Retail World

The digital consumer

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When we talk about digital consumers, we refer to those people who interact with the online channel every day: all those with internet access and those with a smartphone. For this reason, consumers are more digitized every day and use different channels to buy the products they want.

What do they want?

Now, on the internet, you can buy anything, there are no restrictions whatsoever, unlike a few years ago. The increase in online purchases is steadily growing, but it is not just about this: the digital consumer, throughout his purchasing journey, wants to live a unique experience, regardless of whether he is buying online or offline.

Consumers tend to combine all sales channels in their purchasing path: they inquire about the internet and buy in-store (webrooming) or vice-versa (showrooming). Furthermore, digital first has more and more relevance as multi-device searches, which combine desktop computers, laptops, tablets and smartphones, spread like wildfire.

This emphasizes the importance of the digital strategies of a brand, whatever it is: the online presence is an integral part of how customers discover, search, buy and fall in love with a brand. Digital content, such as images, articles, reviews, comments or product features affects the majority of sales, whether online or in a physical store.

This process of staying informed is what makes consumers increasingly digitalized. The use of the internet to access information sources and find products to compare before buying is a very common habit.

Another feature of the digital consumer, apart from access to information, is the speed at which they are obtained: not wasting time is one of the factors that imply the success of online commerce.

How to capture their attention?

In this context, where the consumer has an infinite range of possibilities, capturing the consumer’s attention and offering him exactly what he is looking for is a determining factor. For this, it is necessary to create a personalized shopping experience and use social networks to form a community. Consumers are looking for buying experiences, and therefore retailers need to focus not only on sales, but also to generate appropriate conditions.

Technology can play an important role in this sense, helping to retain customers and, at the same time, optimizing the customer’s experience in the store. For example, the tools that allow digitizing the work carried out by the store staff and reducing the time spent by employees to carry out routine jobs are forms to increase the customer’s experience in the store. This improves the results, due to an increase in efficiency and effectiveness.

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