Empowered customers and omni-channel commerce are mirrors of each other, and both are transforming “retail.”
[UPDATED] Connected customers have the Internet in their pockets and use mobile and other devices in all stages of conceptualizing, considering, evaluating, buying and using purchased products and services. These customers want to interact with firms and brands in a seamless experience that features single sign-on as an entry point; they want the firm to respond using their individual data when that makes interacting more valuable. Omni-channel commerce refers to a collection of technologies, practices and strategies firms use to provide the personal individualized experience that connected customers expect.
IBM’s 2012 study of retail customers in eight mature economies (Australia, Canada, France, Italy, Japan, Spain, the UK and the USA) and seven growth economies (Argentina, Brazil, Chile, China, Colombia, Mexico and South Africa) lays bare that the retail “shopping” experience has shifted profoundly, although you wouldn’t know it by looking at most offline or online retailers’ presences. The paper, “Winning over the empowered consumer: Why trust matters,” is a call to action […]