Nearly half of shoppers now prefer to do their shopping online, according to a recent IBM Institute for Business Value study on changes in consumer expectations.
The study, which collected and analyzed more than 110,000 responses from global surveys since 2011, sought to identify what shoppers expect when shopping online and what retailers can do to better meet these expectations.
Three major consumer shifts were identified:
- A growing preference to shop online.
- More openness to communicate with retailers and the importance for well-tailored messaging.
- Expectations that digital benefits will cross over into physical stores.
Growing preference for online shopping
One metric measured in the study was shoppers’ “perceived convenience.” While in-store purchasing is still preferred by most shoppers, online delivery has jumped in preference from 23% of shoppers in 2011 to 36% of shoppers in 2014. This shift introduces a “new range of non-traditional competitors that present …