Get a competitive edge. Take a look at how consumers browse, compare and purchase

IBM Global Business Services
IBM Institute for Business Value
Retail
Understanding consumer patterns and preferences in
multi-channel retailing
Today, browsing, comparing and purchasing retail merchandise is a multi- prefer the combination of "Online to Store," followed by "Store to Online" channel proposition for retailers and consumers. Our survey of nearly (7+ percent) and "Online to Call 4,300 consumers in the U.S. and the UK answers many questions retailers Center" (3+ percent) for all product need to consider when evaluating multi-channel initiatives: "What channel categories.
combinations do shoppers prefer? Why do shoppers switch channels and . The age group that has the highest percentage of frequent multi-channel retailers across channels? What functions and features do consumers shoppers (defined as once a month or expect when shopping across channels? What can retailers learn from more) in the U.S. is 18-24 years; those in seasoned multi-channel shoppers? How do consumers' multi-channel the UK are slightly older - 25-34 years.
priorities and patterns change by product category, customer demographics . A significant number (46-50 percent) of shoppers in the U.S. and the UK and shopping frequency?" switch retailers when they move In our survey, participants were asked . The top multi-channel combinations among shopping channels. Not to select the product category they are nearly the same for the U.S. and surprisingly, price is their primary had used most recently, and describe the UK. The vast majority (over 75 motivator, followed by convenience their preferences and behavior for that percent) of multi-channel shoppers and product availability. shopping experience. Respondents came from the U.S. and the UK, and U.S. and UK - total respondents.represented a wide distribution of 1600demographics (gender, age, family status) comprising equal numbers of 1400 414 United Kingdommen and women. Their mean income 1200 United Stateswas slightly above that of the national 1000averages - capturing insights from an 800attractive segment of retail customers. 205600 259400 1087Some key findings 629 67 66. In the U.S. and the UK, Consumer 200 490 100 31215 178 155 146Electronics is the product category 0 Consumer Apparel/ Home Pharma/ Sporting Groceries Home Decormost often chosen by multi-channel Electronics Accessories Improvement/ OTC & Goodsshoppers, followed by Apparel/ & Footwear DIY & HBAAccessories & Footwear, and Home AppliancesImprovement/DIY & Appliances. Source: IBM Institute for Business Value.How consumers are filling their . Product availability, convenience and © Copyright IBM Corporation 2008promotions for the most frequent IBM Global Services baskets Route 100 When looking at total basket size and "Online to Store" shoppers (once a Somers, NY 10589 U.S.A.additional impulse purchases, we see month or more) in both countriessome noteworthy trends that vary by . Product availability, convenience and Produced in the United States of America September 2008 channel. We discovered that: promotions (for teens and young All Rights Reserved. Based on average basket size, multi- adults in both the U.S. and the UK). IBM, the IBM logo, ibm.com, WebSphere Commerce, InfoSphere, OmniFind and channel consumers in the U.S. spend TotalStorage are trademarks or registered the most money shopping between Getting there from here trademarks of International Business Machines This executive summary highlights Corporation in the United States, other countries, "Online to Call Center," while multi- or both. If these and other IBM trademarked just basic findings from our survey. channel consumers in the UK spend terms are marked on their first occurrence in The insights revealed in the full study this information with a trademark symbol (® more money shopping between or T), these symbols indicate U.S. registered can help retailers better understand or common law trademarks owned by IBM at "Online to Mobile." consumers' preferences and the the time this information was published. Such trademarks may also be registered or common While Consumer Electronics and Home required features of multi-channel law trademarks in other countries. A current list shopping - enabling organizations to of IBM trademarks is available on the Web at Improvement/DIY & Appliances in the U.S. "Copyright and trademark information" at and the UK ... [download for more]