Consumers Demand Digital Experience In Store
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The document discusses how today's consumers expect a seamless shopping experience both online and offline. It finds that consumers do significant online research before purchases and trust online reviews and data more than advice from store employees. However, many consumers are still influenced to purchase in stores after online research. Retailers need to provide connected experiences that span both digital and physical channels to meet consumer demands and improve sales.
Consumers Demand Digital Experience In Store
- 1. for checking prices Consumers trust online ratings than they trust store employees’ advice of shoppers say they probably spend more money in-store after researching a purchase ahead of time online of store associates say a tablet would help them provide better customer service of store associates believe mobile point of sale has a positive effect on the shopping experience to seek out coupons, discounts and sales to scan barcodes to check online product reviews from other consumers 53% 48% 45% THE DIGITAL EXPERIENCE IN-STORE CONSUMERS DEMAND A report released in 2013 found that almost global consumers had recently bought a product in-store that they first researched online Forrester Consulting found that 69% of consumers trust web data, including product information and reviews, more than information attained from a sales associate in the store Only 16% of consumers believe that store associates are the best resource for product information However, 43% will trust a sales associate more if the associate is aided by a web-connected device SOURCES Mulpuru, Sucharita. “US Cross-Channel Retail Forecast, 2011 To 2016.” Forrester: 12 June 2012. Updated 23 July 2012. “The Future of Retail and Tomorrow’s Consumer.” Forrester Consulting, commissioned by Demandware: June 2011. http://newsroom.cisco.com/release/1128065 http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1200551&sid=BAC-JsSynd http://www.retailtouchpoints.com/in-store-insights/1647-ihl-report-shows-818-billion-lost-annually-in-global-retail-inventory-distortion- http://gigaom.com/2012/07/09/is-the-future-of-retail-showrooming/ http://communities.motorolasolutions.com/community/north_america/nrf_2013/blog/2013/01/14/rise-of-the-connected-shopper-and-enabling-store-associates http://www.intel.com/content/www/us/en/retail/intelligent-endless-aisle-brief.html Gill, Martin. “Welcome to the Era of Agile Commerce.” Forrester: 19 July 2013. ©2013 Demandware, Inc. Today’s consumers are highly connected and expect the same shopping experience offline as they do online: whether they’re searching for a book via their smartphones or shopping for clothes on their tablets, they want their digital experiences to transfer seamlessly to the physical store. The connected consumer does a lot of research online before making a purchase — meaning she’s more informed than ever, and demands high-quality service as a result. ONLINE RESEARCH Today’s connected consumer expects a seamless experience on and offline. IN-STORE BROWSING Where and how does the connected consumer decide to buy? What influences her to buy more in the store? OMNI-CHANNEL PURCHASING THE RETAILER’S TO-DO LIST 1 in 4 consumers use their mobile device in-store to guide purchasing decisions 1 in 3 Such sales are expected to comprise 44% of all retail sales in the U.S. by 2016 How connected consumers use mobile apps in store: 44% 69% 16% A 20% increase from 2012 43% of lost sales are because of out-of-stock items of consumers have bought an item online after researching it in-store 56% 40% 56% 59% 58% 56% Connected consumers use devices to research while shopping in stores DEMANDWARE HELPS RETAILERS PERSONALIZE CUSTOMER SERVICE AND INCREASE STORE SALES. Is your retail store ready for the new digital reality? Services like endless aisle have been found to reduce overstocks and lost sales from out-of-stocks, which amount to $818 billion in losses for businesses every year Provide Access to Web Inventory in Physical Stores out-of-stock 4x more 20% More than 4 in 10 consumers want to be identified via their web personalization in physical stores Personalize Customer Service 44% of consumers want to use mobile apps to aid their in-store shopping Enhance Mobile Experience Almost 6 in 10 shoppers expect retail experiences to span both digital and physical channels by 2014 56% of respondents to Forrester’s Q4 2012 eBusiness and Channel Strategy Online Survey strongly agreed that their companies should support a consistent cross-channel experience And in 2012, more than half of consumers worldwide said retailers lacked consistency across channels But only 23% felt they could execute such an experience Streamline Shopping across Channels