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Shoppers Disrupted
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Shoppers Disrupted

Retailing Through the Noise

Kali Kleena and Danny Edsal
IBM, 2015
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Recommendation

“Smart consumers” are overthrowing the traditional retail business model. Based on more than 110,000 customer responses collected over five years, consultants Kali Klena and Danny Edsal from the IBM Institute for Business Value have produced a report that details the challenges retailers face as a result of the consumer’s embrace of technology. The authors provide recommendations to help businesses respond and thrive in this new shopper’s world. getAbstract recommends these insightful findings to salespeople, marketing managers and all those working in retail.

Summary

Nearly 50% of today’s shoppers say they prefer shopping online to the traditional brick-and-mortar experience. However, perceived enjoyment doesn’t always result in actual purchases. Where shoppers enjoy the online experience is not necessarily where they buy: For example, 45% of consumers say they enjoy shopping for home décor items online, but only 28% actually bought their last home décor item from a website. The gap is smaller for electronics: The percentage of consumers who say they enjoy shopping online and who actually do so is roughly the same. Retailers must...

About the Authors

Kali Klena, senior product manager for IBM Analytics, has more than 20 years of experience in retail consulting. Danny Edsall is vice president and partner for IBM Global Business Services.

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