|By Business Wire||
|December 19, 2012 02:46 PM EST||
Even as retailers have expanded purchase options and welcomed digital shoppers into stores this holiday season, most Americans believe that retailers could do more to enhance the in-store shopping experience, according to a just-released national poll conducted by GfK Roper in conjunction with SapientNitro, part of Sapient (NASDAQ: SAPE).
Seven in ten (70%) Americans agree that “retailers could do more to enhance the in-store shopping experience.” Highly valued enticements include:
- The ability to buy products in-store but have them shipped to home for free (79%)
- Free Wi-Fi (63%)
- Interactive displays or kiosks that provide additional information or recommendations about a product (57%)
- Exclusive in-store mobile offers (56%).
Among smartphone users, a majority would also like:
- To view store circulars/flyers on their phone (67%),
- In-store navigation smartphone apps (59%), and
- The option for mobile payment or to check out by scanning their mobile phone (59%).
“Many of our retail clients are redefining their in-store shopping experience to reach today’s connected consumer,” said Chris Davey, global head of commerce at SapientNitro. “The 2012 holiday shopping season marked a fundamental shift in which retailers not only recognized but accommodated digital shoppers in the in-store experience. From investing in GPS-enabled store maps or updating mobile shopping apps for smartphones and tablets, retailers placed big bets on today’s ‘always-on’ shopper and both parties won. Their efforts made holiday shopping easier but have raised consumer expectations for more.”
Many Turn to Showrooming, Blend Online/Offline Behaviors
While embracing digital in their lives, respondents want to preserve their family time too. The majority of Americans (62%) feel it is wrong that stores are opening earlier and earlier on Thanksgiving Day just to get a jump on Black Friday sales.
The American tradition of holiday shopping is alive and well, but Americans are using brick and mortar locations in different ways. A majority of digital users (51%) report “showrooming,” that is using retail stores to browse products, all the while planning to buy a product later online.
Just this holiday season:
- One third (33%) of digital users say they have first gone into a store just to look at an item, with the idea of buying it later online.
- Four in 10 Americans, up from 33% last year, say they purchased a product in a physical retail store after researching the product online.
- 27% say they purchased a product online after shopping for a similar item in a physical store.
The overall trend in online shopping continues to rise, with four in ten digital users (41%) saying that, compared to last year, they have shopped more online and less at physical retail stores this year. The biggest reason is the convenience of shopping when they want, with 44% saying this was their biggest motivator. Close to half of 18-24 year old digital users (48%) report shopping more online and less at physical stores this year. Parents appreciate the convenience too. One respondent noted, “I just asked my daughter to give me a list of what she wanted and she included links, so I went online and it was much easier than going to the store.”
Digital Devices Help Consumers Navigate Deal Volume
One quarter (24%) of Americans feel like there have been more deals offered this holiday season. An increasing number are using their digital devices to help them navigate and find the best bargains, with four in ten (43%) saying that, compared to last holiday shopping season, they are relying more on their smartphone, tablet, or computer. This is particularly true of 18-24 year old digital users, 59% of whom agree with the statement. As one respondent noted: “I bought a lot more gifts on my iPad than I did last year, just because it was convenient. I could do it wherever I was, I didn’t have to be at my desk, I could be watching TV, or in bed or wherever…”
While there were more deals to be had, the number of options available this holiday season made finding the best deal more cumbersome for some. Even among smartphone users, four in ten report “feeling overwhelmed the past few weeks with so many holiday shopping deals offered by email, newspapers, in stores, etc.” At the same time, seven in ten Americans like the fact that many Cyber Monday sales are now being extended into Cyber Week.
To aid in their navigation, savvy smartphone owners report putting digital devices to use at a higher rate this year across a wide variety of shopping behaviors. The biggest increases in use from the 2011 post-Thanksgiving holiday season include smartphone users reporting digital device use in the following ways:
- Researched and browsed for products (82%, up from 67% in 2011)
- Bought something (74%, up from 55%)
- Used an email offer from a retailer (62%, up from 45%)
- Used a consumer rating site to help them decide to buy a product (56%, up from 40%)
- Used a mobile coupon (33%, up from 18%)
Areas to Watch
SapientNitro has identified a number of rising shopper trends to watch over the coming holiday seasons. According to the poll, among consumers who have smartphones:
- 35% used their GPS/location feature on their phone to help with holiday shopping (vs 31% in 2011)
- 27% used a QR code to find more information about a product (vs 19% in 2011)
- 9% used a Black Friday or Cyber Monday mobile app
- 7% have purchased something on their tablet
“One area we think will be transforming the retail landscape is mobile payments,” continued Davey. “With nearly six in 10 smartphone users in our survey reporting that they’d like to see retailers offer mobile payment options, the industry must align quickly. As competing cloud-based and NFC models are sorted out and stores install the required technology, we see mobile payments as the big shift next holiday season and beyond.”
Supplementary Survey Materials
Data graphs and pull quotes are available for download: www.slideshare.net/sapient.
Companion video interviews of holiday shoppers can be viewed at: www.youtube.com/sapientnitro.
The dialogue continues on Twitter #howishop.
Note to journalists: survey data available upon request. Email: David LaBar at [email protected].
How the poll was conducted
The third annual SapientNitro Holiday Shopping Poll was conducted December 14 - 16, 2012, by GfK Roper Public Affairs & Corporate Communications – a division of GfK Custom Research North America on behalf of SapientNitro, named a leading digital marketing agency and provider of commerce services by analyst firms, Gartner and Forrester Research. This telephone poll is based on a nationally representative probability sample of 1,007 general population adults age 18 or older reached on landline telephones. The margin of sampling error is plus or minus 3.0 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error is higher and varies for results based on sub-samples.
About GfK Roper Public Affairs & Corporate Communications
GfK Roper Public Affairs & Corporate Communications, a division of GfK Custom Research North America. Headquartered in New York, GfK Custom Research North America is a part of The GfK Group, one of the world’s largest research companies, with more than 11,000 experts working to discover new insights about the way people live, think and shop, in over 100 markets, every day. With home offices in Nuremberg, Germany, The GfK Group is the No. 4 market research organization worldwide. Its activities cover two main core business divisions: Consumer Choices and Consumer Experiences.
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Foot Locker, Lufthasna, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit www.sapientnitro.com or follow us on Twitter @sapientnitro.
SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.
Mar. 31, 2015 06:00 PM EDT Reads: 1,574
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, will discuss how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust I...
Mar. 31, 2015 04:00 PM EDT Reads: 517
After making a doctor’s appointment via your mobile device, you receive a calendar invite. The day of your appointment, you get a reminder with the doctor’s location and contact information. As you enter the doctor’s exam room, the medical team is equipped with the latest tablet containing your medical history – he or she makes real time updates to your medical file. At the end of your visit, you receive an electronic prescription to your preferred pharmacy and can schedule your next appointment.
Mar. 31, 2015 03:45 PM EDT Reads: 990
SYS-CON Events announced today that Solgenia will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Solgenia is the global market leader in Cloud Collaboration and Cloud Infrastructure software solutions. Designed to “Bridge the Gap” between Personal and Professional Social, Mobile and Cloud user experiences, our solutions help large and medium-sized organizations dr...
Mar. 31, 2015 03:00 PM EDT Reads: 2,998
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
Mar. 31, 2015 02:39 PM EDT Reads: 416
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on Twitter at @MicroservicesE
Mar. 31, 2015 12:00 PM EDT Reads: 1,550
SYS-CON Events announced today that Litmus Automation will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Litmus Automation’s vision is to provide a solution for companies that are in a rush to embrace the disruptive Internet of Things technology and leverage it for real business challenges. Litmus Automation simplifies the complexity of connected devices applications with Loop, a secure and scalable cloud platform.
Mar. 31, 2015 12:00 PM EDT Reads: 600
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
Mar. 31, 2015 11:00 AM EDT Reads: 2,223
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Mar. 31, 2015 09:15 AM EDT Reads: 2,292
The WebRTC Summit 2015 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.
Mar. 31, 2015 09:00 AM EDT Reads: 1,700
SOA Software has changed its name to Akana. With roots in Web Services and SOA Governance, Akana has established itself as a leader in API Management and is expanding into cloud integration as an alternative to the traditional heavyweight enterprise service bus (ESB). The company recently announced that it achieved more than 90% year-over-year growth. As Akana, the company now addresses the evolution and diversification of SOA, unifying security, management, and DevOps across SOA, APIs, microservices, and more.
Mar. 31, 2015 08:30 AM EDT Reads: 2,105
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
Mar. 31, 2015 03:00 AM EDT Reads: 1,561
The list of ‘new paradigm’ technologies that now surrounds us appears to be at an all time high. From cloud computing and Big Data analytics to Bring Your Own Device (BYOD) and the Internet of Things (IoT), today we have to deal with what the industry likes to call ‘paradigm shifts’ at every level of IT. This is disruption; of course, we understand that – change is almost always disruptive.
Mar. 30, 2015 04:00 PM EDT Reads: 1,184
SYS-CON Events announced today that SafeLogic has been named “Bag Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. SafeLogic provides security products for applications in mobile and server/appliance environments. SafeLogic’s flagship product CryptoComply is a FIPS 140-2 validated cryptographic engine designed to secure data on servers, workstations, appliances, mobile devices, and in the Cloud.
Mar. 30, 2015 11:00 AM EDT Reads: 1,548
GENBAND has announced that SageNet is leveraging the Nuvia platform to deliver Unified Communications as a Service (UCaaS) to its large base of retail and enterprise customers. Nuvia’s cloud-based solution provides SageNet’s customers with a full suite of business communications and collaboration tools. Two large national SageNet retail customers have recently signed up to deploy the Nuvia platform and the company will continue to sell the service to new and existing customers. Nuvia’s capabilities include HD voice, video, multimedia messaging, mobility, conferencing, Web collaboration, deskt...
Mar. 30, 2015 01:00 AM EDT Reads: 1,525
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Mar. 29, 2015 10:00 PM EDT Reads: 1,869
SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborate. Cisco and our partners are building the platform for the Internet of Everything by connecting the...
Mar. 29, 2015 07:00 PM EDT Reads: 5,282
Temasys has announced senior management additions to its team. Joining are David Holloway as Vice President of Commercial and Nadine Yap as Vice President of Product. Over the past 12 months Temasys has doubled in size as it adds new customers and expands the development of its Skylink platform. Skylink leads the charge to move WebRTC, traditionally seen as a desktop, browser based technology, to become a ubiquitous web communications technology on web and mobile, as well as Internet of Things compatible devices.
Mar. 29, 2015 06:00 PM EDT Reads: 1,891
Docker is an excellent platform for organizations interested in running microservices. It offers portability and consistency between development and production environments, quick provisioning times, and a simple way to isolate services. In his session at DevOps Summit at 16th Cloud Expo, Shannon Williams, co-founder of Rancher Labs, will walk through these and other benefits of using Docker to run microservices, and provide an overview of RancherOS, a minimalist distribution of Linux designed expressly to run Docker. He will also discuss Rancher, an orchestration and service discovery platf...
Mar. 29, 2015 04:15 PM EDT Reads: 2,472
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
Mar. 29, 2015 03:30 PM EDT Reads: 2,231