Demandware Survey: Retailers Are Not Prepared to Address Demands of Tomorrow’s Consumers

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Data highlights gaps between current multi-channel approaches and brand experiences Web-centric “Smart Consumers” expect

Survey data highlights gaps between current multi-channel approaches and brand experiences Web-centric “Smart Consumers” expect

Survey data highlights gaps between multi-channel approaches and the brand experiences smart consumers expect

Our research suggests that all retailers must embrace new technologies and significantly change the way they approach multichannel commerce if they plan to meet or exceed web-savvy consumers’ heightened expectations.

Demandware, Inc., a global leader in on-demand ecommerce, today released survey results that indicate that retailers are not prepared to meet the demands of Smart Consumers who use multiple, web-enabled touch points to interact with brands. The data highlights a gap between the touch points that retailers are currently offering, and the ways in which consumers expect to interact with brands now and in the future.

“While 87 percent of the retailers we surveyed acknowledged they have to improve their existing multi-channel capabilities to serve today’s consumers, only half believe that their organizations must change dramatically,” said Jamus Driscoll, vice president of marketing, Demandware. “Our research suggests that all retailers must embrace new technologies and significantly change the way they approach multichannel commerce if they plan to meet or exceed web-savvy consumers’ heightened expectations.”

The gap in what multi-channel brand experiences consumers expect and what retailers are providing was strikingly illustrated throughout Demandware’s research. Examples include:

  •     Only 12 percent of retailers allow consumers to download a retail or brand shopping application, while 23 percent of consumers are currently doing this and 50 percent plan to do it in the future
  •     54 percent of consumers would like the ability to click on barcodes or smart tags in magazines or catalogs that link to websites, but only 12 percent of the retailers surveyed currently offer this feature
  •     While 62 percent of consumers say they intend to purchase products or services on mobile websites or apps, only 32 percent of retailers currently enable this
  •     Only 29 percent of retailers allow consumers to use their mobile phones to check in-store product availability, yet 38 percent of shoppers do this now and 52 percent expect to do it in the future
  •     23 percent of retailers allow consumers to add items to their carts via mobile phones and complete the transaction later on computer or tablet, but 51 percent of consumers would like to be able to do this

“This research should put brands on notice that the traditional, channel-centric, transaction-based approach to commerce is no longer enough. Smart Consumers are demanding unified, highly branded experiences across all touch points,” Driscoll continued. “Brands that don’t marry consumers’ growing expectations with their own operational realities will struggle to compete and thrive in the evolving commerce market.”

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Survey Methodology
Demandware commissioned Forrester Consulting to conduct a survey of web-centric consumers and multi-channel retailers across North America, UK, Germany and France. The survey, including 454 consumers and 192 retailers, was completed in the first quarter, 2011.

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About Demandware, Inc.
A trusted, global leader in on-demand ecommerce, Demandware revolutionizes how businesses deliver customized shopping experiences to consumers in the digital world. Only Demandware combines the on-demand ecommerce platform rated #1 by industry analysts, an open ecosystem of partners that extend the value of the platform, and measurable commitment by its employees to enabling client revenue growth. Demandware continually sets industry standards for market innovation and client satisfaction. Demandware clients include industry leaders such as Bare Escentuals, Barneys New York, Brooks Sports, Columbia Sportswear, Crocs, Hanover Direct, Jones Apparel Group, Lifetime Brands, Jewelry Television, Neckermann, Panasonic, Reitmans and Theory. For more information about Demandware, visit demandware.com, call 888-553-9216 or email info (at) demandware (dot) com.

Contacts:
Christine Major
Corporate Communications Manager, Demandware
Phone: 603-743-4534
Email: cmajor (at) demandware (dot) com

Marci Hait
Senior Account Executive, Matter Communications
Phone: 978-499-9250 x238
Email: demandware (at) matternow (dot) com

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Christine Major
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