消費者購物行為的改變

品牌必須在重要的時刻與消費者建立關係。Brands need to connect with shoppers in the moments that matter most.

消費者購物行為的改變

數位化科技不斷地推陳出新,電子商務持續的發展意味著我們的購物方式也不斷地在改變。科技創造了一個不受地理環境或實體商店影響的數位化購物情境。實體商店也在改變,不僅僅是在店內整合了科技也與數位化情境串連,以利於提供全通路的體驗。因此,我們需要了解這些變化以及在規劃市場策略或優化購物策略中所面臨的問題。這篇白皮書裡探討五個我們正面臨的改變,並了解這些改變背後的原因和益普索如何運用五個不同的方法來因應變化。
1. 增加抉擇的複雜性來推動決策捷徑
2. 購物前的品牌偏好是影響購買的主要因素
3. 數位化革命正改變消費者行為
4. 具顛覆性的新型態電子商務每天都在改變
5. 全通路購物整合了實體商店與數位化環境
Continued developments in digital technology and advances in e-commerce mean that the way we shop for products and services is also evolving. Technology has created a digital retail landscape that is unrestricted by geography and the normal dynamics of bricks and mortar stores. Physical stores are also changing as they not only integrate technology in-store but better connect with the digital world to increasingly deliver a seamless omnichannel offering. As a result, we need to understand these changes and their implications when planning go-to-market strategies or optimising shopping marketing programmes. In this white paper we will look at five changes we’re experiencing, look at why it’s happening and reflect on how Ipsos is adapting to the situation in five distinct sections:
1. Increasing complexity of choice promotes shortcuts in decision making
2. Pre-store preferences are a huge factor shaping purchases 
3. The digital revolution is reinventing shopper behaviour  
4. New disruptive e-commerce models evolve everyday
5. Omnichannel brings together the physical and digital worlds