Throughout history we’ve seen plenty of blockbuster rivalries in business that have changed the course of various industries. Over the past decade, the clash of the eCommerce and brick & mortar “dynasties” to gain consumer interest has certainly been one for the record books. However, while some rivalries may never be settled, we’re beginning to see eCommerce and physical stores come together for the sake of their common interest: customer engagement. While newly crowned “digital stores” are testing and implementing different types of technologies in the store, their overarching goal is the same: to revolutionize the in-store experience through digital means.
When it comes to their customers, the phrase “getting to know you” is certainly on the minds of the savviest of retailers all day, every day. Not every shopper is going to fit into a perfect bucket of when and where they like to shop, but if retailers take the time to look close enough, certain patterns will begin to emerge.
In a recent survey of over 10,000 shoppers across 11 countries, MasterCard set out to define the behaviors and attitudes of consumers who purchase both online and offline within a 30-day period.
The result of the survey identified that the omnishopper (or a consumer that transcends channels) is a more focused in-store shopper that is now buying from a narrower list of unique stores than in years past. In other words, and according to MasterCard, this new power shopper has arrived globally and is your new best customer. Retailers, listen up! This omnichannel customer is:
As humans, it is in our DNA to constantly evolve and create the next “big thing” that will change how we live and work. From the invention of the wheel to the creation of the Internet, our technological advances have always come with reason – a better way to harvest food, more efficient ways to travel or more enhanced platforms for communication – and they’ve always developed at a time when they are most needed.