2023年全球消费者指南（英）

2023

GlobalGuidetoConsumersPOST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTABLE

OFCONTENTS03EXECUTIVESUMMARY04FROMSCROLLINGTO

SCRUTINY:

WHYSHOPPERSAREINCREASINGLY

SELECTIVE-THELASTINGIMPACTS

OFTHEPANDEMIC-THENEWIMPACTS

OFINFLATION-THEAPPEALOFTHESTORE

BRAND14OMNICHANNELEXCELLENCEREQUIRED:WHYSHOPPERSRELY

ONDIGITAL

EVERYWHERE-THE2023SHOPPINGJOURNEY-THEGROWTHOFDIGITAL

SCREENS-THEIMPORTANCE

OFPRODUCTCONTENT18ABOUTSALSIFY19METHODOLOGYEXECUTIVE

SUMMARYDuringthepandemic,consumersgrewaccustomedtotheconvenienceofonlineshoppingandsame-daydelivery—evenwhilefacinglimitedproductavailability.

Today,

aspricesrise,theirserviceexpectationsremainthesame,butthey’recoupledwithnewscrutinyforthevalueofbrand-nameproducts.At

thesametime,corporatebudgetsarealsounderscrutiny.

It’s

nolongerenoughtomakeproductinformationavailableandcompelling.Instead,brandsandretailersmustengageshoppersfromdiscoverythroughpurchasetowinsalesandcustomerloyalty—allwhilemaintainingasustainableprofit.It’s

acrucialtimetodemonstrateproductqualityonline.Customersincreasinglyresearchbrandsandtheirproductsacrossarangeoftouchpoints,whichiswhythedigitalexperienceisamajorfactorinbuildingcustomerloyalty,

evenduringin-storeshopping.Successfulcommercein2023willbalancecurrentconsumerdemandswiththerealitiesofthesupplychain,margin,andoperatingcosts.Salsifysurveyedmorethan6,000

consumersaroundtheworldtohelpyouunderstandwhichproductpageelementsandchannelstoprioritizetostayprofitableandgrowyourbusinessthisyear.3POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHELASTINGIMPACTS

OFTHEPANDEMICFifty-fourpercentofallconsumerssaytheirshoppinghabitstodayaredifferentcomparedtothewaytheyshoppedpre-pandemic,withthemajorityoftheconsumersnowshoppingonlinemoreoften.FROMSCROLLINGTO

SCRUTINY:HowShoppingHabitsHaveChangedSincethePandemicIshoponlinemore68%WHYSHOPPERSARE

INCREASINGLYSELECTIVEIbuyonlineandpickupinstore25%20%Ionlychangedtemporarilytoavoidin-storeshoppingIshoponlinelessandmoreinstore16%Deliveryspeedandflexibilityplayanimportantroleinwhereconsumerschoosetoshoponline.Forexample,aquarterofconsumerswhoadjustedtheirshoppingbehaviorsincethepandemicnowuseabuyonline,pickupinstore(BOPIS)option.It’s

clearthatconsumersareincreasinglylookingforconvenientwaystobuy—sometimesevenmorethanlowpricesorloyaltyprograms.Theglobaleconomicoutlookisbleak:TheInternationalMonetaryFundforecastedonlya2.7%

growthrateanda6.5%inflationratefor2023,andrisingpricesareimpactingconsumerbehavior.

Shopperswhowentonlinetobuyduringthepandemicnowrelyonthedigitalshelftofindthebestdeals.Ifbrandsandretailerswanttowinsalesinthecomingyear,

theymustprovidethebestonlineexperienceandprovethequalityoftheirproducts.WhatMatterstoConsumersWhenChoosingWheretoShopOnlineDeliveryspeedandflexibility68%85%62%Low

pricesProductselectionLoyaltyprograms46%11%Abilitytocustomizeproducts5%4POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHENEWIMPACTS

OFINFLATIONBy

August2022,

consumers

were

already

seeing

and

feeling

theimpactofhigherpricesandlowerinventory.

Sixty-fourpercentofshopperssaidthey’dseenout-of-stockitemswhileshopping,and62%saidsomeproductswerealreadytooexpensiveforthemtopurchase.Ninety-sixpercentofconsumerssaythatrisingcostsinfluencehowtheyshopinseveralways.Forexample,inthelatterhalfof2022,68%ofshopperscomparedpricesacrossseveralretailers,and52%checkedfordigitalcouponcodes.Inadditiontothesetactics,51%ofshopperssaidthey’respendingmoretimeresearchingproductsandprioritizingaproduct’squalitywhenmakingtheirselection.WhileShoppingintheLast

3Months:HowRisingCostsHaveImpactedHowConsumersShopI’mlookingfordiscountsorfreedelivery73%71%64%

of

shoppers64%saiditemswereI’mbuyinglessordelayinglargepurchasesoutofstockI’mresearchingmoreandprioritizingproductquality51%I’mbuyingstore-brandproducts17%62%

of

shoppers62%saiditemsweretooexpensive96%

of

consumers

saythat96%risingcostsinfluencehowtheyshopinseveralways5POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHEAPPEALOFTHESTORE

BRANDConsumersequatesomecostsavingswithstore-brandorprivate-labelproducts,with63%choosingprivatelabelsbecauseoftheirlowprices.Shoppersarealsowillingtobuythestore-brandproductinmostcategories,socommoditieslikegroceriesandcleaningsuppliesbrandnamesareoftenthemostvulnerabletobeingreplaced.63%

of

shoppers

chooseprivatelabelsbecauseoftheirlowprices63%THE

APPEAL

OF

THESTORE

BRAND4%GROCERIES15%96%

of

consumersbuy

store-brandGroceries54%27%When

Do

Consumers

BuyStore-Brand

Groceries?when

thebrand

nameistooexpensiveallthetimewhen

thebrand

nameisout

of

stocknever7POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHE

APPEAL

OF

THESTORE

BRAND8%HOUSEHOLDANDCLEANINGPRODUCTS19%92%

of

consumersbuy

store-brandhousehold

and48%When

Do

Consumers

BuyStore-Brand

Household

andCleaning

Products?cleaning

productswhen

thebrand

nameistooexpensiveallthetime25%when

thebrand

nameisout

of

stocknever8POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHE

APPEAL

OF

THESTORE

BRAND18%CLOTHING82%

of

consumersbuy

store-brandclothing45%18%When

Do

Consumers

BuyStore-Brand

Clothing?when

thebrand

nameistooexpensiveallthetimewhen

thebrand

nameisout

of

stock19%never9POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHE

APPEAL

OF

THESTORE

BRAND20%COSMETICSANDPERSONALCAREPRODUCTS80%

of

consumersbuy

store-brandcosmetics

andpersonal

careproducts44%16%When

Do

Consumers

BuyStore-Brand

Cosmetics

andPersonal

Care

Products?when

thebrand

nameistooexpensiveallthetimewhen

thebrand

nameisout

of

stock20%never10POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHE

APPEAL

OF

THESTORE

BRANDTOYS

ANDGAMES29%71%

of

consumersbuy

store-brandtoys

and

games38%When

Do

Consumers

BuyStore-Brand

Toys

and

Games?when

thebrand

nameistooexpensive19%allthetimewhen

thebrand

nameisout

of

stock25%never11POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHE

APPEAL

OF

THESTORE

BRANDELECTRONICS31%69%

of

consumersbuy

store-brandelectronics36%When

Do

Consumers

BuyStore-Brand

Electronics?when

thebrand

nameistooexpensiveallthetime16%when

thebrand

nameisout

of

stock17%never12POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHEPRESSUREISONBRANDSANDRETAILERS

TOCOMMUNICATE

PRODUCTVALUE

ONLINE.WhatKeeps

ConsumersLoyal

toBrandsTheyLove62%

of

shoppersProductqualitysaytheyresearcha81%62%company’s

reputationOnlineshoppingexperience55%46%forproductqualitybeforetheyconsiderbuyingfromthemDiscountsorloyaltycouponsIn-storeshoppingexperience39%Productinnovationandselection32%27%43%

of

shoppers

sayEthicalstandardsandvaluestheyinvestigatethe43%company’s

reputationforEngagingmobileapporinteractivetools18%goodcustomerservice,on-timedelivery,

andattentivestaffbeforetheyconsiderbuyingfromthemShoppersareloyaltobrandsthatdeliverthebestproductqualityandonlineexperience—evenmorethanbrandswithgooddiscountsandproductselection.Asshopperslookmorecloselyattheirbudgets,theywanttobeconfidentthey’rebuyingsomethingthatwilllast.Andtrustworthy,

convenientproductexperienceshelpdeliverthatconfidence.13POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSOMNICHANNELEXCELLENCEREQUIRED:WHYSHOPPERSRELY

ONDIGITAL

EVERYWHEREFromdiscoverytopurchase,consumersarereliantonthedigitalshelfevenwhenshoppinginstore.To

winsalesandkeepbuyersfromreturningproducts,brandsandretailersneedtohavethemostrelevantdetailsontheproductpage.THE2023SHOPPINGJOURNEYWhereShoppersAreMostLikelyTo

BuyWhilesomeconsumersarereturningtoin-personshoppingin2023,theirbuyingjourneywilllikelybeginandendwithadigitaltouchpoint.Top

5

Ways

Consumers

Find

New

ProductsInStore68%68%1.

Social

mediaOnaretailsite2.

Shopping

apps3.

Browsing

in

store4.

Search

engine38%OnaretailappThroughdrive-upservices35%28%5.

Catalogs

or

brochuresOnabrand’sownsiteConsumersusedigitaltouchpointswhencomparingproductstoo.Just17%ofconsumerssaytheyuseabrand’s

ownsitetoresearchandcompareproductsbeforebuying,soit’s

criticaltohavethebestproductinformationandimagesonmultipledigitalchannelstoeffectivelyinfluencesales.Throughasearchengine24%Themodernconsumershoppingjourneyincludesmultiplechannelsateverystageofconsideration.To

winsales,brandsandretailersmustanticipateshoppers’behaviorandgivethemadequateandcompellinginformationacrossavarietyofchannels.Top

5

Ways

Consumers

Research

Products1.

Amazon2.

In

store3.

Search

engine4.

Retailer

site5.

Retailer

appDespitetheimportanceofdigitaltouchpoints,shoppersarejustaslikelytobuyinaphysicalstoreastheyaretomakethefinalpurchaseonaretailer’swebsite.15POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSSocialMediaShopping2%THEGROWTH

OFDIGITAL

SCREENS14%Digitaltouchpointsarepervasiveintheconsumershoppingjourney.

Thatevenappliestoin-storeshopping:Thirty-ninepercentofshopperssaidtheylookedupaproductonlinewhenshoppinginstore.Morethanathirdofshoppersfrequentlyorderedonlineandpickeditemsupintheneareststore.To

keeppacewiththeseshoppinghabits,brandsandretailersneedwaystoshareup-to-dateinventoryinformationwithshoppers.35%42%

boughtdirectlythroughsocial

mediaIn-StoreShoppingHabitsLooked

upa38%49%productonlinePickedupsomethingI35%orderedonlineARorVRShoppingCheckedpricesonadigitalkiosk16%12%9%5%Scannedaproduct’sQRcodeformoreinformation15%35%Useddigitalshelflabeling25%

usedAR

or

VRtoshopConsumerscontinuedbuyingdirectlyonsocialmedia,butalsotriedsomenewchannelsin2022.Twenty-five

percentofallconsumerssaidtheyshoppedusingaugmentedreality(AR)orvirtualreality(VR)shoppingtoolsinthelastsixmonths.Thesechannelsmattermosttoconsumersundertheageof45.Age18–29Age30–44Age45–5945%Age60andover16POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSTHEIMPORTANCE

OFPRODUCTCONTENTWhyConsumersReturn

ProductsTheyBoughtOnlineByprovidingaccurateandcompellingproductinformation,brandsandretailerscanpersuadeshopperstobuy.

Morethanhalfofallconsumerssaidtheywouldn’tbuyaproductwithbadproductcontentthatdoesn’tincludeenoughinformationorincludeslow-qualityproductimages.Strongproductcontentissoimportantthatshoppersaremorelikelytopurchaseproductsfromunfamiliarbrandsorthosewithbadreputationsthanthosewithmissinginformation.Wrong

size,clothingfit,orproductdimensions54%Productdidnotmatchimages39%Damageorpoorcondition38%WhyConsumersWouldn’t

BuyaProductOnlineChangedmymind26%25%Badproduct55%contentDeliverywastooslow54%BadproductreviewsBoughtseveralitemstotry,intendingtoreturnsome20%Unfamiliarordisreputablebrand32%ConcernsofcounterfeitproductsAmidtoday’s

commercelandscape,completeandaccessibleproductcontentcanbethedifferencebetweenaloyalcustomerandamissedsale.Asmoreshoppersturntoonlineresearch—scrutinizingaproduct’squalityandabrand’s

reputationacrossdozensofdigitaltouchpointsbeforedecidingtospend—simplyshowingupisnolongerenough.26%25%DelayedoroutofstockInconsistentproductdatabetweenretailers20%Aproduct’sbestattributesmustbeclearandavailablefordiscerningcustomerstofind,understand,andconnectwith.To

stayprofitableandgrowsalesin2023,brandsandretailersneedtobestrategicaboutmaintainingthemostcompellingproductexperiencespossible.Similarly,

consumersoftenreturnproductsbecauseofinaccurateproductinformationormisleadingimages:Only14%ofshopperssaythey’vereturnedanitembecausetheychangedtheirmind,comparedto39%whoreturnedbecauseofinaccurateproductimages.17POST-PANDEMIC,

NEW

RECESSION:

2023

GLOBAL

GUIDE

TO

CONSUMERSABOUTSALSIFYSalsifyempowers

brands,retailers,

and

distributorsin

more

than100countries

worldwide

to

build

shopper-centric,frictionless,andmemorable

commerce

experiences.

These

experiences

help

increasebrandtrust,amplifyproductdifferentiation,

boostconversion

rates,grow

profit

margins,

and

speedtimeto

market.Learn

why

theworld’s

largest

brandslike

Mars,L’Oreal,

Coca-Cola,Bosch,

and

GSKand

retailers

and

dis