新冠肺炎顛覆了食品消費行為,品牌與零售業者如何讓顧客一再回流?

新冠肺炎顛覆了我們的食品消費行為和零售業者也爭先恐後地優化線上與線下服務。根據益普索 Ipsos最新的調查顯示,消費行為的不同、app設計上的瑕疵、零售通路商業模型與防疫措施的不一致,都代表著零售業者仍有改善空間。這也突顯了品牌可以透過強化消費者體驗以在不同通路上吸引並留住更多消費者。The coronavirus pandemic has disrupted food shopping and retailers are scrambling to improve their online and in-store models. But varied shopping behaviors, confusing app designs, and inconsistent retail models and safety measures, show that retailers have work to do, according to new Ipsos research. The research also reveals how brands can improve their customer experiences to capture and retain more shoppers across channels.

自新冠肺炎疫情爆發後以及根據益普索新型冠狀病毒消費者追蹤調查(Ipsos Coronavirus Consumer Tracker Survey) 指出,有6% 的受訪者提到他們嘗試了新的外送平台app6%則使用了從沒用過的生鮮雜貨外送app (grocery delivery apps)。此外,有15%的受訪者提及疫情讓他們更常使用預購和到店取貨的服務(Pre-order and pickup of groceries) 15%則使用了配送到府(home-delivery) 的服務。益普索專職使用者體驗的資深副總經理貝里克(Yana Beranek) 認為「現在由於疫情緣故促使了消費者轉向線上購物,面對這股行為的轉變趨勢零售業者能藉機帶動消費者到線上購物。」在新的服務中,最讓民眾備感困惑的是生鮮雜貨平台app尚未訂定出一套該如何運作的標準作業流程。就消費者而言他們面臨了產品與品牌的氾濫,但最終仍將選擇一個更容易上手且淺顯易懂的app
 
對於零售商和品牌來說,必須採用全通路體驗的執行策略來滿足所有需求並讓購物變得更為直覺、快速、顯淺易懂及安全。從更長遠的角度來看,可以藉此提高贏得消費者信賴的機會。
 
Since the COVID-19 crisis began, 6% of people say they’ve tried new food delivery apps and 6% have tried grocery delivery apps that they had never used before, per the Ipsos Coronavirus Consumer Tracker survey. Survey respondents also report doing more pre-order and pickup of groceries (15%) and home delivery of groceries (15%) due to the COVID-19 crisis. "Right now, shoppers are considering online grocery services due to the pandemic, so retailers have an opportunity to convert customers to digital,” says Yana Beranek, an Ipsos senior vice president-UX. “As a new offering, there aren’t yet clearly defined design patterns for how grocery apps should work, and it can be confusing. Since users have a lot of choices, ultimately, they will often choose the shopping app that is quick, intuitive and easy.”
 
For retailers and brands to satisfy all of these needs requires a multichannel user experience approach to make shopping intuitive, quick, easy and safe. By doing so, they can improve their chances of winning over shoppers for the longer term.