Technology is profoundly changing the way we shop
Ovum carried out a survey of 200 retailers – 100 UK-based and 50 each from the US and Europe – on behalf of BT, to better understand its current and future technology investments.
Customers in the UK typically use three or more devices to connect to online services and hence have several touchpoints with a retailer. This proliferation of devices and instant access to information often builds consumer expectations around the experience that they expect to have when engaging with a brand.
Hence, it is essential for retailers to offer a seamless experience across these touchpoints, using the data collected from these interactions to derive a single view of the customer and use that to offer customisable shopping services and an intensely personal shopping experience – which is what most modern customers have come to expect from businesses in the digital world.
Find out how technology is profoundly changing the way we shop >