87% of shoppers start their search for a new product on digital channels
Salesforce's latest Shopper Retail report has revealed what modern consumers really want from retailers.
Based on a survey of 6,000 shoppers from six different countries (UK, US, Canada, Australia, Germany and France) and evaluation of 70 physical stores, it was found that 87% of people start their search for a new product on digital channels. However, when it comes to actually shopping, it seems like the physical experience is even more preferable. 46% of shoppers say they still prefer to shop in a physical store, while 35% say the same for laptops and 18% for cell phones.
Other key takeaways from the report include the importance of personalization, with it (which takes AI and machine learning into account) influencing 38% of all digital revenue.
Lastly, while retailers surpass both marketplaces (eg Amazon) and brands as the place where consumers buy products for the first time, this changes when it comes to repeat purchases. 47% of consumers say they are likely to make repeat purchases through "marketplaces", while 34% say retailers and 20% say brands.