Editor's Comment

Keeping the customer satisfied? How shopper behaviour is changing

Customer loyalty

In today’s InternetRetailing we’re reporting on the latest insights into how shopper behaviour is changing. There’s further evidence this week that UK shoppers are moving away from stores and towards online, wielding their smartphones as they search and buy.

We’re reporting on figures from the BRC and Springboard, out this week, showed a fall in visitor numbers to stores in May, following earlier BRC data that suggested ecommerce growth had slowed significantly. We’re also covering Salesforce analysis that gives new insights into how customers are buying, both in the UK and around the world. It suggests that more people are now searching via mobile than desktop, and that orders are now growing faster than traffic, as shoppers become more likely to convert, and to spend more on each visit.

We also report today on how retailers are profiting from that changing behaviour. Ted Baker today reports fast online growth, while Dune London has seen its own sales peak after making user-generated images shoppable on its website.

We report too on one European retailer, Coop Denmark, which has gone to perhaps unprecedented lengths in customer research – moving in with shoppers to see how they buy.

This may be unusually in-depth research, but it certainly seems that getting a better understanding of the shoppers they serve will be crucial for most retailers as they look to give them the experience that they demand, and to retain their spending, whether via mobile or other means, in years to come.

Today’s guest comment comes from Steve Shoaff of Ping Identity who looks at whether retailers are responding to customer demands for privacy.

Webinars
Find out more about upcoming InternetRetailing webinars and register for free on the InternetRetailing webinar page. You can also catch up with past webinars on the page: recent sessions have come from IBM Watson on using AI to improve the customer experience, and from SmartFocus and The Entertainer on using social to reach digital customers.

Image credits:
  • Fotolia , Fotolia , Fotolia , link