As retailers reinvent their in-store shopping experience in the face of the continued rise of e-commerce, research released by Cisco finds that digital content from the Internet is the most powerful influence in buying decisions for the majority of shoppers in all channels.
The 3rd annual Cisco® (@CiscoRetail) study of consumers says online ratings and reviews are the most influential sources for making purchasing decisions (followed by advice from friends and family), and that shoppers increasingly want access to digital content in stores through a variety of devices. The study recommends different ways retailers can present digital information to better influence shoppers' buying behavior — and win higher revenue in the store.
According to the Cisco Internet Business Solutions Group™ (@CiscoIBSG) study, titled Catch and Keep Digital Shoppers, a majority of shoppers, categorized as "Digital Mass Market," have advanced beyond the capabilities of many retailers.
These shoppers expect stores to operate with the same information, transparency, and speed as their favorite website, and two-thirds are interested in personalized shopping experiences when visiting a store. Shoppers overwhelmingly prefer in-store self-service access to digital content (85%), with 1 in 3 using mobile searches to guide their purchasing decisions — up 20% from last year.
· 53% of shoppers expect greater price visibility
· 37% want easier ways to find products
· 39% desire faster/easier way to purchase products.
Read the full report (pdf).
Enlarge the above Infographic.
See further coverage of the study by Online Media Daily.
Also see our previous blogpost, “’Showrooming’ Gains Ground in US” and other posts tagged “Retail.” And download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now.”
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