Disover the "Phy-gital" Shopper
As customers shopping habits continue to evolve, businesses must take note of what their customers are expecting out of them in order to nourish current relationships as well as develop new ones.
According to Mindtree, a phy-gital shopper is an individual that is as comfortable shopping online as they are in-store. Mindtree found that U.S. customers are expecting a seamless experience across channels with 60 percent stating that they combine online and in-store purchase. However, perhaps the most interesting finding from the survey is that while 90 percent of shoppers are willing to share personal information in order to receive a better digital experience, just 4 percent want retailers accessing information on their social networks.
Other findings from the survey include features that shoppers wish were included on retail and grocery websites as well as in-store technology preferences.
“We knew phy-gital shoppers were changing the U.S. retail landscape,” said Radha R., Mindtree’s executive vice president of retail, CPG and manufacturing. “It has become crucial for retailers to meet these shoppers at the critical moments across all media, devices and channels—and to offer a remarkable experience that makes them stand out in a crowded marketplace. There is no one-size-fits-all approach, but retailers would be wise to do a comprehensive assessment of their omnichannel readiness to engage and win over these new shoppers.”