New research identifies the gap between retailers’ all-channel strategies and customers’ expectations
ATLANTA – Commerce in Motion, a multi-channel program designed and sponsored by RedPrairie to deliver content, commentary, and conversation to supply chain and retail executives, announced today the availability of the benchmark study, “The SoMoLo Imperative: Social, Mobile, Local Shopping Reaches the Tipping Point.”
The study, commissioned by Commerce in Motion, surveyed nearly 150 retail executives regarding the impact social, mobile and local (SoMoLo) consumer behavior is having on retail operations. The intent of the study was to shed light on the behaviors and expectations of the ever-increasing number of SoMoLo buyers and to benchmark how retailers are adapting their commerce and marketing strategies to engage these savvy shoppers.
“Retailers are under immense pressure to enhance the SoMoLo shopping experience,” says David Bruno, director of Commerce Studies for RedPrairie and the editor and publisher of CommerceInMotion.com. “While retailers understand they have some catching up to do, until now there has not been research available to pinpoint the disconnect between consumer expectation and retailer initiative. This study is the first step in a retailer’s roadmap to competitive advantage in the quest for SoMoLo customers.”
The study reveals that retailers are not keeping pace with the demands of the SoMoLo shopper. For instance, 46 percent of surveyed retailers indicated that their customers expect the option to place orders via smartphones; whereas only 38 percent of those same retailers currently offer that functionality.
Additionally, only 22 percent of responding retailers offer customers the ability to browse and purchase items from social media sites; while 38 percent of their customers expect this capability.
While the gap between retail reality and consumer expectation may be daunting, according to Bruno, the challenge is not insurmountable – or without reward.
“The good news is there’s a heightened sense of industry awareness and onus to react to SoMoLo shopping behaviors,” says Bruno. “For retailers that develop executive commitment, clearly defined all-channel strategies, and the right technology platforms, SoMoLo and the all-channel evolution offers unprecedented opportunity to increase brand loyalty and market share. It’s an exciting time for the retail industry.”
Commerce in Motion’s first annual “The SoMoLo Imperative: Social, Mobile, Local Shopping Reaches the Tipping Point” study is based on data gathered from an online survey of 282 executives from industries including retail, manufacturing, consumer packaged goods, grocery, logistics, and life sciences. The data was gathered in December 2011. Customized surveys were provided to respondents based on their organization’s focus on either B2C (149 respondents) or B2B (133 respondents). The results highlighted in this press release reflect the responses of the B2C-focused survey participants. A summary of the B2B portion of the study will be published at a later date. The complete study is available at NRF Booth # 429, by visiting The SoMoLo Imperative: Social, Mobile, Local Shopping Reaches the Tipping Point or by contacting David.Bruno@RedPrairie.com.
About RedPrairie Corporation
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