Their conclusions are that both today’s and tomorrow’s digital shoppers:
- “First and foremost, …… expect an integrated experience across all channels but aren’t yet getting it. Nearly 60% of respondents said they expect channel integration to be the norm by 2014, but more than half said that most retailers currently are not consistent in the way they present themselves across channels.
- Second, the many differences that digital shoppers demonstrate across countries, journey phases, product categories, demographics and segments make it clear that there can be no one-size-fits-all approach to a digital strategy. To be relevant to the digital shopper, organizations must understand the most important needs and demands of their particular target segments at different phases of the journey. Prioritizing investments where they matter most to the shopper will benefit both the organization and the shopper.”
“The study focuses on five product categories: food, health and personal care, fashion (clothing, footwear, accessories), do-it-yourself home improvement (DIY) and electronics. The findings are based on 16,000 interviews with people who have used technology during the shopping process across 16 countries, representing developing as well as mature markets: Australia, Brazil, Canada, China, Finland, France, Germany, India, Italy, Mexico, Russia, Spain, Sweden, Turkey, the United Kingdom and the United States.”
You can discover which country has the most digital shopaholics (China), the most social shoppers (China) and who are most rational (Finland). We seem pretty rational and the US are remarkably balanced!
Amongst the five product categories, they concentrated on, there aren’t any surprises amongst the top retailers for the UK. We will let you compare the Australian Target with the USA Target! We are surprised that India wasn’t asked about the DIY category!
Some of the headlines on the report have gone with Shops will be Showrooms by 2020 which we think slightly exagerates the report finding that “51% of respondents said they expect that by 2020 MORE physical stores will just be showrooms to select and order products.” (our capitation and highlighting).
Interesting research in pursuit of Capgemini’s “All-channel Experience” approach. – We have tried to add their video but it doesn’t seem to like our site for some reason. It’s here.