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麦肯锡×ICSC：2026AI时代的购物革命：重构人货场零售门店角色再定义研究报告（英文版）（32页）.pdf

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1、by Ken Yearwood and Shelley Stewart IIIwith Nathan Marks and Nick NoelRedefining stores for a new eraIn collaboration withShopping in the age of AI As AI reshapes how shoppers discover and buy products,the stores role is changing.Retailers and real estate firms must rethink store formats and shoppin

2、g center portfolios to better fit consumers lives.By Colleen Baum,Molly Squire,and Tyler Rose with Joshua ReubenExecutive summary 3Chapter 1The structural shifts shaping the future of shopping 6Chapter 2The new shopping trip calculus 11Chapter 3Designing stores for distinct shopping missions 16Chapt

3、er 4Winning in a world of selective shopping:Three imperatives for retailers 21Chapter 5Curating retail ecosystems:How landlords and developers can thrive 27Contents The US retail landscape is entering a new era.As consumers accelerate their use of AI for making routine purchases,stores will remain

4、a critical part of the shopping journeybut the role of the store will change.Store visits may become less frequent but more valuable.In this environment,retailers and real estate players will need to clearly define the specific mission of each store and shopping center and determine how to meet cons

5、umers evolving needswhether focused on convenience or discovery.The portfolio,operating,and investment decisions that these companies make over the next three to five years will determine which stores and centers earn their place in the future of shopping.For this report,McKinsey partnered with ICSC

6、,an organization serving the commercial real estate and retail industries,to survey more than 3,000 US consumers about their shopping preferenc-es.Drawing on this data,interviews with retail and real estate executives,and McKinsey analyses,we explore the structural shifts shaping the future of shopp

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1. **AI重塑购物角色**：68%消费者使用AI工具辅助购物，AI将主导日常采购（如自动补货），商店转向履约、体验等新角色。 2. **消费行为分化**：37%消费者将“库存可靠”列为首要购物因素，年轻世代（Gen Z/千禧一代）更倾向线上线下融合购物，偏好体验式零售。 3. **商店功能分化**： - **便利型商店**：优化路径、库存精准、自助结账，强调效率（如沃尔玛）。 - **探索型商店**：通过策展、活动延长停留时间，如Sézane的“生活化”门店。 4. **零售商三大行动**：明确门店使命（如便利/探索）、技术赋能（AI提升库存/服务）、升级人才模型（如便利店员工需多任务处理）。 5. **房东角色转变**：需成为“生态策展人”，通过数据组合零售、餐饮等业态，打造“第三空间”（近50%消费者偏好门店周边餐饮）。
AI如何改变购物？ 商店未来角色是什么？ 年轻消费者如何重塑零售？
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