Tech-savvy shoppers leading a retail revolution

10 Jun '16

5 min read

Online sales drive significant in-store traffic. Half of shoppers who buy online, ship to a physical store. Of these, 46 per cent make additional purchases while picking up their items. A majority of shoppers (60 per cent) also prefer to return items to a store, at which time 70 per cent of them make additional purchases. Yet only 36 per cent of shoppers say they experience helpful associates when returning items to a store.

“Cost, control and convenience are shoppers' primary drivers,” said Finley. “Shoppers may be buying more online, but they still value the physical store. Providing an exceptional in-store experience can position the retailer to convert more sales and enhance loyalty when customers pick up and return items.”

Online shoppers report they are using their smartphones in-store for a full range of actions. Nearly 30 per cent of shoppers look up product reviews (29 per cent), read product details (28 per cent), compare prices (27per cent), and access coupons for in-store redemption (27 per cent) regularly (often or most of the time). Just 31 per cent of shoppers are aware of in-store beacons. A quarter (26 per cent) of smartphone users are receptive to in-store mobile messaging with Urban shoppers (37 per cent) and millennials (36 per cent) being even more receptive. However, more than four in ten smartphone users are neutral toward the idea of in-store mobile messaging.

Free shipping continues to be the most important factor driving customer satisfaction when checking out online (73 per cent), although consumers are willing to pay a premium for faster delivery. Half of shoppers (50 per cent) would pay for faster shipping for personal reasons, such as birthdays and holidays.

Home delivery is still the preferred location to receive packages, although more consumers are embracing alternate delivery locations. Preference for alternate delivery locations grew nine points (to 35 per cent) in the last two years. More than half of shoppers are interested in an alternate delivery location with extended hours and lower fees.

“These are exciting and challenging times for retailers,” said Finley. “The industry is changing at an incredibly fast rate. Listening closely to what shoppers want and boldly trying new techniques can give retailers a competitive advantage in this very competitive industry. UPS is working with shoppers and retailers to provide a seamless, engaging experience that everyone will enjoy.” (SH)

Fibre2Fashion News Desk – India

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