Consumer Expectations in 2018
Retail has undergone a distinct transformation as digital has become a more prominent force in the industry. This shift has largely been driven by changing consumer expectations for more omnichannel, personalized and engaging commerce experiences that moves beyond a simple transaction.
In this new retail world, brands and retailers need to constantly revamp their business models to stay relevant and competitive. This requires a focus on experience-driven commerce in which retailers create memorable interactions and shoppable moments for consumers across touchpoints. Retailers need to evaluate content strategies, personalization rules, marketing campaigns and use of emerging technologies.
In order to get down to what consumers expect in their shopping experiences today, Avionos surveyed 1,409 consumers about their online shopping habits, preferences and expectations in the year ahead. The report uncovers retail trends from a consumer perspective and offers strategic advice for how a marketer or eCommerce decision maker can gain a competitive edge.
Key findings include:
- Search has replaced traditional browse and navigation methods: When browsing online, 66 percent of consumers begin their search on Amazon or Google.
- Retailers need to have a digital and physical presence: Nearly two-thirds of consumers (63 percent) prefer to purchase big-ticket items like electronics or furniture in a store.
- Social media is an active commerce channel, but influencers aren’t: More than half of consumers (55 percent) have made a purchase through a social media channel. However, 60% have never purchased a product promoted by a celebrity or social influencer.