Capgemini has shared its finding of a global report focused on changing nature of shoppers’ retail preferences as they continue to tap into the rapid innovation of traditional and digital channels. The report entitled “Digital Shopper Relevancy” surveyed 16,000 digital shoppers across 16 matured and developing markets such as India. In order to make you understand the relevancy of research report from India point of view, we have filtered the key findings below from the report.
- Shoppers in developing regions place greater importance on all digital channels, regardless of the phase of the shopping journey. 72% of respondents from India said they purchase more products in a single transaction online than in a physical store. And 73% of shoppers from India prefer to be offered additional product suggestions online.
- Shoppers in developing markets are also more engaged with retailers and consumer products companies through digital channels. Nearly two third of respondents from India said they would like to be able to follow retailers through social media, far more than those in the mature markets.
- 80% of shoppers in India said they want to receive personalized offers and recommendations through digital channels.
- Gender plays a role in shopping behavior, with women generally more engaged than men when using digital channels. In India women are more interested than men in receiving personalized offers and recommendations. Women are also more interested than men in finding out about new products through blogs; receiving messages and offers from retailers based on location.
- Women are also more likely than men to be interested in receiving inspirational content from retailers through digital channels (such as “how-to” videos). In the electronics category 55% of women shoppers would like to receive this kind of content when learning about products, compared with 44% of men.
- Social media is also a more relevant channel in the developing markets such as India. More than two thirds of shoppers in India said that they are interested in finding out about new products through social media and blogs.
- From India, 80 percent of shoppers said they want to receive personalized offers and recommendations through digital channels. Interest in receiving personalized offers and recommendations varies somewhat by product category and is highest for fashion, cited as appealing by 58% of respondents, compared with 49% of food shoppers.
- 73% of shoppers in India view mobile apps as important medium when purchasing a product.
- Developing markets such as India is particularly interested in using apps during the delivery phase, as cited by 72% of shoppers in India. Younger shoppers and those buying electronics were also more likely to want to use mobile apps to track product delivery.
- Factors such as shopping with friends online (looking and selecting together, although physically apart) offer less appeal, particularly in mature markets. However, this factor was cited as extremely important by the higher rankings in India with 40 percent.
- Overall, 72 percent of respondents from India see call centers as an important channel following a purchase.
– Download the report from here.
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