Study discovers new style of shopper – “phy-gital” people

A study released today by Mindtree provides critical insights into the evolution of the “phy-gital” shopper and the kinds of shopping experiences and features that would encourage them to shop more. These phy-gital shoppers have a world of information at their fingertips and they’re just as comfortable shopping online as they are in a retail store.

The independent study, “Discover the Phy-gital Shopper: A Survey by Mindtree” found that these high-expectation shoppers are more phy-gital than shoppers in the U.S., Benelux or Germany. U.K. shoppers prefer to combine online and in-store experiences in whatever way is most convenient or efficient for them. Their behavior has flipped the traditional supply and demand model. With today’s connected shopper, demand now discovers supply. At the hint of a need, this new breed of shopper interacts with various media and devices to find what they want. The paradigm shift is fueled by new technologies such as cloud apps, machine intelligence and connected smart devices.

The study surveyed 630 consumers across the U.K., asking them to rate different online and in-store features across apparel, grocery, and home and garden segments. Although details of shoppers’ top preferences and desires differed somewhat by market segment, five broad themes emerged that retailers will find useful:

  1. Shoppers expect a seamless experience across channels – 70% say they combine online and in store purchases
  2. Shoppers want to take advantage of in-store technology – 20% want to use technology for locating products and self-checkout at kiosks for a faster shopping experience
  3. Shoppers will share personal information, but not on social media – 90% are willing to share personal information for a better experience but only 5% want social networking with retailers
  4. Shoppers want more information, whether online or in-store – 21% of apparel shoppers want a 360-degree view of online products
  5. Shoppers will spend more if they have a remarkable experience – 17% of apparel and grocery shoppers want to redeem loyalty points across channels

Doug Stephens, Retail and Consumer Futurist; Founder of Retail Prophet said, “Until recently we have tended to view the dynamic between the web and physical stores as binary, with one format winning out over the other. This clearly isn’t true. We will see ecommerce become increasingly physical, tactile and immersive, and the in-store experience significantly more web like, connected and data-rich. In fact, technology is rapidly driving the evolution of both formats. In time, the lines between the two formats will become so blurred it will be difficult to know if the retail experience we’ve just had was digital or physical.”

Radha R., Mindtree’s Executive Vice President of Retail, CPG and Manufacturing said, “With the most phy-gital shoppers we have seen so far, the U.K. is at the forefront of the changing global retail landscape. It has become crucial for retailers to meet these shoppers at the critical moments across all media, devices and channels-and to offer a remarkable experience that makes them stand out in a crowded marketplace. Obviously there is no one-size-fits-all approach, but the smart retailers will conduct a comprehensive assessment of their omnichannel readiness.”

For complete details of the U.K shopper survey:

View the infographic

Download the detailed report

See the POV

Understand how the expectations of the new age shopper vary for other regions:

U.S. survey

Germany survey

Benelux survey

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »