近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示，各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機，增加了線上購物的方便性，也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.
即時訊息替零售業者（或品牌）與它們的消費者開啟了新的溝通管道。根據Facebook，在美妝零售業者Sephora開始透過Messenger提供預約服務後，它的店內美容預約成長11%。而Whole Foods是另一個快速跟上Messenger使用潮流的零售業者。去年夏天它發行了食譜聊天機器人，消費者只要在Facebook Messenger輸入食材或料理類型，就能夠得到主廚機器人的建議，讓消費者隨時隨地都能輕易發掘食譜。
Chat is opening up new channels of communication between retailers (or brands) and their customers. According to Facebook, after Sephora, the beauty products retailer, launched its appointment schedule service via Messenger, its in-store makeover bookings increased by 11%. Whole Foods was another retailer quick to pick up on the use of Messenger. In summer last year, it launched a recipe chatbot, where shoppers could get recommendations from a robot chef through Facebook Messenger, by texting ingredients or cuisine type, to inspire shoppers anywhere, anytime and make recipe-discovery easy.
益普索在市場研究及消費者洞察的專業已經是全球知名領先者，在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化，以及未來的發展趨勢。We are known throughout the world for being a leader on market research and customer insight. To celebrate our 40 years in the industry, this four-part blog series looks at how the retail landscape has changed – and what the future has in store.
一股不可忽視的經濟模式： 宅經濟商機（Stay-at-Home Economy）
越來越成熟的雲端技術，不僅形成新的購物行為，也影響了人們舊有的工作模式。在家工作即是很明顯的例子，現今人們在家中也能輕易創業。隨著「宅經濟」的興起，企業需針對新的改變做出因應，至於該如何調整出適當的行銷策略，行於前端的市場研究扮演著相當關鍵的角色。以下我們將探討，在不同的「宅經濟」環境下，該如何應用不同的市場調查，協助企業調整策略。Internet technologies have not only formed the online shopping behavior, but also changed the way people do their work. “Working at home” is a good example of the impact of the Internet.
Moreover, companies need to respond to the consumer behavioral change resulting from the stay-at-home economy. The front-line market research plays an important role here. We purpose 4 key observations, to help companies adjust their strategies under the trend of stay-at-home economy.
Ethnography was originally used as a method to understand tribes or cultures in distant lands, now it helps our clients identify previously unseen opportunities through looking at people’s worlds in a new way, through putting behaviour at the heart of our investigation.