COVID-19将如何改变零售消费者:数据驱动的消费者行为洞察-埃森哲(英文版).pdf

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1、NOWNEXTOUTMANEUVERUNCERTAINTY AUGUST 2020 Data-driven insights into consumer behavior Accenture COVID-19 Consumer Pulse ResearchWave 7 How is COVID-19 changing the retail consumer? 2 New and everlasting consumer behavior The COVID-19 pandemic has fundamentally changed the world as we know it. People。

2、 are living differently, buying differently and, in 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 permane。

3、nt effect. Our new Accenture COVID-19 Consumer Pulse Research, which we have been conducting every two weeks since March 2020, indicates that 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 con。

4、tinues to evolve, by exploring the changes that are happening now, we can consider what retail businesses should do today to outmaneuver uncertainty, and emerge stronger to be ready for whats next. 3 Consumers have changed how they live, work and shop and these changes are here to stay With consumer。

5、s lives upended by the crisis, there have been substantial and lasting changes in the way people live, work and shop. As retail and leisure facilities reopen, our research explores how consumers are individually reshaping their lives for this new reality. Concerns for both health and finance continu。

6、e to influence consumers attitudes and behaviors. In the last three months, personal health has remained the top priority for consumers, while fear over financial security has risen. Even as restrictions lift, retail footfall remains below pre-pandemic levels, and consumer confidence in visiting pub。

7、lic places remains low, although there are hopeful signs. Despite the huge challenges that many businesses have faced, consumers have high expectations for medium and large businesses to act responsibly, addressing major issues such as sustainability. 50% of consumers now rank financial security in 。

8、their top three prioritiesa rise of 36%. 4 Financial security is now a prime concern for half of all consumers, but health is still the top priority Source: Accenture COVID-19 Consumer Pulse Research, conducted 19th-25thMarch, 2nd-8thJune. 78% 81% 39% 37% 77% 74% 28% 45% 72% 70% 27% 50% Personal hea。

9、lthHealth of friends and family Food & medicines security Financial security -8% -13% -30% +36% Current priorities, 19th-25thMarch Current priorities, 2nd-8thJune Next 3-6 months, as of 2nd-8thJune Evolving consumer needs Proportion of consumers that rank need in their top 3 priorities Source: Accen。

10、ture COVID-19 Consumer Pulse Research, conducted 19th-25th March, 2nd-8th June. 5 Consumer confidence remains low, but is expected to increase slightly in the near term 61% 55% 38% 55% 38% 55% 60% 50% 46% 22% 45% 37% 43% 35% 33% 36% 30% 38% 35% 28% 26% 45% Level of comfort around going to public pla。

11、ces in the near future* % COMFORTABLE% UNCOMFORTABLE Sporting event or concert AVERAGEBar or Club 16% Caf or Restaurant Public transport Coffee shop 36% Non- essentials retailer Shopping center Friend or relatives house Grocer or pharmacy 18% 16% 25% Doctors surgery 20% 26% 20% 22% 32% 31% 24% 37% 3。

12、0% 34% 28% 35% 26% 32% 43% 42% 25% +24% Source: Accenture COVID-19 Consumer Pulse Research, conducted 20th-25thMay, 16th-22ndJune. *Provided that they were open and it was allowed. Next 2 monthsNext 6 months 6 Retail footfall remains below January levels across most markets, despite lifting restrict。

13、ions 3.0 -1.0 -10.0 -8.0 2.0 8.0 10.0 3.0 -3.0 -5.0 1.0 -12.0 -19.0 -13.0 12.0 1.0 -4.0 -40.0 -9.0 -18.0 -26.0 -16.0 -12.0 1.0 -11.0 -1.0 -18.0 -17.0 -22.0 -13.0 -36.0 -38.0 -50.0 -5.0 -57.0 -41.0 -62.0 Switzerland Sweden Canada Indonesia USA Italy Brazil UAE KSA UK Russia Chile India -4 Japan Franc。

14、e -24 Germany Australia South Korea Spain 0.0 Grocery & PharmacyNon-Essential Retail & Recreation Percentage change in visits and length of stay vs. January Source: Google LLC Google COVID-19 Community Mobility Reports. Accessed: 26/06/20. Non-essential retail and recreation includes places like res。

15、taurants, cafes, shopping centers, theme parks, museums, libraries, and movie theaters. The baseline is the median value, for the corresponding day of the week, during the 5-week period Jan 3rdFeb 6th, 2020. The Government Response Stringency Index is a composite measure based on nine response indic。

16、ators including retail / workplace closures, travel bans, and restrictions on movement rescaled to a value from 0 to 100 (100 = strictest response). Hale, Thomas, Sam Webster, Anna Petherick, Toby Phillips, and Beatriz Kira (2020). Oxford COVID-19 Government Response Tracker, Blavatnik School of Gov。

17、ernment. Data use policy: Creative Commons Attribution CC BY standard. Restriction as of 16thJune RESTRICTION STRINGENCY INDEX LOWHIGH Average 28366139394650576566686969707375777778 7 67% of consumers agree or significantly agree that Companies will build back better by investing in longer-term, sus。

18、tainable and fair solutions. Consumers have high expectations for businesses to act responsibly Expectations for businesses % agree or significantly agree Source: Accenture COVID-19 Consumer Pulse Research, conducted 2nd-8thJune. Coronavirus has strengthened the need for greater business involvement。

19、 in improving social and environmental outcomes 68% Companies will use their government funding to first benefit their employees and society Companies will work together to solve bigger challenges (e.g. food availability, distribution and waste) Companies will strengthen their business processes and。

20、 operations to be able to respond better to future crises Companies will create better products and services that have a positive impact on society and our planet Companies will build back better by investing in longer-term, sustainable and fair solutions 65% 67% 67% 66% 64% Source: Accenture COVID-。

21、19 Consumer Pulse Research, conducted 2nd-8thJune. But not all businesses are considered equal 8 Source: Accenture COVID-19 Qualitative Consumer Research, conducted by Happen 26th27thMay. Local Treasures In comparison, consumers define their local businessessmall, independent stores in their immedia。

22、te neighborhoodas much-loved places that they fear wont survive. Theyre making efforts to support these retailers and their staff, ordering takeout and shopping there when they can. CommunityNeighborhoodPeople My wife and I have been ordering from local restaurants about two or three times a week. I。

23、ts a way to support them, and to help them keep their heads above water. Male, 56-69, US “ Big Business Consumers have high expectations of medium to large businesses, looking to them to solve many of the worlds major issues. Its an imperative for consumers that these businesses care for their emplo。

24、yees and customersand they will judge them if they dont. Companies shouldnt try to make money out of this pandemic its a difficult time and companies need to step forward and help, not increase their prices or fire people. They need to increase transparency. Male, 32-39, China ProfitAccountabilityRe。

25、sponsibility “ 9 Consumers continue to adapt Implications for retailers Focus on initiatives that will have the biggest impact on consumer confidence, as both employees and consumers need to see the changes being made to keep them safe. These could include protective face coverings, reformatting sto。

26、re layouts for social distancing, disinfecting during store hours, limiting the number of shoppers in the store, and temperature screening. Ensure a safe return to work for employees in the corporate office by acknowledging that working practices will be different and some roles may continue from ho。

27、me. Provide a safe environment and allow employees to work remotely, as this will be appreciated by employees and also consumers who may be aware of retailers practices, given todays transparent world. Train store associates to handle todays new customers, who will have varying degrees of anxiety an。

28、d comfort going out in public. Keep everyone safe by ensuring employees are aware of new protocols and trained on how to best approach customers and de-escalate any form of rising tension. Leverage data to continue monitoring relevant factors at the local level, such as the spread of the virus and c。

29、onsumer confidence. Ensure both the store and regional teams are fully informed and have plans to modify operations. 10 For work, rest and playhomeis where the heart is Consumers are still choosing to stay at home. Despite lockdowns easing, restrictions lifting, and many consumer businesses reopenin。

30、g, the home continues to be the hub of all activities. Socializing at home (or someone elses home) is still the preferred option, while connecting virtually with friends remains a high priority across all age groups. The initial rise in home cooking and baking, as well as home improvement and DIY ac。

31、tivities, which was evident in our earlier research, are remaining popular pastimes for consumers. And the once mandatory working from home has been embraced by many and continues to be popular despite many offices reopening. We learn to have fun with simple things like spending time together at hom。

32、e talking about things in life. After the outbreak I believe that we will enjoy more time together in open environments like squares and parks instead of being in malls. Male, 25-31, Brazil 11 Socializing at home is preferred in the next 6 months Preferred locations for socialization Top places cons。

33、umers anticipate doing most of their socializing in the next 6 months Source: Accenture COVID-19 Consumer Pulse Research, conducted 16th-22ndJune. *Provided that they were open and it was allowed. 36% 33% 9% 7% 6% 4% 2% 2% 73% 59% 54% 30% 28% 28% 15% 13% In my home (or anothers home) Connecting virt。

34、ually with friends Indoor recreational facilities (e.g. gyms) Parks or other open spaces In coffee shops In restaurants At work In bars or clubs Top 1 Top 3 “ Source: Accenture COVID-19 Consumer Pulse Research, conducted 16th-22ndJune I will video chat with family and friends. I am not doing face to。

35、 face for a while. Female, 70+, US 12 Preference for socializing virtually persists across age groups Source: Accenture COVID-19 Consumer Pulse Research, conducted 16th-22ndJune. Virtual socialization in the near future by age % who ranked connecting virtually as a preferred location (ranked top 1 o。

36、r top 3) to socialize in the next 6 months 43% 36% 30% 24% 25% 67% 60% 57% 52% 55% Consumers aged 18-24 Consumers aged 25-39 Consumers aged 40-55 Consumers aged 56-69 Consumers aged 70+ Top 1 Top 3 Source: Accenture COVID-19 Consumer Pulse Research, conducted 16th-22ndJune “ One thing Ive come up wi。

37、th that is fun is baking. I think I will continue with it in the future because it is one of my passions that I have just come up with. Male, 18-24, Sweden 13 New hobbies from home continue as markets stabilize 1 March 2x Jan 0.7x 4x 3x FebApril May Increase in hashtags for hobbies from home % incre。

38、ase in social media hashtags since January (stabilizing markets) Source: Accenture social listening analysis Jan-May 2020. Stabilizing markets included: Canada, Australia, France, Germany, Italy, Japan, Spain, South Korea, Switzerland, UAE 1 1+11% JanFebMarch +8 April +17% +32% +19% +65% May Home Co。

39、oking and Baking DIY, Home Dcor and Gardening Arts & Crafts “ Source: Accenture COVID-19 Consumer Pulse Research, conducted 16th-22ndJune Life at home has become more fulfilling since I have been working from home. I spend more time with my family. Female, 32-39, UK 14 Working from home continues to。

40、 be popular Less 14% More 36% Same 50% Change in work-from-home frequency from pre- to post-outbreak Source: Accenture COVID-19 Consumer Pulse Research, conducted 2nd-8th June, N = 3,826 respondents working from home. 53% of people who never worked from home previously now plan to work from home mor。

41、e often in the future. Source: Accenture COVID-19 Consumer Pulse Research, conducted 5th-11thMay. “ 15 Home is where the heart is Implications for retailers Plan and prepare for a shift to at-home and virtual for the medium term, as this is the new reality. Consider how to serve new social and creat。

42、ive occasions in the home that can be formalised and commercialised through new business models or services. Collaborate across industries to bring together products, content, engagement and digital technology to enhance edutainment and digital paths to purchase. Retain new consumers and sustain new。

43、 channels or increased levels of usage, by exploring key purchase motivators such as price, payment models, support and experience. Review the locations and formats of your stores, given the continued focus on the home for living and working, and on local and neighborhood shopping. 16 Shoppingremain。

44、s local, mindful and digital What consumers are buying and how they are shopping has changed dramatically as a result of the pandemic, and these new habits are continuing to play out, long after the easing of lockdowns. In many cases, consumers have used this life pause to reflect on their own consu。

45、mption. They are striving to shop locally (whether that is to support neighborhood stores, national products, or as a quest for authentic and artisan products), limit food waste, shop more sustainably, and consider costs. The dramatic rise in the adoption of ecommerce and omnichannel services, which。

46、 has been evident since the start of our research in March, sees no sign of abating. Consumers are enjoying the safety and convenience of these services and are continuing with them, despite stores reopening across all sectors. The smaller shops in the area that were selling fruit and vegetables we 。

47、wanted to support them so their businesses wouldnt go to the wall. Male, 40-55, Germany 17 Demand for local goodsand local brandsis growing Shopping in closer neighborhood stores Buying more locally sourced products 56%56% CurrentAfter Proportion of consumers who are changing their shopping habits 7。

48、9% 84% Source: Accenture COVID-19 Consumer Pulse Research, conducted 2nd-8thJune, 16th-22ndJune. Purchasing changes during the pandemic Local Brands National Brands Global Brands *Net purchases measured as the % of consumers increasing purchasing, less the % of consumers decreasing purchasing of the。

49、se brand types, vs. their purchasing habits in the prior two weeks. 30%5% Increasing purchases Same as before Decreasing purchases 26%6% 23%15% 25% 20% -8% Net* Source: Accenture COVID-19 Consumer Pulse Research, conducted 16th-22nd June “ 18 Sustainability trends are accelerating in some categories Source: Google Search Data, June 30, 2019 June 21, 2020, United States. *Sustainable clothing brand in US Google Search Volume 1-Jul-1921-Jun-209-Feb-2020-Oct-20 “sustainable clothing” “Reformation clothing”* “ethical clothing” 19-Apr-2015-Mar-20 Search volu。

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