Inside The Minds Of Today's Shoppers

Every retailer wants to get inside the heads of shoppers. How are consumers making buying decisions? Are they showrooming items in-store and buying online? Are in-store associates giving them the help they need—or do shoppers know as much or more than sales associates? Newly released data from our 8^th annual Global Shopper Study lifts the veil on the minds of today’s connected shoppers, revealing what they want when they shop, whether it’s online or in stores. 

Consumers today are conjoined with their mobile devices before, during, and after the shopping experience, so it’s natural that they reported Wi-Fi and in-store, location-based mobile coupons as top priorities. Shoppers use Wi-Fi in store to check competitor websites for lower prices and read product reviews. Those surveyed also named shopping maps and associate assistance as other areas of interest in the survey.

Consumer expectations are higher than ever and the role of technology has never been greater. Consumers feel so empowered by information from their mobile devices that 34 percent of them report feeling more connected to real-time information than to in-store associates. Yet, consumers still value the personalized touch from those employees. More than 64 percent of shoppers said they would be willing to purchase more merchandise if they received better customer service. In essence, shoppers today want it all—personalized attention from store personnel and real-time information that is tailored to their shopping experience.