How do customers leverage technology in the market today?
A new IBM global survey, which included 4,000 Canadians, reveals that technology is giving Canadian shoppers a new source of power, driving an increasing need for retailers to engage them with more personalized promotions and offerings, and reaching them via social media rather than relying strictly on traditional marketing.
The survey, which included an additional 28,000 consumers from five other countries, demonstrates the changing economy is giving rise to the smarter consumer – one who uses technology to make more informed buying decisions, exchange information with peers, make purchases on-the-go and shop across multiple channels.
Highlights of the survey include: 84% want to use Web sites to access and print coupons; 75% want to use mobile phones to find out where the nearest store is located; and 72% want to see what goods are in stock before going into the store. The survey also found that for those willing to shop by mobile phones, 43% were willing to use
texting to make a purchase.
Sixteen per cent of respondents said they were likely to “follow” a retailer on a social network such as
Facebook or Twitter.
