A New Shopping Arena For Consumers

For consumers today, online and mobile channels have become an integral part of the shopping experience — for both researching and purchasing products and services.

In their transition to agile commerce, companies must understand how consumers are interacting and using multiple touchpoints to research, transact, and get service. Our recent report Segmenting Buyers: Introducing Super Buyers, Connected Traditionalists, And Traditionalists examines how three distinct retail segments of US online consumers — Super Buyers, Connected Traditionalists, and Traditionalists — leverage various channels for their shopping needs and explains how companies can best engage with each segment.

Some highlights from the report, which is based on a survey of more than 4,500 US online consumers:

·       Super Buyers are the most connected shoppers and buy from many channels: online, offline, and mobile. Super Buyers like to mix and match their shopping by either researching online and buying offline or vice versa.

·       Connected Traditionalists do most of their shopping online on a computer or in an offline store.

·       Traditionalists are the largest segment; they do most of their shopping in-store — although they are also shopping online on a computer. This group has the lowest uptake of tablets and smartphones.

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