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BizReport : Ecommerce archives : September 16, 2014

Survey: Online, offline shopping experiences 'merging'

Experience is the key to engagment according to many ecommerce experts. But, according to new data out from SmartFocus the online and offline experiences are merging, and that brings with it other challenges for retailers.

by Kristina Knight

New data out from SmartFocus indicates most Americans (70%) surveyed believe the Internet of Everything will continue to evolve how they shop; currently about 60% say they are increasing how often they shop online with women more apt to turn to ecommerce than men.

"The US shopper survey shows that consumers are becoming more sophisticated about digital shopping," said Rob Mullen, SmartFocus CEO and retail marketing expert. "Using mobile phones and tablets to find bargains is becoming the norm rather than the exception. In today's digital world, it's about reaching out to shoppers with their preferred technology - their mobile phone - and offering them relevant deals. The survey reinforces that fact that shoppers know the value of their personal data - and are willing to trade some of that for access to discounted offers. Besides the sale in question, shoppers will also benefit when marketers are able to analyze their data. Data analysis enables discovery of previously unrecognized patterns of behavior and allows merchants to put together more relevant offers."

Some interesting takeaways from the report include:

• Nearly half of Millennials spend more time shopping online than in stores
• 27% of Baby Boomers shop online more often than in stores
• 60% say they showroom and of those 70% say they showroom to find better pricing
• 61% say they find products at the mall but then buy online

One troubling area: location based targeting. More than half (60%) of those surveyed say they don't understand location based targeting. Educating those shoppers on the benefits of LBS or how LBS is used by brands could create more opportunities for retailers.

Image via Shutterstock

Tags: ecommerce, ecommerce trends, mcommerce trends, mobile marketing, retail trends, SmartFocus

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