Ongoing technological innovation is increasing customer expectations, and as a result they command exemplary service and more relevant experiences across all channels.
As a result, consumers are more willing to share personal information if they receive customized offers and messages in return, according to research from IBM. Through a survey of 30,554 consumers in 16 countries, the company studied overall response to SoLoMo communication — or Social handle, Location and Mobile number.
{loadposition TSHBAIAA022014} The IBM Institute For Business Value Global Consumer Study concluded that 36% of consumers are willing to share their location with retailers via GPS; 32% of consumers would share their social handles with retailers; and 22% would provide their mobile numbers to receive text message alerts.
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However, adoption of SoLoMo varied by four consumer groups:
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Traditional (19%): These consumers rarely use technology while shopping;
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Transitioning (40%): Technology is used to primarily gather research and information about a retailer or product;
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Tech-intrigued (29%): SoLoMo is used for browsing to buying; and
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Trailblazers (12%): Consumers tap SoLoMo extensively, especially to evaluate retailers and potential purchase decisions.
Trailblazers make up a small percentage of total consumers, but they have the highest expectations of retailers. These consumers believe that retailers should provide SoLoMo capabilities so they can tap multiple devices throughout the browsing and buying process.
To help retailers create a compelling experience for consumers, IBM spotlighted five necessities:
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Pricing consistency across shopping channels;
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Offer the ability to ship out-of-stock items directly to home;
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The option to track order status across devices;
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Consistent product assortment across channels; and
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The ability to return online purchases in the store.
Click here to access more information on the IBM survey.
