News

Consumers love interactive content, reveals report

March 27, 2018

Today's consumers are still focused on price when it comes to the purchase decision but the importance of the shopping experience is gaining traction, according to the Kibo 2018 Consumer Trends – Engaging the Informed Consumer, which polled 3,000 U.S. shoppers.

Consumers are increasingly seeking out differentiated shopping experiences which provide a rich, informative and personalized online and in-store experience. More than half of those polled expect extensive content on branded manufacture websites and they expect sites to have items in stock. The buy online, pick up in store is now viewed as a mainstream offering, with 67 percent of consumers choosing the option in the past six months.

"As merchants struggle to thrive in the era of Amazon and increasingly look for ways to engage consumers, the key is to understand what factors influence a consumer’s buying behavior," said Tushar Patel, CMO, Kibo, in a press release on the survey. "This year it is increasingly clear that while having fair and consistent pricing on all channels is extremely important, merchants have an incredible opportunity to engage shoppers with seamless experiences that include, but are not limited to, flexible fulfillment options like buy online, pickup in store. Shopping has changed and brands must adapt today to thrive tomorrow."