Appeasing the Modern Shopper TREND REPORT Appeasing the Modern Shopper Achieving omni-channel or what consumers call ‘shopping’ Malcolm Pinkerton March 2014 Research Director - E-commerce

Contents Provide seamless online experiences Empower smartphone users Create a compelling instore environment Contextualised and personalised shopping Social media can influence purchasing decisions Fulfilment capabilities are a competitive differentiator Data tables & Methodology

Spend Online: Proportion by Device, 2012 vs. 2013 (%) 1. Provide seamless online experiences The share of online spending via mobile devices is growing, so retailers need to adopt a “device agnostic” strategy. Spend Online: Proportion by Device, 2012 vs. 2013 (%) 2012 2013 There is a marked shift in spend towards mobile devices underway. This is being driven by cheaper and faster mobile internet connections , especially in mature e-commerce markets. In BRIC markets, accessing the internet via mobile devices is common, further fuelling this shift. As tablets are more conducive to online shopping than mobiles, and are fast becoming the main computer in the family home, they are gaining a larger share of online spend. Q. Thinking about the last six months. Please indicate how much you spent at each of the following in an average month. BASE 15,201

1. Provide seamless online experiences Introduce technology that enhances the experience: solutions replicating the instore experience will boost conversion rates. Replicating the instore experience will help assist shoppers, especially in categories where tangibility can be a barrier to conversion. Thomas Pink uses Fits.me technology to enhance customers’ experience by helping overcome concerns over size and fit. This boosts conversion rates and lowers returns.

Why personalise your website? 4. Contextualised and personalised shopping Retailers must be able to tailor the website experience according to the individual needs of shoppers. Personalisation is important when shopping online… Visitors land on a site from a variety of routes and referral channels. Showing customised content for them will mean the site is more relevant, leading to increased customer satisfaction and potentially more sales. Show messages dependent on referral channel. If a customer visits a site numerous times, they’ll be in different stages of the path-to-purchase. Displaying messages relevant to their needs at that time will help conversion rates. Show messages relevant to shopper's journey. Display different versions of the website depending on the browser used. This ensures every user gets the best experiences of the site. Display content based on the browser used. Increases time on site Raises customer satisfaction Improves conversion rates Provides greater relevance Boosts sales Why personalise your website?