洞悉智能零售.pdf

$gs1hk.org kpmg.com/cnIn association withTapping into Smart Retail A survey of CEOs and Consumers in the Greater Bay Area Third editionContents6Embracing smart retail across the Greater Bay AreaEmerging platforms complement existing market leadersEnhancing customer experience: challenges and opportunitiesUsing social media to drive engagement and sales Executive summary4About the survey218263440Building consumer confidence and trustThe future state: Embracing today’s smart consumersDelivery and logistics: tackling the complexity of omni-channel4450© 2018 KPMG Huazhen LLP — a People’s Republic of China partnership, KPMG Advisory (China) Limited — a wholly foreign owned enterprise in China, and KPMG — a Hong Kong partnership, are member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. GS1 Hong Kong is the local chapter of GS1®, a not-for-profit, standards orgnaisation. GS1 is a registered trademark of GS1 AISBL.PageCase StudiesNavigating omni-channel in Hong Kong’s retail landscape 15Harnessing technology to aid rapid expansion in China 16Reaching Hong Kong’s millenials by living your purpose 25Pop up stores: levelling the playing field 32Building brand loyalty, both online and offline 33For e-wallet users, an e-loyalty program 38Bridging the O2O gap in China 39For logistics, omni-channel means enhanced 47 online and offline support Making logistics more sustainable – a win-win for brands 48Logistics solutions to match China’s e-commerce boom 49© 2018 KPMG Huazhen LLP — a People’s Republic of China partnership, KPMG Advisory (China) Limited — a wholly foreign owned enterprise in China, and KPMG — a Hong Kong partnership, are member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. GS1 Hong Kong is the local chapter of GS1®, a not-for-profit, standards orgnaisation. GS1 is a registered trademark of GS1 AISBL.1Tapping into Smart Retail About the survey:KPMG China and GS1 Hong Kong commissioned YouGov to conduct two surveys.The first was a survey of 1,400 consumers* in ten cities across the Greater Bay Area**.The aim was to understand Greater Bay Area consumers’ level of self-identification as ‘smart consumers’ and their attitudes towards using ‘smart’ platforms and payment methods to make purchases. Furthermore, the survey aims to understand current challenges to wider ‘smart retail’ adoption and the benefits that advanced technology could bring to consumers. The findings strive to pinpoint opportunities for Greater Bay Area retailers to improve their e-commerce and omni-channel businesses. The data was collected from 22 to 25 October 2018.The second was a survey of 286 CEOs in Hong Kong to better understand their views on the challenges and opportunities in adopting ‘smart retail’ and omni-channel business models. It also examined the development of more customer-centric approaches, corporate growth strategies and the latest trends in leveraging digital technology. The data was collected from 30 July to 24 September 2018. Notes:* Includes 500 consumers in Hong Kong and 100 consumers in each of nine cities in mainland China: Shenzhen, Guangzhou, Zhuhai, Foshan, Jiangmen, Zhaoqing, Huizhou, Dongguan, and Zhongshan.**Greater Bay Area figures include Hong Kong and the nine mainland China cities listed above. Data for Macau consumers is not available due to insufficient sample size.© 2018 KPMG Huazhen LLP — a People’s Republic of China partnership, KPMG Advisory (China) Limited — a wholly foreign owned enterprise in China, and KPMG — a Hong Kong partnership, are member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. GS1 Hong Kong is the local chapter of GS1®, a not-for-profit, standards orgnaisation. GS1 is a registered trademark of GS1 AISBL.2Tapping into Smart Retail © 2018 KPMG Huazhen LLP — a People’s Republic of China partnership, KPMG Advisory (China) Limited — a wholly foreign owned enterprise in China, and KPMG — a Hong Kong partnership, are member firms of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. GS1 Hong Kong is the local chapter of GS1®, a not-for-profit, standards orgnaisation. GS1 is a registered trademark of GS1 AISBL.3Tapping into Smart Retail One of the world’s great smart consumer markets is taking shape in south China. Across the Greater Bay Area (GBA) – a region of 70 million people consisting of Hong Kong, Macau, Guangzhou, Shenzhen and seven other cities of the Pearl River Delta – consumers are increasingly using mobile devices for all their shopping needs. Online, they buy goods through platforms such as Alibaba or JD.com. Offline, they pay using digi...