailers’ online channels, jumping to 41% by year-end 2020, and stabilizing at 38% in November 2021. In the longer term, consumers are expected to maintain this level of online interactions, with 38% of consumers saying they expect to h...