2021年国际全渠道零售报告.docxVIP

RETAIL INTERNATIONAL OMNI-CHANNEL RETAIL REPORT 2021 Shopping in the pandemic and the implications for the future / retail CONTENTS 03 Executive summary Overview Methodology 08 Global brick-and-mortar and online retail purchase behavior 17 Online channel keys to winning 20 Brick-and-mortar keys to winning 22 Channel barriers by geography 25 Improving the experience: Interest intent for virtual reality/augmented reality 28 Winning in retail - now and the future 30 Appendix A: Market snapshots EXECUTIVE SUMMARY Global insights Both brick-and-mortar and online channels are pervasive with shoppers, with an average penetration across markets of 86% and 81%, respectively. Most shoppers globally use both online and brick-and-mortar to meet their needs, with nearly three-quarters (74%) having made purchases through both channels in the past three months. Channel reliance varies depending on product types, as essentials are more likely to be purchased in brick-and-mortar (78%) than online (57%), while discretionary items are more often bought online (72%) versus in-store (57%). While shopping has shifted online during the pandemic, many consumers still prefer to shop in person. This is particularly true in categories like clothing, where product interaction is important to the shopping experience, and where only 41% of those preferring to buy in-store did so. Brick-and-mortar and online channels present shoppers with different benefits and barriers that must be weighed when making the decision where to shop depending on trip missions and category needs. Brick-and-mortar is preferred when needs are immediate, or it is important to physically experience the products. Online shopping is preferred for the 3 YOUGOV.COM/RETAIL YouGovs International Omni-Channel Retail Report 2021convenience of not having 3 YOUGOV.COM/RETAIL YouGovs International Omni-Channel Retail Report 2021 4 4 YOUGOV.COM/RETAIL YouGovs International O