Cisco, Research, Shopping
As retailers reinvent their in-store shopping experience in the face of the continued rise of e-commerce, research released today by Cisco (NASDAQ: CSCO) found that digital content from the Internet is the most powerful influence in buying decisions for the majority of shoppers in all channels. The third annual Cisco study of consumers found that on-line ratings and reviews were the most influential source for making purchasing decisions, and that shoppers increasingly want access to digital content in stores through a variety of devices. The study recommends different ways that retailers can present digital information to better influence shoppers' buying behavior -- and win higher revenue in the store.
The Cisco Internet Business Solutions Group (IBSG) study, titled "Catch and Keep Digital Shoppers," examined technology-based shopping behaviors and their impact on the retail industry. The study found a majority of shoppers, categorized as "Digital Mass Market," have advanced beyond the capabilities of many retailers. These shoppers expect stores to operate with the same information, transparency and speed as their favorite website, and two-thirds are interested in personalized shopping experiences when visiting a store. Shoppers overwhelmingly prefer in-store self-service access to digital content (85 percent), with one in three using mobile searches to guide their purchasing decisions -- up 20 percent from last year.
Cisco and its partners offer mobility, interactive digital services platforms, video collaboration, and cloud computing solutions that help retailers provide faster and more engaging shopping experiences to their customers. Cisco will demonstrate a variety of new solutions for retailers at this week's National Retail Federation Convention & Expo (Booth 252).
The Cisco study surveyed 5,000 shoppers across five countries: the United States, United Kingdom, Brazil, Mexico and China. Key results of the U.S. portion of the survey include:
Shoppers demand more access to digital content in stores
- 78 percent of all shoppers use the Internet to research and purchase products and services.
- 71 percent of shoppers want to access digital content in the store.
- Shoppers have equal preference to obtaining such content through retailer touchscreens or via personal devices.
- Digital shoppers are more demanding than ever, with 60 percent now expecting more value in their shopping experience. Of these shoppers, 53 percent expect greater price visibility, 37 percent want easier ways to find products, and 39 percent desire faster/easier way to purchase products.
Online resources have strong influence in shoppers' buying decisions