|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.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
Oct. 1, 2016 07:00 AM EDT Reads: 1,864
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
Oct. 1, 2016 06:15 AM EDT Reads: 806
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
Oct. 1, 2016 06:00 AM EDT Reads: 1,944
Digital transformation is too big and important for our future success to not understand the rules that apply to it. The first three rules for winning in this age of hyper-digital transformation are: Advantages in speed, analytics and operational tempos must be captured by implementing an optimized information logistics system (OILS) Real-time operational tempos (IT, people and business processes) must be achieved Businesses that can "analyze data and act and with speed" will dominate those t...
Oct. 1, 2016 05:45 AM EDT Reads: 1,341
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
Oct. 1, 2016 05:30 AM EDT Reads: 641
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
Oct. 1, 2016 05:15 AM EDT Reads: 1,437
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Oct. 1, 2016 05:00 AM EDT Reads: 4,755
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...
Oct. 1, 2016 04:45 AM EDT Reads: 578
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
Oct. 1, 2016 04:30 AM EDT Reads: 1,820
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
Oct. 1, 2016 04:00 AM EDT Reads: 5,485
WebRTC adoption has generated a wave of creative uses of communications and collaboration through websites, sales apps, customer care and business applications. As WebRTC has become more mainstream it has evolved to use cases beyond the original peer-to-peer case, which has led to a repeating requirement for interoperability with existing infrastructures. In his session at @ThingsExpo, Graham Holt, Executive Vice President of Daitan Group, will cover implementation examples that have enabled ea...
Oct. 1, 2016 04:00 AM EDT Reads: 1,658
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Oct. 1, 2016 04:00 AM EDT Reads: 3,129
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Oct. 1, 2016 03:00 AM EDT Reads: 2,460
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
Oct. 1, 2016 03:00 AM EDT Reads: 1,979
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
Oct. 1, 2016 02:30 AM EDT Reads: 2,719
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
Oct. 1, 2016 02:30 AM EDT Reads: 692
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Oct. 1, 2016 02:15 AM EDT Reads: 763
SYS-CON Events announced today that Numerex Corp, a leading provider of managed enterprise solutions enabling the Internet of Things (IoT), will exhibit at the 19th International Cloud Expo | @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Numerex Corp. (NASDAQ:NMRX) is a leading provider of managed enterprise solutions enabling the Internet of Things (IoT). The Company's solutions produce new revenue streams or create operating...
Oct. 1, 2016 02:15 AM EDT Reads: 2,158
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Oct. 1, 2016 02:15 AM EDT Reads: 556
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Oct. 1, 2016 01:45 AM EDT Reads: 538