What customers really want today

Mobile devices such as smartphones are playing an increasingly important role in the shopping experience.Consumers around the world now expect omni-channel and multi-screen experiences from brands and retailers. Consumers now use five devices during a purchase process. This behavior represents a significant increase from an average of just 2.8 devices in 2014, according to DigitasLBi's latest study on the latest retail trends, "Connected Commerce 2015", which surveyed over 1,000 respondents in each of 17 countries, including Australia, China, Germany, India, Japan, the UK and the US.Digitally networked consumersIn addition to computers, smartphones, tablets and smart TVs, consumers are increasingly accepting wearable technologies. Worldwide, 17% of buyers state that they own at least one wearable device. According to DigitasLBi, this figure will continue to rise with the launch of the Apple Watch and similar devices, so retailers will need to create special in-store shopping experiences for these customers. The DigitasLBi study highlights that in 2015, consumers are becoming more familiar with mobile commerce (28 percent) and tablet shopping environments (20 percent) alongside their traditional e-commerce experiences.products and services are becoming increasingly popular when they allow digitally connected consumers to make impulsive decisions. According to the study, the so-called "in-store pick-up" is becoming a particular favorite of consumers. Around 51% prefer 'click and collect' offers globally and as many as 73% of shoppers in the UK. "Shoppers want to save time and money while choosing many more shopping options than ever before. Mobile is becoming the first choice for bargain hunters, especially as 80 percent of respondents use their smartphone directly in-store while on the move. A further 55% say that smartphones have changed the way they shop in general," says Anke Herbener, CEO of DigitasLBi in Germany and Switzerland. "We now know that 56 percent of smartphone users would be happy if they could use their devices to make payments in stores. With the introduction of Apple Pay in the USA and the growing number of start-ups in the in-store payment segment, 2015 could be the year of mobile payment. We advise brands and retailers to recognize these facts that mobile services will fundamentally change the shopping experience."Personalization is a key factor for online and offline salesAccording to the "Connected Commerce 2015" study by DigitasLBi, the personalization of a shopping experience paves the way to inspire consumers to make a purchase. 62% of respondents claim that they shop more often overall when retailers offer them personalized experiences. Another 27 percent actively seek out personalized offers when shopping online and 75 percent log into online stores that offer offers specific to their personal preferences based on their past behavior (40 percent) or through product personalization (34 percent). The demand for personalization goes far beyond the online experience. 70 percent of consumers around the world admit to accepting new in-store technologies such as GPS and WiFi tracking in exchange for individual benefits such as personalized discounts and coupons. "Personalizing the shopping experience and tailoring it to the needs of individual shoppers is seen as a surefire way to attract more customers and increase sales both online and in-store," says Anke Herbener. "The conventional retail store is the second most preferred source of information for customers after retailers' websites and apps. However, every shopping experience must become even more agile, even more digital and even more networked. Retailers need to understand how to use customer data to personalize the shopping experience and increase sales performance."The continuing rise of socialThe results of "Connected Commerce 2015" show that social media is influencing more and more purchases both online and offline. Overall, Facebook is changing shopping behavior for more than half of users (52 percent) compared to only 36 percent of users in 2014. In a direct comparison of platforms, 46 percent of users say they are influenced by Pinterest, 43 percent by Instagram and 36 percent by Twitter. Social shopping is enjoying a high level of popularity, with 28% of consumers worldwide claiming to have already made a purchase directly via a social media platform. The United Arab Emirates leads the way in social shopping. Of the consumers surveyed there, 56 percent now make purchases via social networks. Other social elements such as online reviews are also gaining importance in the shopping process: 66% of shoppers read this information when buying online and 36% read it while shopping in-store. "Peer pressure has always been a strong influencing factor when it comes to the impulse to buy. The 'Connected Commerce 2015' study shows all the more clearly that social networks are becoming increasingly important in our personal lives and also in the area of digital commerce. Retailers must ensure that social media is taken into account throughout the entire customer journey and that only the right management of their social channels can have a direct impact on purchasing behavior," says Anke Herbener.Information on the studyThe "Connected Commerce 2015" study by DigitasLBi has been taking place for four years and is conducted in a total of 17 countries, including Australia, Belgium, China, Denmark, France, Germany, Great Britain, Hong Kong, India, Italy, Japan, the Netherlands, Singapore, Spain, Sweden, the United Arab Emirates and the USA. The current survey was conducted by the French opinion and market research institute IFOP from March 5 to 25, 2015 with a sample size of 1,000 Internet users in each country aged 18 and over using the quota method (gender, age, income or social profile and region): www.digitaslbi.com/connectedcommerce2015