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定義「手工」啤酒
面對它風靡市場的情勢，大一點的品牌迅速反應，收購較小的啤酒製造商，然後發行自己的「手工」產品。較小的製造商因此開始質疑，如果大品牌有能力生產「手工」啤酒，那「手工」啤酒到底是什麼？它對整個產業的意義又是什麼？Bigger brands are reacting swiftly, buying up smaller breweries and launching their own ‘craft’ products. But it’s driving smaller producers to question; if large brands have the capability to create ‘craft’ beer, what actually is ‘craft’ beer, and what does this mean for the industry as a whole?
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科技如何改變零售業的規則：對話式商務、即時訊息、聊天機器人
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. -
千禧世代和社會品牌感知的影響
Ipsos SMX最近另外針對542名千禧世代消費者進行的一次調查研究中，四分之三的消費者稱他們在社群媒體上關注官方品牌或公司的頁面。其中，在最近有在線上發現了新的品牌或產品的消費者中，有78％的人表示他們是透過社群媒體網站發現新品牌或產品的，這一比例顯著高於零售網站、論壇、部落客或搜尋引擎。85％的消費者說如果他們最好的朋友在社群媒體上推薦的話，他們「肯定」或「可能」會購買某個產品。
In a recent Ipsos SMX study conducted with 542 millennial consumers, 3 out of 4 reported following official brand or company pages on social media. Of those who have recently discovered a new brand or product online, 78% say they use social media sites as a typical means of discovery, significantly higher than retail sites, forums/blogs or search engines.
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提供消費者良好購物旅程的四個步驟
為了提供消費者更好的消費旅程，首先要了解消費旅程的重要性。在嚴苛的現實中，有三分之二的消費者，不會在一個會讓他們消費旅程中遇到困難的消費環境裡購物。這是個不容小覷的數字，不過幸運的是，我們有四個簡單的步驟來幫助您提供消費者更有效的消費旅程。
To create a better customer journey, you must first understand its importance. The stark reality is that two thirds of customers are less likely to shop in a retail environment if they have problems with their shopping experience. With the high street still hugely competitive, that is one figure that should be taken seriously. However, the good news is that there are four simple steps to help you when it comes to assisting your customers more effectively. -
零售商40年成長回顧及未來趨勢
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.