astound-2017年全球品牌研究报告（英文）-50页.pdf

merce
Global Brand
Research
2017
By Lauren Freedman | SVP Digital Strategy
merce | Q1 2017 | Page 1
Agenda I. The Methodology and Topline
II. Brand Manufacturer Website Research
III. Purchasing
IV. The Physical Store
V. Customer Service
VI. Social Media
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merce | Q1 2017 | Page 2
I. The Methodology and Topline
merce | Q1 2017 | Page 3
Survey Goals
Gain a clear understanding of the role of brand manufacturer shopping experiences across digital
and physical store channels while also exploring differences in behavior based on gender and age.
Explore essential brand manufacturer topics including:
§ Researching, website prompts, site experiences, sentiment and feature expectations (Q5-10)
§ Purchasing and respective performance (Q11-17)
§ The role of the brand manufacturer’s physical store (Q18-21)
§ Customer service and brand manufacturers (Q22-23)
§ Social media and brand manufacturers (Q24-25)
§ CPG research and purchasing patterns (Q26-30)
merce | Q1 2017 | Page 4
Survey Demographics
Combined Annual Household
§ A 30-question online survey of 1000 e Before Taxes
consumers who shop online and have
visited brand manufacturer websites $100,001+ 20%
in June, 2017
$75,001-$100,000 16%
§ 957 initially disqualified
$50,001-$75,000 18%
§ 50% Male/50% Female
§ 5 sets of 200-Age $35,001-$50,000 15%
demographic segments
$25,000-$35,000 13%
(18-24, 25-34, 35-44, 45-54, 55-70)
§ e as outlined Under $25,000 17%
0% 5% 10% 15% 20% 25%
merce | Q1 2017 | Page 5
The Topline
Brand manufacturer research Brand manufacturer purchasing
§ 58% of online shoppers visit 5+ brand manufacturer § Beyond web channel, physical stores see strongest usage with
websites (67% Millennials) social and mobile neck and neck; Millennials over-index on both
§ Social media (51%/64% Mille