[March 22, 2018] |
|
67% of Shoppers Using Buy Online, Pickup In Store Fulfillment - Shopping Experience Influence over Purchasing Doubles in Importance Year over Year
Kibo,
the world's leading cloud-based omnichannel commerce platform, has
released its annual 2018
Consumer Trends Report - Engaging the Informed Consumer. Based
on responses from 3,000 U.S. consumers, the report suggests that
retailers and branded manufacturers can differentiate themselves in a
crowded marketplace by showcasing their most unique assets. Consumers
indicated that while price is still the primary factor in purchasing
decisions, consumers are increasingly seeking out the differentiated
shopping experience -- one that provides a rich, informative, and
personalized online and in-store experience.
The rise of shopping experiences
61% of survey participants named price as the top factor influencing
purchase decisions, however that percentage is down by more than 12.8%
year over year. By contrast, the importance of the shopping experience
doubled, and the percentage of participants naming the variety and speed
of fulfillment options as deciding factors grew by 1.3x and 3x,
respectively.
Branded manufacturers should showcase deep online content
More than half of survey respondents say they expect extensive content
on branded manufacturer websites, suggesting that product images,
videos, reviews, detailed specifications, comparison guides, and other
consideration tools are all apt investments. Inventory access and
availability are crucial, with more than half of survey participants
said they expect a manufacturer's site to have items in-stock, while 45%
believe they'll find a greater variety of products available, and 40%
believe manufacturers will have more items than retailers.
Retailers should view stores as valuable assets - not relics
Buy Online, Pickup In-Store (BOPIS) is now considered a mainstream
offering, with 67% of survey participants having used it in the past six
months. Furthermore, shoppers widely recognize that BOPIS offers not
only free order fulfillment, but also a degree of flexibility and
control not available via home delivery. The ability to inspect items in
the store before taking them home was the BOPIS benefit whose importance
grew the most year over year -- suggesting that stores' tactile
experiences are important brand assets. Substantiating this finding is
shoppers' increasing willingness to engage store associates for
assistance finding items; 57% of survey respondents said they've done
so, an 18.75% increase from 2017. More than two-thirds of respondents
said they expected those associates to have access to their order
histories, suggesting expectations are high for knowledgeable
interactions that draw on shoppers' past interactions across touchpoints.
"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," says Tushar Patel, CMO, Kibo.
"These behaviors are ever-changing and the goal of Kibo's annual report
is to better gauge where those changes are so retailers and
manufacturers can evolve their shopping experience to meet and exceed
customer expectations. 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."
Click
here to download the report.
Methodology:
The Kibo Consumer Trends Report includes survey feedback from 3,000 U.S.
consumers, with 50% of the respondents female and 50% of the respondents
male.
About Kibo
Kibo is a leading omnichannel commerce platform for retailers and
branded manufacturers with over 800 customers fulfilling orders in 75
countries. Clients achieve optimal performance and loyalty through truly
connected customer experiences across customer devices and retail
touchpoints. Kibo's unified approach includes a leading ecommerce
platform, big data 1:1 personalization, mobile POS, and distributed
order management delivered via a modern, cloud-based infrastructure. The
Kibo platform can scale as clients grow their business while maintaining
a low cost of ownership and faster time to market than other solutions.
Kibo enables you to reach higher peaks of sales and customer loyalty. No
matter the challenge, Kibo powers your success. For more information,
visit kibocommerce.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180322005877/en/
[ Back To Mobile World Congress's Homepage ]
|