2020零售趋势战术手册.pdf

withRetail Trends Playbook 2020Creating A Data-Driven, Intelligent Retail ModelRetail Trends Playbook 20202 withTechnology within the retail space has primarily served to ensure transactional moments were quick and efficient. Now, retailers have an unprecedented opportunity to go a step further and leverage data-driven and digital technologies to elevate the customer experience in more meaningful ways. From creating new products to delivering specialized campaigns, machine learning, analytics and other technologies are empowering brands and retailers to understand their shoppers better and deliver differentiated, 1:1 experiences. As customers expectations for best-in-class shopping increase thanks to the immediacy and personalized relationships crafted by retail upstarts and ecommerce giants, data-led intelligence are essential to thrive in this competitive landscape. Introduction About This ReportThe Retail Trends Playbook 2020 is a report by business intelligence platform PSFK in partnership with Microsoft that presents key trends, best-in-class examples and strategies for executing intelligent retail with the aid of data-driven technologies. Supported with expert insights and key analyses of the global retail landscape and consumer needs, the Retail Trends Playbook 2020 will help brands and retailers define their strategic roadmaps for 2019 and beyond. Retail Trends Playbook 2020 3withWelcome To The World Of Consumer-Controlled RetailBy: Shelley Bransten, Corporate VP of Global Retail & Consumer Goods at MicrosoftTheres never been a more exciting time to be in the retail industry. Shopping is no longer a singular activity or a special destinationits always on and integrated into the fabric of consumers daily lives. With the worlds largest shopping mall in their pockets, customers are capable of making a purchase anytime, anywhere. Retailers and their brands have excelled at placing these purchase tools in their customers hands, but now are going even further by transforming the retail model, from the factory to the store, to align with their customers needs. The consumer is more in control than ever.In the past, technology simply helped retailers do what theyve always done, only better, faster and more effectively. Now, retailers are embedding tech into every step along the supply chain and purchase path. Each phase of the end-to-end retail experiencestarting with production and continuing into sales and repurchasenow has the opportunity to be consumer-first and personalized.Every aspect of retail operations has the potential to make or break the customer experience. Luckily with data-driven intelligence at their disposal, organizations can optimize four key pillars crucial to delivering a next-level retail experiencethe ability to understand their customers, deliver an intelligent supply chain, empower employees and create a new retail model that centers around the products and services their customers crave. Retailers can transform data into dollars by using customer information to determine better marketing, service and product opportunities.Retail Trends Playbook 20204 withOf course, this data isnt powerful on its own. In order to arrive at this new era where the shopper is in the drivers seat, we need to unlock this information to ensure that every member of the organizationfrom manufacturing partners and warehouses to executives and frontline staffhas access to the right insights. Often acting as the face and personality of the brand for shoppers, in-store associates need to have key information at their disposal to better service shoppers, whether that means delivering high-touch, white glove service or simply helping customers get in and out of the store quickly. Although on the back-end of retail operations, the supply chain still plays a crucial role in the merchandise a retailer offers, and consequently, if an item is available for purchase. Using data to gain a better end-to-end visibility of goods and moving into a predictive model of planning and forecasting prevents both out-of-stocks and bloated inventories. For a snapshot of how customer-first retail can manifest, look at Microsofts collaboration with Walmart. The retail corporation is tapping into Microsofts full range of cloud solutions to reimagine retail for the customer, beginning with an Austin-based tech hub that aims to accelerate digital innovation. Whether its training employees to respond to shoppers more effectively or creating a more resilient supply chain, Walmart is transforming their entire retail model to be customer-obsessed. Data-driven technologies are the holy grail for retailers, allowing them to leverage data throughout the entire shopping journey to not only drive higher transactions and more valuable conversions, but nurture long-term loyalty through better customer experiences and more traffic. But this shift to consumer-focused retailing is as exciting as it is competitive. Consumer data is the most valuable information a retailer can leverage, and they need partners who prioritize and respect that value. At Microsoft, we believe that every retailer owns their own consumer data, and we bring the largest ecosystem of partners because no one size fits all. This open ecosystem empowers organizations to optimize their customer relationships by delivering the experiences shoppers desire. Data intelligence is a key ingredient to the customer experience, but accessing these tools doesnt guarantee success. The roadmap to consumer-first retail begins by defining key questions about the brand, customers needs and marketplace differentiation. Whether its unlocking data silos to allow associates to deliver relevant service, enabling more actionable production forecasting or understanding the complete shopper journey from mobile to in-store, success in this new era is dependent on understanding and anticipating the needs of customers at every stage of the retail journey.Shelley Bransten, Corporate VP of Global Retail & Consumer Goods at MicrosoftRetail Trends Playbook 2020 5withTodays shoppers prioritize exceptional customer experience. Theyre willing to provide their data to companies, but expect a higher quality experience in return. For retailers and their brands, this means delivering on the promise of personalization, expert service, always-available inventory and seamless cross-channel shopping. By enabling differentiated shopping journeys, customers can also feel that their relationships with brand and retailers is authentic. Understanding Evolving Shopper ExpectationsRetail Trends Playbook 20206 withTodays Consumers:Are Comfortable Sharing Data In Exchange For Better Experiences63% of US consumers say theyd share more information with a company that offers a great experience.Experience Is Everything. PwC, 2018“Consumers are willing to share data with brands if they feel that the outcome will be a better product or experience. Whats most important is that brands first understand precisely what kind of information they need to deliver these consumer expectations and then be sure to let the community know that their feedback is furthering the evolution of the brand.”Doug Stephens, Retail Futurist63% of consumers surveyed are interested in personalized recommendations, and that the majority of them are willing to share their data in exchange benefits such as automatic credits for coupons and loyalty points (64% of those surveyed), access to exclusive deals (60%), the ability to gain points and rewards (56%) or special offers for items that interest them (53%).Delivering For The New Consumer. RILA and Accenture, 2018Expect Personalization At Every Stage70% of consumers say a companys understanding of their individual needs influences their loyalty, and 69% say the same of personalized customer care.How Your Customers Expectations Have Changed in the Age of the Customer. Salesforce, 201791% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations.Personalization Pulse Check Report. Accenture Interactive, 201851% of consumers feel it is important to get a personalized experience across all digital channels within a brand.2018 Digital Commerce Survey. BRP ConsultingRetail Trends Playbook 2020 7with80% of customers say the experience a company provides is as important as its products and services.State of the Connected Customer. Salesforce, 201879% of consumers say being able to engage with knowledgeable store associates is “important” or “very important.” Tulip Retail Survey, 2017Todays Consumers:Want Knowledgeable Staff On-Hand For Service And SupportPrioritize (The Right) Product Availability34% of global respondents say having the right product in stock was key, followed by 29% who said variety of products was most important to them.Global Consumer Survey. JDA, 201868% of Gen Zers surveyed said a wide choice of products was the most important factor when choosing where to shop.What do Gen Z shoppers really want? NRF & IBM, 2018 Retail Trends Playbook 20208 withInvesting In CX: Making The Case For A Data-First Retail StrategyTo keep pace with heightened consumer expectations, retailers and their brands must first make key investments to improve their backend operations. That starts with a data-rich infrastructure that underpins their entire business, sophisticated analytics to extract meaningful insights and a cloud-based system for distributing them across the organization from supply chain partners to frontline staff. Even so, retailers can also make major strides to deliver an exceptional customer experience by determining one area to refine and improvewithout the risk of overhauling their entire operations. With this foundation in place, organizations can define a successful model to improve their intelligent processes, while better positioning themselves to deliver an exceptional customer experience. Retail Trends Playbook 2020 9withPersonalization Drives SalesData-Powered Warehouses Reduce Cost Of Ownership80% of consumers are more likely to make a purchase when brands offer personalized experiences.The Power Of Me: The Impact Of Personalization On Marketing Performance. Epsilon, 2018Companies with fully integrated IT warehouses are outproducing non-integrators by 20%, mostly due to improved data access.“IT resilience in warehouse systems reduces total cost of ownership.” Supply Chain Dive, 2017AI-powered recommendations can keep consumers coming back for more after their first visit. 37% of shoppers who clicked a personalized recommendation during their first visit came back, compared to only 19% of shoppers who didnt click a recommendation.Personalization in Shopping Report. Salesforce, 201778% of all retail respondents reported that supply chain efficiency helped their company performance. 96% of Retail Winners believe the supply chain is having a positive impact on their performance.Supply Chain Management 2018: In Service of the Customer, Symphony RetailAI, 2018Consumers Spend More With Better ServiceConsumers are willing to spend up to 16% more on products and services with companies that offer a better experience.Consumer Intelligence Series: Experience is Everything. PwC, 2018Seven in ten U.S. consumers say theyve spent more money to do business with a company that delivers great service.2017 Customer Service Barometer, American “Personalization is nothing but translating information into assistance. Over the next few years, $800 billion in sales will shift to e-retailers that use site personalization, and away from those that dont.”Kiran Mani, Managing Director of Retail, GoogleManufacturers spend $100 billion annually on promotions versus only $300 million on shelf management, yet shelf management represents 66% of sales and 85% of profits.Supply Chain Management 2018: In Service of the Customer, Symphony RetailAI, 2018Retail Trends Playbook 202010 withVisualizing Data-driven, Intelligent RetailAn intelligent retail model can create rich, customer-first experiences at all touchpoints, from backend operations to front-of-house innovations. With a data-driven approach, retailers can turn data into dollars by drawing in customers through personalized messaging, merchandise they desire, an excellent support staff and an ultra-responsive retail experience that is underpinned with the power of data collection and analysis.