Consumer Purchase Behaviour: How It is Affected by Digital Technologies
There are a plethora of studies in the world that have amply demonstrated that there has been a change in consumer behavior and a significant one at that. Researchers have also observed that the most significant factor to drive this change has been digital technology, especially in the context of customers’ shopping experience. The recent Digital Consumer Study report noted that as many as 50 percent admitted that they have shopped or completed tasks related to it, such as browse, compare, and more via their mobile phones over the last three months. It, in turn, has resulted in companies taking up increasingly modern strategies to keep up with this change.
In an endeavor to pull in and engage these new-age customers, who now demand a multi-channel experience, companies are adopting various aspects of their operations, including content marketing, enhanced and more responsive design for their websites, and push notifications among other things. And rightly so, because the failure to embrace this change and at a rapid face threatens their ability to grow. To help you delve further into this phenomenon, we put together a list of the most popular ways businesses are making use of new technologies.
- Coupons: A survey found that a whopping 66 percent of the respondents that discounts are a vital part of their strategies. It goes on to show the prowess of coupons and how many companies stand to benefit from the development of coupon apps. Combine that with the fact that consumers often look for that ‘push,’ which can be delivered in the form of special offers and discount coupons, while shopping further demonstrates the point.
- Go responsive: 53 percent of consumers in another stated said that they had used their mobile phones to browse a retailer’s website. As a result, companies have not only expressed keen interest in responsive website design but are actively pursuing it as well. And if you are wondering why it’s because responsive design ensures that the experience on offer is adapted to whatever device consumers may be using.
- Mobile-specific marketing strategy: To quote the same study for yet another intriguing stat: 34 percent shoppers admit that they would be more inclined to shop at a particular retailer if they were to receive offers and discounts on their mobile phones. So, companies are now working on better segmentation, to make provisions to enable staff to access customers’ wish-lists on their websites, automatic replenishment of go-to orders, and more. Oh, and yet another fascinating thing this endeavor has resulted in is that businesses are now allowing people to shortlist an item in-store and buy it online and vice versa.
It’s not that digital technologies have changed the current scenario — the truth is that if the current observations of the market are anything to go by, they will continue to impact and shape consumer behavior for the foreseeable future. And if you, too, wish to stay ahead of the curve, it is imperative that you get with the times and ensure that you deliver truly digital experiences for your consumers.
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