FILTER

Topic / Industry

Region

Content Type

Topic / Industry

Region

Content Type

Showing 1 - 32 of 79 documents
ARTICLE

UK Future-Proofing From Brexit and Shocks

Brexit perpetuates uncertainty, dampening UK economic growth A No-Deal Brexit scenario (run on Q1 2018) points to further economic slowdown in 2018, whereby the UK is unable to find agreement with the EU, and trade relations revert to the WTO as default.  This scenario has a high probability of 40-50% over the next two years. […]
VIDEO
ARTICLE
ARTICLE

消费者:日益增长的体验式消费需求

当下消费者不仅重视产品或服务的功能利益,更关注在购买与使用产品或服务过程中所获得的幸福感和心理需求。到2030年,旅游、休闲和食品服务等方面的支出预计将达到8.0万亿美元。体验式消费的趋势正影响着各个行业,从餐饮服务的就餐体验的价值,零售行业的购物体验的重要性,到消费者假日体验时的优先考虑点。奋战在一线上的零售商与餐饮业企业正在努力应对这一趋势,将更多的重心放在消费者的体验层面,通过与消费者建立更亲密的互动,提供无缝性的购物环境,以及尝试线上线下产品个性化来提高销量和利润率。 一个品牌如果只能能唤起消费者相对中立的反应,单纯而被动地被消费,会使它失去自身特点并弱化与同类品牌的差异化,从而沦落为竞争对手的牺牲品,最终导致品牌不相关性的风险。因此,今天,即使是像美容、个人护理和洗衣护理这样的日常用品,也进行了全面的体验式改造,而这要归功于产品的包装、原料和营销/社交媒体,即使是最常用的产品,也能唤起消费者的感觉。 像Radox这样的大众市场品牌正面临巨大的价格压力。在2016年,Radox在全球份额中损失了0.1%的份额,这就需要对其消费者进行全面的体验式升级,唤醒感官并提供一些无形的利益,比如创造积极的情绪。联合利华旗下的Persil品牌的“Dirt is Good”活动也融入体验式趋势。这项活动并没有把重点放在洗衣粉的技术属性和污渍的属性上,而是鼓励孩子们更加自由地体验和探索周围的世界,无论污泥是否会弄脏衣服。 为了跟上体验式消费需求的发展节奏,面向消费者的企业应关注以下几个方面: 社区意识 体验可以是排外的,也可以是包容的,例如对忠实会员提供独家体验的社区模式。万事达卡的无价之宝是这种商业模式的典型案例,它通过排他性体验增加自身对客户带来的价值,但进入门槛相对较低。 真实性 消费者越来越想要真实的、自然的和本土化的体验,拥抱不完美。在社交媒体时代,共情和同理心日趋重要,如果这一方面做的失败,无异于白送给竞争对手一个优势。就这一点而言,传统品牌表现得很好。 科学技术 科技将越来越多地在消费者与品牌的互动中发挥作用,无论是在购买过程中,还是在体验过程中,还是在与朋友和家人分享他们的故事/照片的过程中。这意味着体验甚至不需要真实的场景供消费者去享受和参与。 定制化 在一个比价为主的时代,提供更深入的参与,更高的投资回报和忠诚度是非常稀缺的。品牌与消费者间1对1独特关系应成为商家的圣经。Travelsify是一个在线酒店预订平台,它会根据34个不同维度对每个酒店进行排名,然后允许用户根据他们的心情或情绪状态选择酒店,而不是简单地从一个待选列表中进行选择。 品牌喜爱度 许多品牌正变得越来越有创意,在购买之前、期间和之后,通过提供增值的参与和体验来促进消费者品牌的爱。创建社会空间和提供课程的Sephora是一个著名的体验式零售商,这样做产生了很棒的效果。另一个例子则是Hurom,它是一个受消费者欢迎的韩国慢榨汁设备制造商。该公司开设了自己的果汁酒吧,让消费者在购买设备之前就可以提前品尝到果汁,使消费者克服对高价格的恐惧。Hurom在短短3年内在本国的销售额增长了58%。这个运营概念已经非常成功,目前公司业务已经扩展到泰国、印度尼西亚和越南市场。 体验品牌的过程能让消费者真正看到并感受到它所带来的好处。同时它还促使消费者相信品牌真正理解他们是谁,诉求是什么。企业如果成功地利用这一趋势,可以让品牌更有效地建立消费者忠诚度,在一个充满了新鲜选择的消费时代,这绝非易事。然而,体验式消费的风险也是很高的,失误可能会疏远那些非常惜时的消费者。
ARTICLE
WHITE PAPER
ARTICLE
ARTICLE
ARTICLE
VIDEO
ARTICLE
ARTICLE
ARTICLE

Manchester Terror Attack

On Monday 22 May 2017, there was a terrorist attack at a concert at the Manchester Arena that has left 22 people dead and 59 wounded including women and children, after a suicide bomber caused an explosion. Echoes of Paris The fatal attack on concert-goes bears a chilling resemblance to the November 2015 terror attacks […]
WHITE PAPER
VIDEO

The Future of Business Travel is Automated

Business travel is ripe for a shake-up, with low-cost carriers and short-term rentals already muscling in. Business travel has the potential to become highly automated, more so than leisure travel, because it is a more frequent activity, whereby brands can deliver and improve on the product and service thanks to big data and AI. […]
ARTICLE
ARTICLE

Euromonitor to Speak at ITB Berlin 2017

The disruptive changes of the political climate in the USA and post-Brexit Great Britain are influencing the development of tourism. Economic and exchange rate developments, travel restrictions, destination images – serious changes in the source and target markets are to be expected. In which direction will these developments go? How can negative effects on the […]
ARTICLE
ARTICLE
ARTICLE
WHITE PAPER
VIDEO

What does Brexit mean for Travel?

The UK’s decision to leave the EU has depreciated the pound, meaning inbound travelers will most likely flock to the UK to take advantage of cheap flights. However, outbound tourism is expected to plummet as UK visitors will likely experience a recession over the next couple of years. Watch on YouTube
ARTICLE
ARTICLE

Travel Industry Faces Terror, Challenges and Threats: Euromonitor to Partner with Skift Global Forum

Travel faces terror, challenges and threats Global travel and tourism demand has grown consistently over the past two decades and shows very little signs of slowing, having doubled in size. By 2020, it is expected that 1.5 billion international trips will be taken. Geopolitics, whether terrorism or political uncertainty, have led to a veritable rollercoaster […]
ARTICLE
ARTICLE

New Travel 2016 Edition – Key Insights

Euromonitor International is pleased to announce that the Travel 2016 edition is now live and available to access on Passport. The new research provides the latest data and insights into how the travel industry and its key categories – flows, travel modes, lodging, activities and booking – performed over 2015, with future expectations through to […]
VIDEO

Travel Industry Resilient in 2015

Euromonitor data shows that the travel industry is resilient, with international arrivals growing by 4 percent from 2014 to 2015 despite rising geopolitical tensions. In regional performance, Europe remains the largest travel destination worldwide. Short-term rentals are a standout category this year, driven by continued interest in the sharing economy.
ARTICLE
ARTICLE
ARTICLE
ARTICLE
VIDEO
SUBSCRIBE ME

REQUEST A DEMONSTRATION

Request a complimentary demonstration of our award-winning market research today.

© 2017 Euromonitor is privately owned & trademarked.