IBM 2012 Smarter Consumer Study: Results released
This presents exciting opportunities for Australian retailers to take the lead in delivering a truly cross channel experience. For all the fear and anxiety we hear from Australian retailers about ecommerce being both a 'threat' and a 'concern' by way of discounted prices and slashed margins, are we missing the consumer trends of comfortably adopting and embracing the new era of a cross channel retail? And no, panic not, that doesn't mean you have to have the perilously over-hyped 'omni-channel strategy' in place from the get go. The study found Australian consumers to be leading the way in adopting new ways of buying online, with 17% saying they are willing to use three or more technologies in the shopping process, 90% of Australians (compared to 85% globally) believe they can save time by using social media in their shopping process with 40% using websites for direct shopping comparisons.
Our consumers are showing us they're leaders in the cross channel space, but we are keeping pace with them?
The survey results still indicate retailers fear of ecommerce is misplaced, with Australians still demonstrating a high value for the ‘touch and feel’ element of the shopping experience and say that the store is still the preferred channel to make a purchase and at the same time trust in retailers tripled with a jump from 3% to 10% claiming retailers were who they trusted most in making a purchase decision. But it's high time we showed online shoppers that we're moving with them, we understand their desire for a cross channel experience and we'll embrace new channels and technology to continue to make their shopping experience, easier, quicker, more personal and more reliable... after all is that all anyone really wants in shopping, and in life!
Check out the IBM Australia press release here: