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머천트 익스피리언스(Merchant Experience)

The Merchant Experience

리서치사 Mercator Advisory Group, Inc.
발행일 2018년 05월 상품 코드 632218
페이지 정보 영문 55 pages (in slide format) with 31 exhibits.
US $ 2,950 ₩ 3,361,200 PDF by E-mail (Single User License)

머천트 익스피리언스(Merchant Experience) The Merchant Experience
발행일 : 2018년 05월 페이지 정보 : 영문 55 pages (in slide format) with 31 exhibits.

미국 성인 소비자를 대상으로 각종 경로에서의 구매 행동에 대해 실시한 조사결과를 바탕으로 구매객이 바람직하다고 생각하는 경험, 결제 관련 경험의 상대적 중요도, 주요 채널 리더 및 브랜드, 인구통계와 요구되는 경험의 관련성, 소비자가 가장 중요하다고 생각하는 경험 분석, 머천트 및 결제 파트너에 대한 제안 등을 정리하여 전해드립니다.

1. 조사 내용

  • 가장 중요한 머천트 익스피리언스 : 점포, 디지털, 사업 구매 구분별
    • 구매객의 우선항목 특정
    • 결제와 기타 머천트 익스피리언스 비교
  • 온라인 구매의 장벽이 되는 경험
    • 디지털 경로의 장벽
  • 주요 채널 리더(전체, 점포, 디지털 브랜드)
  • 브랜드와 최고의 경험 속성(브랜드 포지셔닝)
  • 구매객 분류
    • 인구 통계·판매자 구분·경로·구매 행동과 머천트 익스피리언스의 관계성
  • 머천트 및 결제 파트너의 전략적 필수 요건

2. 본 조사의 하이라이트

  • e-Commerce/M-Commerce 매출은 급증하고 있지만, 소비자 구매 행동은 여전히 점포 중심
    • 점포 환경에서 직접적인 경험의 중요성을 시사
  • 구매 행동은 비교적 유동적이며, 구매 경로 변경은 자주 발생한다
    • 온라인 경로를 자주 이용하는 구매객과 점포를 자주 이용하는 구매객 비율은 거의 절반
  • 가장 일반적인 동향 변화
    • 실제 구매 경로를 불문하고 온라인에서 사전 조사를 하고 있다
  • 소비자가 높게 평가한 머천트 익스피리언스
    • 미관·쾌적성·소셜 경험보다 거래상의 기본적인 요소를 중시
  • 가장 영향력이 큰 머천트 익스피리언스
    • 고객의 머천트 익스피리언스 통계적 예측에 근거한 5개 모델

3. 게재 기업

  • Amazon
  • Walmart
  • Target
  • Kohl's
  • eBay
  • Home Depot 등
LSH 18.05.17

Mercator Advisory Group's latest Primary Data report, The Merchant Experience , is based on the company's new consumer survey, Customer Merchant Experience Survey. The online survey of 3,002 U.S. adult consumers, which was conducted in February 2018, explores consumers' merchant experiences as they shop in-store, online, and via mixed channels. The survey was designed with the goal of defining and highlighting consumer expectations for optimal experiences with merchants. Three content areas will be explored in a series of three reports:

  • The Merchant Experience
  • Payments, ATMs and Prepaid: How Payments Align with Experience
  • Shopping Behavior, Channel Usage, and Loyalty: How Behavior Aligns with Experience

Ken Paterson, VP, Special Projects, Mercator Advisory Group , the author of this report comments: "One outcome for merchants from the revolution in e-commerce and multichannel shopping/order fulfillment has been an increased focus on customer experience. Once the province of specialized online commerce developers, customer experience is now a strategic concern that must be considered across in-store, mobile, and blended channel delivery, as well as traditional e-commerce."

This report is has 55 pages (in slide format) with 31 exhibits.

Companies mentioned are : Amazon, Walmart, Target, Kohl's, eBay, Home Depot, and other major retailer brands.

One of the exhibits included in this report:


Among the findings highlighted in The Merchant Experience :

  • While the rapid growth in e-/m-commerce sales has captured strong sales growth, consumer shopping behavior is still often store-centric, underlining the importance of in-person experiences in the store environment as well as online.
  • Shopping behavior is relatively fluid, with purchasing channel churn relatively common, and nearly equal percentages of shoppers surveyed saying they are using online channels or in-store more often for purchases.
  • The most pervasive behavioral change is consumers' doing more online research prior to purchasing via any channel.
  • Consumers' highest-rated merchant experiences focus on transactional basics rather than aesthetics, amenities, or social experiences.
  • A five-segment model developed based on statistically predictive customer merchant experiences (out of 74 experience types measured) highlights the most influential shopping/merchant experiences affecting shopper perceptions and how they are reflected in shopping behaviors.

Topics explored in this report include:

  • Most important experiences by in-store, digital, and "doing business" attribute categories (identifying shopper priorities). Where payments issues rank compared with other merchant experiences.
  • Poor experiences limiting completion of online purchases (barriers to digital channel)
  • Leading overall, store, and digital brands (channel leaders)
  • Association of brands with top experience attributes (brand positioning)
  • Shopper segmentation: how demographics, merchant verticals, channels, and shopping behaviors define experience the merchant experience segments (deriving Mercator Shopper Segments)
  • Strategic implications for merchants and their payments partners
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