According to the results of the survey conducted by Demandware Inc., brands are not prepared to meet the pressing demands of new consumers with smartphones. Consumers who do not hesitate to use different online contact points to engage with them. These results therefore show the incredible gap between the touch points currently offered by brands and the means of interaction expected by consumers today and tomorrow. "Our research indicates that all brands need to embrace new technologies and significantly rethink their approach to multi-channel commerce," said Jamus Driscoll, vice president of marketing at Demandware.
In its Demandware study, Demandware indicates that only 12% of retailers offer their own mobile shopping application, while 23% of consumers use one and 50% plan to do so in the future. In addition, 54% of consumers would like to be able to click on barcodes or smart tags in magazines or catalogues that link to websites, but only 12% of the brands surveyed offer this functionality.
This study is perfectly in line with the solutions developed by SmartSystem and, in particular, SmartPaper, which is already establishing itself as an essential innovative support for businesses and consumers.
Another striking fact: 62% of consumers say they intend to buy products or services via websites or mobile applications, only 32% of the brands offer this possibility. Moreover, only 29% of the retailers allow consumers to use their mobile phones to check product availability in stores, yet 38% of consumers already do so and 52% plan to do so in the future.
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Finally, 23% of the brands allow consumers to add items to their shopping cart via their mobile phone and then finalize the transaction later on a computer or tablet, but 51% of consumers would like to have this option.
"This research should alert brands to the fact that the traditional single-channel, transaction-based approach to e-commerce is no longer sufficient," adds Jamus Driscoll, "Today's consumers are demanding a unified interaction with brands across all touch points. And brands that don't deliver on these expectations will find it difficult to remain competitive and prosper in the evolving e-commerce market.