… and is leveraged in 46 percent of in-store shopping experiences, according to customers questioned in a recent BRP study.
According to a new report from BRP and Windstream Enterprise, rapidly evolving customer expectations and digital technologies are driving a major transformation in the retail industry. „The Retail’s Digital Crossroads: The Race to Meet Shopper Expectations“ report, based on research conducted by Incisiv, combines findings from surveys of 1,212 retail consumers and 60 retail executives to understand the effect digital has on the shopping experience.
“Mobile devices and the capabilities they enable are the primary catalyst for the continued evolution of the customer experience,” said Ryan Grogman, SVP and Practice Lead, BRP. “The majority of today’s consumers research products and brands digitally prior to visiting a physical store and, once they are in the store, about half of them use their mobile devices toperform price comparisons, read product reviews, and even validate inventory.”
Gaps between retail execution and customer expectations
“The digital divide in retail is growing, as over 75 percent of retail shopping traverses the digital realm, but less than half of retailers deliver on the most important digital capabilities that customers desire,” said Brian Brunk, Principal, BRP. “Further, very few retailers offer the next generation digital technologies, like automated returns and proximity-triggered mobile coupons, that could significantly influence future purchase decisions. Retailers must transform and quickly close the digital gap to remain relevant with their customer.“
Consumers are no longer confined to a linear buying journey and expect greater convenience and empowerment to shop the way they want and where they want. Digital sits at the core of that promise and it’s no surprise that most consumers research prices, reviews and product information before they set foot into a store and when they are in the store they perform these actions on their mobile devices.
Consumers are more likely to shop at retailers that align next-gen technologies to their digital preferences; however, in many cases, retailers don’t offer the capabilities that impact consumers’ shopping preferences.rück
Proximity-triggered mobile coupons
- Consumers value digital discounts and promotions on their mobile devices.
- 65 percent of customers would more likely shop at a retail brand that offered this capability.
- 8 percent of retailers offer this capability.
Augmented reality experience
- Many consumers appreciate the opportunity to see products in a virtual environment.
- 48 percent of customers would more likely shop at a retail brand that offered this capability.
- 15 percent of retailers offer this capability.
Automated returns process
- Consumers expect the returns process to be easy and frictionless.
- 68 percent of customers would more likely shop at a retail brand that offered this capability.
- 8 percent of retailers offer this capability.
Source: BRP Consulting
