< p style= "text-align: center" > < img src= "/uploadimages/201401/26/20140126012358_sj.JPG" align= "center" border= "0" alt= "/" < < > >

The revolution of < p > a href= "//m.pmae.cn/news/index_c.asp" > the retail market < /a > is being carried out quietly. It is not a change in the direction of technology, but a real change in the leadership of consumers.

In the past, the consumption path of the retail industry was often centered on "retailers", forcing the behavior of consumers into the established path model.

In fact, consumers will not be in the "well designed" route of retailers.

Successful retailers put themselves on the path of their customers and closely follow their development and changes.

Retailers need to explore these changes in time and redesign and establish a truly consumer centric new shopping path model.

< /p >

< p > recently, Microsoft's advertising department and ipso have jointly conducted a study on the retail consumption path of women.

This study reveals the new shopping path change of Chinese female consumers, points out the way to meet consumer demand, and demonstrates the new "a href=" //m.pmae.cn/news/index_c.asp "marketing" /a opportunity, in order to provide seamless and personalized retail experience for consumers.

< /p >

< p > in China, female consumption tends to be driven by "desire" rather than "demand", and "desire" is far more powerful than you think.

At the same time, "desire" drives additional products to browse and consume, so retailers can boost sales by stimulating consumers' attention to new products.

This mode of consumption can be called "open to all possibilities".

< /p >

< p > according to Ipsos survey, supplementation is the most important shopping a href= "//m.pmae.cn/news/index_c.asp" driving factor < /a > (53%), while there is also a desire for new things (53%). Besides, advertisement recommendation (37%) and recommendation from others (37%) also play a very important role in driving purchase behavior.

Consumers often seek advice from others when making purchase decisions. (2/5 of female consumers will take the initiative to seek advice in the evaluation stage), and at this stage, the impact on the product is far greater than other factors.

< /p >

< p > according to the study of Ipsos, women consumers usually do not blindly make purchase decisions in the digital age. Instead, they will search for relevant product information on the Internet first and see the relevant product reviews to help her choose the best products and help her save time and money.

According to the survey of Ipsos, when Chinese women purchase < a href= "//m.pmae.cn/news/index_c.asp > personal care < /a >," information "is the most important demand in purchasing decision process (72%), while" personalization "(66%)," richness "(59%) and" recognition "(46%) also occupy a large proportion.

< /p >

< p > at the same time, according to the Ipsos study, Chinese female consumers are more likely to browse at random, although they have made a good shopping list, but only 30% of consumers will browse the shopping list.

However, even if they prefer to browse freely, the pleasure of shopping is to find their target merchandise instead of wandering aimlessly.

If retailers understand the needs of consumers before they enter the store and help them find other related products, they can help a href= "//m.pmae.cn/news/index_c.asp" > consumers < /a > reduce unnecessary confusion as much as possible.

< /p >

In the era of mobile Internet and social media, consumers' shopping patterns and shopping paths have changed significantly. P

Retailers need to see the changes of consumers in a timely manner, closely follow consumers, and make use of new technologies to provide seamless and personalized shopping experience to cope with increasingly fierce competition environment.

< /p >