凯捷：今日消费者关注(英文 44 页)

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Z世代和千禧一代购物者现在更喜欢直接从品牌方订购产品，72%购物者表示一旦疫情结束他们预计将去实体店尽情享受“线下购物”的乐趣，而在新冠疫情爆发之前，这一比例仅为60%。这是根据凯捷研究院（Capgemini Research Institute, CRI）的最新报告《今日消费者关注》（What Matters to Today’s Consumer）的发现，该报告揭示了疫情对购物者行为和偏好带来的深远影响。

INTRODUCTION

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.

介绍

消费者行为可以迅速改变。以 COVID-19 大流行为例，人们购买和使用商品和服务的方式已在全球范围内受到干扰。封锁、社交距离措施和严重的安全问题，在限制我们的日常生活和行动的同时，也导致了电子商务的大规模增长和消费模式的显着变化。随着世界慢慢摆脱大流行的阴影，这些趋势中的许多趋势将长期存在，并受到消费者新期望的影响和加强。

本报告是年度研究系列的第一部分，旨在报告和衡量年度动态趋势和不断变化的消费者行为。虽然我们每年调查的具体主题将不可避免地受到不断变化的市场条件和消费者趋势的影响，但我们将制定每年都会采用的核心措施，包括 COVID-19 大流行对消费者对店内购物与在线购物的偏好的影响.

在我们新的年度系列的第一份报告中，我们探讨了产品与服务的话题。具体来说，我们想调查产品及其特性对客户购买决策的重要性和重要性，以及消费者在决定购买哪些产品和光顾哪些零售商时对所提供的服务和他们获得的客户体验的重视程度.此外，我们探索与交付和履行以及直接面向消费者的模式相关的消费者趋势，包括直接从品牌购买。

为了解决这些问题和话题，我们对 10 个国家的 10,000 多名 18 岁以上的消费者进行了调查：澳大利亚、加拿大、法国、德国、意大利、荷兰、西班牙、瑞典、英国和美国。要获得参与调查的资格，消费者必须在过去六个月内购买过杂货、家居和洗浴用品，和/或健康和美容产品。

我们的问题探讨了购物者的偏好和围绕他们在产品和零售商本身中寻找的属性的看法。我们还热衷于了解他们对更广泛趋势的看法，例如支付意愿

用于送货服务以及直接从品牌而非零售商处订购。有关调查样本的更多详情，请参阅附录。

在本报告中，我们根据我们当前和之前的消费者研究确定了四个关键趋势，消费品公司、零售商和杂货商必须不断监测这些趋势，以提高运营弹性并加强客户参与度：

1. 消费者回归实体店购物，但电子商务依然强劲

2. 对于某些零售类别（例如杂货、健康和美容），高效的配送和履行服务比店内体验更重要。

3. 购物者乐于直接从品牌处订购。

4. 消费者的首要任务是健康、可持续的生活——以及反映这一点的购买行为。

最后，我们为想要利用这些不断变化的消费趋势的品牌和零售商指定了四项关键行动。