With consumers now using an average of five devices when making a purchase – up from 2.8 a year ago – the need for brands and retailers to offer an omnichannel, multi-screen experience has never been more urgent, a new study has said.
According to the 2015 Connected Commerce study, produced by marketing agency DigitasLBi and based on a survey of 17,000 adult web users across 17 countries, consumers are now starting to embrace wearable devices – 17% own one – in addition to computers, smartphones, tablets and smart TVs.
And as they use more devices so too they are becoming more comfortable in moving beyond traditional e-commerce activities on desktop and laptop into mobile commerce (28%) and shopping via tablets (20%).
The survey also showed that in-store pick-up is becoming a particular favourite of shoppers, with 51% taking advantage of click-and-collect services globally, a figure that jumps to 73% in the UK.
The study also found that social shopping is gaining traction, with 28% of social network users around the world claiming to have purchased an item directly via a social media platform.
Other social elements such as online reviews were also shown to be gaining importance in the purchasing process: 66% of shoppers read them when buying online and 36% when shopping in-store.
A sure way to the consumer’s pocket, the survey suggested, is personalisation. Six in ten (62%) respondents said they bought more and/or more often when presented with a personalised retail experience.
Nor was this necessarily limited to online shopping, as 70% also said were more likely to embrace new in-store technologies such as GPS and WiFi tracking if they received customised benefits in return, such as personalised money-off vouchers.
Source: from DigitasLBi and Warc