how-changing-shopper-attitudes-and-technology-are-reshaping-retail
how-changing-shopper-attitudes-and-technology-are-reshaping-retail
how-changing-shopper-attitudes-and-technology-are-reshaping-retail
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<strong>and</strong> eventually close on the<br />
website. People <strong>are</strong> buying<br />
<strong>and</strong> shopping <strong>and</strong> consuming<br />
potentially every waking<br />
moment of the day.” 3<br />
So it is not surprising that<br />
definitions of e-commerce <strong>are</strong><br />
getting murkier. The Harvard<br />
Business Review asked, in<br />
2011, “Is it e-commerce if the<br />
customer goes to a store, finds<br />
the product is out of stock<br />
<strong>and</strong> uses an in-store terminal<br />
to have another location<br />
ship it to her home? Or if she<br />
finds a lower price through<br />
her smartphone <strong>and</strong> orders<br />
it electronically for in-store<br />
pickup?” 4<br />
As shopping changes, the<br />
<strong>shopper</strong>’s experience becomes<br />
more complex, <strong>and</strong> harder for<br />
<strong>retail</strong>ers <strong>and</strong> br<strong>and</strong> owners<br />
to manage. Transactional<br />
costs fall in an ‘everywherecommerce’<br />
world, <strong>and</strong> so do<br />
knowledge <strong>and</strong> information<br />
costs. Increasingly, it is the<br />
flattening costs of knowledge<br />
<strong>and</strong> information that <strong>are</strong><br />
making the biggest difference<br />
to the <strong>shopper</strong>.<br />
From the customers’<br />
perspective, they now expect<br />
access to the whole catalog,<br />
not just the range of goods<br />
in a particular location, <strong>and</strong><br />
they also expect the <strong>retail</strong>er<br />
to keep track of their personal<br />
shopping history with that<br />
<strong>retail</strong>er, regardless of location<br />
Who do you trust?<br />
25%<br />
Advertising<br />
or platform. In other words,<br />
the customers want the<br />
<strong>retail</strong>er to manage their “3<br />
Ps” (profile, personal history<br />
<strong>and</strong> preferences) <strong>and</strong> let them<br />
have access to it whenever <strong>and</strong><br />
wherever they want it.<br />
From the <strong>retail</strong>ers’ perspective,<br />
they <strong>are</strong> now in a world<br />
where there <strong>are</strong> far more<br />
intermediaries than there were<br />
before, making it much harder<br />
to communicate directly<br />
with the <strong>shopper</strong>. Shopping<br />
decisions <strong>are</strong> now framed<br />
<strong>and</strong> managed by aggregators,<br />
deal sites, social media <strong>and</strong><br />
social recommendations. The<br />
speed of this change has been<br />
remarkable. Only a quarter<br />
of Americans believe that<br />
advertising is a credible source<br />
4<br />
70%<br />
Strangers<br />
with product<br />
experience<br />
Source: Edelman Trust Barometer, US consumer survey, 2010<br />
90%<br />
Friends who<br />
have used<br />
the product<br />
of product information; friends<br />
who have used the product <strong>are</strong><br />
mentioned more than three<br />
times more frequently.<br />
But there is an upside here.<br />
Companies that do manage<br />
to make the connection with<br />
their <strong>shopper</strong>s <strong>are</strong> rewarded<br />
with permission to have a fuller<br />
relationship than traditional,<br />
mainstream bricks-<strong>and</strong>-mortar<br />
<strong>retail</strong>ers ever did.<br />
All of this new conversation is<br />
being shaped <strong>and</strong> enabled by<br />
a surge in personal, portable<br />
digital technologies, mostly<br />
smartphones, but also tablets.<br />
These <strong>are</strong> already widely used<br />
for <strong>shopper</strong> R’n’R (research<br />
<strong>and</strong> recommendation) <strong>and</strong><br />
<strong>are</strong> being used for purchase<br />
The Future Shopper