Jan. 14, 2013 – As retailers reinvent their in-store shopping experience in the face of the continued rise of e-commerce, research released today by Cisco 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.
"It's now very clear: consumers prefer to shop through bits and bytes, with the majority of shopping behaviors and expectations shaped by online sources," said Dick Cantwell, vice president and global lead, Retail, Cisco Internet Business Solutions Group. "To shift shoppers into buyers, retailers need to merge online and physical services to meet the demands of today's digital shoppers."
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.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
Online resources have strong influence in shoppers' buying decisions
Changing how consumers shop: more desire for mobile, self-service access to information and personalized services