More than ever, consumers are connected. It is estimated that over 20 billion devices will be connected by 2020, which is about 4 devices for every person in the world. Smartphones and tablets are the most common connected devices, but voice-controlled home devices are very popular with consumers under the age of 35. Almost 75% of those younger consumers now own voice-controlled home devices such as Amazon’s Alexa and Google’s Home. Shoppers of today are extremely tech savvy and want to be able to use all of the technology available to them for their shopping experiences. To keep up with all of this connection, retailers need to make sure they are making the most of the new technologies available by developing shopping experiences that consumers are demanding. Here are a few suggestions for retailers who want to continue to attract (and keep!) these young tech-savvy consumers as loyal customers.
Build Seamless Shopping Experiences – Incorporating all types of shopping experiences into marketing strategies is extremely important, because these connected consumers want to be able to do research and make purchases through various channels such as Facebook and/or Instagram, as well as online and in-app. Through the Internet of Things, these platforms allow retailers to track consumer data that can help them to create personalized shopping experiences for each consumer. Data can be shared across the various channels, from in-app to online and also in-store, thus providing the seamless shopping experience the consumers want. Staying on top of these various shopping channels and providing varied shopping experiences for consumers is critical for retailers who want to remain competitive in today’s retail environment.
Offer Flexible Payment Solutions – Omnichannel shopping is so prevalent for today’s connected shopper that providing a seamless, flexible payment experience to those consumers, no matter on what platform or device they are accessing a retailer, is of the utmost importance. Along with all of this convenience, consumers want to be able to trust that their sensitive personal information is being kept safe. The retailer of today has no choice but to keep themselves informed and to use the most up-to-date and advanced payment systems available, and will have the advantage over competitors who do not use these advanced payment systems.
It may be tempting for successful retailers to ride their success and just keep doing the same things they have been doing in the past, especially when it comes to their marketing strategies. The Connected Consumer, however, has shown that smart retailers must evolve and adapt to the new world of retail and the new way shoppers want to interact with retailers. To be successful in the 21st century, retailers must be aware of the ways their customers want to shop, and adapt their marketing and payment strategies to accommodate these tech-savvy shoppers.