Confidence in digital is growing
- 9월 22, 2017
- by
Confidence in digital is growing
More customers are transacting digitally than ever before – a trend that’s expected to continue in the coming years.
This is partly because customers value choice and convenience more than ever. However, it’s also because mobile shopping is becoming mainstream. Asked whether they feel confident about using their mobile phone to shop, 36% of respondents agreed and another 26% strongly agreed.
But this shift in consumer attitudes hasn’t just influenced the way people prefer to pay. It has also affected their buyer’s journey.
The emergence of dual-browsing
Customers in brick-and-mortar stores now increasingly look for better deals on their phone, even as they scan the aisles.
The main consequence of this trend is that customers have become more price-conscious and, therefore, more fickle. They have no qualms about walking out the front door without completing a purchase if they find a better deal online.
This means businesses need to shift away from the traditional concept of the store as a mere outlet. Far from being purely transactional, the physical stores of tomorrow are spaces where the customer is nurtured and offered an immersive, more personal brand experience.
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