Richard Peers, digital platform adviser, Microsoft
Reluctant consumers doing their research try to go to a place which is as pleasurable as possible so they can get as much from it as quickly as possible.
Of the four principles of retailing, range, price and location are hard to differentiate on so it’s all about experience.
Consumers are using technology building blocks such as topical internet, social and geo-spacial to research and apps that enable them to do really detailed tasks, such as paying bills. “Individuals want to research, find and transact,” said Peers.
Social web is very important in a buying decision.
Consumers want to know what popular opinion, trusted opinion, peers and experts are saying about their prospective purchase.
The shift is clearly towards the mobile internet, partly due to the relationship between physical and digital as consumers continue to research and access QR codes while they’re in the shop.