全渠道数据是CPG推动增长和忠诚度的关键

Navigating the complexityof the modern buyer’s journey AboutAUCTANE This research was conducted by Auctane, a family ofbrands offering shipping and logistics technologies.Auctane products serve businesses of all sizes allaround the world, from small businesses right throughto enterprise retailers. No matter the size, we helponline sellers around the world with their mailing, ship-ping and logistics needs. Each year, 3 billion orders areprocessed using Auctane products. Great shipping experiences leave a lasting impact.Today’s consumers want faster, cheaper, and moretransparent shipping practices, and they favor busi-nesses that rise to the occasion. We won’t rest untilevery company has the tools they need to delighttheir customers, whether down the street or acrossthe globe. Index About RetailEconomics Methodology03 04Introduction Retail Economics is an independent economicsresearch consultancy focused on the consumerand retail industry. We analyze the complex retaileconomic landscape and draw out actionableinsight for our clients. Leveraging our own pro-prietary retail data and applying rigorous eco-nomic analysis, we transform information intopoints of action. Key findings05 Section I07 Evolution of omnichannel: understanding complex customer journeysHow is technology driving omnichannel strategy?08 Section II 14 Our service provides unbiased research andanalysis on the key economic and social driversbehind the retail sector, helping to inform criti-cal business decisions and giving you a com-petitive edge through deeper insights. Pre-purchase: browsing, researching and discoveryAt the checkout: offering choice and the right optionsLast mile: in-flight parcel tracking and visibilityReturns: balancing cost and customer satisfactionPost-purchase and loyalty: addressing delivery pain points in the customer journey1518263037 Section III Towards unified customer journeys: success strategies in 202442 Unified commerce: the cornerstone of modern ecommerce43444645Generative AI in 2024: from excitement to deploymentOptimizing delivery and logistics for omnichannelHybrid retail: ecommerce growing physical footprint Report Authors:Richard Lim, CEOrichard.lim@retaileconomics.co.uk Josh Holmes, Sr Consultantjosh.holmes@retaileconomics.co.uk Conclusion47 Methodology Consumer and B2B surveys were undertakenin November 2023 and include answers froma sample of 8,000 nationally representativehouseholds and 800+ online sellers across theUS, UK, Canada, Australia, Germany, France,Italy and Spain. Participants 8,000+total Introduction ferentiation in a hyper-competitive arena.Success hinges on mastering an increas-ingly complex customer journey whereonline and offline intertwine, consumerloyalty is fluid, and expectations arounddeliveryhave reached new heights.Today’s consumers demand not only aseamless purchasing process but alsoswift, reliable delivery services and has-sle-free returns, showing little tolerancefor delays or complications. OurEcommerce Delivery BenchmarkReport 2024 explores the intricacies ofthese new customer journeys, empha-sising the importance of an omnichan-nel approach and the critical role ofdelivery and logistics. It aims to provideecommerce brands with insights andstrategies to create outstanding shop-per experiences, highlighting the needfor a frictionless journey that meets thehigh expectations of today’s consumers. maintaining a multichannel presence;theyencapsulate the creation of aseamless, integrated shopping experi-ence that aligns with the modern con-sumer's demand for convenience andpersonalisation. Entering 2024, the retail sector breathesa sigh of cautious optimism after recentyears of upheaval. Inflation has retreated,marking a reprieve from the acute pres-sureson household budgets withouttriggeringsignificant spikes in unem-ployment. Yet, this recovery treads adelicate path: interest rates remain ele-vated, geopolitical tensions simmer, andthe economic outlook remains fragile. Artificial Intelligence (AI) and emergingtechnologies are key drivers in revolu-tionizingthe customer journey.Frompersonalizedshopping recommenda-tions to chatbots that enhance customerservice, AI will reshape how ecommercebrandsinteract with their customers,ensuring more tailored experiences. Against this backdrop, the ecommercesector finds itself at yet another pivotaljuncture. Now a matured industry, retailbrands face an intensified battle for dif- Central to navigating this landscape isthe adoption of omnichannel strate-gies. These strategies extend beyond Insights within this report are crucial for retailers and ecommerce brandsto better understand and navigate customer journeys over 2024 and beyond. The report is divided into three main sections: Customer journeys anddelivery trends in 2024:Delves into the nuances ofconsumer preferences andbehaviors throughout the entirecustomer journey. Success strategies: Evolution of omnichannel: The final section outlineskey strateg