Consumers Expect The "Full Retail" Experience Of Consumption.

< p > April 8th, PWC released a report that consumers expect a "full retail" consumer experience.

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< p > PWC released the report entitled "realizing the full retail consumer expectations to promote the development of the future retail business mode". Its target audience covers over 15000 online consumers in 15 regions of the world's five continents, 900 of which are from China.

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< p > the report said that consumers have taken the multi-channel shopping as a matter of course. Retailers initially responded to the challenges brought by E-commerce by this way, but at present, an expensive mode with channel as the core has been developed: < a href= "//www.sjfzxm.com/news/ index_c.asp" > marketing < /a > procurement and supply chain teams are numerous and complicated, the income statement is excessively complex and isolated, the sources of sales channels adopt different accounting treatments and so on.

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< p > for this reason, PWC believes that retailers need to pcend channel thinking and put forward the concept of "full retail".

It has double meanings. First, all channels have a unified brand story. The two is to have a fully integrated background operation mode, with flexible and innovative technology.

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< p > according to the report, respondents in this survey set high standards for retailers, including advanced store technology, all-weather "ready to play" service awareness, enabling consumers to understand the inventory capabilities of individual stores in real time, and retailers ensuring that all stores maintain a consistent price and supply.

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< p > this way can bring the < a href= "//www.sjfzxm.com/news/index_c.asp" > digital experience < /a > into the real world, at the same time, it can provide a more comprehensive and personalized experience.

The "full retail" business mode requires a consistent excellence: the front end of a href= "//www.sjfzxm.com/news/index_c.asp", customer experience /a, and the backstage with cutting-edge technology.

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Wang Xiao P, PWC's retail and consumer goods industry partner, said that online shopping has become an increasingly important and indispensable behavior in people's lives. Consumers use many kinds of devices, but need to strengthen the consistency of experience when using various devices.

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< p > compared with the respondents in other regions, Chinese respondents showed more positive behavior in online shopping behavior.

76% of Chinese respondents buy online every week, and this figure is 26% worldwide.

In 2013, nearly 1/4 of Chinese respondents used mobile phones for online shopping, an increase of 60% over last year.

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< p > survey results show that over 90% of Chinese respondents and 55% of the global respondents have commented on their products or brand experience through social media.

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< p > "in terms of mobile Internet shopping experience, China can be said to be more advanced than anywhere else in the world, but few retailers have brought this digital experience into physical stores.

It is important to integrate e-business and O2O into the physical environment.

Retailers can use social media to enhance shopping experience and use data analysis to cultivate more loyal customers.

Li Kai Ting, chief partner of PWC digital consulting service in mainland China and Hongkong, said.

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