麦肯锡（McKinsey）：2020年潜望镜零售报告（英文版）（18页）.pdf

1、Retail reimagined: The new era for customer experience August 2020 2PeriscopebyMcKinsey In a matter of 90 days, we have vaulted forward ten years in US e-commerce penetration. Immersed almost exclusively in the immediacy, convenience, availability, and safety of digital experiences for those twelve

2、weeks, consumers reset their expectations and preferences, and forced retailers to change their trajectory, priorities, and operating model. Yet even as an economic downturn has put increased pressure on retailers, this generation- shaping event has opened up entirely new fronts in the competition f

3、or customers. McKinsey research has shown that in past recessions, companies that invest in and deliver superior customer experience during a downturn emerge far stronger than their peers once the economy rebounds, producing shareholder returns three times larger than average. To help retailers prio

4、ritize these efforts, Periscope by McKinsey surveyed more than 2,500 consumers in the US, the UK, France, and Germany to understand how consumer behavior is changing. We compiled this research both prior to and during the shutdowns, looking at what changed and what trends will likely stick in the ne

5、xt two months. Several core themes have become evident among consumers: a flight to online and omnichannel, a shock to loyalty, and convenience redefined with technology. The key highlights of our findings appear in the following pages. Aamer Baig, Bryce Hall, Paul Jenkins, Eric Lamarre, and Brian M

6、cCarthy, “The COVID-19 recovery will be digital: A plan forthe first 90 days,” May 2020, McK. Richard Dobbs, Tomas Karakolev, and Rishi Raj, “Preparing for the next downturn,” April 2007, McK. The COVID-19 pandemic is first and foremost a global humanitarian crisis that has overstretched health syst