BRP Report Shows How Digital Influences Shopping

Convenience Store Decisions – Consumers expect greater convenience and empowerment to shop the way they want and where they want. According to a new report from Boston Retail Partners (BRP) and Windstream Enterprise, rapidly evolving customer expectations and digital technologies are driving a major transformation in the retail industry.

“The Retail’s Digital Crossroads: The Race to Meet Shopper Expectations” report, based on research conducted by Incisiv, combines findings from surveys of 1,212 retail consumers and 60 retail executives to understand the effect digital has on the shopping experience.

“The digital divide in retail is growing, as over 75% of retail shopping traverses the digital realm, but less than half of retailers deliver on the most important digital capabilities that customers desire,” said Brian Brunk, principal, BRP. “Further, very few retailers offer the next generation digital technologies, like automated returns and proximity-triggered mobile coupons, that could significantly influence future purchase decisions. Retailers must transform and quickly close the digital gap to remain relevant with their customer.”

“Mobile devices and the capabilities they enable are the primary catalyst for the continued evolution of the customer experience,” said Ryan Grogman, senior vice president and practice lead, BRP. “The majority of today’s consumers research products and brands digitally prior to visiting a physical store and, once they are in the store, about half of them use their mobile devices to perform price comparisons, read product reviews, and even validate inventory.”

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