OPERATIONS

IBM Study: All consumers looking for a consistent experience, from start to finish

BY Marianne Wilson

Armonk, N.Y. — The consumer of the future will be more mobile, social and self-sufficient, willing to share details on themselves and their preferences in exchange for highly personalized relationships with their favorite stores, according to a new IBM consumer survey. The study also found that consumers’ willingness to advocate for a particular retailer is becoming multi-faceted, with consumers looking for a flawless experience, whether it’s when they’re researching, purchasing, or receiving delivery.

The findings of the survey of 1,200 U.S. men and women ages 13 to 60 provide insights into the demands of the next generation buying audience and highlight the areas where retailers could influence brand advocacy.

For example, today’s teenagers say they spend their time shopping on their mobile devices whether they are at home, on the move or in-store. They also prefer to use more self-service features and participate in communities and forums via social networks with consumers with similar interests. Teens expect their retailers to know them and all their transactions and deliver ads and promotions to them through social networking sites.

The study compared consumers aged 13 – 19, or “digital natives,” with today’s current shoppers, respondents in the 40-49 year old group. The survey found the digital natives to be almost four times as likely to consider it important for a retailer to provide a mobile app to use on their smartphone or tablet (52 versus 14%) and twice as likely to consider it important for a retailer to establish a forum for like-minded consumers to share ideas with each other (54 versus 26%).

“The next generation of shoppers – the digital natives – view brand interaction in a different way, expecting retailers to deliver a seamless, omnichannel brand experience across all touch points,” said John Stelzer, worldwide industry lead for Retail Smarter Commerce, at IBM.”



This study, part of IBM’s Smarter Commerce initiative, found that consumers are looking for a consistent brand experience from start to finish across all brand touch points. Cost and quality prevailed, where the two most important considerations for recommending a retailer were: “sells quality merchandise” (94%) and “offers fair/competitive prices” (93%). However, three of the next most important criteria were: the items they want to buy are in stock (91%); the retailer delivers a positive overall experience whether it’s in the store, over the web, or via any combination of channels (90%); and that the retailer provides a convenient returns process (85%).

In the study, IBM asked a series of questions about the three phases of the brand experience: pre-purchase, purchase (checkout/payment), and post-purchase. The real surprise in the findings was the importance of the post-purchase process in molding the brand relationship and influencing brand advocacy. This phase includes product shipment, delivery, installation, customer support, problem resolution and returns. For example, the survey found: Nearly three-quarters of the respondents cited a retailer’s ability to deliver a positive post-purchase experience as important to very important for them to recommend a retailer to others.

“In general, the post-purchase experience has been taken for granted by too many retailers, and this study confirms that retailers will need to focus on delivering heightened post-purchase capabilities, such as omnichannel in-store pickup or return of online or mobile orders to win over tomorrow’s consumer,” added Stelzer.

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A.Smith says:
Mar-21-2013 06:43 am

Indeed, to be successful in
Indeed, to be successful in any business goal, it is best to know the exact needs and buying behaviors of the consumers. - JustFab

A.Smith says:
Mar-21-2013 06:43 am

Indeed, to be successful in any business goal, it is best to know the exact needs and buying behaviors of the consumers. - JustFab

B.Low says:
Feb-15-2013 07:16 am

Good thoughts and well-written
Great Post. I have not been visiting the site recently. Took a visit again and there were some great comments on the site. Excellent post. Keep up the good work. Bartley Ridge

B.Low says:
Feb-15-2013 07:16 am

Great Post. I have not been visiting the site recently. Took a visit again and there were some great comments on the site. Excellent post. Keep up the good work. Bartley Ridge

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News

Survey: Site search, SEO and m-commerce biggest priorities in 2013

BY Marianne Wilson

San Jose, Calif. — Nearly half (40%) of retailers will add a mobile version of their website in 2013, with 20% planning to create a mobile app, according to the "2012 ECommerce Trends Survey,” a survey of nearly 500 global retailers conducted by SLI Systems. Retailers’ biggest challenges in e-commerce continue to be improving conversions (63%) and attracting more customers to their websites (61%), the survey revealed. As such, retailers plan to address these challenges by upgrading or changing their e-commerce platforms (18%), improving site search functionality (18%) and SEO efforts (17%) and solidifying mobile commerce strategies (15%).

Retailers took a number of actions this year in preparation for the 2012 holiday shopping season, the survey found. More than 40% increased their SEO efforts and focused on better merchandising capabilities, while better refinements and navigation (38%) and improvements to ensure more relevant site search (34%) also topped the list of holiday website enhancements.

More than half of retailers (57%) have already posted Twitter feeds to their sites, as well as articles and press releases (56%), blog posts (53%) and videos (53%). In the coming year, retailers plan to add additional non-product features to drive sales, including how-to-information, more video options and blog posts.

To download the full survey and related infographic, go to www.sli-systems.com.

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J.Jones says:
May-20-2013 11:36 am

uk seo services
uk seo services

J.Jones says:
May-20-2013 11:36 am

uk seo services

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REAL ESTATE

Office Depot to celebrate new store concept in Denver

BY Marianne Wilson

Denver — Office Depot will celebrate the ‘Office Depot Grand Opening Street Party” on Dec. 15 in downtown Denver. The one-day action sports exhibition was created to showcase Office Depot’s new store concept and kick off the company’s commitment to being one of the sponsors of X Games Aspen 2013.

Interactivity is one of the key features of the new Office Depot stores in Denver, including a PC Bar where people can sit down, plug in their laptop or tablet, and get to work. There is also a computer rental station, free Wi-Fi throughout the store, a recharge station, and free self-serve coffee.

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P.Lopez says:
Apr-06-2013 10:30 pm

ChatRandom
It helps to have a good system of organization and well-designed products that are as functional as they are beautiful," said Bohn-Weiss. ChatRandom

P.Lopez says:
Apr-06-2013 10:30 pm

It helps to have a good system of organization and well-designed products that are as functional as they are beautiful," said Bohn-Weiss. ChatRandom

A.Smith says:
Mar-21-2013 06:46 am

This is so exciting. We'll be
This is so exciting. We'll be looking forward to participate in this event as well as in the incoming X Games. - JustFab

A.Smith says:
Mar-21-2013 06:46 am

This is so exciting. We'll be looking forward to participate in this event as well as in the incoming X Games. - JustFab

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Consumer confidence is high. Is that reflected in your stores’ revenues?

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