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BizReport : Ecommerce archives : November 19, 2014

Study: Shoppers more likely to webroom

Tulip Retail has released a new study that indicates shoppers are more likely to webroom than showroom; the study makes the case for more associates to have mobile devices so that they can better answer shoppers' questions from the floor.

by Kristina Knight

Some interesting takeaways from Tulip Retail's 2014 Sales Associate Interaction Study include:

• 74% of shoppers are 'frustrated' by associates' lack of product knowledge
• 77% of shoppers expect associates to know store information, 71% product information
• 78% expect associates to know inventory details

These expectations, posit the study authors, are reasons more retailers should look into equipping sales staff with mobile devices.

"Retailers should take advantage of the opportunity they have to equip sales associates with mobile technology," said April Dunford, COO of Tulip Retail. "Sales associates remain retailers' biggest assets, but they need technology to support their customer service interactions. The worst case scenario is that retailers miss an opportunity to make a sale to a shopper that's ready to buy, but ultimately doesn't because of poor in-store assistance. Mobile technology, like beacons, tablets or check-in features, help sales associates provide additional value to shoppers."

Meanwhile, new data out from Brand Keys indicates the Hispanic demographic might have a big impact on retailers' bottom lines this holiday season. According to the report the average Hispanic shopper will spend more than $900 over the holiday season; that is a 7% increase in spending over 2013 and an about 15% higher than the spend expected from the general population this year.

"Hispanic consumer expectations are up again this year regarding outreach and convenience, but particularly as regards the brick-and-mortar retail shopping experience," said Robert Passikoff, Founder and President, Brand Keys. "Brand trumps dollar-value perceptions among this cohort and retailers that can integrate some sense of Hispanic culture and store experience with all forms of outreach will likely find it to be a winning combination for this segment of the population."

Some interesting takeaways from the Brand Keys study include:

• 49% of Hispanic shoppers will wait until Black Friday to begin shopping
• 88% say they'll shop traditional department stores
• 98% of Hispanics say they'll buy 'at least one' gift card this year
• 83% say they'll buy clothing/accessories
• 58% say they'll buy electronics

Image via Shutterstock

Tags: Brand Keys, ecommerce, ecommerce trends, mobile marketing, showrooming, Tulip Retail, webrooming

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