Is Digital Transformation working in the Path-To-Purchase Journey? – Part 2

In our previous blog post, we spoke about the digital disruption of the path-to-purchase journey and how technology is affecting the way in which retailers operate, allowing customers to interact online, in-store, in-app, on-phone, in the cloud and via social media. However, the surprising fact is that in spite of the omni-channel retail experience being the strategic focus for many retailers, a large percentage of shoppers – particularly women and millennials still want an in-store experience. This is because women view shopping as a leisure activity for the purpose of entertainment and fulfillment besides need and utility, while millennial consumers want a touch-and-feel experience while they shop along with an equal affinity towards digital. EKN data shows that 75% millennials shop online and two-thirds shop in-store at least once per month. This shows that both digital and in-store affinity is prevalent among millennials. EKN’s Framework for Omni-channel Personalization data shows that 86 percent of consumers will pay up to 25 percent more for a better customer experience. But are retailers adopting the right measures to enrich the shopping experience for customers? Fortunately, the amalgamation of retail and technology has been an effective and positive one, and retailers are integrating innovative digital experiences at their physical outlets with the presence of digitized kiosks, touch screen navigation panels, interactive digital displays and other digital tools to ensure an engaging in-store experience. According to a survey carried out by Samsung, 94 percent of retailers believe the customer of the future will be driven by technology and 41 percent are already using it to implement a strategy to enhance the customer experience to...

Is Digital Transformation working in the Path-To-Purchase Journey? – Part 1

It is a well known fact that the emergence of online shopping has drastically changed the way we shop and besides brick and mortal stores, online shopping plays a very important role for every brand. But, is digital transformation based on what customers expect from companies or is it based on a tunnel vision of re-producing experiences that may not be relevant to the core customer base? EKN’s 2016 Profitable Omnichannel execution data indicates that only a third of retailers ‘occasionally” consider the customer perspective in devising omnichannel strategies. In today’s digitally connected age, it is a well-established fact that the internet has become an essential part of the path-to-purchase process irrespective of whether the purchase is made online or in a store. Social media is a large influencing factor for customers to make a purchase. From traditional modes of marketing and advertising on television, radio and print media, the path-to-purchase process has now undergone a digital disruption. Such a process often relies on pre-shopping activities like searching for products online, reading their reviews on blogs, forums and shopping websites and comparing them with other products available. The actual shopping transaction may be in store or via online shopping and the post-shopping activity consists of word-of-mouth recommendations, online reviews and social media posts. Thus, the process of buying has now become a merger of various online and offline activities. Shoppers can be categorized into three segments – ones who prefer shopping in physical stores, ones who prefer shopping online and ones that prefer shopping on both channels. Thus, retailers need to keep all three types of customers in mind....