Survey: Digital customers get demanding


Offering a high-quality, seamless digital shopping experience is no longer a competitive differentiator, but a competitive necessity.

This is the main finding of a new study from Kibo (the new company created from the merger of MarketLive, Shopatron and Fiverun), “The Digitally Demanding Consumer.” The survey of 3,000 U.S. and U.K. consumers shows a high degree of omnichannel activity. Sixty-two percent of U.S. shoppers perform online research before visiting a store, and 80% of all respondents prefer to buy online and have products shipped home.

Simply operating across multiple channels is not enough. Two-thirds of all respondents are less likely to buy from retailers unable to confirm product availability, while one-third are less likely to buy from retailers who do not offer in-store pickup and extended payment options. Fewer than 5% of consumers prefer to avoid digital channels altogether when shopping.

And in the U.S., 10% of consumers expect items they buy online to be available for in-store pickup within an hour. Twenty-five percent of U.S. consumers would use curbside pickup if it were available. Whatever the preferred fulfillment method may be, 60% of all respondents will visit another retailer if their preferred method is not available.

“As the marketplace becomes increasingly crowded, retailers need to remain a step ahead with their digital services and fulfilment options to ensure the loyalty of their customers,” said Kenneth Frank, CEO, Kibo. “Most consumers have their preferred places to shop, yet, retailers’ lack of progression toward offering a true omnichannel experience can erode their customers’ loyalty. As such, the only option left open to many consumers is a move to the closest competitor who will.”