|
市場調查報告書
多通路零售市場動向
Multichannel Retail: Using Integrated Technology to Achieve Cross-Channel Brand Consistency
| 出版商 |
Datamonitor |
| 出版日期 |
2009年06月 |
商品編碼 |
92104 |
| 內容資訊 |
英文 36 pages |
| 價格 |
|
|
多通路零售市場動向 是由出版商Datamonitor在2009年06月所出版的。
這份英文市場調查報告書包含36 pages 價格從美金3995起跳。
此報告書除了調查分析多通路零售市場動向，還彙整了多通路技術的主要廠商。報告書之內容摘要如下所示。
概要
主要訊息
第1章 市場機會
- 零售業者與消費者在複數通路與接點上相互交流
- 線上交易是在不景氣時也會持續拉高零售營收的通路
- 型錄通路因食品雜貨店的加入使競爭愈發激烈
- 店家增加店內商品並將情報呈現於購物顧客的眼前
- 手機主要是當作一種行銷工具而被使用，但期待未來手機也會成為一種購買通路
- 來自各式各樣平台的交易，使零售業者開始重視交叉通路服務
- 不同的系統需能與多通路零售業者所期待的服務連結
- 零售系統並沒有被製作為能夠交互作用
- 目前的消費者動向促進零售業者的實際店舖與線上商店系統的整合
第2章 對消費者的影響
- 對顧客忠誠度而言所有通路中的品牌與服務等級之整合性很重要
- 消費者所看的並非通路而是品牌
- 為使顧客忠誠度有發揮最大效用，最重要的是多通路零售的整合性
- 英國零售部門各多通路等級的資料並沒有被管理
- 由於資料沒有共享，因此英國主要零售業者多數無法達成交叉通路品牌的整合性
- 透過資料共享，便可開啟為使多通路操作成功所需的前景洞察
- 庫存資料的單一視點對於多通路整合性是不可或缺的
- 透過顧客資料通路的單一視點便可提供一貫的顧客服務
- 為了零售組織的單一視點，需有作為中心的倉庫
- 使用應用程式組的情況，則可減少資料共享的必要性
- 多通路應用程式組並非是對於所有零售業者而言都是最適合的
- 多通路應用程式組對於持有複雜供應鏈與龐大顧客資料的零售業者而言並不適合
- 對中小零售業者與資料少的零售業者而言多通路應用程式組則是適合的
- 多通路應用程式組在中央處理方面是各式各樣的
- 案例學習：Aurora Fashins：BT Expedite
第3章 競爭狀況
- 雖由BT Expedite領導中，但多通路領域尚未成熟，預測將會進行市場整合
- 多通路零售市場尚未成熟
- BT Expedite領導英國零售多通路應用程式組領域
- 市場整合會加速競爭並會威脅到BT Expedite第一名的地位
- 廠商概況
- BT Expedite
- K3
- Cegid VCSTimeless
- Sterling Commerce
- Sanderson Group Plc
- Maginus
第4章 對市場的投入
- 以零售業者的CEO與CFO為目標，銷售顧客服務與忠誠的益處
- 零售組織中CEO是技術相關的決策者
- 對零售業者的多通路優先事項進行銷售
- 首先，由於並非所有的零售業者皆適用多通路應用程式組，因此需要先了解該零售組織
- 加深對零售業者的理解，針對弱點推銷
- 中間零售業者是多通路應用程式組的潛在目標
- 多通路應用程式組最適合時尚業界
- 對於變化與成長有彈性的對應
附錄
Abstract
Introduction
In this piece, Datamonitor' s analyst specializing in Retail Technology will
discuss the developments in multichannel retail and will identify the key
vendors offering end-to-end multichannel technology.
Scope of this research
- This report will discuss the importance of brand consistency in a
multichannel retail environment.
- Highlights and analyzes key vendors with an end-to-end multichannel retail
technology offering.
Research and analysis highlights
Focus on the customer experience has become a top priority for retailers.
Maintaining consistent customer service levels is made all the more complex as
consumers are now shopping across many channels. Whether the customer shops
through a bricks and mortar store, a transactional website or by mail order,
the consumer expects consistent service.
To achieve customer loyalty, product and customer data must be shared across
channels. However, this is counterintuitive to the legacy retail systems that
are in place in most retail organizations. Multichannel application suites
offer ease of cross-channel data sharing, enabling retailers to offer a number
of multichannel services.
BT Expedite is the leading vendor in terms of revenue generated from selling
applications to the multichannel retail space. However, the market is immature
and fragmented with many vendors jostling to design the next big application.
The market will continue to grow and continue to consolidate, but at a more
rapid pace than the last few years.
Key reasons to purchase this research
- This report is essential reading for those looking to gain insight into
multichannel retailing in the UK and the technology.
- Learn about the leading multichannel retailers and their technology
strategies.
- The research will provide insight into the different technology providers
offering end-to-end multichannel technology to the UK retail sector.
Table of Contents
OVERVIEW
KEY MESSAGES
- Disparate systems must be linked to provide services expected of a
multichannel retailer
- Application suites provide the visibility required to run a successful
multichannel operation
- BT Expedite leads, but the multichannel space is immature so expect market
consolidation
MARKET OPPORTUNITY
- Retailers and consumers are interacting through multiple channels and
touch points
- Online remains a retail sales growth channel through the downturn
- The catalog channel is heating up as grocers start competing in the space
- Kiosks extend the instore offer and put information at the fingertips of
the shopper
- Mobile is mostly used as a marketing tool but expect the channel to be
used for purchases in the future
- Trading across a number of platforms pushes retailers to focus on
cross-channel services
- Disparate systems must be linked to provide services expected of a
multichannel retailer
- Retail systems were not designed to interact with one another
- Current consumer behavior drives retailers to integrate bricks and
mortar stores with online store systems
CUSTOMER IMPACT
- Brand and service level consistency across all channels is vital for
customer loyalty
- Consumers see brand, not channels
- To maximize customer loyalty, consistency is paramount in multichannel
retailing
- Data is not being managed at a multichannel level in the UK retail sector
- Without data sharing, many of the top UK retailers are not achieving
cross-channel brand consistency
- Data sharing provides the visibility required to run a successful
multichannel operation
- A single view of inventory data is necessary for building multichannel
consistency
- A single view of customer data across channels helps retailers provide
consistent customer services
- A single central repository is required for a single view of a retail
organization
- The need for data sharing is reduced when using an application suite
- Multichannel application suites are not ideal for all types of retailers
- Multichannel suites are not suitable for retailers with complicated
supply chains or those with a large amount of customer data
- SMB retailers and those dealing with less data are suitable sectors for
a multichannel suite
- Multichannel suites vary in terms of focus on the central process
- Case study: BT Expedite for Aurora Fashions
COMPETITIVE LANDSCAPE
- BT Expedite leads, but the multichannel space is immature so expect market
consolidation
- The multichannel retail market is immature
- BT Expedite is leading the pack in the UK retail multichannel
application suite space
- Market consolidation warms up competition, threatening BT Expedites
leading position
- Vendor profiles
- BT Expedite
- K3
- Cegid VCSTimeless
- Sterling Commerce
- Sanderson Group Plc
- Maginus
GO TO MARKET
- Target the retail CEO and CFO, selling against customer service and
loyalty benefits
- The CEO is the technology decision maker in a retail organization
- Sell against retailers multichannel priorities
- Firstly understand the retail organization, as not all are suitable to
multichannel suites
- Build an understanding of the retail organization, and sell against the
pain points
- Mid-tier retailers are great candidates for a multichannel suite
- Multichannel application suites are most suited to the fashion industry
- Allow flex for change and growth
APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: Online retail spending in the UK increased by nearly 73% from 2003
- 2008
- Figure: Consumer broadband subscriber number growth in the UK is petering
out and online retail sales are following trend
- Figure: Food & Grocery, and Electricals account for 51% of online retail
in the UK in 2008
- Figure: Increasing customer satisfaction is the top UK retail priority for
IT investment in 2009
- Figure: Customer brand interaction is more intricate in 2009
- Figure: 40% of males research products online before purchasing instore
- Figure: Cross channel brand consistency translates into customer loyalty
- Figure: Shared inventory and customer data are currently not managed at a
multichannel level in the UK retail sector
- Figure: Few UK retailers are achieving customer expectations in terms of
cross-channel consistency
- Figure: Multichannel retailing requires a single central repository
- Figure: Datamonitor estimates that BT Expedite is the clear market leader
for software and services to UK multichannel retail
- Figure: None of the leading multichannel suite providers are offering all
multichannel application modules
- Figure: Retail CEOs have taken charge of IT purchasing decisions in the UK
retail sector
|
