- Stores should be as good as their websites. Consumers expect retailers to match their bricks and mortar shopping experiences with their online experiences. "A majority of shoppers, categorized as 'Digital Mass Market,' have advanced beyond the capabilities of many retailers," Cisco says. "These shoppers expect stores to operate with the same information, transparency and speed as their favorite website, and two-thirds are interested in personalized shopping experiences when visiting a store."
- There should be more bricks-and-mortar access to digital content. Online shoppers are very clear on another point: Even if they are in a bricks and mortar store, they expect that store to provide digital content access through touch-screen kiosks or via smartphone or tablet computer access, mostly for product availability, price comparisons and coupons. Cisco says 71% of respondents say they want direct access to digital content in the store.
- Online reviews of stores and products matter. Consumers are latching onto online customer reviews as a dependable way to gauge a product or a service. Online ratings and reviews are especially popular, with 52% of online consumers depending on them before making a purchase. Interestingly, consumers favor online ratings and reviews 4 to 1 over advice from store employees.
3 Things Retailers Should Learn From Their Shoppers
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