亞馬遜的發(fā)展勢頭和零售商的機遇

1、CONTENTSIntroductionPandemic conquers reservations about AmazonShoppers see Amazon as a force for goodShipping stands out more than everOther Amazon benefits dwindle in importanceLocal retailers win shoppers heartsnot their dollarsAge Makes a DifferenceHoliday Delays Give Retailers a Shot Against Am

2、azon in 202110A Checklist for Success in an Uncertain WorldFocus on fulfillment Design fulfillment options that create competitive advantageTest checkout flows, and test againUse authentic content to set offerings apartPromote sustainability to win high lifetime value audiences12Conclusion: Retailer

3、s Must Counteract Scale with Agility in 202112Audience DemographicsStronger than Ever: Amazons Momentum and Retailers Moment of OpportunityWhen the COVID-19 pandemic upended the retail industry a year ago, consumers began relyingon Amazon more than ever. This shift has significant ramifications for

4、retailers across the industry.Usage of Amazon has soared, thanks to fast, free shipping and Prime. Four in 10 consumers now buy the majority of their goods on the sitegrowth of 83% since the pandemic began, with twice as many shoppers age 45 and older now relying on the site as a lifeline. The top r

5、easons for using the site are Fast, free shipping (73%), I am an Amazon Prime member (67%) and easy and convenient purchase process (58%)Sentiment surrounding Amazon has grown more positive. The majority of shoppers (52%) now believe Amazon has a positive impact on retail, versus 45% a year ago, whi

6、le more than a third of shoppers, 36%, now believe the company is good for the environmentan increase of 36% year over year. Younger shoppers and those earning$75,000 per year or more arent as enthusiastic, with 3 in 10 in each cohort saying Amazon is damaging the planet.Local retailers win hearts,

7、not dollars. More than 95% of consumers believe they should support independant retailers in the wake of COVID-19. Given a choice, however, most buy from Amazon instead, citing higher product prices, shipping costs, and potential delivery delays as the top reasons.Diversified fulfillment leads the l

8、ist of priorities for retailers in order to compete. Sellers can counteract Amazons scale and efficiency with light-footed agility to meet consumers expectations for last mile delivery.3Stronger than Ever: Amazons Momentum and Retailers Moment of OpportunityIntroductionMETHODOLOGYUsing SurveyMonkey,

9、 Convey asked 1,100 consumers 15 questions about Amazon, their shopping behaviors and priorities, and their experiences during the 2020 holiday season.When the COVID-19 pandemic upended the retail industry a year ago, even the mighty Amazon was tested. As shutdown orders temporarily shuttered stores

10、 and consumers hunkered down at home, HYPERLINK /2020/04/05/technology/coronavirus-amazon-workers.html orders for essentials HYPERLINK /2020/04/05/technology/coronavirus-amazon-workers.html such as groceries surged 50-fold, and Amazon struggled to keep pace with the new demand. After rushing to make

11、 thousands of hires for its fulfillment and warehouse networks and prioritizing shipments of essential goods like hand sanitizer, Amazon regained its stride.Prime Daythe sales event for members of Amazons free-shipping subscription service, usually held in July was postponed. But the new October tim

12、eframe turned out to be a blessing in disguise, as it served as an early kickoff for the holiday shopping season, which reaped record gains for eCommerce that in turn helped the retail industry HYPERLINK /media-center/press-releases/nrf-says-2020-holiday-sales-grew-83-percent-despite-pandemic end a

13、difficult year on a high note.Prior to the pandemic, a separate Convey consumer survey had revealed that although shoppers relied on Amazon, their attitudes were decidedly ambivalent. Given Amazons central role in retail in 2020, we wanted tofind out whether consumers now regarded the company more f

14、avorablyand whether their shopping habits had changed.Our survey of shoppers found that usage and positive perceptions of Amazon are at an all-time highand that although consumers recognize the plight of localbusinesses following the COVID-19 crisis, theyre likely to keep buying from Amazon anyway.E

15、ven with Amazon casting a large shadow, the survey results uncover plenty of room for retailers of all sizes to thrive. With shoppers support of Amazon almost solely based on its efficient, fast, and free delivery operation, theres plenty of opportunity for other brands to differentiate themselves a

16、nd thrive.4Stronger than Ever: Amazons Momentum and Retailers Moment of OpportunityPandemic conquers reservations about AmazonGiven its central role in 2020 retail, its no surprise that usage of Amazon is up significantly. More than 4 in 10 consumers now say they buy at least half of their goods and

17、 products on Amazonup 83% since the start of the pandemic.The growth comes primarily from consumers 45 and older, whose heightened COVID-19 risk caused them to opt for new modes of shopping for everythingFeelings about Amazons Impact on the Environment 2020 2021from groceries to home dcor. The perce

18、ntage of older shoppers using Amazon for at least half their purchases grew 102% since before the pandemic, with more than 1 in 10 now buying three quarters of their goods or more on the site.Reliance on Amazon for the majority of purchases is even higher among those who identify as heavy online use

19、rs. For example, the third of survey respondents who shopped exclusively online during the holidays purchase more than half their goods on Amazon at a substantially higher rate than average57%, which is 39% higher than respondents overall.Very or Somewhat NegativeNeutralVery or Somewhat Positive26.6

20、%19.9%6.4%235.9%47.1%44.2%20%30%40%50%50%40%30%20%10%23.7%19.9%31.3%28.6%45.1%51.5%Feelings about Amazons Impact on Retail Industry 2020 20215Very or Somewhat NegativeNeutralVery or Somewhat PositiveStronger than Ever: Amazons Momentum and Retailers Moment of OpportunityShoppers see Amazon as a forc

21、e for goodPerhaps because so many shoppers have relied on Amazon as a lifeline during lockdown, more than half (52%) now believe the company has a somewhat or very positive impact on retail, a 14% shift. When it comes to the environment, sentiment has shifted positively even more steeply, with 36% s

22、aying Amazon is having a somewhat or very positive impactup 36% since the onset of the pandemic.52% of respondents now believe Amazon has a somewhat or very positive impact on the retail industry, a 14% increase.Fewer than 1 in 5 shoppers believe Amazon has a somewhat or negative impact on either th

23、e retail industry or the environment. Even among those respondents, Amazon dominates shopping behavior now more than ever. Among those who believe Amazon is bad for the planet, 3 in 10 still buy at least half their goods on the site, as do a third of those who believe Amazon has had a negative impac

24、t on the retail industrya jump of 57% since before the pandemic.Younger shoppers continue to be more skeptical of Amazonand more likely to stick to their guns when it comes to buying habits.Just over a quarter of respondents ages 18 to 29 say Amazon is harmful to retail overall, an uptick of 4% in n

25、egative sentiment since the start of the pandemic. Among these shoppers, 26% do at least half their shopping on Amazon, 21% fewer than those in other age cohorts with concerns about the companys impact on retail and 37% lower than the survey average overall.The percentage of younger shoppers who believe Amazon is damaging to th