Retailers to Align Marketing Content for Online and Traditional Outlets

Gone are the days when shoppers used to wander into a traditional store, hoping to be waited on by a clerk. Advance digital shopping is now so commonplace that Cisco categorized most consumers as being part of the smartshopper‘digital mass market.’ This behavioral shift has huge implications for vendors vying to market and sell to these consumers.

Because up to 78% of consumers are accustomed to shopping and buying online, they are bringing a set of assumptions and experiences into traditional stores. After shopping online, they know they can tap into product information and reviews to help them make their purchase. Traditional stores can compete with the online channel if they make this information readily available while shoppers are browsing the aisles.

In the Cisco Catch and Keep Digital Shoppers study, 85% of shoppers noted that they want the freedom to look over merchandise in stores and access digital information on their own. This is particularly true of review information. Over 40% of shoppers read reviews generated by bloggers and expert buyers. These shoppers, “by a 4:1 margin”, value online reviews over anything a store employee might have to say.

Traditional retailers can  promote the following in-​store benefits which appeal to 50% of surveyed consumers:

  • Personal mobile shopping app
  • Interactive room design experience
  • Touchscreen device for product selection
  • Automated pickup for online orders

To improve their competitive position, retailers should have a presence on multiple shopping channels. They should work to maintain consistent marketing messages and realize that the online and traditional channels can offer complementary experiences to consumers.  Digital may have changed shopping forever but savvy marketers can use the format to improve customer loyalty.

[Source: Consumers Shop Through Bits and Bytes. Cisco​.com. 14 Jan. 2013. Web. 24 Jan. 2014] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.