Retail Trend Study Finds Significant Rise In the Use of Connected Devices, Including Wearables
UNITED KINGDOM — Shoppers around the world now expect multi-screen experiences from brands and retailers, with the average consumer using a total of five devices when making a purchase – a significant increase from the 2.8 devices reported in 2014. This is according to DigitasLBi’s 2015 Connected Commerce study of the latest retail trends across 17 countries including Australia, China, India, Japan, the UK and the USA.
The new connected consumer
As well as computers, smartphones, tablets and smart TVs, consumers are rapidly embracing wearable technologies, with 17% of shoppers revealing that they now own a wearable device – a figure that is likely to rise with the launch of Apple Watch and similar devices with the potential to offer new in-store experiences.
DigitasLBi’s Connected Commerce study also shows that in 2015 shoppers are increasingly comfortable going beyond the traditional e-commerce experience to embrace mobile commerce (28%) and shopping via tablets (20%).
Products and services that allow this new breed of connected consumer to act on impulse are also proving popular. The survey shows that in-store pick-up is becoming a particular favorite of shoppers, with 51% taking advantage of ‘click and collect’ services globally, a figure that jumps to 73% in the UK.
“Customers want to save time and money while being able to choose from more ways to shop than ever before. Mobile is increasingly becoming the platform of choice for bargain hunters on-the-go, with 85% of those surveyed now using smartphones while in-store. Fifty-five percent of consumers claim that smartphones have changed the way they shop altogether,” says Jim Herbert, CEO of DigitasLBi Commerce, the connected commerce division of DigitasLBi. “We also know that 62% of smartphone users would be happy to use their devices to pay in-store. With the launch of Apple Pay in US and the growing number of start-ups in the in-store payment arena, 2015 could be the year of mobile payment. Brands and retailers would be wise to take note of the fact that mobile is set to fundamentally change the retail experience.”
Personalization is key driver to online and offline sales
Personalizing the shopping experience is the surest way to the consumer’s pocket, according to DigitasLBi. Sixty-two percent of respondents claim they would buy more, and more often, when met with personalized retail experiences. A further 27% actively look for personalized offers when shopping online, and 75% log in to e-commerce websites that cater for their personal preferences based on previous behavior (40%) or to get product personalization (34%).
The demand for personalization goes beyond the online experience, with 70% of shoppers around the world admitting they are more likely to embrace new in-store technologies such as GPS and WiFi tracking if they receive customized benefits in return, such as personalized money-off coupons.
“Personalizing the retail experience and tailoring it to the needs of individual shoppers is a sure-fire way to attract more customers and boost profits both online and in-store”, says Herbert. “The bricks-and-mortar store is going from strength to strength and behind retailer websites and apps has become the second most preferred point of information for customers. However, the in-store experience needs to become more agile, more digital and more connected. Retailers need to get smarter about using data in order to personalize the shopping experience to increase sales performance.”
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