There’s a new generation of shoppers in the U.K.—and they’re accustomed to shopping online and in stores. We call them “phy-gital” shoppers. And thanks to the Internet, they have a world of product information at their fingertips.
These tech-savvy U.K. shoppers combine in-store observations with online research before making a purchase. With this connected shopper, demand now discovers supply. For example, a coffee aficionado follows his twitter feeds in search of a new blend of African beans. He discovers a rare supply at Pete’s Coffee along with a video of the roasting process.
Technologies such as smart devices, analytics and cloud apps make this possible—and access to retailer information is available across channels anytime, anywhere. These new shoppers are more sophisticated than ever—but if you’re prepared, you can deliver a remarkable shopping experience.
To better understand the expectations of these new shoppers, we surveyed 630 consumers across the U.K. to rank more than 70 online and in-store features across apparel, home and garden and grocery segments.
70% combine online and in-store purchases.
50% want flexible purchase and delivery options.
20% want technology to locate items and self-checkout at kiosks for a faster shopping experience.
90% are willing to share personal information for a better shopping experience.
Only 5% want social networking with retailers.