How to Catch' and Keep' Tech-Savvy Consumers - Slide 2

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The survey found that digital content can frequently trigger consumers to buy. Bringing online digital content into the store is especially powerful in influencing buying decisions at the point of sale.

  • Nineteen percent of respondents were influenced to make a purchase with digital "inspiration" triggers
  • Thirty percent use online videos to choose the right product or service
  • Fifty-one percent of U.S. respondents now use or want to use an in-store kiosk for self-service of accessing Web-based content
  • Forty-two percent of U.S. respondents use or are interested in using video screens or video walls within the store to make buying decisions
  • Forty percent of U.S. respondents use or are interested in using mobile phones for in-store digital content delivery
  • Thirty-five percent of U.S. respondents indicated current use or interest in using tablets for in-store digital content delivery

A Cisco (NASDAQ: CSCO) survey released recently identifies new ways for retailers to "catch" and "keep" channel-hopping customers to revitalize brick-and-mortar stores. Conducted by Cisco's Internet Business Solutions Group (IBSG) — the company's global consultancy — and Cisco's retail marketing team, the study surveyed 1,000 U.S. and 1,000 UK shoppers. Among the research's many key findings was that retailers must respond to technology-savvy consumers by creating digitally rich, easy-to-use, technology-based experiences in the store to expand basket size and increase margins. These experiences "mash up" physical retailing with the best of rich online content.

The study revealed three specific shopping behaviors: (1) the influence that digital content has on consumer buying decisions, (2) how consumers engage in cross-channel shopping behavior, and (3) how consumers use technology while shopping. In addition, the survey polled shoppers about what kinds of technology-based experience prototypes they would like to use in stores. These cross-technology experiences, also known as "mashops" get their name because they "mash up" the virtual and physical worlds to create a new way to shop.

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