COVID-19:消费者行为改变 -埃森哲(英文版).pdf

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1、NOWNEXTOUTMANEUVERUNCERTAINTY MAY 2020 How will COVID-19 change the retail consumer? Data-driven insights into consumer behavior 2 New and everlasting consumer behavior The COVID-19 pandemic has fundamentally changed the world as we know it. People are living differently, buying differently and, in 。

2、many ways, thinking differently. Long-term trends have been accelerated. Changes anticipated over the next few years have occurred in the space of mere weeks. The impact is profound. Retailers are reshaping their businesses in real-time, to permanent effect. Our new consumer research indicates that 。

3、habits formed now will endure beyond this crisis, permanently changing what we value, how and where we shop, and how we live and work. Even as this crisis continues to evolve, by exploring the changes that are happening now, we can consider what retail businesses should do today to outmaneuver uncer。

4、tainty, and emerge stronger to be ready for whats next. Consumers are changing the way they shop, work and live 3 The COVID-19 global pandemic is having a profound impact on the lives of consumers. In our new research, we monitor the changing attitudes, behaviors and habits of consumers worldwide, a。

5、s they adapt to a new reality. We explore what consumers are buying and how they are shopping, and which of these new habits are likely to remain in the longer term. The adjusting consumer With changes in income and leisure time, many consumers are facing new personal situations, which are influenci。

6、ng attitudes and behaviors. What and how we buy Consumers are shopping more consciously and efficiently, with a greater awareness of the environment, health and cost. The use of ecommerce and omnichannel services has surged, and is likely to continue post-pandemic. How we live and work Consumers are。

7、 finding creative ways to fill their time at home, by engaging in new or renewed activities, such as cooking or DIY. Families are welcoming the opportunity to spend time together, and employees are embracing home working. In response to the crisis, retailers have moved quickly to protect the safety 。

8、of employees and customers, adopt new business models and launch new services. With this accelerated pace of change, we explore the implications of our research findings and how global retailers can reset their businesses to emerge stronger. Source: Accenture COVID-19 Consumer Research, conducted 20。

9、-27 April 2020 and 5-11 May 2020 The adjusting consumer 4 Consumers are adapting to new personal circumstances With changes in discretionary income and leisure time, many consumers are facing new personal situations, which are influencing their attitudes and behaviors. In markets where the pandemic 。

10、is stabilizing, fears about health are gradually subsiding, although economic concerns remain high and are denting consumer confidence. Consumers remain uncomfortable about visiting public places within the next one to two months, although they are relatively more comfortable with familiar places su。

11、ch as grocery and pharmacy stores. Concerns around hygiene in public places can be lessened by implementing visible signs of sanitation. 5 80% 6 In stabilizing markets, health fears are lower, yet economic concerns persist Source: Accenture COVID-19 Consumer Research, conducted 5-11 May 2020. Countr。

12、ies grouped based on the stage of they are at in the outbreak at time of fielding, measured by the time since the first 100 cases were diagnosed in each country, and the weekly increase of new cases. AdvancingStabilizing NEW DAILY CASES I am fearful for the health of others I am worried about the im。

13、pact on the economy86% 69% 85% 7 Many consumers are experiencing changes to free time and disposable income Resource-Rich 26% More disposable income and free time than prior to outbreak “My life will be aboutgoing to my part time job and spending more time in the garden, kitchen, piano and meditatin。

14、g.” Financially-Squeezed 33% Less disposable income compared to before the outbreak “Life is very stressful right now. I dont have a job and with coronavirus to be there for some time, things are not looking good.” Time-Pressed 9% Free time decreased from previous level Minimal Change 32% Disposable。

15、 income and free time similar to before outbreak “Things are not too badWe dont expect things to change much.” Most likely to be trying new recipes or cooking methods Most likely to be taking up hobbies, and learning new skills Most likely to be using digital channels Lowest level of overall concern。

16、 over the outbreak Least likely to comply with government advice regarding COVID-19 Least likely to have adjusted shopping and personal habits due to the outbreak Four-times more likely tohave been placed on temporary leave or made redundant than others Most likely to expect financial support from g。

17、overnment Seventy-one percent are shopping more cost consciously Most likely to have decreased time spent on leisure activities vs. others Most likely to have decreased time spent watching TV Fifty-nine percent are doing fewer shopping trips “My hands are full these days. I have less personal time t。

18、han before, and at times get the feeling of being overwhelmed.” Source: Accenture COVID-19 Consumer Research, conducted 5-11 May 2020 8 Despite phased reopening, consumers remain uncomfortable about visiting public places Advancing MarketsStabilizing Markets 53% 59% 26% 58% 45% 53% 56% 45% 34% 44% 2。

19、0% 44% 36% 33% 32% 23% 37% 46% 37% 27% 32% 35% Level of comfort going to public places in the next 1-2 months* Source: Accenture COVID-19 Consumer Research, conducted 5-11 May 2020. *Provided that they were open and it was allowed. % COMFORTABLE% UNCOMFORTABLE Bar or clubSporting event or concert Pu。

20、blic transport Coffee shop 19% 42% Caf or restaurant Friend or relatives house 18% AVERAGE 16% 19% 26% 20% 20% 29% 25% 40% 29% 27% 43% 35% 30% Doctors surgery 37% Grocer or pharmacy 27% Non- essential retailer Shopping center 29% 30% 26% 29% Retailers can assuage consumer fears over hygiene by intro。

21、ducing visible signs of sanitation, certification of cleaning standards, masks and gloves for staff and customers, and hygiene products for public use. 9 Hygiene practices are vital, with visible evidence most important Incentives (e.g. in-store promotions) Certification of cleaning standards Visibi。

22、lity of cleaning and sanitation practices 2% 3% 24% Public required to wear masks / gloves Availability of hygiene products for public use Staff required to wear masks / gloves Broader contact tracing strategies Temperature checks on entry Reconfiguring the physical space 54% Restricting the total n。

23、umber of people allowed in 3% Creating dedicated opening hours for at risk groups Limiting contact between staff and members of the public Restricting opening hours 46% Restricting the size of groups allowed entry 27% 18% 14% 58% 12% 29% 2% 60% 2% 7% 56% 3% 4% 35% 21% 17% 41% 8% 27% 2% 1% 24% Top 1T。

24、op 5 Initiatives to help consumers feel more comfortable going to public places Proportion of consumers that rank initiative as top 1 or top 5 to make them feel more comfortable Source: Accenture COVID-19 Consumer Research, conducted 5-11 May 2020 The adjusting consumer Implications for retailers Th。

25、e consumer you thought you knew is no longer. Prior consumer segmentationsand the insights theyre built onwill need to be redefined as consumers adjust to new personal circumstances. The almost ubiquitous lack of consumer confidence will pose an enormous challenge when it is time to restart the econ。

26、omy. Retail and on-trade outlets need to plan for a new era, putting in place changes that help consumers feel more comfortable in stores, and encouraging them to return. Retailers also need to prioritize investment in digital experiences and services, and tap into new social occasions in the home. 。

27、10 Copyright 2020 Accenture. All rights reserved.11 What and how we buy Consumers are shopping mindfullyand digitally Consumers are embracing conscious consumerism and its a mindset that is likely to continue. They are striving to limit food waste, buy more sustainable options, and shop more cost co。

28、nsciously. Demand for local goods is growing, as consumers seek out products they feel they can trust. Consumers are also turning to digital and omni-channel services. The adoption of ecommerce from previously uninitiated users has accelerated, and consumers have increased their use of services such。

29、 as contactless payment and curb-side pick up, and plan to maintain this behavior into the future. 12 13 Why and where consumers buy has changed, accelerating adoption of anticipated trends Source: Accenture COVID-19 Consumer Research, conducted 1727April 2020 Conscious Consumption Health & Safety P。

30、riorities The Love of Local Shopping Efficiently Im learning that I can do with a whole lot less than I thought I could. Im learning to check in all the corners in cabinets to see what food items I have. Im checking freezers. Im better organized. Anita T, 46, Fairview, MI We still consider price and。

31、 selection, but now its really about safety. Jennifer V, 47, Maiden, NC For a while I will only dine at small local establishments until I feel confident. These are the places that are safest and need us most when this is over. Jill F, 53, Kenton, MI When I forget something at the store I have just 。

32、decided to live without it. Thats why a lot more planning is involved before I do go. Those spontaneous trips to the store dont exist anymore. Valentin E, 28, New York, NY 14 Changing circumstances, for better or for worse, drives a greater degree of behavioralchange Source: Accenture COVID-19 Consu。

33、mer Research, conducted 17-27 April 2020 Proportion that are likely to permanently change their shopping habits Proportion that agree or significantly agree with statement and are likely to sustain this post outbreak, by consumer type 72% 54% 62% 50% 51% 38% 71% 58% 64% 49% Making more sustainable c。

34、hoices Limiting food waste Conscious ConsumptionHealth & Safety PrioritiesThe Love of LocalShopping Efficiently Financially-SqueezedTime-PressedMinimal ChangeAverageResource-Rich 63% 36% 58% 41% 43% 30% 62% 47% 55% 38% Shopping more health consciously Only buying brands I know and trust 44% 42% 44% 。

35、42% 33% 32% 48%48% 41% 40% Buying more locally sourced products Shopping in closer neighborhood stores 55% 39% 21% 48% 38% 26% 37% 31% 20% 54% 45% 33% 48% 38% 24% Shopping more cost consciously Doing fewer shops Doing larger shops The huge shift to ecommerce is likely to continue. 160% is the expect。

36、ed future increase in ecommerce purchases from new or low frequency users. 15 New users are turning to ecommerce, with long-lasting implications Source: Accenture COVID-19 Consumer Research, conducted 17-27 April 2020 16% 5% Food (for cooking at home) Personal care items DIY tools and materials 3% A。

37、lcoholic beverages Take-away or delivery 15% PrescriptionsApparel, footwear and accessories Luxury goods 18% Consumer electronics 12% Average 14% 5% 18% 14% 12% 6% 8% 4% 11% 11% 13% 15% 14% 6% 6% Home dcor 13% 14% 8% 15% 16% 16% 6% 14% 13% 13% 6% 15% +160% PriorCurrentFuture Proportion of purchases 。

38、made online by infrequent ecommerce users Frequency of online purchases for consumers who used online channels for less than 25% of purchases prior to the outbreak 16 Consumers using omnichannel services are likely to continue doing so 33% Contactless payment 45% In-app ordering Home delivery 41% St。

39、ore Locker Pick-Up 41% 53% 51% 32% 31% 42% Virtual Consultation: Consumer Electronics Virtual Consultation: Personal Health 37%37% Curb-side pickup/Click and Collect Shopping via social media platforms Live chat/chatbot/ voice assistant Virtual Consultation: Personal Styling Phone call to company 34。

40、% Companys website CurrentAfter 77% 86% 78%79% 84% 81% 79% 76% 74%74% 77% 76% Proportion of consumers who have increased usage of digitally-enabled services during the COVID-19 outbreak Consumers who have increased or significantly increased usage of those that use the service Proportion of consumer。

41、s who expect to sustain increased level of usage Source: Accenture COVID-19 Consumer Research, conducted 5-11 May 2020. Excludes those who do not use services. What and how we buy Implications for retailers The increased focus on conscious consumption requires that retailers make it a key feature of。

42、 their offer. Health will most likely remain a strategic differentiator for the foreseeable future (e.g. supporting healthy lifestyles for consumers, shoppers and employees). Retailers should tap into the demand for local by highlighting local provenance, and redefining relationships with the commun。

43、ities they serve. Experiences that improve the efficiency with which consumers can shopboth online and offlinewill likely improve the customer experience. Retailers should substantially increase investment in digital and omnichannel capabilities, to connect with consumers in new ways and respond to 。

44、rapidly shifting needs as we move through the phases of the pandemic. 17 Copyright 2020 Accenture. All rights reserved.18 How we live and work Consumers are finding creative ways to fill their time at home Consumers are engaged in new or renewed activities during their spare time. Many are trying ne。

45、w recipes, engaging in DIY and home improvements, or embarking on new skills or online education. Families are welcoming the opportunity to spend more time together, and new ways of socializing are gaining in popularity as people connect virtually. With the switch in many cases to working from home,。

46、 employees have embraced their new environments and many expect to continue or increase their time spent home working in the future. 19 By exploring how and where consumers are spending their leisure time, retailers can identify opportunities to engage them through new occasions or channels. 20 Cons。

47、umers are finding creative ways to spend their leisure time 71% 62% 51% 48%48% Spending more time on home improvements Connecting with friends and family virtually Trying new recipes/cooking methods Started a new hobby or resumed a prior hobby Learning new skills or completing education online Sourc。

48、e: Accenture COVID-19 Consumer Research, conducted 5-11 May 2020 73% 81% 73% 80% 76% CurrentAfter Proportion of consumers who have changed their leisure activities Consumers who have increased or significantly increased usage Proportion of consumers who expect to sustain increased level of usage 21 。

49、Different forms of exercise have seen a boost as consumers prioritize keeping fit and healthy Source: *Accenture COVID-19 Consumer Research, conducted 5-11 May 2020. *Runners World 57% Exercising indoors of consumers have started exercising more at home* 28% Exercising outdoors have started exercising more outdoors* Feb 1stMar 9thApr 14th Italy Spain France UK Sweden Germany Indoor running % change Outdoor running % change Garmin smartwatch activity* 22 Thirty-five percent of people plan to increase home working in the future Less 14% More 35% Same。


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