NCR announces the results of two studies commissioned from NPD Group and the Institute of International Commerce & Marketing, respectively oriented to consumers and retailers in the world to highlight what are the trends that are defining the relationship between trade online and offline.
In the EU there is a percentage of purchases skewed heavily toward the physical stores (65% France 62% Germany and 57% UK), although 14% of said they had Intervis made online over the half of their purchases in the last quarter of 2010.
Interviewed less than 1 in 5 have shopped online in the last 3 months, but despite this, the volume of visits to an online store is found to be very close to that of the physical stores in a ratio of 6:7. The survey also showed how we are spreading the habit of seeking information online, even before making the purchase in a physical store, as it has been able to confirm 63% of interviewed.
From these indications are becoming increasingly important as the consistency of communication, i.e. the ability to find matching information such as product features or promotional offers and initiatives between the online and offline. If in Europe, 61% of respondents say they find a good consistency between the information, only 1 of 4 (25%) believes it to be always consistent. This percentage drops to 12%, even to describe a wide scope for improvement.
The convergence between the two channels represents an interesting opportunity for retailers, since they have the ability to make better use of the levers that drive the propensity to purchase in a given channel. In particular, the promotional initiatives that stimulate purchases in physical stores, while the glove on purchases online is free shipping to be one of the most important catalysts. In particular, there was another model of purchase: 38.5% of respondents showed a greater propensity to shop online if it were possible to collect goods from a physical point in order to avoid paying shipping charges.
Consumers have also expressed an opinion favorable to the promotion of custom type : 63.7% of respondents would like to receive promotions on products that typically buys, 54% instead prefer promotions related to new products and 37% for the favorite brands. Digital technologies and the increased number of mobile phones and smart phones with the possibility of establishing communications in the short and medium range make it easier and easier in the future, such interactions between retailers and consumers. The preferred channel of communication is email, 46% of French, 70% of the British and the Germans by 44%.
At the same retailers recognize that these new trends put in the hands of the consumer decision-making power even more. 65% of retailers also showed that family to multi-channel customers are the most valuable ones. Looking ahead, 63% of consumers will increase the number of online purchases in 2011, but 42% were willing to use cash machines and self-checkout terminals, even moving in declination.
Posted by: Wasim Javed
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