What Defines A ‘Connected Consumer’ In 2019?
Last week, Retail TouchPoints broadcast its 2019 Connected Consumer Webcast Series, with retailers and solution providers alike sharing success stories and tips for providing a smooth experience across all channels. Topics ranged from bridging the online/offline gap to delivering on BOPIS and other omnichannel realities, post-sale personalization initiatives and experiential retail. As retailers undertake these initiatives, they must keep in mind that the end goal is to build better relationships with consumers and keep the conversation flowing through (and between) various channels.
The RTP editors take the time to answer the question: What does being a Connected Consumer mean?
Adam Blair, Editor: Connected Consumers, or as Altimeter Group’s Brian Solis refers to them, members of Generation C, would seem to be defined solely by the death grip they maintain on their smartphones, at all times and in all places. While that’s accurate, it’s also a bit too reductive. Being a Connected Consumer also can mean that you are looking to do business with retailers that reflect your values and concerns. Case in point: REI’s expansion of its outdoor gear rental program is being positioned as part of the retailer’s well-known commitment to sustainability. Rental programs not only make outdoor gear more affordable, but by re-using products they do their part toward saving the planet. REI has already built up sufficient environmental credibility, and its reputation for quality should reassure consumers that the equipment won’t fail them in remote locations — places blissfully beyond the reach of smartphone signals.
Glenn Taylor, Senior Editor: In a way, I feel the Connected Consumer, ironically, has more ability to “disconnect” themselves from a retailer — illustrating that this brand of consumer has so much going on at their fingertips that they can engage and disengage with a retailer in the blink of an eye. As many as 57% of consumers stopped buying from a company because a competitor provided a better experience, and an even higher number (76%) said it’s easier than ever to take their business elsewhere. By being connected through numerous channels and experiences, shoppers now have the freedom to come and go as they please. That is the key issue today’s retailers have to face — knowing that the one impression they make on the consumer can’t just be “good enough.” It has to be great, convenient, seamless and memorable in the best possible way, all while giving shoppers incentive to return to a store, the retailer’s web site or to visit via a mobile device.
Bryan Wassel, Associate Editor: Connected Consumers are the natural evolution of the e-Commerce consumer. The early aughts saw tolerance for out-of-stocks and pricing mistakes decline as the Internet became a standard source for products, and now that same demand for transparency is becoming even more widespread. It’s no longer enough to match in-store and online pricing and stock — Connected Consumers expect consistency across their entire journey, and they have the tools to find out if there’s a better way for them to get what they want. The rise of reviews and social media networks means that shoppers are more informed and have given themselves a bigger voice than ever, and retailers who fail to respect that power and guide their experiences accordingly will inevitably fail to meet the demands of the modern Connected Consumer. It’s not just the smartphones or the 4G network creating this world — it’s consumers’ growing interest in controlling what they buy and where.
