New study reveals developing countries leapfrog mature markets in their consumption of new channels as digital shoppers across all countries predict physical stores will evolve to become 'showrooms'
Capgemini announced the findings of a global report examining the changing nature of shoppers’ retail preferences as they continue to tap into the rapid innovation of traditional and digital channels.
The report, entitled “Digital Shopper Relevancy”, surveyed 16,000 digital shoppers across 16 developing and mature markets and demonstrated that shoppers are not loyal to one channel but expect a seamless integration across online, social media, mobile and physical stores. 60 percent of respondents declared they expect the convergence of retail channels to be the norm by 2014, when a unified shopping experience is expected to become commonplace. However, achieving this will be a challenge, as more than half of shoppers said that most retailers currently are not consistent in the way they present themselves across channels.