2019年零售行业研究调查报告.pdfVIP

Retail 2019: The Year of the Recurring Revenue Model BRAND ADOPTION OF RELATIONSHIP COMMERCE IS THE NEW NORMAL a service of EXECUTIVE SUMMARY While every retail business is unique, they all share one common trait: a desire to grow reve- nue and profits. The challenge today is that the traditional model for acquiring and retaining customers is no longer enough to keep your business growing. Consumers have more choices than ever before thanks to technology. Accordingly, their ex- pectations have changed. Their buying decisions are now driven by brand, not just price, as well as a desire for a frictionless and convenient shopping experience. Whenever and wher- ever they buy, their purchases should be part of an ongoing relationship with the retailer. To strengthen those relationships, always keeping customers at the center, many companies have developed a strategy and specific programs to encourage repeat purchase behavior. The result is a business model that creates a recurring revenue stream, while reducing customer acquisition cost (CAC) and boosting customer lifetime value (LTV). To provide insight into how retailers are fostering long-term relationships with their custom- ers, relationship commerce company Ordergroove commissioned NAPCO Research to survey retailers about the significance of recurring revenue to their business strategy, as well as their company’s use of programs to drive ongoing customer relationships. The survey results shed light on the state of recurring revenue programs in retail today, as well as identify areas of opportunity for further growth. 2 Survey respondents are leaders in their market- places, representing companies with annual reve- nues exceeding $100 million. Their answers — as indicated by these results — show that they take the opportunities presented by recurring rev