Retailers Be Aware: "Über-Digital" Shoppers On The Rise

By Anna Rose Welch, Editorial & Community Director, Advancing RNA

Study shows retailers should be looking for ways to engage via smartphone in an Internet of everything world

Cisco recently released its fourth annual research study entitled Digital Shopping Behavior in an Internet of Everything World. According to the study’s results, consumers are connected now more than ever, with the number of customers connected to the Internet while shopping in bricks-and-mortar stores having doubled. In fact, 80 percent of U.S. consumers, or “Digital Mass Market” shoppers, are connected to the Internet while shopping. There is also a rising category of people known as “Über-Digital” shoppers who are particularly reliant on mobile phones while making shopping decisions. This number has nearly doubled to 18 percent according to the results of this study.

It should come as no surprise that consumers — especially the Über-Digital ones — are increasingly beginning their shopping processes online, either by mobile device or computer. The study found that 63 percent of Über-Digital shoppers were more likely to turn to ratings and reviews on a retailer’s website in order to make decisions about what to purchase. This Über-Digital group is a pretty import demographic to entice because of showrooming habits. The results show that 59 percent of this group report they go to physical stores to check out products they’ll end up buying online — a much bigger percentage compared to the 39 percent of Digital Mass Market Shoppers that reported a showrooming tendency.

The challenge for retailers is to find new ways to reach out to these smartphone-savvy shoppers. The study found there is an increasing demand for several new Internet of Everything (IoE) service concepts. Some of these concepts include, but are not limited to: Gamification, mobile concierge apps, and best personal price tracker apps. Scavenger hunt promotions, which involve scanning/collecting QR codes throughout the store, are of particular interest to 55 percent of Über-Digital and 34 percent of all consumers. “Beat the clock” specials offering consumers special discounts via pop-up window online or on their phones are also another opportunity to reach out to customers that like to keep their eyes on a digital screen while they’re shopping. There is also increasing demand for an app feature that greets consumers upon entry into a brick-and-mortar store. The app would then navigate them through the aisles of the store to products they have added to lists created with the app.

Read about mobile retail and apps that drive engagement

As this particular study shows, innovation and creativity is key for retailers looking to provide these Über-Digital and Digital Mass Market shoppers with an entertaining and more personalized shopping experience. As consumers become increasingly comfortable providing more information to retailers, it only seems right that stores begin to find creative ways to use that data and give back to consumers openly seeking interaction with their favorite brands.

Want to publish your opinion?
Contact us to become part of our Editorial Community.