- Tech & Gadgets
- BRW. lounge
Published 16 October 2012 05:37, Updated 16 October 2012 12:16
For retail businesses pursuing digital strategies, Capgemini’s most recent report offers some advice: there is no one digital shopper and what appeals to some customers can be a turn-off to others.
The finding by the business consultant is hardly ground-breaking but the details underneath it do offer some useful conclusions to businesses – particularly for those, such as department stores, with a wide spread of demographics represented in their customer base.
The report, Digital Shopper Relevancy: Profiting from Your Customers’ Desired All-Channel Experience , was based on 16,000 consumers surveyed in 16 countries, including Australia. It found a significant difference between shopping online and in-store when it came to personalisation.
Of the consumers surveyed, 61 per cent said they wanted online stores to remember their personal information and payment methods to speed up the shopping process. But only 41 per cent wanted to be identified through digital devices, such as their mobile phones, when entering a physical store.
“They express an interest in certain types of personalization when shopping online, but are less comfortable being recognized in the physical store,” the report found.
Messages to mobile phones on entering has been noted as a key trend by many retail analysts. Engagement through phones is a major part of US department store chain JCPenny’s revitalised in-store experience, which its chief executive Ron Johnson – the former head of Apple’s much envied retail stores – is rolling out.