Personalisation, price and fulfilment are key influencers on the path to purchase, according to the second annual Consumer Trends Report – 2017 Edition by Kibo.
The cloud-based unified omni-channel commerce platform said today’s consumers are increasingly gaining high expectations for a unified shopping and brand experience across all purchasing channels and touchpoints.
Based on responses from nearly 3,000 consumers in the US and UK. The survey revealed 76% of respondents regularly price check competitors, up from 66% from last year’s survey, while 68% said the most important factor for going elsewhere is finding a lower price.
Other key purchase influencers included individualising offers and recommendations throughout the online experience, providing multiple fulfilment options and having an interactive yet simplified shopping experience. Consumers also indicated a high expectation of retailers to access a global view of their online and offline behaviour. Majority (94%) of consumers stated they do research online before visiting a store, and nearly three quarters of them expected store associates to be able to access their customer history when they visit a store after purchasing online.
Tushar Patel, CMO of Kibo, said: “In order to satisfy consumers with high expectations of a cohesive experience no matter the touchpoint, merchants need to do a holistic evaluation of their commerce programmes. Knowing where to focus efforts will allow them to make changes that provide the biggest impact to customer satisfaction, loyalty, and ultimately the bottom line.”