Modern Shoppers Take an Integrated Approach

In a new survey conducted by BuzzCity, about half (47 percent) of all shoppers plan to shop online for holiday gifts this holiday season. Buzzcity also found from their study was that 59 percent of those who holiday shop online will also shop in the store as well. Retailers should understand that it is the combination of in-store and online shopping experiences that they should cater to for the modern shopper.

BuzzCity found that key concerns of consumers are product variety (33 percent) and for it to be easy to find those products (32 percent), whether consumers are online and in the store. These concerns come above finding discounts either in stores (24 percent) and online (14 percent).

Of particular note was that 20 percent of those surveyed stated that using their mobile device to find information in the store is quicker than asking a clerk or other sales staff. Clearly it is important for businesses to consider that shoppers could be viewing their mobile applications or mobile web site when on the show room floor and provide them with the necessary tools.

“When consumers shop, they can find all the product information they need just by pulling out their smartphone,” states Kimber Johnson, Managing Director, Vanity Point. “Smart retailers are making it easier and easier for shoppers to utilized a integrated shopping approach where they can augment their in the store experience with mobile tools.”