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What Are Connected Consumers Doing and Not Doing Online?

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Online activity is a two way street:  consumers are “showrooming”— browsing businesses and going online, and “webrooming”— researching online and purchasing in brick-and-mortar establishments.  Following are insights about success in the connected commerce space.

What Consumers are Doing Online (activities scoring high):

  • Looking up product information.
  • Checking/comparing prices.
  • Searching for deals/promotions/coupons.

What Consumers are not Doing Online (activities scoring low):

  • Clicking on email ads.
  • Subscribing to product/store emails.
  • Liking/tweeting/commenting on social media.

Consumers Pursue Information All the Time (see chart):

  • 87% before visiting a business.
  • 79% while visiting a business.
  • 35% after visiting a business.

Strategies for Omni-Channel (Online/Offline) Success:

  • Be customer-centric: Understand consumers’ demographics, purchase habits, path to purchase.
  • Prioritize personalization: Provide clients with relevant, personalized information/offers.
  • Think digital, but don’t neglect in-store: Physical establishments maintain many key advantages over online-only channels.  Customer service is a differentiator in every channel — providing exceptional service should be a primary focus for businesses.

Connected consumers = smart consumers, and they are using digital options to make informed purchase decisions, from reviewing products/services online to using in business establishments.

“Digital is viewed less as a threat to brick-and-mortar… and more as an opportunity.  Today’s winning brands use a combination of on and offline strategies to… help consumers make more informed decisions… [and] add value throughout the entire [purchase] experience.”

— Patrick Dodd, President, Nielsen Global Retailer Vertical

 

Source:  thinkwithgoogle.com

 

Filed Under: News

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