體驗型零售市場:現狀分析與未來預測 (2024年～2032年)

Experiential Retail Market: Current Analysis and Forecast (2024-2032)

出版日期: 2024年11月01日 | 出版商:

UnivDatos Market Insights Pvt Ltd | 英文 150 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

全球體驗式零售市場預計將以 14.02% 的複合年增長率成長。這是由於零售需求的不斷增長以及購物設施中新技術的引入。透過數位世界和實體世界的融合提供精心策劃的購物體驗，體驗式零售業正在經歷健康成長。目前的理論方法可以為主要零售公司如何利用體驗式零售解決方案作為相對於電子商務競爭對手的競爭優勢提供重要見解。例如，耐吉在首爾開設了一家新的 House of Innovation 商店，該商店應用多種新的人工智慧和 AR 技術來提供個人化的購物體驗。該商店擁有各種設施，包括互動式虛擬試衣和客製化站，創造了未來的零售體驗。因此，該公司的客戶吸引力增加了 25%，超過 40% 的客戶在配備 AE 組件的商店進行購買，是使用傳統飾面的兩倍。此外，客戶親密度和保留度已成為推動體驗式經濟的關鍵成長重點，進一步增加了對體驗式零售解決方案的需求。零售業關於融入體驗元素的商店的報告顯示，與傳統商店相比，顧客在商店的停留時間平均增加 40%，銷售額增加 30%。

依體驗類型，市場分為店內技術、多感官體驗、快閃/沉浸式裝置、現場活動/演示等。由於貨架空間擴大採用 AR、VR 和 AI 解決方案，店內技術領域將在 2023 年佔據最大的市場佔有率。此類技術可協助零售商開發令人驚嘆的個人化購物體驗。例如，印度塔塔集團可能會在 2022 年開設至少 20 家 "美容科技" 商店，其中將使用虛擬化妝櫃檯和數位皮膚診斷。使用人工智慧實現個人化現已成為標準，優衣庫等公司在其實體店中使用智慧造型工具，將跨品類銷售額提高了 28%。

依零售業態劃分，市場分為百貨、專賣店、快閃店、旗艦店等。預計旗艦店將在 2023 年主導市場，並在預測期內保持領先地位。旗艦店或多或少充當了品牌的陳列室。例如，蘋果於 2023 年 3 月在印度孟買開設了一家大型商店。該商店將設有 "Today at Apple" 等區域和會議、多產品裝置和品牌體驗，以增強新興國家的體驗式零售。據該店稱，開業第一個月就有超過10萬人到店。同樣，阿迪達斯在設計其新的倫敦旗艦店時，專注於數位化、永續發展和互動空間，與傳統商店相比，客戶互動增加了 60%。與快閃店類似，其他傳統零售業態也經歷了顯著成長，Louis Vuitton 和 Gucci 等奢侈品牌利用臨時店來提高知名度並測試新市場，快閃店銷售額平均成長 35%。

市場按行業細分為服裝/時尚、美容/個人護理、家用電器、奢侈品、食品/飲料、家居裝飾等。服裝和時尚產業在2023年佔據最大的市場佔有率，因為它最先採用體驗式零售和為客戶增加價值等新策略。領先的時尚零售商正在進行積極的活動來實施獨特的接觸點創新。例如，2024年2月，H&M在重點區域開設了 "Style Studio" 概念，利用智慧鏡子、虛擬造型師和購物體驗，將顧客滿意度指數提高了40%。美容和個人護理領域也在迅速擴張。公司喜歡鬱鬱蔥蔥的設計、獨特的商店體驗以及產品和香水樣品。例如，MAC Cosmetics 的新概念店透過整合虛擬試妝和個人化諮詢，將轉換率提高了 50%。

為了更了解體驗式零售的市場採用情況，我們將市場分為北美（美國、加拿大、北美其他地區）、歐洲（德國、英國、法國、西班牙、義大利、歐洲其他地區）、亞太地區（中國）、日本、印度、亞太其他地區）及世界其他國家。 2023年，北美將佔據大部分市場佔有率。推動市場成長的主要因素是時尚服裝、消費性電子產品、奢侈品、食品和飲料以及家居裝飾等行業大型零售商的強勢存在。這些行業對店內技術的採用率很高，以擁抱新的零售體驗。市場主要參與者正大力投資升級其零售店，最終擴大體驗式零售市場的規模。例如，2022年3月，塔吉特公司宣布計畫投資至多50億美元，以便在2022年繼續擴大業務。塔吉特將投資其實體店、數位體驗、履行能力和供應鏈能力，以進一步使其零售產品脫穎而出並推動持續成長。此外，該地區是一些最大的技術驅動型公司的所在地，這些公司近年來取得了顯著的成長，其中包括具有人工智慧支援的個人化和智慧試衣間的亞馬遜風格商店。因此，2023年北美將佔據很大的市場佔有率。

市場的主要參與者包括 Mood Media、Frank Mayer & Associates、UNIBAIL-RODAMCO-WESTFIELD、Selfridges &Co.、RetailNext, Inc.、Snap Inc.、Adobe、Salesforce, Inc.、NCR Voyix Corporation 和 Toshiba世界商務解決方案。

The Global Experiential Retail Market is projected to have 14.02% CAGR growth due to the rising need for retail quest and incorporating new technologies into shopping facilities. The experiential retail industry has shown healthy growth by providing curated shopping experiences through a convergence of digital and physical worlds. Current theoretical approaches can provide significant insights into how major retailers are using experiential retail solutions as a competitive advantage against e-commerce rivals. For example, Nike opened a new House of Innovation store in Seoul that will apply some new AI and AR technologies to provide personalized shopping experiences. The store has various installations such as interactive, virtual fitting and customization stations, which gives one a feeling of the future retail experience. Thus, the company increased customers' attraction by 25% and proved that over 40% of customers in stores containing the AE components made purchases, which is double the figure in relation to traditional veneer. Further, customer intimacy and retention have become key growth priorities to drive an experienced economy, creating even higher demand for experiential retail solutions. The retail industry report on the stores that have incorporated elements of experience shows an average of 40% increase in dwell time for the customers and sales were up by 30% more than in traditional stores.

Based on Type of Experience, the market is segmented into In-Store Technologies, Multi-Sensory Experiences, Pop-Ups & Immersive Installations, Live Events & Demonstrations, and Others. The In-Store Technologies segment held the largest market share in 2023, due to increasing implementation of AR, VR, and AI solutions in the shelf space. Such technologies assist retailers in developing great and personalistic shopping experiences. For example, in 2022, India's Tata Group is likely to open at least 20 "Beauty tech" stores it will use virtual makeup counter and digital skin test to attract young affluent customers to purchase high end cosmetic products. The use of AI for personalization has now become standard with companies such as Uniqlo using an intelligent styling tool in physical stores that boosted cross-category sales by 28%.

Based on Retail Format, the market is segmented into Department Stores, Specialty Stores, Pop-Up Stores, Flagship Stores, and Others. Flagship Stores dominated the market in 2023 and are expected to maintain their leadership position during the forecast period. The consolidated growth is credited largely to the large brand manufacturers, who have undertaken extensive efforts to develop flagship stores, which are more or less oriented to acting as brand showrooms. For instance, in March 2023, Apple had launched its enormous store in Mumbai, India, with zones and sessions such as Today at Apple, multiproduct installations, and brand experiences to enhance experiential retail in developing countries. According to the store, it had recorded more than one hundred thousand visitors in a single month of opening. For the same, Adidas has designed its new flagship store in London with digital, sustainability and interaction space features leading to 60% enhancement in customer interaction compared to traditional stores. Like pop-up stores, other traditional forms of retail have likewise seen tremendous growth with luxury brands such as Louis Vuitton and Gucci, which use temporary structures to build awareness and test new markets, experiencing average upticks in pop-up sales of 35%.

Based on Industry, the market is segmented into Apparel and Fashion, Beauty and Personal Care, Consumer Electronics, Luxury Goods, Food and Beverage, Home Decor, and Others. The Apparel and Fashion segment had the largest market share in 2023 because the sector has been quick to implement new strategies such as experiential retailing and value added to the customers. Large fashion retailers have been waging proactive campaigns in the implementation of unique, touch-point innovations. For example, in February 2024, H&M opened their "Style Studio" concept in key regions, using smart mirrors, virtual stylists and shopping experience, caused customer satisfaction index to rise by 40%. The Beauty and Personal Care segment has also demonstrated fast expansion; companies like lush design their unique in-store experience with product and fragrance sampling. For example, MAC Cosmetics' new concept stores incorporated virtual try-on, and personalized consultation resulted in a 50% increase in the conversion rates.

For a better understanding of the market adoption of experimental retail, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and the Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. North America held the majority share of the market in the year 2023. The major factors contributing to the growth of the market include the strong presence of major retailers of various industries such as fashion and apparel, consumer electronics, luxury goods, food and beverages, and home decor. These industries have a high adoption rate of in-store technologies to embrace new retail experiences. Major players in the market are investing heavy amounts in the upgradation of the retail stores, which ultimately scaling up the experiential retail market. For instance, in March 2022, Target Corporation announced its plan to invest up to USD 5 billion to continue scaling its operations in 2022. Target will invest in its physical stores, digital experiences, fulfillment capabilities and supply chain capacity that further differentiates its retail offering and drive continued growth. Additionally, the region is the home of some of the biggest technology-driven companies which have seen significant growth in the past couple of years, such as Amazon Style stores featuring AI-powered personalization and smart fitting rooms. Therefore, amongst areas, North America held a significant share of the market in the year 2023.

Some of the major players operating in the market include Mood Media, Frank Mayer and Associates, Inc., UNIBAIL-RODAMCO-WESTFIELD, Selfridges & Co., RetailNext, Inc., Snap Inc., Adobe, Salesforce, Inc., NCR Voyix Corporation, and Toshiba Global Commerce Solutions.

1.MARKET INTRODUCTION

1.1. Market Definitions
1.2. Main Objective
1.3. Stakeholders
1.4. Limitation

2.RESEARCH METHODOLOGY OR ASSUMPTION

2.1. Research Process of the Experiential Retail Market
2.2. Research Methodology of the Experiential Retail Market
2.3. Respondent Profile

3.EXECUTIVE SUMMARY

3.1. Industry Synopsis
3.2. Segmental Outlook
- 3.2.1. Market Growth Intensity
3.3. Regional Outlook

4.MARKET DYNAMICS

4.1. Drivers
4.2. Opportunity
4.3. Restraints
4.4. Trends
4.5. PESTEL Analysis
4.6. Demand Side Analysis
4.7. Supply Side Analysis
- 4.7.1. Merger & Acquisition
- 4.7.2. Investment Scenario
- 4.7.3. Industry Insights: Leading Startups and Their Unique Strategies

5.PRICING ANALYSIS

5.1. Regional Pricing Analysis
5.2. Price Influencing Factors

6.GLOBAL EXPERIENTIAL RETAIL MARKET REVENUE (USD BN), 2022-2032F

7.MARKET INSIGHTS BY TYPE OF EXPERIENCE

7.1. In-Store Technologies (AR, VR, AI)
7.2. Multi-Sensory Experiences (Scent, Sound, Visual)
7.3. Pop-Ups & Immersive Installations
7.4. Live Events & Demonstrations
7.5. Others

8.MARKET INSIGHTS BY RETAIL FORMAT

8.1. Department Stores
8.2. Specialty Stores
8.3. Pop-Up Stores
8.4. Flagship Stores
8.5. Others

9.MARKET INSIGHTS BY INDUSTRY

9.1. Apparel and Fashion
9.2. Beauty and Personal Care
9.3. Consumer Electronics
9.4. Luxury Goods
9.5. Food and Beverage
9.6. Home Decor
9.7. Others

10.MARKET INSIGHTS BY REGION

10.1. North America
- 10.1.1. U.S.
- 10.1.2. Canada
- 10.1.3. Rest of North America
10.2. Europe
- 10.2.1. Germany
- 10.2.2. U.K.
- 10.2.3. France
- 10.2.4. Italy
- 10.2.5. Spain
- 10.2.6. Rest of Europe
10.3. Asia-Pacific
- 10.3.1. China
- 10.3.2. Japan
- 10.3.3. India
- 10.3.4. Rest of Asia-Pacific
10.4. Rest of World

11.VALUE CHAIN ANALYSIS

11.1. List of Market Participants

12.COMPETITIVE LANDSCAPE

12.1. Competition Dashboard
12.2. Competitor Market Positioning Analysis
12.3. Porter Five Forces Analysis

13.COMPANY PROFILES

13.1. Mood Media
- 13.1.1. Company Overview
- 13.1.2. Key Financials
- 13.1.3. SWOT Analysis
- 13.1.4. Product Portfolio
- 13.1.5. Recent Developments
13.2. Frank Mayer and Associates, Inc.
13.3. UNIBAIL-RODAMCO-WESTFIELD
13.4. Selfridges & Co.
13.5. RetailNext, Inc.
13.6. Snap Inc.
13.7. Adobe
13.8. Salesforce, Inc.
13.9. NCR Voyix Corporation
13.10. Toshiba Global Commerce Solutions