毕博咨询—如何给予顾客最佳购物体验

WHATCONSUMERSWANTINTHEPHYSICALANDVIRTUALSTOREWHATCONSUMERSWANTINTHEPHYSICALANDVIRTUALSTORECREATINGTHEIDEALSHOPPINGEXPERIENCECREATINGTHEIDEALSHOPPINGEXPERIENCEINDIANAUNIVERSITYAnIndianaUniversity-KPMGStudyTableofContents1Preface2Introduction4DeliveringtheBasics8OptimizingtheExperience:ProductCategories12OptimizingtheExperience:ConsumerSegments16TechnologyTraps19HearingtheVoiceoftheCustomer23RealizingthePotentialofTechnology24StudyMethodology/ParticipantDemographicsSPREFACEINDIANAUNIVERSITY—KPMGSTUDY11uccessfulretailersknowthatthecustomeristheultimatejudgeofthequalityofashoppingexperience.Everyday,shoppersdecidewhichmerchantisdoingthebestjobservingtheirneeds.Consumersenjoymorechoicethaneverbefore—instores,brands,andchannels—andhaveaccesstoanever-increasingamountofinformationuponwhichtobasetheirbuyingdecisions.Capturingthepur-chasingpowerofthesesophisticatedconsumersisadifÞcultandconstantchallengeforretailers.TheIndianaUniversityCenterforEducationandResearchinRetailing(IUCenter)andKPMG’sRetailIndustrypracticesharethebeliefthatsuccessfulretailersinthefuturewillbethosethatarefocusedontheircustomersandareabletodeliverthebestshoppingexperienceinbothtraditionalandnonstoreenvironments.Thevalueproposi-tioniscomplex—encompassingprice,quality,information,selection,convenience,service,andentertainment—andprovidingtherightbalanceisnotaneasytask.Technologycanbeaveryusefultoolinhelpingtocreatetherightvalueproposition,butunderstandinghowconsumersreacttotechnology,andwhentechnologyshouldbeusedintheshoppingprocess,iscriticaltosuccess.TheIUCenterandKPMGarepleasedtopresentCreatingtheIdealShoppingExperience,aresearchstudythatmeasuresconsumers’acceptanceoftechnologyand,moreimportantly,offersinsightsonhowconsumerswanttoshop.TheIUCenterisdedicatedtoeducatingfutureretailleadersandexecutingleading-edgeresearchforthebeneÞtoftheretailindustry.KPMG,akeypartneroftheIUCenter,deliversunderstandablebusinessadvicethroughawiderangeofassurance,tax,andconsultingservices.WewouldliketoacknowledgeIU’sProfessorRaymondBurkeastheprimaryresearcherinthisprojectandtothankhimforhisresearchcontributions,includingthedesignandanalysisofthestudy.WehopeyouÞndthisstudyinterestingandthought-provoking.Ultimately,wehopeyou’reabletousetheÞndingstohelpyoucreatetheidealshoppingexperience,sothatyoucancapturetheloyaltyandbuyingpowerofyourcustomers—bothtodayandinthefuture.TheresaWilliamsDirector,CenterforEducationandResearchinRetailingIndianaUniversityKelleySchoolofBusinessMarkJ.LarsonNationalPartnerinCharge—RetailIndustryPracticeKPMGDuringthepastyear,anumberofhigh-ßyingonlineshoppingcompanieshithardtimes.Some,likeToysmart.comandLiving.com,havegonebankrupt.Others,likePeapodandCD-NOW,ranoutofcapitalandwereacquired.EvenAmazon.com,thepremieronlineshoppingcom-pany,hasstumbledinrecentmonthswithsalesofbooksandmusicdown4percentovertheÞrsttwoquarters.Theseeventsbringtomindearlierfailuresofonlineshoppinginitiatives,includinginteractivetelevisioninthe1990sandvideotexinthe1980s.CompaniesalsohavestruggledtoÞndthebestapplicationsoftechnologyinconventionalretailstores.WhileUPCscanningandautomatedtellermachines(ATMs)achievedwidespreadacceptance,othertechnologieshavenotmetretailers’expectations.Interactivekiosks,forexample,haveßuctuatedinpopularityovertheyears,gettingaboosteverytimeanewtechnologyisincorporated(suchasvideodiskplayers,touchscreens,barcodereaders,andWebaccess).Buttherearedisappointments,suchasKmart’sSolutionsTMin-storekiosk,ErnstHomeCenter’sspecialorderkiosk,andtheMicroMallcatalogshoppingkiosk.In1993,TedTurner’sCheckoutChannel,anetworkofÞve-inchcolormonitorspositionedbythecheckoutcountersin840grocerystores,wasdiscontinued.Thatsameyear,VideOcartwentbankruptafterinstallingLCDscreensandcomputersonthehandlebarsofshoppingcartsin220stores.Beforeretailersinvestmoretimeandmoneyindeveloping,deploying,andpromotingretailtechnologies,thesequestionsshouldbeasked:◗Whatroledoconsumerswanttechnologytoplayintheshoppingprocess?◗Arepeopleoverwhelmedbythetechnicalinnovationsandwantsimplerratherthanmoresophisticatedshoppingexperiences?◗Havecompaniesalreadytappedoutthemostpromisingapplicationsoftechnology?Fromthecustomer’sperspective,therearecostsaswellasbeneÞtsassociatedwithnewtechnologies.Theyoftenareconfusing,taketimetolearn,arepronetofailure,andcanraisethepricesofgoodsandservices.Fromtheretail-er’sperspective,technologyisexpensivetoadoptandmaintainandcanbecomeobsoletequickly.Clearly,itisnec-essarytounderstandwhichtechnologiesandapplicationscreatevalueforspeciÞcconsumersegmentsandproductcategoriesinordertooptimizetheshoppingexperience.Toaddresstheseissues,theIndianaUniversityCenterforEducationandResearchinRetailingandKPMGconduct-edanationalsurveyofconsumers’perceptionsofthedesiredroleoftechnologyintheshoppingexperience.Thegoalsoftheresearchwereto:◗Determinewhatwouldbetheidealshoppingexperiencefromthecustomer’sperspective.◗Identifyhowmediaworktogethertomoveconsumersthroughthepurchaseprocess.◗Helpretailersoptimizetheonlineandin-storeshoppingexperiencebyidentifyingthemostimportantfeaturesofth