|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 buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new data-driven world, marketplaces reign supreme while interoperability, APIs and applications deliver un...
Oct. 8, 2015 07:30 PM EDT Reads: 233
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Oct. 8, 2015 07:30 PM EDT Reads: 160
Today’s connected world is moving from devices towards things, what this means is that by using increasingly low cost sensors embedded in devices we can create many new use cases. These span across use cases in cities, vehicles, home, offices, factories, retail environments, worksites, health, logistics, and health. These use cases rely on ubiquitous connectivity and generate massive amounts of data at scale. These technologies enable new business opportunities, ways to optimize and automate, along with new ways to engage with users.
Oct. 8, 2015 07:15 PM EDT Reads: 133
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete end-to-end walkthrough of the analysis from start to finish. Participants will also be given the pract...
Oct. 8, 2015 07:15 PM EDT Reads: 254
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Oct. 8, 2015 07:00 PM EDT
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, discussed 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 IoT ...
Oct. 8, 2015 06:00 PM EDT Reads: 2,159
Mobile messaging has been a popular communication channel for more than 20 years. Finnish engineer Matti Makkonen invented the idea for SMS (Short Message Service) in 1984, making his vision a reality on December 3, 1992 by sending the first message ("Happy Christmas") from a PC to a cell phone. Since then, the technology has evolved immensely, from both a technology standpoint, and in our everyday uses for it. Originally used for person-to-person (P2P) communication, i.e., Sally sends a text message to Betty – mobile messaging now offers tremendous value to businesses for customer and empl...
Oct. 8, 2015 05:30 PM EDT Reads: 232
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT.
Oct. 8, 2015 04:30 PM EDT Reads: 7,468
You have your devices and your data, but what about the rest of your Internet of Things story? Two popular classes of technologies that nicely handle the Big Data analytics for Internet of Things are Apache Hadoop and NoSQL. Hadoop is designed for parallelizing analytical work across many servers and is ideal for the massive data volumes you create with IoT devices. NoSQL databases such as Apache HBase are ideal for storing and retrieving IoT data as “time series data.”
Oct. 8, 2015 02:45 PM EDT Reads: 497
Clearly the way forward is to move to cloud be it bare metal, VMs or containers. One aspect of the current public clouds that is slowing this cloud migration is cloud lock-in. Every cloud vendor is trying to make it very difficult to move out once a customer has chosen their cloud. In his session at 17th Cloud Expo, Naveen Nimmu, CEO of Clouber, Inc., will advocate that making the inter-cloud migration as simple as changing airlines would help the entire industry to quickly adopt the cloud without worrying about any lock-in fears. In fact by having standard APIs for IaaS would help PaaS expl...
Oct. 8, 2015 02:30 PM EDT Reads: 649
SYS-CON Events announced today that ProfitBricks, the provider of painless cloud infrastructure, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. ProfitBricks is the IaaS provider that offers a painless cloud experience for all IT users, with no learning curve. ProfitBricks boasts flexible cloud servers and networking, an integrated Data Center Designer tool for visual control over the cloud and the best price/performance value available. ProfitBricks was named one of the coolest Clo...
Oct. 8, 2015 01:00 PM EDT Reads: 761
Organizations already struggle with the simple collection of data resulting from the proliferation of IoT, lacking the right infrastructure to manage it. They can't only rely on the cloud to collect and utilize this data because many applications still require dedicated infrastructure for security, redundancy, performance, etc. In his session at 17th Cloud Expo, Emil Sayegh, CEO of Codero Hosting, will discuss how in order to resolve the inherent issues, companies need to combine dedicated and cloud solutions through hybrid hosting – a sustainable solution for the data required to manage I...
Oct. 8, 2015 01:00 PM EDT Reads: 475
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Valley. The program, to be aired during the peak viewership season of the year, will have a major impac...
Oct. 8, 2015 01:00 PM EDT Reads: 258
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Bradley Holt, Developer Advocate at IBM Cloud Data Services, will demonstrate techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user experience, both offline and online. The focus of this talk will be on IBM Cloudant, Apa...
Oct. 8, 2015 12:45 PM EDT Reads: 508
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, will look at different existing uses of peer-to-peer data sharing and how it can become useful in a live session to...
Oct. 8, 2015 12:00 PM EDT Reads: 605
As a company adopts a DevOps approach to software development, what are key things that both the Dev and Ops side of the business must keep in mind to ensure effective continuous delivery? In his session at DevOps Summit, Mark Hydar, Head of DevOps, Ericsson TV Platforms, will share best practices and provide helpful tips for Ops teams to adopt an open line of communication with the development side of the house to ensure success between the two sides.
Oct. 8, 2015 12:00 PM EDT Reads: 578
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
Oct. 8, 2015 11:00 AM EDT Reads: 728
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 8, 2015 07:00 AM EDT Reads: 5,866
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Oct. 8, 2015 06:00 AM EDT Reads: 759
The broad selection of hardware, the rapid evolution of operating systems and the time-to-market for mobile apps has been so rapid that new challenges for developers and engineers arise every day. Security, testing, hosting, and other metrics have to be considered through the process. In his session at Big Data Expo, Walter Maguire, Chief Field Technologist, HP Big Data Group, at Hewlett-Packard, will discuss the challenges faced by developers and a composite Big Data applications builder, focusing on how to help solve the problems that developers are continuously battling.
Oct. 8, 2015 04:00 AM EDT Reads: 490