Voice-controlled devices playing bigger part in consumer purchasing
Just about one in three shoppers will make a purchase through a voice-controlled device in the next year, and nearly one in five, 19 percent, made a voice purchase in the past year.
Those statistics, according to the latest Walker Sands 2017 Future of Retail study, reflects a growing interest in using voice-controlled devices, according to a press release.
The introduction of channels such as mobile and voice commerce have created a tipping point, and more than three-quarters of shoppers (77 percent) now think the online customer experience will eventually surpass the brick-and-mortar customer experience, stated the release.
"In the age of the connected consumer, e-commerce has become about much more than online shopping or the point of sale," said Dave Parro, partner and vice president at Walker Sands, in the release. "The proliferation of technology such as connected home devices, voice ordering and drones have dramatically shifted consumer expectations of retail. Our findings suggest that the in-store experience is not going away, but rather there is a demand for a holistic commerce experience that is consistent, transparent and multi-channel."
The trend also reflects consumer expectation regarding a more transparent and continuous commerce experience, according to Erin Jordan, account director and lead of the retail technology team at Walker Sands.
"The walls between channels will continue to fall as voice-controlled and connected home devices reach widespread adoption and the commerce experience becomes fluid. Brands and retailers need to understand the always-on nature of consumers and identify the best way to add value through a consistent experience," said Jordan in the release.