[营销星球]08_新零售驱动增长力引发的购买决策旅程变革_

新零售驱动增长力引发的购买决策旅程变革TransformingPurchaseDecisionJourneytoPowerGrowthinNewRetailLandscape2消费者已赋予在任何场景任何时刻进行购买的能力，品牌准备好在最关键时刻影响他们的购买吗？Shopperarebuyinganytimeanywherenow,arebrandsreadytoinfluencetheirpurchasedecisionattherightmoment?3中国零售市场的演变ChinaRetailLandscapeEvolution脉Data2015-20??迈Scale1995-2015卖Sell1970-1995线上Online实体Offline消费者Shopper诉求：买对／价值／便捷／速度WANT：BuyRight／Value／Easy／Fast品牌商Brand诉求：全渠道渗透WANT:Omni-ChannelPenetration零售商Retailer诉求：数字化推广与服务变革WANT:DigitallyTransformCustomerMarketing&Services电商eTailer诉求：围绕超级平台建立生态圈WANT:CreateEcosystemaroundSuperAPP实体商务数据OfflineBusinessData现金Cash共享实体会员数据IntegratedOfflineCRMData传播，互动，会员管理Communication,Engagement&CRM产品数据ProductData线上商务数据OnlineBusinessData共享线上会员数据IntegratedOnlineCRMData在线销售数据OnlinePOSData流量／客流数据Tr