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Digital Shoppers Seeking More Value From The In-Store Experience

by MarketingCharts staff

Cisco-Digital-Shoppers-Demands-for-In-Store-Experience-Jan2013Retail e-commerce has been growing at a rapid rate, although recent research from Ipsos indicates that most Americans still prefer to shop in-store. Even so, to digital shoppers, there are various ways to make the in-store experience more satisfying. Within the “Digital Mass Market” – a group comprising 8 in 10 shoppers, characterized by their willingness to use digital sources to help them shop – 60% are demanding greater value than they were a couple of years ago, according to survey results from Cisco.

Next up, a slight majority (53%) report that compared to 2 years ago, they’re seeking more price visibility, while 46% want more access to promotions. Also of importance, roughly 4 in 10 want greater information access (40%), ease of shopping (39%), faster shopping (37%), and a wider range/assortment of items (36%). Looking at this wish list suggests that these shoppers want the in-store experience to more closely resemble the online experience for research and savings: recent survey results from Wanderful Media found mobile-toting shoppers preferring the customer experience in-store, but saying that online is better for product information, inventory search, and savings.

The Cisco study reveals that 71% of consumers want to be able to access a range of digital content (such as price comparisons, information on deals and promotions, and product ratings and reviews) while in-store. To meet that need, retailers need to be prepared to offer various mobile and touchscreen experiences.

In terms of device use, 22% want to use their own device, matched by the proportion who would want to use a retailer’s device (21%). 28% would use either. In terms of using their own mobile devices, consumers prefer the mobile web to mobile applications (21% vs. 12%), while they show a preference for a 26-inch slanted touchscreen (46%) when using a retailer’s device.

Other Findings:

  • 37% of all respondents expect more access to in-store information today than they did 2 years ago. The vast majority (85%) would like to access such content on their own, although they expect immediate help from staff if necessary.
  • Within the Digital Mass Market, 7 in 10 say that personalized shopping experiences (service, advice, and offers) would influence them to make more purchases.

About the Data: The Cisco results are based on a survey of 1,069 US consumers, 47% of whom are aged 18-39. 51% are male.

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