From shopping habits to preferences to demographics, Cognizant's 3rd annual Shopper Experience Study paints a picture of the contemporary consumer. The study reveals the need for retailers to establish Retail without Boundaries.
Our survey of 3,800 shoppers found that retailers seem to be focusing on the wrong things.
The phenomenon of online and mobile shopping spread at a blitzing pace, catching many players offguard. The subsequent frenzy to catch up has, however, meant that many retailers have not taken the time to find out what it is that shoppers really want. We surveyed 3,800 shoppers from different demographic groups and found that the answer is not necessarily an online channel.
- Shoppers are not fixated on any particular channel. What they care about is convenience and personalizationand this does not automatically mean online shopping.
- Store assistants emerged as being crucial in creating a pleasant shopping experience and customer loyalty. However, they lack training and are unable to satisfactorily provide customers with information about products, their availability or even their location in the store.
- Shoppers are influenced the most by instore personalization such as special treatment based on their loyalty to the store.
- Shoppers are less wary about sharing their personal information at the store than online.
- Showrooming, often considered retailers' Achilles' heel, can actually help them outpace online competitors through providing more personal service and a unique experience.
- Shoppers are least influenced by retailers' mobile apps while most retailers are focused on providing these apps.
- Shoppers do not prefer social media while retailers are trying to figure out how to leverage social media to drive sales.
The infographic below summarizes key survey findings and provides pointers to help retailers synch with shopper needs, desires and behaviors.
To learn more, read the full study at www.cognizant.com/shopperstudy or get more insights from Cognizant's retail practice.