The digital strategy of retailers is not aligned with the needs and patterns of real consumer behavior. As the Deloitte Digital study shows, these companies are steering their efforts in the wrong direction, which only causes frustration on both sides.The report indicates that online interactions by consumers, including any type of device, as well as those generated through the computer, and any online israel mobile number technique, influence 36% of every dollar spent in physical stores, which implies One billion dollars.
An influence that will continue to grow, as stated by Jeff Simpson, director of retail at Deloitte and co-author of the study. According to his estimates, it is expected to reach a trillion and a half dollars.
84% of digital consumers use their smart device during the purchase process. The conversion rate of these purchasing processes is 40% higher than those where smart terminals do not intervene.
However, the retailers’ perspective is wrong. As an example, the study declares that sales registeredthrough mobile devices remained at 40 billion dollars. An amount that could have been much higher, given that these devices influenced a sales volume close to 600 billion dollars (593 thousand). According to Simpson’s findings, retailers need to study the entire process; not be limited only to the final act of the sale.
Another area where they fail is when it comes to ensuring an integrated shopping experience across all channels. 25% of searches originate through mobile gulf email list
devices. Consumers have to find the same products in these devices, with the same price; as well as the possibility of checking availability in store, or that the page saves your shopping experience, in such a way that you can continue it from any other terminal. All in a usable environment optimized for your device. Advantages that still do not exist in reality.
Mobile optimization is still a utopia. Retailers also include very complete online catalogs, which do not correspond in any way to the reality of the stock in the store.
On the other hand, these merchants are not aware of the real impact of Social Media on the shopping experience. Users turn to social networks in search of information and recommendations about the products that interest them. Likewise, once their purchase is formalized, they return to the 2.0 medium to share their new acquisition, and publish their opinion. It is a continuous process, where social media is always present, and plays a much more important role than it may seem at first. 75% of the 2000 consumers surveyed by Deloitte indicated that the information obtained from social networks had somehow influenced during the purchase process, or in their degree of loyalty to the company.
As the study concludes, the abandonment rate of a purchase process does not have to be a failure index, since the customer can perfectly decide to go to the physical store, or continue the purchase from any other means. Therefore, the company must have a more global perspective, which allows it to design an integrated experience, and really understand the influence of its strategy.