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Everywhere But the Website

Posted on 6.26.2011

Are consumers actively shopping for your products offsite? You bet. Demandware, a leader in on-demand e-commerce recently released results from a survey that shows just how far and wide consumers are willing to go – and just how crucial it is for merchants to look beyond the cart.

■ Only 12 percent of retailers allow consumers to download a retail or brand shopping application, while 23 percent of consumers are currently doing this and 50 percent plan to do it in the future.

■ While 62 percent of consumers say they intend to purchase products or services on mobile websites or apps, only 32 percent of retailers currently enable this.

■ Only 29 percent of retailers allow consumers to use their mobile phones to check in-store product availability, yet 38 percent of shoppers do this now and 52 percent expect to do it in the future.

“This research should put brands on notice that the traditional, channel-centric, transaction-based approach to commerce is no longer enough. Smart Consumers are demanding unified, highly branded experiences across all touch points,” says Jamus Driscoll, vice president of marketing, Demandware. Demandware commissioned Forrester Consulting to conduct a survey of web-centric consumers and multi-channel retailers across North America, UK, Germany and France. The survey, including 454 consumers and 192 retailers, was completed in the first quarter 2011.

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