Last week, Retail
TouchPoints broadcast its 2019
Connected Consumer Webcast Series, with retailers and solution providers
alike sharing success stories and tips for providing a smooth experience across
all channels. Topics ranged from bridging the online/offline gap to delivering
on BOPIS and other omnichannel realities, post-sale personalization initiatives
and experiential retail. As retailers undertake these initiatives, they must keep
in mind that the end goal is to build better relationships with consumers and
keep the conversation flowing through (and between) various channels.
The RTP editors
take the time to answer the question: What does being a Connected Consumer mean?
Adam Blair, Editor:
Connected Consumers, or as Altimeter Group’s Brian Solis refers to them,
members of Generation C, would seem to be defined solely by the death
grip they maintain on their smartphones, at all times and in all places. While
that’s accurate, it’s also a bit too reductive. Being a Connected Consumer also
can mean that you are looking to do business with retailers that reflect your
values and concerns. Case in point: REI’s expansion of its outdoor gear rental program is being positioned as
part of the retailer’s well-known commitment to sustainability. Rental programs
not only make outdoor gear more affordable, but by re-using products they do
their part toward saving the planet. REI has already built up sufficient
environmental credibility, and its reputation for quality should reassure
consumers that the equipment won’t fail them in remote locations — places
blissfully beyond the reach of smartphone signals.
Glenn Taylor, Senior
Editor: In a way, I feel the Connected Consumer, ironically, has more ability
to “disconnect” themselves from a retailer — illustrating that this brand of consumer has so much going on at
their fingertips that they can engage and disengage with a retailer in the
blink of an eye. As many as 57%
of consumers stopped buying from a company because a competitor provided a
better experience, and an even higher number (76%) said it’s easier than ever to take their business elsewhere.
By being connected through numerous channels and experiences, shoppers now have
the freedom to come and go as they please. That is the key issue today’s retailers
have to face — knowing that the one impression they make on the consumer can’t
just be “good enough.” It has to be great, convenient, seamless and memorable
in the best possible way, all while giving shoppers incentive to return to a
store, the retailer’s web site or to visit via a mobile device.
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Bryan Wassel,
Associate Editor: Connected Consumers are the natural evolution of the
e-Commerce consumer. The early aughts saw tolerance for out-of-stocks and
pricing mistakes decline as the Internet became a standard source for products,
and now that same demand for transparency is becoming even more widespread.
It’s no longer enough to match in-store and online pricing and
stock — Connected Consumers expect consistency across their entire journey, and they have the tools
to find out if there’s a better way for them to get what they want. The rise of
reviews and social media networks means that shoppers are more informed and
have given themselves a bigger voice than ever, and retailers who fail to
respect that power and guide their experiences accordingly will inevitably fail
to meet the demands of the modern Connected Consumer. It’s not just the smartphones
or the 4G network creating this world — it’s consumers’ growing interest in
controlling what they buy and where.
