Course on e-Marketing at CEF.- Center for Financial Studies, To learn about E-Marketing, identify the strategies, their implementation and their success stories, IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online, What are consumers looking for in their shopping experience? In an era in which the smartphone has become almost an appendage of our body, in which we spend more than 5 hours a day online, and in which researching the characteristics of an item or comparing prices are the order of the day, no It is surprising that among millennials they prioritize digital experiences, even when shopping in physical stores. Thus, mobile has completely changed buyers’ expectations of what commercial establishments should offer, as reflected in a new report by Euclid and Harris Poll. But do not think that all young people are equal: men and women do not prioritize the same factors.
Thus, while men expect the digital experience to bring speed and convenience to the purchase process, women give more importance to the factor of personalization. 68% of the boys between 18 and 34 years old assured that, if there was Wi-Fi in the store, they would use it to make a faster checkout and be able to take a product without queuing. 61% also considered it likely to use it to get services such as technical support and product help. Men would also be more likely than women to use their mobile to get help from a store employee (53% vs. 42%). Women, however, would prefer to use Wi-Fi to access via smartphone an exclusive gift, a special offer or a discount coupon for that day, and 70% would also use it to access their loyalty program. What almost everyone agreed on was that they would like to have Wi-Fi in the store and use it for any of these services. As they explain from Euclid: “It is not surprising that millennials who have a smartphone or tablet are more likely than baby boomers to use the Wi-Fi of the store to access a wide variety of services. And the figures among generation X “They are similar to that of millennials. For brands that have customers from different generational groups, this points to the need to pay attention to various avenues of engagement when creating the physical store experience.”
The shopping experience is transferred to mobile, As we can see, consumers – at least the youngest – want to include their smartphone in their physical shopping experience, but in addition, they are also willing to interact with brands in this way. 74% of smartphone users want to receive messages from stores during their stay in the establishment, and in the case of millennials, 84% want it that way. Furthermore, 81% of all consumers want to receive communications also after having visited a store. Now, although they want retailers to get in touch with them, they also want to be the ones who define the rules of that interaction. The most important thing for them is to be able to choose the channel through which they will receive the message (email, SMS, etc.), something important for 67% of consumers (and those who care most about this aspect are millennials). On the other hand, 6 out of 10 also want their express consent asked before starting to receive notifications, and 47% want to be able to choose the exact moment in which they will receive the communication of the brand.