Frictionless shopping in retail – Thematic Research

Over the last decade, consumer expectations of retailer’s ability to facilitate a quick, intuitive shopping journey have developed. The rapid growth of the online retail market has been largely driven by its ability to circumnavigate large swathes of the typical shopping experience, enabling shoppers to browse and purchase on-the-go or from the comfort of their own home. The “increasingly busy” lifestyle with which consumers often describe themselves as having, ridding as many hurdles in the shopping journey – or creating a “frictionless” experience – is becoming a vital point of differentiation for retailers worldwide. Frictionless shopping is therefore an unavoidable theme for retailers across all channels and countries. This report breaks down the seven fundamental topics within the theme, retail’s leaders and laggards in the sector, and provides an overview of relevant macroeconomic, technological and retail trends that retailers must be aware about to compete more thoroughly over the course of the next decade.

Scope

GlobalData breaks the frictionless shopping experience down to shopper journey type, by purchase frequency and channel, to describe how the seven major topics (ease of access, fulfilment, multichannel alignment, payment options, personalisation, positive friction security) impact consumers in a variety of scenarios. We investigate how the dominant technological, macroeconomical and retail trends are effecting frictionless shopping, and how they will go on to do so over the course of the next decade. The report goes on to profile international retailers with a significant focus on frictionless shopping, as well as provides analysis on relevant mergers, acquisitions and disruptors in the retail market.

Key Highlights

Frictionless shopping impacts each shopper journey differently, with broad differences between offline and online as well as infrequent and frequent purchases.

Better awareness of the security of customer data is vital for retailers with large online operations, as post-GDPR regulations will continue to focus on customer protection preservation.

Retailers must offer multiple payment options for shoppers as the range of payment possibilities diversifies

The success of e-tail giant Amazon has largely been based on its deference to frictionless shopping, commonly leading the way on issues such as fulfilment speed , payment options and ease of access.

Reasons to buy

Break down the complexity of frictionless shopping into relevant topics for your speicific business, so you can create a more dynamic and effective strategy to keep customers.

Understand the history of fricitonless shopping and how it continues to develop today, allowing you to grasp a wider view of changes in consumer behaviour and how it will impact your markets.

Explore how technological trends (such as AI, AR and 5G) are enabling retail to evolve, so you can better position yourself for long-term success.

Discover how the world-leading retailers, across the US, Eurozone and Asia, are investing in frictionless shopping technologies, allowing you greater clarity on which frictionless shopping techniques are proving successful and where the best investments are for greater customer retention

Companies mentioned

Aldi

Alibaba

Alphabet

Amazon

Apple

Argos

ASDA

ASOS

Aspectiva

B&Q

Best Buy

boohoo.com

Boots

Calypso AI

Carpetright

Carrefour

Costco

DFS

Dispatch

Dixons Carphone

Drawbridge

Dreams

E. Leclerc

Facebook

Google

H&M

Homebase

IKEA

InMobi

JD Sports

JD.com

John Lewis

Kroger

K-supermarket

Lacoste

Lidl

Macy's

Marks & Spencer

Morrisons

Next

Nike

Ocado

Poundland

Primark

Sainsbury's

Seven & I Holdings

Space NK

Tapi

Target

TaskRabbit

Tesco

Walgreens

Walmart

Wayfair

Wickes

Zara

Table of Contents

Overview

Definition of frictionless shopping

Timeline

Trends

Technology trends

Macroeconomic trends

Retail trends

Seven frictionless shopping themes

Ease of access

Fulfilment

Multichannel alignment

Payment options

Personalisation

Positive friction

Security

Companies section

The US players

The Asian players

The European players

Disruptors

Mergers and acquisitions

Technology briefing

Appendix

List of Tables

Frictionless shopping leaders and laggards in the retail sector

Frictionless shopping leaders and laggards – ease of access

Frictionless shopping leaders and laggards – fulfilment

Frictionless shopping leaders and laggards – multichannel alignment

Frictionless shopping leaders and laggards – payment options

Frictionless shopping leaders and laggards – personalisation

Frictionless shopping leaders and laggards – positive friction

Consumer responses to questions on GDPR and data handling

Frictionless shopping leaders and laggards – security

List of Figures

Relevance of each of the seven frictionless shopping topics to shopper journey

Shopper journey analysis – frequent offline purchases

Shopper journey analysis – infrequent offline purchases

Shopper journey analysis – frequent online purchases

Shopper journey analysis – infrequent online purchases

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