益普索：2020年购物者行为的演变（英文版）(12页).pdf

1、IPSOS VIEWS THE EVOLUTION OF SHOPPER BEHAVIOUR By Stuart Wood | January 2020 SHOPPER BEHAVIOUR IS EVOLVING The world is changing at a rapid pace. Continued developments in digital technology and advances in eCommerce mean that the way we shop for products and services is also evolving. Technology ha

2、s created a digital retail landscape that is unrestricted by geography and the normal dynamics of bricks and mortar stores. Physical stores are also changing as they not only integrate technology in-store but better connect with the digital world to increasingly deliver a seamless omnichannel offeri

3、ng. As a result, we need to understand these changes and their implications when planning go-to-market strategies or when optimising shopping marketing programmes. In this paper, we will look at five changes were experiencing in the world of retail, consider why they are happening and reflect on how

4、 Ipsos is adapting to the situation. Find all of this in the sections listed below based around the key themes. 1 Complexity of choice and decision-making shortcuts 2 The effect of pre-store preferences 3 The digital revolution 4 Disruptive eCommerce models 5 Omnichannel: merging the physical and di

5、gital 2IPSOS VIEWS | THE EVOLUTION OF SHOPPER BEHAVIOUR INCREASING COMPLEXITY OF CHOICE PROMOTES SHORTCUTS IN DECISION-MAKING Complexity of choice is an issue for shoppers buying everyday products. Continuous, iterative innovation and the proliferation of line extensions (where brands create variant

6、s of their products by flavour, pack size, and so on) mean that most categories have become very fragmented. Trying to consider all options is a cognitive task that our brains simply cannot handle. Therefore, we use visual shortcuts to selectively focus on what is most important and filter out irrel