How technology affects our purchases in traditional stores?
Customers increasingly use digital technology, not only to buy on the Internet. It also helps them in purchases made in traditional stores.According to a recent survey, customers use electronic devices during nearly two out of three visits to the store. Today we no longer have two worlds: digital and traditional purchases. To a lesser or greater degree they penetrate, which is extremely important information for sellers who compete for consumers for whom the use of digital devices has become daily bread every day.
Most customers use digital technologies before shopping – 74 %. Almost 42 %. uses them during, and after shopping – only 18 percent. customers. Every third buyer uses devices both before and after shopping.The use of electronic devices serves customers to find inspiration, and during shopping translates into the number of people who make a purchase. It is higher by 7 percent. in the case of people using technology compared to people who do not use digital tools either before or during shopping
There are no significant differences between men and women in this area. The level of “digitalization” of purchases by both groups is about 60 %, but men slightly more often reach for electronic devices.
Technology has the greatest impact on young people, It is not a surprise that the Digital Impact Index decreases with the age of customers, with the highest result in the 18-24 age group. It is up to 71 %.
Where do customers look for information and purchase inspiration?
At the beginning of the purchasing path, ie at the stage of seeking information and inspiration, customers, regardless of the product category, value the ability to quickly find information about products and compare their prices (respectively 25 and 26 percent of answers) in electronic devices. The source of information is usually websites for them (48% of clients). One fifth of respondents use search engines. The search for inspiration also takes place via social media (8 percent of clients), of which Facebook and YouTube are the most popular. In this area young people (18-25 years) have the greatest activity, among whom at least one in four clients used social media before shopping..