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Digital Shoppers Expect Cross-Channel Consistency

January 27, 2014

By Jack Loechner, MediaPost

According to the findings of a new IBM study of more than 30,000 global consumers, the percentage of consumers willing to share their current location via GPS with retailers nearly doubled year-over-year to 36%. 38% of consumers would provide their mobile number for the purpose of receiving text messages and 32% would share their social handles with retailers.

Jill Puleri, IBM Retail Global Industry Leader, says "… today's consumer… conditioned by multiple industries… from healthcare to travel… expects personalized interactions across different channels… "

The study found that the five most important omnichannel capabilities to consumers are, in order:

The report says that consumers fall into four distinct groups differentiated by their interest in and use of social, location and mobile technologies while shopping;

Consumers are increasingly shopping online, says the report. In 2013, 84% of shoppers surveyed chose the store to make their last non-grocery purchase. This year, that figure dropped to 72%. Surprisingly, showrooming is not behind this online growth. While more respondents showroomed this year (8% versus 6% last year), only about 30% of all online purchases actually resulted from showrooming, a drop from nearly 50% last year. 70% of online purchases were made by shoppers that went directly to the web.


"Digital Shoppers Expect Cross-Channel Consistency." Jack Loechner. MediaPost, 01/27/14.

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