(PRWEB) October 16, 2013
Acquity Group, a leading global Brand eCommerce® and digital marketing agency now part of Accenture Interactive, announces today the general findings of its study, Desktop vs. Smartphone: Technology’s Impact on Omnichannel Behavior.
The study, which surveyed more than 1,500 smartphone owners to evaluate the importance of price, convenience, product availability, coupons, customer service and loyalty programs while shopping in store, online, on a smartphone and through social media, reveals major opportunities for retailers.
Free in-store Wi-Fi is a worthy investment for retailers.
Consumers feel they would be more confident making a major purchase when free in-store Wi-Fi is available and would also be more likely to make additional purchases while in store:
“Retailers are looking for ways to increase in-store sales, while also pushing online spend in an age of showrooming, but several are eliminating some of the best opportunities to drive a greater amount of in-store revenue,” said Chip Knicker, vice president of eCommerce at Acquity Group. “In-store Wi-Fi not only allows retailers to keep consumers in store longer, making them more likely to purchase, but also helps tie in the consistent user experience across channels that today’s consumers expect.”
Overall, the survey results reinforce that consumers want a shopping experience that brings all of a retailer’s digital and in store elements together. In fact, 46 percent of smartphone owners would purchase more online if there was a more consistent user experience across channels.
Online content is king for purchasing across channels.
Online content from omnichannel retailers is becoming more influential and driving purchase decisions across all channels, including social media:
Consumers want organization and simplicity when purchasing via mobile.
“The frequency of mobile and online purchases will clearly increase as retailers expand their mobile content and capabilities,” said Knicker. “In addition, our study shows the willingness of respondents to purchase products promoted through social media channels. In the end, driving purchase activity is directly related to the abundance of relevant, customer-focused content brands provide that connects online, in store and social media experiences.”
Shopping preferences differ across all channels, but loyalty programs are universally the least important decision maker.
Shopping preferences for smartphone owners rank differently across channels. Price was less important while shopping on mobile vs. online (on a desktop/laptop) and customer service was most important while shopping in store. Overall, loyalty programs were the least important factor to customers regardless of channel.
Shopping preferences differ by generation.
Overall, the study confirmed assumed generational shopping behaviors in store, online, via mobile and through social media.
“The rise of omnichannel commerce has driven retailers to invest in strategies that engage consumers across channels,” added Knicker. “Our study demonstrates the importance of appealing to consumers’ specific preferences when targeting them across platforms. It also confirms that consumers’ preferences change both with age and as technology and design capabilities advance. Loyalty programs, once regarded as important to gaining and retaining customers, have been shown to be the least important when up against the time-honored factors of price, convenience, product availability and customer service, all of which can be delivered through a seamless omnichannel experience. It is clear brands that don’t align their experiences with evolving consumer expectations will miss out on revenue opportunities.”
The Acquity Group Desktop vs. Smartphone Study Methodology
As a leading provider of digital marketing, interactive design and eCommerce solutions, Acquity Group works with many global retailers to extend and refine their eCommerce capabilities to increase profits, efficiency and consumer loyalty across multiple channels. Acquity Group completed this study in September 2013 to help chief marketing officers in B2C companies gain a better understanding of buyers’ preferences across these channels.
The study surveyed 1,526 smartphone owners across the United States. The survey analyzed buyer preferences and behaviors for shopping across a variety of channels, including in store, online through a desktop or laptop, online through a smartphone and online through social media. Respondents were further broken down based on demographic qualifiers, including age, gender and income. Response percentages were evaluated on a quantitative scale to assess actionable metrics for retailers.
About Acquity Group
Acquity Group is a leading Brand eCommerce® and digital marketing company, now part of Accenture Interactive. Acquity Group leverages the Internet, mobile devices and social media to enhance its clients' brands and eCommerce performance. It is the digital agency of record for a number of well-known global brands in multiple industries. Acquity Group has served more than 600 companies and their global brands through thirteen offices in North America. For more information about Acquity Group, visit acquitygroup.com. For more information about Accenture Interactive, visit accenture.com/interactive.