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市場調查報告書

開拓消費顧客:如何成功連結消費者思考至實質店舖/線上店舖

Shopper targeting: how to turn consumer insights into in-store and online success

出版商 Canadean 商品編碼 340992
出版日期 內容資訊 英文 81 Pages
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開拓消費顧客:如何成功連結消費者思考至實質店舖/線上店舖 Shopper targeting: how to turn consumer insights into in-store and online success
出版日期: 2015年09月30日 內容資訊: 英文 81 Pages
簡介

消費者購物時常因日常、惰性而錯失(符合需求的) 新產品。消費者希望過著更健康的生活風格、體驗新體驗、購買超值商品、與支持道德品牌。但消費者因忙碌的日常生活、對新產品的猶豫、日常的慣性消費行動、缺少對產品感情等原因而沒有尋找自己需要的商品。因此零售業者與品牌企業必須好好理解消費者思考、行動模式、建立銷售計畫突破先前所說的種種阻礙。

本報告針對消費者購物時的思考/採取的行動、零售業者為促進販售新產品、高級品所做的行動進行分析、提供消費者希望與實際行動落差、產生因素等消費者意識、行動方法、實例調查、考察。

摘要整理

  • 消費行動與消費者未滿足需求相連的過程
  • 如何成功連結消費者思考至實質店舖/線上店舖的策略

分析方法:概要

  • 調查數據シ消費者數據
  • Canadean主要趨勢定義

左右零售業者收益的因素

  • 理解消費者與購物顧客的思考模式、變更引導其購物行動

推薦購物顧客購買高級品時、消費者、購物顧客思考的重要性

  • 推薦高級品時的零售業者新策略:4大重點

消費者購買日常高級品 (高附加價值商品) 時需克服的4大課題

  • 為克服購買的阻礙需要適當的策略

忙碌消費者的日常生活與影響

  • 主要思考與行動重點
  • 為何消費者會認為「沒有購物時間」
  • 為何零售業者無法順利開拓目標消費者
  • 消費者對於消費的認知
  • 消費行動的變化
  • 零售業者重新吸引購物顧客的方法
  • 實體店舖與線上店舖的競爭方法
  • 讓消費者為尋找高級品在店內停留更長時間的方法
  • 建議:打破日常、慣性消費行動

消費者對店面新產品的接容度

  • 主要思考與行動重點
  • 購物顧客對新產品的矚目程度
  • 安定提供日常商品/低價品的重要性
  • 因景氣好轉衝動購買帶來的影響
  • 吸引消費者注意力的方法
  • 折扣商店成功模式
  • 為讓消費者不以慣性購買而選擇新產品該採取的行動

消費日常、慣性行動

  • 主要思考與行動重點
  • 消費者購買新產品的可能性
  • 線上消費的消費行動將如何變化
  • 打破日常、慣性行動的方法
  • 顧客購買決策中IT的角色
  • 為引發消費者關心、零售業者與品牌企業採取的方法
  • 建議:打破日常、慣性消費行動

「感性」/「非感性」分類中的消費者行動

  • 主要思考與行動重點
  • 與顧客在感情面相連的方法
  • 開發新包裝方法的重要性
  • 建議:品牌企業為建立改善與顧客感情需要採取的行動

分析方法、附錄

目錄
Product Code: CS0615IS

Summary

Routine and inertia in shopping habits is preventing people from finding new products that meet their needs. Consumers want to live healthier lifestyles, try new experiences, get better value for money, and support ethical brands. However, their shopping habits often get in the way of finding products that meet these needs. Retailers and brands need new strategies to break through shoppers' busy lives, their reluctance to try new products, the routine and inertia in their shopping habits, and their lack of emotive connection with products.

Key Findings

  • Understanding why consumers want to make better choices, and overcoming the barriers that are preventing them from doing so, will help brands and retailers to convince shoppers to trade up to higher margin products
  • Recent weak economic conditions mean consumers have been looking to limit impulse purchases; however, the return to economic growth means consumers will be increasingly confident about their ability to spend on non-essential items, and increase the amount of impulse purchasing over the next few years

The use of NFC technology and personalized promotions will disrupt habitual shopping trips and encourage shoppers to try something new

The "Shopper targeting: how to turn consumer insights into in-store and online success" report by Canadean aims to 'get into the minds of consumers' and examine what motivates them when it comes to shopping. Increased competition in the market and the rise of discounters who have adopted a low SKU model are some of the market-led factors that are having an impact of the profitability of retailers. From a shopper perspective, busy lives and routine and inertia in shopping are some of things that prevents them from trading up to higher margin products that better meet consumer needs.

What else does this report offer?

  • Provides an understanding of attitude-behavior gaps and how they impacts shopper behavior
  • An overview of the challenges retailers face in convincing shoppers to trade up to new products, with corresponding solutions to encourage more considered and experimental purchases
  • What strategies need to be implemented coupled with tactics that will help retailers achieve this
  • Case studies examining the approach retailers and CPG brands have taken when it comes to trying to enhance the overall shopper experience
  • Examples of how and where new technology has been successful and how others can adopt similar methods
  • Product examples showing how innovation leaders are successfully targeting shoppers

Reasons To Buy

  • Gain an insight into what motivates consumer behavior and how you can adapt to encourage consumers to trade-up to your higher margin products
  • Identify ways in which you can help enhance the shopper experience, with case-studies examining success stories, improving brand loyalty
  • Key insights and action points will help you derive key strategies that will allow you to compete with market leaders and provide a competitive edge to product launches
  • Our unique consumer data has been developed from extensive consumption surveys and consumer group tracking, giving you an exclusive insight into what consumers want

Table of Contents

Executive Summary

  • How shopping behavior is leading to un-met consumer needs
  • Strategies to turn consumer insights into in-store and online success

Summary Methodology

  • Survey data and consumer data
  • Canadean mega-trends

Factors influencing the profitability of retailers

  • How retailers can use consumer and shopper insight to get consumer to break habit

Importance of consumer and shopper insights in trying to get shoppers to trade-up

  • Four key areas where new retail strategies will encourage people to trade-up

Four challenges must be overcome before shoppers will regularly trade up for higher margin products

  • Retailers need to adopt the correct strategy and tactics to overcome barriers preventing trading-up

Impact of the increasingly busy lives of consumers

  • Key insights and action points
  • Why consumers feel they have little time to shop
  • Reasons why retailers have difficulty targeting consumers
  • Consumer perceptions of shopping
  • Transition of shopping habits
  • How retailers are trying to bring back shoppers
  • How brick and mortar stores can compete against online retailers
  • How retailers can encourage shoppers to spend more time looking for more premium items
  • Recommended actions to break the routine and inertia of shopping trips

Receptiveness of consumers to of new products in the retail aisle

  • Key insights and action points
  • Attentiveness of shoppers to new products
  • Importance of stability and sticking to a budget
  • Impact of improving economic conditions on impulse purchases
  • How to create stand out appeal
  • Discounters model for success
  • Recommended actions to encourage habitual shoppers to spend more time considering new and alternative products

Routine and inertia in shopping habits

  • Key insights and action points
  • Willingness of consumers to try new products
  • How shopping habits have changed through online shopping
  • Ways to break routine and inertia
  • Role of technology in helping shoppers making purchasing decisions
  • Ways in which retailers and brands are trying to get consumers' attention
  • Recommended actions to break the routine and inertia of shopping trips

Consumer behavior in "emotive" and "non-emotive" categories

  • Key insights and action points
  • How to create an emotional connection with shoppers
  • Importance of innovation in packaging
  • Recommended actions to help brands form and improve emotive connections with shoppers

Methodology and Appendix

  • What motivates consumers in food, drink and personal care
  • Consumer data methodology
  • Survey data methodology
  • About Canadean
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