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Digital Strategy

A recent study highlights the growing reliance on mobile devices for in-store shopping, with 77% of shoppers using their phones for product information. Retailers are encouraged to enhance customer experiences by integrating online features into physical stores, as consumers increasingly prefer self-service options and interactive displays. The future of retail will focus on creating immersive experiences while balancing inventory management and the importance of store personnel.

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19 views5 pages

Digital Strategy

A recent study highlights the growing reliance on mobile devices for in-store shopping, with 77% of shoppers using their phones for product information. Retailers are encouraged to enhance customer experiences by integrating online features into physical stores, as consumers increasingly prefer self-service options and interactive displays. The future of retail will focus on creating immersive experiences while balancing inventory management and the importance of store personnel.

Uploaded by

bulahanyuta19
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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https://deloitte.wsj.

com/cmo/2023-digital-media-trends-consumers-are-immersed-and-connected-77c18c8d

The share of brick-and-mortar shoppers who use their smartphones to help them shop in stores rose from 28% in 2020
to 34% in 2021, according to The 2022 Global Digital Shopping Index, a PYMNTS and Cybersource collaboration based
on a survey of 13,000 consumers and 3,100 merchants across six countries.
https://www.pymnts.com/news/retail/2022/34-pct-consumers-use-smartphones-to-shop-in-physical-stores/

About 77% of all shoppers use a mobile device to search for product information while shopping in physical stores,
while just 35% are willing to consult an in-store salesperson with product questions, according to a study commissioned
by Salsify, which provides product content management tools for distributed commerce.

The survey also suggested that creating positive mobile experiences is important for e-commerce retailers as well as
brick-and-mortar firms: The research showed that 84% of consumers between the ages of 18 and 29 are most likely to
use a mobile device when shopping online, along with 78% of shoppers aged 30 to 44.

“Consumers are increasingly turning to their mobile devices to answer product-related questions, like price and
availability, while they shop,” Jason Purcell, CEO and co-founder of Salsify, said in a statement. ”[This study]
demonstrates just how critical it is for every brand and retailer to have a systematized approach to maintain robust and
relevant digital content to retain shopper attention and win sales.”
https://www.retaildive.com/news/study-shoppers-more-willing-to-consult-mobile-phones-than-associates-while/439970/
https://www.businesswire.com/news/home/20230328005447/en/Global-Survey-Shows-More-Consumers-Turn-to-Retail
ers-Mobile-Apps-to-Streamline-In-Store-Shopping-Experiences-and-Score-Personalized-Offers-and-Deals

https://www.salesforce.com/uk/news/stories/customer-engagement-research/

Further insights from the study revealed a strong consumer interest in specific technologies that can bring online
features to brick-and-mortar stores. These findings include:

56% of respondents said product reviews would be the most helpful feature from online shopping they would like to see
in-store, with price comparison second at 39%.
46% said they prefer a more DIY shopping experience, with self-service options.
83% believe informative digital screens would save time during shopping trips.
Of those who do the majority of their shopping online, nearly 50% say that informative, interactive displays would be the
most enticing feature for them to shop in person.
https://chainstoreage.com/survey-customers-want-digital-shopping-experience-store

Creating an experience is more important than sales


Retailers are developing their physical stores by prioritizing the creation of an experience over traditional sales.
Successful brands integrate this with their omnichannel approach. They create an immersive and shareable customer
experience that inspires consumers. A majority of consumers also seek this: around sixty percent of them expect to
have an experience in the physical store of the future.

From our research, it appears that a shop that provides an experience consisting of four elements can increase sales
when they are combined:
-​ Offer an integrated omnichannel approach.
-​ Prioritize the customer experience.
-​ Create an immersive and shareable customer experience.
-​ Ensure that the customer is inspired.​

The importance of inventory in stores is decreasing


Retailers need to adjust the inventory in stores to customer preferences. As a result, product interaction becomes more
important than the convenience of delivery from the store. Currently, 94 percent of retailers have more than
three-quarters of their products available in physical stores. This is expected to decrease. By 2030, it is possible that 25
percent of retailers will no longer have inventory in physical stores.

Currently, 94% of retailers have the majority of their products available in-store. In 2030, around 25% of retailers
anticipate having no inventory in their physical stores.

Store personnel remains important


Will technological development naturally lead to unmanned stores? In the PwC Retail Monitor 2024, retailers and
consumers argue that employees will remain the heart of the store. Customers see personal advice as one of the most
important functions of the store of the future. At the same time, a majority of consumers believe that self-checkout
should be possible everywhere in the future. With the technological foundation in place, qualified personnel can make a
difference for customers.

Innovation to improve customer experience


In 2030, consumers expect their shopping experience to be personalized, with on-demand product information,
including information about sustainability (ESG). Retailers must continue to develop their blended offerings - think of a
coffee bar in a bookstore - and improve the customer experience through personalization.

So, will everything move online? The physical store business is expected to remain as many future products will be
promoted and purchased within the stores. But customers seek new and unique in-store experiences to complement the
efficient shopping experience in e-commerce.
https://www.pwc.nl/en/insights-and-publications/services-and-industries/retail-and-consumer-goods/retail-monitor-2024.
html

https://desklib.com/document/macro-view-customer-behaviour-uk/
https://www.forrester.com/blogs/predictions-2023-shift-in-retail-models/

https://www.salesforce.com/uk/news/stories/customer-engagement-research/
1. Trade dynamics and inflation - Our omnichannel strength and multi category offer allowed us to maintain market
share and customer numbers.
After two challenging years for our shops, with Covid enforced closures, followed by Covid restrictions for our Partners
and customers, we saw a pleasing return of footfall (up 34% like-for-like on last year) and sales to our shops this year.
In online, we continue to see strong growth in our App, with traffic to the App up 13% in the year. Over a quarter of
online sales are now through the App.
Footfall to our shops grew 34% (reaching 100 million for the first time since before Covid), while online traffic was down
5% on last year (albeit more than half a billion visits to our online channels), highlighting the value of both channels
working in combination for our customers. The number of omnichannel customers (i.e. customers using both channels
in the year) was up 4% and is now 21% of our customer base. In combination, this led to a channel mix rebalancing
from pandemic levels of approximately 70:30 online/shops back to almost 60:40.
​
из репорта Льюиса

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