February 28, 2017
Price remains top of mind for consumers but shoppers also view personalization and fulfillment are key reasons for shopping a retail location.
A new Kibo "Consumer Trends Report, 2017 Edition," reveals 76 percent of consumer regularly price check and 68 percent say price is the main reason they shop at a specific retailer.
The study, which polled 3,000 consumers in the U.S. and U.K., notes shoppers have higher expectations than ever when it comes to enjoying a unified shopping and brand experience. The data reveals 94 percent of those polled research online before visiting a store, an 8-percent hike over late year. Nearly three quarters also expect store associates to access past customer history when visiting a store after purchasing online.
When it comes to influencers driving purchase, interactive content is tops with 92 percent of consumers, followed by product reviews, a simple cart experience and multiple fulfillment options.
"As consumer behaviors, expectations, and demands continue to rise, retailers and brands equipped with the latest data will be better prepared to win in the new year," Tushar Patel, CMO of Kibo, said in a release on the study. "In order to satisfy consumers with high expectations of a cohesive experience no matter the touchpoint, merchants need to do a holistic evaluation of their commerce programs. Knowing where to focus efforts will allow them to make changes that provide the biggest impact to customer satisfaction, loyalty, and ultimately the bottom line."
