Today's Empowered Shopper: Connected and in Control
Today’s UK shopper is an “empowered” consumer. This new breed of consumer is changing the rules of engagement for retailers simply by the power they possess in managing their own shopping experiences. Shoppers can easily access competing stores, brands, and products as part of their product research—whether it be online or on their mobiles.
These new consumers are also shopping across channels; it is now common for shoppers to discover and evaluate products in one channel and then buy them in another. In fact, 44% of all UK shoppers have “channel-switched”—researching a purchase online then buying it in astore.