凯捷：智能商店—通过店内自动化重启零售商店( 36页)

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Smart Stores– Rebooting the retail store throughin-store automation

报告针对北美、欧洲和亚洲的5000多名消费者和500名零售行业高管展开了调查，并发现大多数（59%）之前曾经访问过自动化商店的消费者表示，与没有采用自动化技术的商店相比，他们更愿意到部署自动化技术的商店中购物，22-36岁群体中的这一比例高达67%。多数消费者认为，自动化有助于解决他们在店内消费的痛点，包括排长队等待结帐（66%消费者有此看法），难以找到产品的位置（60%消费者）以及产品缺货（56%消费者）。

Introduction

In our always-on world, consumer expectations in retail have skyrocketed. With the advent of sub- two-hour delivery, where consumers can search for a product, read the reviews, and then get it ordered and delivered within hours, shopping at a physical store can seem like a chore. In fact, in our past research on digital’s impact on retail, we found that consumers would rather wash dishes than go to a retail store.1 Today, consumers increasingly expect that efficient and engaging online experience to be replicated in-store.  

At the same time, retailers across the world are facing an onslaught from ecommerce players such as Amazon and Alibaba. We found that while large traditional retailers such as Walmart are fighting their ground by digitizing 

and automating their physical stores, only 40% of retailers consider automation a strategic imperative. With nearly half of consumers stating they would shift purchases from a non-automated store to a store with automated technologies if they have a positive experience, automation has become a real battleground. 

Fortunately, the technology exists to enhance the customer experience and make physical stores attractive destinations. Automation can help consumers meet whatever their needs are – getting in and out of a store quickly, discovering new and exciting products, or providing an enhanced interaction with a sales associate. It will also help traditional retailers to fight back and ensure they are not driven into irrelevance or obsolescence by the digital natives muscling in on their turf. The fact that our research shows that many retailers are lacking automation at scale means there is a real urgency to accelerate. 

This report explores four key themes: 

1. Why automation in retail stores appeals to consumers and what technologies they are most comfortable using in-store

2. The benefits that companies are reaping from automating retail stores 

3. Why in-store automation depends on winning customer trust and confidence 

4. How organizations should think about accelerating and scaling in-store automation.

To examine this topic, we launched an integrated global research study across 10 countries and two dimensions:

• The consumer view: We surveyed more than 5,000 consumers, with the majority of them having visited stores that use automation technologies. The aim was to build a richer understanding of what consumers want from automation.

• The business view: In addition to conducting one-on-one interviews with retail executives, we surveyed 500 of the industry’s executives across five sub-sectors – grocery, fashion/apparel, electronics, home improvement, and quick-service restaurants. The goal was to understand their perceptions of the benefits and challenges of implementing automation in stores.

In this research, we define automation technologies as the in-store use of robots, sensors, cameras, digital signage, electronic shelf labels, or mobile apps to help customers with questions and product information, make payments, enhance the quality of interactions with sales associates, and improve in-store operations such as replenishment, inventory, 

and facilities management. More details on the research methodology can be found in the appendix.

简介

在我们这个永远在线的世界中，消费者对零售的期望猛增。不到两个小时的送货出现了，消费者可以在其中搜索产品，阅读评论，然后在几个小时内订购并交付商品，在实体商店购物似乎很麻烦。实际上，在我们过去对数字化对零售业影响的研究中，我们发现消费者宁愿洗碗也不愿去零售店。1如今，消费者越来越希望在店内复制高效且引人入胜的在线体验。

同时，全世界的零售商都面临着来自亚马逊和阿里巴巴等电子商务公司的冲击。我们发现，虽然大型传统零售商（如沃尔玛）正在通过数字化为自己的土地奋斗

而且，为了实现实体店的自动化，只有40％的零售商将自动化视为战略要务。有近一半的消费者表示，如果他们有积极的经验，他们会将购物从非自动化商店转移到具有自动化技术的商店，自动化已成为真正的战场。

幸运的是，该技术可以增强客户体验并使实体店成为吸引人的目的地。自动化可以帮助消费者满足他们的任何需求-快速进出商店，发现令人兴奋的新产品或与销售人员进行更好的互动。它还将帮助传统零售商进行反击，并确保他们不会因混在草坪上的数字原住民而变得无关紧要或过时。我们的研究表明许多零售商都缺乏大规模自动化的事实，这意味着确实存在加速的紧迫性。

本报告探讨了四个关键主题：

1.零售商店中的自动化为何吸引消费者，以及他们在商店中使用哪种技术最舒适

2.公司从零售商店自动化中获得的收益

3.为什么店内自动化取决于赢得客户的信任和信心

4.组织应如何考虑加速和扩展店内自动化。

为了研究这个主题，我们在10个国家/地区和两个维度开展了一项综合的全球研究研究：

•消费者观点：我们调查了5,000多名消费者，其中大多数人访问了使用自动化技术的商店。目的是建立对消费者从自动化中获得的需求的更丰富的了解。

•业务视图：除了与零售业高管进行一对一访谈外，我们还对五个子行业的500位行业高管进行了调查，这些行业包括杂货店，时装/服装，电子产品，家居装饰和快餐店。目的是了解他们对在商店中实施自动化的好处和挑战的看法。

在这项研究中，我们将自动化技术定义为机器人，传感器，摄像头，数字标牌，电子货架标签或移动应用程序在店内使用，以帮助客户提出问题和产品信息，付款，提高与销售互动的质量合作伙伴，并改善店内运营，例如补货，库存，

和设施管理。有关研究方法的更多详细信息，请参见附录。