Identifying how consumers interact with both physical and online retailers, their expectations and motivations to buy is important to any business. CapGemini's survey delves into this and explains how 'relevance' is crucial to meeting shoppers' needs and being aware that 'digital shoppers' (who use more than one digital channel along the purchasing funnel) have different needs and shopping behaviours.
CapGemini categorises shoppers into 6 groups; for instance the Social Digital Shoppers are confident in sharing their experiences and feel safe buying on their mobile devices. While shopping online, these consumers expect retailers to 'remember their details'. Value Seekers, as it says on the tin, are influenced by price and obsessed with offers. You can read more about these types of shoppers in their report and Infographic below:
You can read more highlights in their slideshare. Even though its last year's results, we feel that the points are still pertinent around the psychology of consumer shopping across mature and high growth markets.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
This blog post has been tagged with:
Digital channel popularityTurbocharge your results with this toolkit containing 9 resources
The E-commerce/retail toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Dr Dave Chaffey’s practical review of the marketing trends that will matter for B2C and B2B marketers in 2025 I’ve been writing reviews of the latest digital marketing innovations for well over 10 years now; spurred on since they seem …..
If you want to develop a strategy, where do you start? Well, it can be summarised in two or three sides of A4 in a table linking strategies to SMART objectives and KPIs to make sure you’re on track…
An example of reviewing your marketing capabilities using the McKinsey 7S framework The McKinsey 7S model is a useful framework for reviewing an organization’s marketing capabilities from different viewpoints. Developed by Tom Peters and Robert Waterman during their tenure at …..
