2020年购物者行为的演变（英文版）.pdf

THE EVOLUTION OF SHOPPER BEHAVIOUR By Stuart Wood | January 2020 IPSOS VIEWS SHOPPER BEHAVIOUR IS EVOLVING The world is changing at a rapid pace. Continued As a result, we need to understand these changes and their developments in digital technology and advances in implications when planning go-to-market strategies eCommerce mean that the way we shop for products and or when optimising shopping marketing programmes. services is also evolving. Technology has created a digital retail landscape that is unrestricted by geography and the In this paper, we will look at five changes we’re experiencing in normal dynamics of bricks and mortar stores. the world of retail, consider why they are happening and reflect on how Ipsos is adapting to the situation. Find all of this in the Physical stores are also changing as they not only integrate sections listed below based around the key themes. technology in-store but better connect with the digital world to increasingly deliver a seamless omnichannel offering. 1 Complexity of choice and decision-making shortcuts 2 The effect of pre-store preferences 3 The digital revolution 4 Disruptive eCommerce models 5 Omnichannel: merging the physical and digital 2 IPSOS VIEWS | THE EVOLUTION OF SHOPPER BEHAVIOUR INCREASING COMPLEXITY OF CHOICE PROMOTES SHORTCUTS IN DECISION-MAKING Complexity of choice is an issue for shoppers buying environment, which is why shopping (both in store and online) everyday products. Continuous, ite