New York City -- Retailers need to respond to technology-savvy consumers by creating digitally rich, easy-to-use, technology-based experiences in the store to expand basket size and increase margins, according to the results of a new survey by Cisco. The survey also found that cross-channel shopping behavior is prevalent and desired by most consumers, with nearly 74% of all respondents conducting online research before making in-store purchasing decisions.
“The key for retailers’ survival is to reinvent the store by bringing online content into store and creating engaging, personal, and emotional experiences that encourage shoppers to buy. It’s about capturing shoppers’ “feet and fingertips” right in the store with digital content and experiences,” said Lindsay Parker, global retail industry director, Cisco.
Conducted by Cisco’s Internet Business Solutions Group (IBSG), the company’s global consultancy, and Cisco’s retail marketing team, the study surveyed 1,000 U.S. and 1,000 U.K. shoppers.
The survey found that digital content can frequently trigger consumers to buy, and that bringing online digital content into the store is especially powerful in influencing buying decisions at the point of sale. Among the results:
- Nineteen percent of respondents were influenced to make a purchase with digital-inspiration‖ triggers.
- Thirty percent use online videos to choose the right product or service.
- Fifty-one percent of U.S. respondents now use or want to use an in-store kiosk for self-service of accessing web-based content.
- Forty-two percent of U.S. respondents use or are interested in using video screens or video walls within the store to make buying decisions.
- Forty percent of U.S. respondents use or are interested in using mobile phones for in-store digital content delivery.
- Thirty-five percent of U.S. respondents indicated current use or interest in using tablets for in-store digital content delivery.