科尔尼：2023年Q4消费者调查报告（英文版）（13页）.pdf

1、Kearney Consumer InstituteQ4 2023vibrationsGoodWhats in an“experience”?2Brands increasingly compete for consumers attention and dollars 2“Experience”3Experience is ill-definedWhat is an experience(noun)?3Consumers want experience from stores Source:Merriam-Webster;TimeSynonyms:proficiency,happening,

2、adventure,occurrenceSomething personally encountered,undergone,or lived throughDirect observation of or participation in events as a basis of knowledgeAn exciting or noteworthy event that one experiences firsthandA common business goal without much clarity Attentive customer service and clienteling?

3、Technology?Events and displays?Pop-up shops?Entertainment?Connectivity between store and online?4Experience is often conflated with entertainment and bells and whistlesConsumers like to spend on both experience and things(and experiences that involve things)60%51%36%35%35%27%22%12%11%10%Clothes and

4、shoesRestaurantsHome/home improvementElectronicsTravel/tripsMakeup and beautyGamingConcerts and playsSporting eventsSports equipment/toysSource:Kearney Consumer Institute Experience Study,Nov 2023What do you like to spend on the most?Choose 3.4Many things are experiences,including the everyday and s

5、eemingly mundaneWhats a store you like shopping in and why?“I love shopping in Brand B big box because they have everything I could possibly need!”“Brand A discount because its cheap,it has great brands,I can always count on there to find anything I need.”Brand C grocery cause the customer service i

6、s amazing and they always have a great selection.“I love Brand D for groceries.The prices are good and their brand quality is comparable to the national brands if not better.The size of the store makes it easier to shop quickly.”“I like shopping in Brand E retailer because I love their products.They