WTC：2019未来的购物者报告（英文版）(49页).pdf

1、THE FUTURE SHOPPER REPORT 2019Commerce THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 2 EXECUTIVE SUMMARY INTRODUCTION INSPIRATION SEARCH PURCHASE it changes customers expectations of what good looks like, and sets the standards for all other eCommerce and omnichannel operators. Brands and organizat

2、ions should focus on “What Amazon Cant Do” (WACD), as cracks are appearing in their dominance, most notably with Gen Z. A number of industries still resist Amazons control, which may be seen as good news, but may also be a catalyst for further Amazon expansion in the future. THE FUTURE SHOPPER WUNDE

3、RMAN THOMPSON COMMERCE 33 FUTURE SHOPPER INSIGHTS THE FUTURE SHOPPER WUNDERMAN THOMPSON COMMERCE 34 1. VOICE IS HERE, AND ITS GETTING LOUDER The first instance of the coming wave of Zero UIor faceless interfaces for brandsis voice. Our survey shows that 33% percent of respondents already use voice a

4、ssistants, or plan to in the next 12 months, compared to 44% of Amazon Prime members. Spanish consumers are most likely to use voice assistants in the next 12 months (46%), followed by France (38%). Brands should take notice. As adoption increases, voice commerce will not be far behind. The first pr

5、oducts sold through it will likely be essentials, purchased often in the same brand and size, and easily forgotten in a store. As a result, we are likely looking at home staples: milk, bread, rice, batteries, toothpaste, light bulbs, and so on. Once those gateway products are being ordered by voice,

6、 more are sure to follow. At Wunderman Thompson Commerce, we advise a number of steps to get ready for voice purchasing: Think long term, not 3-5 years but 10-15 years. The big players are planning for the long haul, you should too. Make your Zero UI brand guidelines now. Figure out what your brand