Though online shopping has become a major sales channel, there is still room for it to grow, according to a study by the IBM Institute for Business Value (IBV). It analyzed more than 110,000 responses to uncover how customer attitudes and behaviors are changing.
Consumer perception of the convenience of delivery is growing, putting physical retailers—traditionally the most convenient option—on the back foot. New standards for business-to-consumer (B2C) communication are emerging; customers demand meaningful, tailored messages, and are willing to trade their own information to get them. The digital experience should be seamless and personalized, with benefits carrying over to brick-and-mortar locations.
Download this executive summary to discover the IBM IBV’s findings.