2020年数字趋势：聚焦零售业 - Adobe（英文版）（18页）.pdf

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1、Retail in Focus 2020 Digital Trends 2 Executive Summary 4 1. The retail revolution: the need for speed and agility 5 2. The personalisation imperative 9 3. AI and automation: enabling the CX future 12 Conclusion 15 Methodology 16 Table of Contents 2020 Digital Trends Retail in Focus2 2020 Digital Tr

2、ends Retail in Focus3 Foreword Welcome to Adobes Digital Trends report, our annual survey of marketing, advertising, ecommerce, creative and technology professionals around the world. Now in its 10th year, Digital Trends continues to reveal the most significant shifts in the industry that are drivin

3、g marketing strategies, company investment and consumer behaviour. Over the past 10 years, Adobe, in partnership with Econsultancy, has gathered more than 75,000 senior leaders experiences and insights. The release of this tenth edition of the report has also coincided with one of the most unprecede

4、nted and unpredictable periods in living memory, with COVID-19 dramatically changing how much of the world works and lives. In the current climate, these insights not only give us the opportunity to reflect on the past decade, but also serve to underline the critical role that technology plays in cr

5、eative pursuits and business success, connecting customers, employees, and communities during a period where togetherness is paramount. Of course, the landscape we operate in today is very different from that of 10 years ago, with much change occurring over the past few months. Today, consumer expec

6、tations are far greater, but there also exist opportunity for brands to adapt and innovate during uncertain times. Technology and data are empowering brands to build direct relationships with consumers that are changing the way businesses operate forever. And, in todays turbulent environment, people

7、 are craving emotional connections and understanding from the brands, more than ever. This is truly a new era for marketers. We have a responsibility to understand and interact with our audience in more meaningful ways. The way business act now will define how theyre perceived in the years to come.

8、And, despite the current climate, the challenges facing marketers are familiar. Customer centricity is magnifying organisations structural, cultural and technological barriers that shape data management, customer experience delivery, and ultimately define business success. AI and emerging tech is pr

9、oviding an even more dynamic environment which impact is explored in detail in the report. Fundamentally, the 2020 Digital Trends report shows that today the value of customer experience is unquestionable, and never has this been more pertinent than today. Digital Trends continues to be a valuable t

10、ool for our teams at Adobe and marketers across the globe to track industry developments. This years report represents not only a vital opportunity to reflect on how these changes have evolved over the past decade, but also to take stock during a period none could have predicted, and help businesses

11、 recognise they can still grow and even thrive during this period. Axel G. Heyenga Industry Strategy Director, Adobe International 42020 Digital Trends Retail in Focus Executive Summary Unlocking the promise of scalable and personalised CX Retail companies are being forced to evolve quickly due to a

12、 potent combination of converging economic, technological, cultural and regulatory factors. Established retailers have been confronted by the rapid speed to market of digitally native brands at one end of the spectrum and scale of global giants such as Amazon and Alibaba at the other. But proficienc

13、y with digital tools and techniques is improving at speed and, alongside the emergence of artificial intelligence (AI) and automation, this promises to unlock a new level of business effectiveness for all retailers, whatever their back story. The main success factors for retailers during 2020 will b

14、e the quality of the customer experience (CX) and their ability to personalise in real time, and at scale. The 2020 Digital Trends Retail report from Econsultancy and Adobe focuses on the ongoing challenges and opportunities dominating this fast-changing sector. CX excellence can insulate retailers

15、from competitive pressures, but reorienting around the customer is an on-going project Retail companies are twice as likely as peers in other sectors to identify digital competition as their most significant concern for 2020 (40% vs. 20%) whether this comes from global commerce platforms or smaller,

16、 digitally native companies. Retailers regard CX optimisation as the single most exciting opportunity in 2020 (25%), ahead of data-driven marketing (16%) which occupied the top spot in 2019. CX improvement is an ongoing process, with long-term reward. CX (25%) is by far the most popular choice when

17、retailers are asked how they plan to differentiate themselves in the coming five years, ahead of customer service (14%). Realising the promise of real-time personalisation at scale remains an attractive but frustrating quest The proportion of retailers describing personalisation as their most exciti

18、ng area of focus for the coming year has dropped from 25% to 16%. Nonetheless, there has been no apparent decline in efforts around personalisation, with more than a third (36%) of retail executives identifying it as a top-three priority area for 2020. Adoption of capabilities for delivering real-ti

19、me, personalised experiences is higher than the average for all other sectors combined (32% vs. 27%). Retailers are most likely to be increasing technology budgets, but skills development and strategic alignment are key for success Nearly two-thirds of retail organisations are planning to increase t

20、heir CX-related technology spending during 2020 (64%, up from 59% in 2019). This is considerably higher than the combined average for other sectors (47%). Nearly half of retailers have implemented artificial intelligence (AI), or are planning to (46%). As in other sectors surveyed, which included me

21、dia in-store pickup; buy online, return to store etc. Mobile catering to mobile shoppers / buyers Price None of the above Respondents: 4,680 Retail Other sectors 2020 Digital Trends Retail in Focus8 In summary, retail is never static. The sector now moves at a speed where agility has become table st

22、akes for those seeking to compete in the space. The increasing power of global giants, the rise of consumer expectations, and regulatory changes around data management are all adding to the broad mix of challenges and opportunities offered by digital transformation. Reorienting around CX is key, but

23、 for many retailers, this is a long- term play rather than a quick win. Bridging physical and digital channels While retailers remain focused on matching the agility of digitally-focused rivals, its clear that legacy can be an advantage, too. Physical stores, for example, can still be a valuable ass

24、et, especially with the last decades rise of omnichannel purchase behaviours like click- and-collect and webrooming. As such, multichannel marketing continues to be seen as a major opportunity (13%, Figure 2), despite being complex and something many organisations are not yet fully set up to exploit

25、. Joining up online and offline experiences is seen by 11% of respondents as their key differentiator over the coming five years (Figure 3). 92020 Digital Trends Retail in Focus 9 This years reduced excitement levels around data-driven marketing is an interesting change in sentiment especially when

26、we consider that CX optimisation is very much led by data-driven marketing to individuals. Only 16% of retailers name data-driven marketing as their most enticing opportunity for 2020, down from 25% in 2019. At the same time, personalisation remains a key focus for the sector over the coming year, w

27、ith 36% identifying it as a top-three priority (Figure 4). This puts personalisation not too far behind the natural retailer focus of ecommerce (47%) on respondents priority lists. Personalisation also has a much greater level of prioritisation in the sector than among non-retail respondents (27%).

28、One potential explanation for these responses is that more basic personalisation such as Insert Name Here emails has become business as usual for retailers, and is no longer widely regarded as a unique selling point. More advanced personalisation techniques, meanwhile, do hold major promise and rema

29、in a priority for many. However, they also require more resources and time to get right. True, one-to-one personalisation necessitates collection and processing of a lot of different types of data (product, purchase, device, behavioural and other), in order to generate the insight required to create

30、 uplift. But often, this data resides in silos, or in external walled gardens, and bringing it together remains a significant challenge. It remains clear, however, that when done right, personalisation resonates with many customers. And for many retailers, it continues to hold significant appeal as

31、a way to drive revenue and profit. The personalisation imperative2 Figure 4: Which three digital-related areas are the top priorities for your organisation in 2020? 47% 14% 36% 27% 28% 31% 26% 26% 24% 17% 24% 18% 21% 24% 19% 27% 16% 18% 14% 16% 13% 24% 12% 22% 3% 6% 2% 5% Ecommerce Mobile engagement

32、 and optimisation Conversion rate optimisation Media attribution Social media engagement and analytics Content management Customer data management Targeting and personalisation Marketing automation Multichannel campaign management None of the above Customer journey management Video content Content m

33、arketing Respondents: 5,140 Retail Other sectors 102020 Digital Trends Retail in Focus Personalisation at the fore of investment planning The continued interest in personalisation among retailers is evident in Figure 5. Around a third of retailers say they have begun incorporating capabilities for d

34、elivering personalised experiences in real time (32%). This is a slightly higher penetration rate than in other sectors (27%). It also puts personalisation ahead of enhanced payment technologies, which are highly relevant to the retail space. 3 European beauty retailer Douglas is one provider that h

35、as successfully harnessed personalisation as a key CX improvement tool.3 Reinforcing its customer-centred philosophy, the business updated the platform underpinning its Beauty Card loyalty programme and began targeting users with individually-tailored stories, beauty content, promotions and messages

36、. The change is said to have attracted four million customers to the programme in the first eight months after launch, as well as increasing engagement with messages. Figure 5: Which of the following have you started to incorporate into your business? 32% 27% 29% 18% 21% 16% 14% 13% 13% 13% 10% 15%

37、6% 6% 5% 8% 1% 2% Delivering personalised experiences in real time Enhanced payment technologies e.g. mobile wallets, e-receipts Utilising artificial intelligence / bots to drive campaigns and experiences Progressive Web Apps (PWAs) Engaging audiences through virtual or augmented reality Internet of

38、 Things (IoT) / connected devices e.g. wearables, audience tracking Blockchain-based functionality Voice interfaces e.g. Amazon Echo, Google Home Other Respondents: 4,773 Retail Other sectors 2020 Digital Trends Retail in Focus11 Data regulation: for many, a helpful nudge in the right direction Rece

39、nt regulatory changes such as the European Unions GDPR and California Consumer Privacy Act have added another layer of complexity to the challenge of bringing together different data sources for scaled, one-to-one marketing. Broadly, retailers appear positive on the impact of regulation, with most e

40、ither suggesting they were well prepared (so saw no impact) or have experienced a positive effect (Figure 6). In all categories, retail respondents tend more towards positivity than their peers in other sectors, as well as (mostly) being less likely to show negativity. The exception is their view of

41、 the effect of regulation on working with data from multiple sources, where one in three (31%) cite a negative impact. In this sense, it is clear GDPR has added to the already complex task of data-driven marketing. In other ways, though, the picture is positive in terms of the impact of consumer dat

42、a protection: Only 11% of retailers cite a negative impact on list quality, compared to 16% in other sectors. Some 43% of retailers say that the impact on list quality has been positive. Regarding the impact on campaign performance, retailers are more than twice as likely to be positive than negativ

43、e (32% vs. 14%). Figure 6: What impact has the increased focus on consumer data protection (e.g. the EUs GDPR) had on the following in your organisation? Retail Other sectors Retail Other sectors Retail Other sectors Retail Other sectors Retail Other sectors 46% 44% 54% 51% 39% 43% 51% 42% 48% 47% 4

44、3% 40% 32% 29% 30% 29% 27% 24% 22%21% 11% 16% 14% 20% 31% 28% 22% 34% 30% 32% In summary, personalisation isnt a new concept. Good, old-fashioned service has always had an element of personal identity, such as the shopkeeper who knew your name and asked how you were doing each time you dropped in. I

45、n the field of digital retail, however, personalising offers in real time and at scale is a different ball game entirely, and a challenge many organisations are embracing. Respondents: 2,650 Positive impact No impact Negative impact Time spent on list management List size Campaign performance Workin

46、g with data from multiple sources List quality 2020 Digital Trends Retail in Focus12 The commitment to pushing on with CX as part of the technology roadmap is clear. While no silver bullet, the right technology infrastructure is obviously fundamental to all aspects of modern-day retail particularly

47、in the world of data-driven customer interaction. Without the right toolset, it is hard to imagine retailers successfully addressing their top target areas for 2020, such as ecommerce, personalisation and customer journey management (see Section 2). Many retailers evidently have considerable work to

48、 do, to build the tightly-integrated martech stack required for CX proficiency. Only 8% say they have a highly integrated, cloud-based technology stack essentially mirroring 2019s responses (Figure 7). A majority continue to report they either have a fragmented approach with inconsistent integration

49、 (44%) or little or no cloud-based technology (20%). AI and automation: enabling the CX future3 Figure 7: What best describes your organisations approach to marketing and customer experience technology? We have little or no cloud-based technology We have a somewhat integrated, cloud-based technology stack We have a fragmented approach with inconsistent integration between technologies We have a highly integrated, cloud-based technology stack 9%28%43%20%8%28%44%20% 2019 respo