January 18, 2013
Recent findings from Cisco’s ‘Catch and Keep’ Digital Shoppers survey show the importance of digital tools in retail marketing efforts; 52 percent of respondents cite online content on retailer websites as the most influential factor in purchasing decisions.
The survey results show consumers are changing how they shop, taking a mobile and digital stance to access information and personalized offers. Sixty-five percent of consumers research online and purchase in-stores, up from 57 percent a year ago. The data also indicates 85 percent of shoppers want self-service access to digital content, while just 4 percent would prefer help from store employees all the time. Two-thirds of shoppers are interested in personalizedshopping experiences, but they expect opt-in/opt-out control, and prefer retailers to use transactional types of data.
From the report, “The majority of consumers now shop digitally: they begin their shopping journeys online; rely primarily on digital sources to make decisions about products and services; and move back and forth across channels of distribution so readily as to erase channel lines. These digital shoppers also have new expectations for all their shopping experiences— expectations largely shaped by daily use of the Internet. They expect greater visibility into the information that enables calculations of value (product/pricing comparisons, access to promotions, and how-to insights), they want self-service, and they are more interested in personalized offers and promotions.”
With retail shoppers turning their focus largely toward digital, marketers have an excellent opportunity to offer personalized messages through push-notifications, email, and other tactics to create a satisfied customer willing to buy. Marketers who are not embracing the digital movement may be behind the curve and could see it affect business results.