Global retail is reborn and Global Retail 2.0 is entirely driven by smartphones. Forty-two percent of all physical shoppers in Australia, Brazil, Mexico, United Arab Emirates, United Kingdom and United States now use their smartphone at least once throughout their shopping journey . They do this to check online product reviews, search for product information, access coupons, shop online for curbside pickup, or even pay using digital wallets at the point of sale. physical.
These are just some of the ways shoppers around the world are using smartphones and other connected devices to transform the way they interact with their merchants, according to PYMNTS. Global Digital Purchasing Index 2022in collaboration with cyber source. We surveyed six census-balanced consumer panels in six key markets – Australia, Brazil, Mexico, United Arab Emirates, United Kingdom and United States – to find out what they want from their experiences. purchasers and their merchants in 2022 and beyond. Our respondents were more than 13,000 in total. We also surveyed over 3,000 merchants in these six countries to find out how well they are meeting local shopper expectations and how they can improve their offerings to drive sales.
The main conclusions of our research are as follows:
• Consumers have changed the way they shop in physical stores, interweaving the digital shopping experience. Nearly two years into their own digital transformations, consumers around the world have changed the way they use the physical store and their smartphones to enhance the in-store shopping experience.
• Merchants are going digital, making these features a priority no matter where consumers shop. Sixteen percent more merchants allow users to set up digital profiles that can be accessed across multiple devices compared to 2020, and 17 percent more support mobile features that consumers can use to enhance their in-store shopping experiences by compared to the same period.
• Consumers are more satisfied with merchants who integrate mobile and digital functionality into the physical store experience. Consumers who use their smartphone while shopping in-store have much smoother shopping journeys than in-store customers who don’t use their smartphone. Merchants offering “smartphone-assisted” shopping features deliver a 49% less friction-laden in-store experience for consumers than non-mobile-assisted shopping, according to consumers who shop with them.
However, to meet the expectations of global shoppers for an integrated and multi-channel shopping experience, it is not enough to provide smartphone-based features, such as apps and digital wallets.
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