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CONTENTS 2 FOREWORD 3 RAKUTEN INSIGHT VIEWPOINT 4 GENERATIONS AT A GLANCE 6 SURVEY SCOPE 9 REIMAGINING THE STORE EXPERIENCE 16 ONLINE PURCHASING BEHAVIOUR 23 ONLINE MARKETPLACES THE NEW REALITY 28 A MOBILE CONSUMER 36 SWITCHING CHANNELS 41 LOYALTY IN THE AGE OF THE EMPOWERED CONSUMER 2 THE DIGITAL CONSUMER IN ASIA 2018 Not a day goes by without a headline on how millennials and Gen Z consumers are radically different from their predecessors. Yet, these are all too often focused on shoppers in the West, with an Asian perspective distinctly lacking. This is why Tofugear has embarked on this research study. In partnership with Rakuten Insight, we surveyed 6,000 consumers across 12 markets in Asia to bring a comprehensive analysis of the shopping habits of todays connected consumer be that online, in stores or through online marketplaces. PHILIP WIGGENRAAD HEAD OF RESEARCH TOFUGEAR Does the Asian consumer actually exist? Brands are constantly adapting and localising their offerings and services to different markets in the region this is understandable given the diverse cultural backgrounds, income levels and intricacies of each country. There is plenty of evidence of these differences, however, our survey also uncovers a number of commonalities that retailers operating across the region should take heed of: 1. Ecommerce takes the lead The majority of shoppers in Asia prefer to shop online rather than in stores, although the extent of this varies by country. While millennials were most in favour of ecommerce, Gen Z consumers also lean towards the online channel. Physical retailers expecting a resurgence of the store driven by this younger generation therefore, think twice and look at ways to make their stores relevant in the omnichannel age. 2. Focus on experience Consumers mainly turn to ecommerce for lower prices, which underlines why bricks and mortar retailers should not try and compete on price and focus on other points of difference. For consumers in Asia, the main appeal of the store is to see products in real life. Experience is less of a driver, suggesting that retailers are not yet capitalising on the inherent strengths of a physical presence, including face-to-face contact, brand education and the ability to offer immersive experiences. 3. Second chances are rare The perils of not meeting customer expectations are highlighted by the sobering statistic that two in three shoppers will no longer shop with a retailer after just one poor customer experience. The connected consumer in Asia is empowered and not afraid to look elsewhere when their needs are not met. Retailers need to understand that they often only have one chance to get it right. Customer expectations have changed dramatically over the last few years. We expect that this report will offer valuable insight into the shopping habits of consumers in Asia and will help drive forward your business in the region. I would like to extend a thank you to all our partners in this project Rakuten Insight, Jing Daily, Microsoft Hong Kong, Inside Retail and Apparelnews through which this research would otherwise not have been possible. FOREWORD 3 The growth of ecommerce in Asia is currently unparalleled. One only needs to look at the sales extravaganza that is Singles Day in China and how mobile is the device of choice, to understand the sort of opportunities there are out there for brands and marketers. However, Asia is a diverse and fragmented collection of countries, often with very localised opportunities and challenges. This makes it difficult for global brands to find a one-size-fits-all solution. Rakuten Insight, as Tofugears partner in this report, provided 6,000 respondents across 12 Asian markets from our industry leading research panels to try to answer some of the burning questions that retailers and brands may have. This report offers a comprehensive guide on Asian shoppers behaviours, preferences, interests and concerns about both online and in-store shopping. Despite the diversity of each country, there are common unmet needs across all the markets in both ecommerce and bricks-and- mortar channels, which could be turned into great market opportunities. Regardless of the different devices or channels that Asian shoppers choose, they all share practical expectations in their shopping journey such as convenience and immediacy not to mention competitive prices. While Rakuten was founded as an online marketplace, we have since branched out into financial services, communications, media and other services around the world. This has allowed us to see the potential that physical retail can offer, particularly those that embrace digital innovation as a way to enhance the customer experience and engage with a new generation of shoppers. The findings from this report reflect an ongoing shift in online and in-store purchasing behaviours. Consumers will continue to embrace digital technologies while also demanding a fully integrated shopping experience. We believe there is a clear opportunity for retailers to build meaningful relationships with their customers by adopting an omnichannel approach. AYAZ AKHTAR REGIONAL HEAD, GREATER CHINA RAKUTEN INSIGHT GLOBAL RAKUTEN INSIGHT VIEWPOINT 4 THE DIGITAL CONSUMER IN ASIA 2018 GENERATIONS AT A GLANCE 5 6 THE DIGITAL CONSUMER IN ASIA 2018 SURVEY SCOPE Tofugear, in partnership with Rakuten Insight, conducted a study to understand the online and offline shopping habits of consumers across multiple generations. A survey was carried out among 6,000 consumers in 12 Asian countries in August 2018. The three generations used in this report are defined as Gen Z, Millennials and Gen X. As this was a study into consumer purchasing behaviour, only Gen Z consumers that were at least 16 years of age in 2018 were asked to take part. Gen Z consumers younger than that would typically have less freedom to make their own purchasing decisions. Percentages presented in this report may not add up to 100% due to rounding. 7 8 THE DIGITAL CONSUMER IN ASIA 2018 9 REIMAGINING THE STORE EXPERIENCE A physical presence still makes sense, but what do Asias digital consumers want when it comes to the store experience? KEY FINDINGS Across Asia, there is a slight preference for shopping online over in-store, although this masks considerable variations by country Service-related features such as personalisation and consultations are not as important as expected, but retailers in Asia are not yet consistently delivering a positive customer experience in these areas Inadequate stock and poor customer service such as long checkout queues are major frustrations, undermining the inherent advantages of the store Millennials are most receptive to pop-up stores, while appetite to engage with new store technologies such as smart mirrors is highest among Gen Z For several years now, the death of the store has been proclaimed. Around the world, retailers that have built up vast store networks are in the process of downscaling as they adjust to the new reality of a connected consumer: a shopper who is increasingly favouring the online channel. While many of the current headlines focus on the US and Europe, retailers in Asia should be equally wary of the disruption that etail giants such as Alibaba and Amazon can bring to their business. It is undeniable that consumer appetite for ecommerce varies widely across the 12 markets covered in this research. 10 THE DIGITAL CONSUMER IN ASIA 2018 PREFER ONLINE SHOPPING OVER STORES FREQUENCY OF SHOPPING AT SINGLE BRAND VS MULTI-BRAND STORES CHINA OVERWHELMINGLY PREFERS ONLINE The online channel is in different stages of development across the region and this is reflected in the responses to the survey. Consumers were asked if they preferred shopping online or in stores. Overall, 59% of consumers in Asia favoured the online channel over stores, but there were considerable differences between markets. Perhaps unsurprisingly, given the scale and convenience of online platforms like Tmall, Taobao and JD.com, the vast majority of Chinese consumers (88%) prefer online over in-store shopping. In second place is India, where three-quarters of consumers chose online. At the lower end of the scale is the Philippines, where only two in five shoppers have a preference for ecommerce. This is perhaps reflective of the logistical challenges that online retailers face in reaching consumers outside of the countrys main urban areas. However, it is also true that malls in the Philippines still serve as a social hub of activity and as such, continue to see considerable levels of footfall. The low popularity of online shopping in Hong Kong and Singapore is striking and confirmed by this survey. Both markets had a broadly even split between their preferences for online or stores, which is to be expected when you take into account the large square footage of mall space in these markets as well as the close proximity of consumers to these retail facilities. SINGLE BRAND VERSUS MULTI-BRAND Consumers were asked about the frequency of shopping at single brand stores such as Zara and multi-brand retailers like department stores. Overall, it can be said that consumers shopped slightly more frequently at multi-brand retailers than single brands. 11 FREQUENCY OF USING POP-UPS Of course, there is something to be said for the convenience of buying from retailers where there is much more choice in terms of brands and the product offer. However, the flipside is that these businesses will be in direct competition with the likes of Amazon and Zalora. While multi-brand stores may appeal to consumers today, the question is whether this will remain the case in the medium and longer term. Indeed, it can be argued that physical stores are an excellent way for single brand retailers to tell their brand story and build a community around their store. This may prove much more difficult for multi-brand businesses. POP-UPS RESONATE MOST WITH MILLENNIALS Pop-up stores have become a powerful way for retailers to test out new customer-facing technologies in high traffic locations at a relatively low cost. In a previous survey conducted by Tofugear among digital retail executives in Asia, it was found that one in three retailers in the region is looking to invest in pop-up store solutions over the next year. Consumers in Asia are receptive to such formats, with over 40% of respondents admitting that they shop at pop-ups at least occasionally. However, the data reveals that millennials are the demographic group that has the highest propensity to shop at these formats, while Gen X and Gen Z show very similar levels of interest in pop-ups. This provides valuable insight for retailers who are considering venturing into pop-ups. The question they would need to ask is: will a pop-up store reach the desired level of engagement if the aim is to appeal to non-millennial demographics? Chanel used its Coco Game Center pop-up in Hong Kong to engage with a younger generation of shoppers by using gamification aspects 12 THE DIGITAL CONSUMER IN ASIA 2018 WHY SHOP IN STORES THE APPEAL OF THE STORE There will always be demand for physical retailing, but many retailers have begun to make their stores increasingly experiential in order to remain relevant for the connected consumer. But why do shoppers in Asia want to visit stores? The survey points to two main reasons: convenience and the ability to see and touch products. Convenience is a broad category that can mean the location of a store, for instance close to a consumers home, to the immediacy of being able to buy a product then and there. Until fulfilment speeds are stepped up considerably across Asia, for example through same day delivery services, convenience is an advantage that store retailers have over their online counterparts. Of nearly equal importance is the ability to see products in real life, particularly when it comes to more expensive purchases. Even online retailers have begun to realise the importance of having a physical presence for these reasons. Some examples are fashion marketplace Zaloras use of pop-ups in the Philippines or the acquisition of Chinese mall operator Intime by Alibaba. Nearly two-thirds of consumers also demand an omnichannel approach when they visit a store. If a product is out of stock, they want to be able to order that item from another store or from the online channel. An example of a retailer taking such an approach is electronics and furniture retailer Courts in Singapore. Earlier in 2018, Courts unveiled a new megastore that leverages its investment in real-time inventory management systems and a new ecommerce platform. It allows customers to see what stock is available immediately, but can also arrange pick up from other stores or even ship-from-store. These are the types of initiatives that other retailers should also consider if they are to meet consumers needs. An interesting finding from the survey is that service-oriented factors such as face-to-face contact, personalised recommendations and consultations are less important to consumers. These are areas where stores are generally expected to outshine their online rivals. However, it could be argued that many retailers in Asia are not yet delivering on these areas, hence it does not have a big impact on shoppers preferences. 13 TOP FRUSTRATIONS WHEN SHOPPING IN STORES WHAT FRUSTRATES CONSUMERS? Every retailer knows the importance of delivering on customer experience, but consumers still face a number of frustrations when visiting a store. The most frequently mentioned inconvenience was a desired product being out of stock in stores, which was cited by two-thirds of all consumers in Asia. This suggests that retailers should ideally invest in systems that would prevent such disappointment, for instance, by allowing consumers to check the stock position of a particular store through the website or by investing in more sophisticated forecasting systems. Other major frustrations include customer service issues such as long checkout queues and poor quality of service from staff. For instance, Asian shoppers are known to dislike store staff following them around. One of the main benefits that the store has over the online channel is of course the human element, but retailers should be mindful of how this can also become a pain point if they do not provide adequate staffing levels or training. Many retailers have begun to make their stores increasingly experiential in order to remain relevant for todays demanding consumers 14 THE DIGITAL CONSUMER IN ASIA 2018 PERCENTAGE OF CONSUMERS WHO ARE WILLING TO USE IN-STORE TECHNOLOGIES STORE TECHNOLOGY SHOULD BE AN ENABLER All too frequently retailers invest in digital initiatives because they want to keep up with their competitors or feel it is something they must do to con

2018-12-01 52页 5星级

Conduent：2018年消费者体验调查报告（英文版）(30页).pdf

The State of Consumer Experience 2018 Communications 2The State of Consumer Experience 2018 66% of consumers want 10-minute resolution. 54% of enquiries resolved in the first stepup 159% on 2017. 89% of consumers believe their Communications provider has shown limited or no levels of familiarity with them whatsoever. Communications providers not ready for Chatbot migration. 42% of consumers using Chatbots/Voicebots would welcome a human safety-net. 37% of consumers claim they have received an exceptional experience from their Communications provider: Theres room for improvement. Overview of the survey 01? 10 3The State of Consumer Experience 2018 Content Overview of the survey 2 Executive Summary 4 Introduction 5 1. Consumer experience today 6 Consumer experience in 2018 7 Are you digitally savvy? 8 How well do you know your customers? 9 The 2018 customer personas 10 The customer interaction landscape 11 Channel engagement indicators 12 2. Immediate resolution the expected norm 13 Achieve results in 10 minutes 15 The customer journey and the gap 16 New channels underperforming 17 Your website is key to closing the experience gap 18 Helpdont hinderthe self-help masses 19 3. Individualization for the customer base 20 Primary channel trust 22 The value exchange imbalance 23 4. Building better experiences 24 Humanizing digital 26 Chatbot romance still early days 27 Frustration is driving Chatbot adoption 28 Conclusion: Preparing for the digital future 29 4The State of Consumer Experience 2018 Communications providers yet to successfully integrate Individualization, Immediacy and Intelligence to meet customer requirementsand theyre losing competitive advantage. 89% of Communications providers do not have sufficient customer data to develop an intelligent and individualized customer interaction strategy targeting immediate resolution. Communications providers not ready for chatbot revolution, despite mounting consumer demand: Two-fifths of Communications providers customers would welcome interactions with a Bot. 55% of consumers will trust Chatbots without their knowledge or consent within 5 years. But 42% of consumers welcoming a human safety net to revert to when communicating with a Chatbot or Voicebot becomes challenging. Consumers increasing pressure on Communications providers to deliver exceptional experience. Failure to deliver the resolution to progressive Digital Conversationalists and Digital Self-Directed could irreparably damage the Communications providers relationship with these customers. Communications providers loyalty falling, customers seeking an exceptional customer experience63% of customers have not enjoyed an exceptional experience. 2 in 5 Communications providers considered digitally savvy. 26% year-over-year increase in the percentage of consumers that believe Communications providers do not know them (30%, up from 24%). Consumers narrowing the data gateway by limiting the data they share with their Communications providers: Communications providers will have to become savvier in their approach to delivering individualized, person-centric experiences. Executive Summary Communications providers delivering an inconsistent omnichannel experience, gains made in last 12 months. 54% of issues are being resolved in the first stepan increase of 155% in 2017. Communications providers have an increased number of customers interacting per channel in 10 minutes or less, by 127% since 2017. Communications providers primary channel optimization strategy has targeted traditional channels at the expense of digital channels. 38% of users are not using their preferred channel. Website becoming critical CX component, but Communications providers are creating user hurdles. Increase in self-helpers resulting in rise of unsuccessful self-help journeys. Communications providers have removed the barriers to usage for self-help but have negatively impacted its performance as a consequence. Self-help is failing the Digital Self-Directed and Digital Conversationalists in 2018. 5The State of Consumer Experience 2018 Individualized: Youre able to know your customer and understand them as individualswithout being invasive. Your customers expect you to know them. But treat their information with respect at all times. Immediate: That means youre able to deliver results over any channel, at any time, to any locationwithin 10 minutes. Let them down, and your customers may leave you. Intelligent: Your delivery must be intelligent, with a human-centric touch. Provide Chatbots and Voicebots to resolve problems quickly. Dont do this, and youll fall behind. Were providing you with the latest research because we explored every element of customer interaction. Were highlighting best practices, based on customer behavior and expectations, to ensure Communications providers understand how to provide an optimized experience. Apply this across channels so you can be where your customers are: anywhere and everywhere. Who did we speak to? We spoke to a nationally representative sample of the population in four key countries split out into 3,220 from the US, and 1,600 each in the UK, Germany and Netherlands. The representative gender split was female 51% and male 49%. The latest State of Consumer Experience Communications Edition confirms it: Your customers are advancing at a breakneck speed. Theyre placing even greater expectations on interactions with brands. So, the question is: Are you managing to keep up, matchor even exceed your customers expectations? As our research in this latest study reveals, youre probably not. Your customers are operating in the Now Economy. To meet their rising expectations, your interactions with them must be: Introduction 4)8% Gen Z (16-20) Millennials (21-30) Gen X (31-50) Baby Boomers (51-70) Baby Boomers ( 71 ) Brand satisfaction might appear to be in good healththree-fifths of consumers say theyre satisfied with their Communications provider. However, year-over-year, satisfaction levels have not improved, and brand loyalty is on the decline. The percentage of customers not wanting to change Communications providers has dropped from 55% in 2017 to 35% this year, leaving the majority of your customers seeking greater rewards or an exceptional user experience. 1. Consumer experience today 7 Consumer experience 2018 Consumer experience today Our findings: Today Communications providers are only exceeding customer expectations by an average of 2%and 26% of your customers believe your customer experience has not improved in a decade. Your takeaway Communications providers are stagnating when it comes to customer experience. Loyalty and trust can be regained by sending promotions to Millennials/Gen Z, but Communications providers demonstrate they are a customer-centric company that has made improvements in customer support. This is becoming a key differentiator for Communications providers. How satisfied are you with your Communications provider, by age group? 47% 56% 65% Baby Boomers/Baby Boomers Millennials/Gen Z Gen X The price of negativity A negative brand experience will lose 1/15 1/20 Gen X Baby Boomers/ Baby Boomers 1/11 Millennials/ Gen Z “ Communications provider loyalty has dropped 22% in 12 months. 8 41% 19% 40% Gen X Baby Boomers/Baby Boomers Millennials/Gen Z 31% 40% 29% 34% 46% 20% 50% 36% 14% Savvy/advancedOn the way to becoming.Not even close Our findings: 41% of consumers believe Communications providers are digitally savvy. But look at that finding the other way: 59% dont think so. Worse: that statistic is skewed by Baby Boomers/Baby Boomers . Half of this demographic group identify tech brands as digitally savvyyet Millennials/Gen Z and Gen X, hover around the 32% mark. The State of Consumer Experience 2018 Communications Edition findings show 2 in 5 Communications providers are considered digitally savvy, which translates into one-third of Communications providers holding a digital advantage over their competitors. Consumer experience today Are you digitally savvy? Your takeaway Millennials/Gen Z and Gen X present the greatest challenge to Communications providers. To maintain their loyalty, these customers expect brands to be digital savvy. Failure can damage your business. % of consumers who believe their Communications provider is digitally savvy “ Failure to meet experience expectations of Millennials/Gen Z will damage your business. 9 First, dont make assumptions: Having an older customer base doesnt guarantee theyll contact the Call center or Go in store. Likewise, not all Millennials/Gen Z want to self-help. Instead, you should aim to empower as many customers as possible by converting them into becoming the Digital Self-Directed persona. These users will naturally find the most efficient channels to meet their needs based on time, their location, technology and the issue itself. Whether Self-help via your website, or Go in store, be sure to provide immediate access to the information required. As a Communications provider, you undoubtedly know your customer. But in this digital age, do you know how your customer wants to interact with you? How well do you know your customers? Consumer experience today 403% 377&0D% 10 Since 2017, the percentage of Digital Self-Directed has decreased from 24% to 23% of total Communications provider customers Since 2017, the percentage of Conversationalists has dropped from 49% to 42% of total Communications provider customers Since 2017, the percentage of Digital Conversationalists has increased from 27% to 35% of total Communications provider customers The 2018 customer personas Digital Conversationalists 35% of your customers will switch seamlessly between traditional and digital channels. Digital Conversationalists are a blend of Digital Self-Directed and progressive Conversationalists. They have an inclination to self-solve, and welcome digital interaction, but have a reluctance to jump on new channels. They exercise a little less patience than Conversationalists, and are loyal to the brand, but still expect customer interaction to be completed in 1 step, within 10 minutes. Digital Self-Directed 23% of your customers make informed channel decisions based on their requirements, location and device availability. Digital Self-Directed personas are digitally-literate and masters of self-help. They embrace intelligent-assistance are early adopters of new technology and are new-channel evangelistswhile staying open to human interaction. They expect a consistent digital experience when they need it, whether via your website, in your store, or on your app. If their interaction experience drops below 100% and resolution is not achieved in near real-time, you will lose them as a customer. They have the least brand loyalty, and the least patience when it comes to a customer interaction experience that falls anything short of exceptional. Keep them happy at all times. Conversationalists 42% of your customers prefer human interactionwith engagement through traditional channels of Go in store or Call center. If unresolved, they will then take their issue via human- oriented digital channels (Email and SMS), followed by established digital channels (Facebook and Website self-help). These customers have the most loyalty to your brand and are the most forgiving. As they become more comfortable interacting over digital channels, they become Digital Conversationalists. Consumer experience today Millennials/ Gen Z Millennials/ Gen Z Millennials/ Gen Z Gen XGen X Gen X Baby Boomers/ Baby Boomers Baby Boomers/ Baby Boomers Baby Boomers/ Baby Boomers 11Consumer experience today Total interactions 2018: How was your customer experience? Digital interactions are already driving most customer engagements with their Communications providers today. But because a customer base consists of all three personas, Communications providers must ensure they are providing the same level of service to each customer, across every channel. Your takeaway 37% of consumers have had a successful customer experience interaction with their Communications providers, leaving the majority with a less-than exceptional experience. The customer interaction landscape 37c% Exceptional experienceRoom for improvement 58B% DigitalTraditional Automated 9% Voicebots 11% Virtual assistant 25% Website web chat 18% Company app, Self-help 30% Website Self-help 12% Other Social Media 11% SMS 14% Twitter 30% Call center 30% Go in store 15% Facebook 25% Email 9% Video Analogue (Human Digital) DigitalHuman ConversationalistsDigital ConversationalistsDigital Self-Directed Percentage of your customers that use this channel 12Consumer experience today The traditional channels of Call center and Go in store are the best performing channels for Communications providers, indicating a knowledgeable workforce both in store and in call centers. 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