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.

How large are these segments? The largest segment is the Traditionalists, who make up 59% of US online adults; Super Buyers make up 17%; and Connected Traditionalists make up 25%. This means that more than half of US online adults mostly stick to physical stores to shop. However, it’s the Connected Traditionalists who show the most growth potential — their relative size will grow over time and steal share from Traditionalist shoppers as the uptake of smartphones and tablets continues. 




A report just released today by Corinne Madigan and Tracy Stokes, The Role of Digital in the Path to Purchase, shares further insight: For product research, most shoppers embrace mature digital channels, only few have adopted emerging channels like social media and mobile. But the physical store remains the dominant channel for the average consumer to buy.

So what does this mean for companies and marketers? They need to understand their customer dynamics and offer shopping options that meet their needs — like “buy online, pick up in-store” and mobile shopping options for Super Buyers; consistent multichannel experiences for Connected Traditionalists; and knowledgeable in-store staff for Traditionalists.

The bottom line is that the arena in which consumers shop today is distributed across online and offline touchpoints — and this creates great opportunities for retailers and marketers to link these experiences. Forrester clients can read the Segmenting Buyers and The Role of Digital in the Path to Purchase  reports to find out more.



Thanks a lot for sharing the interesting piece of information, enjoyed reading what all you had to share.

Ben Sherman Australia

Yes you are right online

Yes you are right online shopping is the first choice of every customer as it save the time and also many credit card company offering various offers for it.


Online shopping is becoming

Online shopping is becoming slowly popular as the number of smart phone users is increasing day by day.
I like your article, Thank you for sharing this here with us.
Flower Accessories

Nice article

This is a nice article share and technology is playing its role everywhere.


Great article, thanks!

Thanks for the article... It did spur my creative process somewhat, so thanks!
I haven't really considered the impact on traditional business, but I think shop owners have to take it into account to maintain a healthy cashflow :)

Simon - funeral flowers

You have truly been an

You have truly been an inspiration.

ladies leather jackets

Fantastic blog

Yes you are right many customer first choice online shopping and best option in whole world.


very true, it makes sense to

very true, it makes sense to be looking in this areas If you want o be a successful business then you need to be looking at both arenas I will be doing this selling valentines day flowers buy online and collect in store

Vail snowmobile rentals

This one here best describes as to the details I needed for my query. I am truly amazed by the said topic and got intrigue by seeing the subject pictured here.
Vail snowmobile rentals

Yoga Retreats

It was really a good news for all of us. I am eagerly waiting for that time. Thanks for sharing. Thanks.

snowmobile summit county

Its a nice information you have here. Thanks for sharing it!
snowmobile summit county

Mountain biking Colorado

I know that everybody must say the same thing, but I just think that you put it in a way that everyone can understand.

Swimming pool supplies

What a nice piece of information buddy. I'll try to follow these steps. Thanks for sharing a such a nice informative post.

Biking Vail Colorado

This is a really good post. Must admit that you are amongst the best bloggers I have read. Thanks for posting this informative article.
Biking Vail Colorado

Couples Counselling North Shore

By looking into this blog I can now be able to know all the valuable information or the news about the circuits which I cant get from anywhere. Thanks for sharing all the recent happenings.

asia luxury travel

Thanks for giving the such a informative blog. I really like our explanations described here.
asia luxury travel

snowmobiling in Vail Co

This blog is fantastic. Thats not really a really huge statement, but its all I could come up with after reading this. You know so much about this subject. So much so that you made me want to learn more about it. Your blog is my stepping stone, my friend. Thanks for the heads up on this subject.

snowmobiling in Vail Co

Online Shopping Stores

i really went throughout the article and got able to find much tips about shopping strategies.

keep sharing


Vail snowmobiling

You have a point. Very insightful. A nice different perspective.
Vail snowmobiling

custom home builders Vail, Colorado

I have been through the whole content of this blog which is very informative and knowledgeable stuff, So i would like to visit again.

Vail snowmobiling

Nice information, many thanks to the author. It is incomprehensible to me now, but in general, the usefulness and significance is overwhelming. Thanks again and good luck!
Vail snowmobiling