How Marketers Can Reach Online Americans
2. Online Shopping May Mean Something Different to Consumers Than It Does to Marketers. Even though most customers buy in-store, 52 percent of Americans say they prefer to shop online. So what does that mean? If they're not actually converting online, it's not because they haven't been online. "These results highlight the growing importance of the multichannel shopping experience," the survey says. Nearly half of consumers in stores are using their smartphones to check pricing and product information. Those same consumers may have consulted their friends in social media before driving to the store, and so on. Two-thirds of respondents say they visit a physical store before or after a purchase. That may confuse marketers a bit, because respondents also say if they visit e-commerce sites, 89 percent of Americans surveyed go to "pure-play" e-commerce sites, with 56 percent visiting sites of mass merchants and 34 percent choosing department store websites. As for categories, respondents tell A.T. Kearney that during the past three months, 87 percent of them bought fashion and apparel online, 83 percent of them purchased electronics, 82 percent books and 80 percent services.
3. Get Rid of Silos and 'Disconnected' Budgets. See Tip No. 2 regarding how consumers ignore silos.
4. Create Value at Each Touchpoint. They all matter now. Consumers may want to touch a product and talk to a sales associate before buying it online.
5. Personalization, Not Personas. Consumers want to be treated like the individuals they are, so keep track of their data while preserving their privacy, according to the report.
6. Build Communities, Participate in Conversations, and Educate and Tell Stories. "Where value is created in the shopping journey is very different from where it is captured," reads the research.
Are all online consumers created equal?