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IBM survey hints at future of online shopping

75% want to use mobile phones to find out where the nearest store is located

79% of consumers surveyed said they’d like to work with retailers to co-design new products and services that better meet personal needs.
79% of consumers surveyed said they’d like to work with retailers to co-design new products and services that better meet personal needs.

A comprehensive survey by tech giant International Business Machines (IBM) signals the future of online shopping with consumers becoming more demanding about the services they expect.

After analysing the responses of 32,000 consumers, IBM found out that technology is giving shoppers a new source of power with 75% saying they wanted to use their cellphones to find out where the nearest store was located and further 79% wanting to use websites to access and print coupons.

79% also stated they'd like to work with retailers to co-design new products and services that better meet their personal needs.

Existing retailers that haven't expanded to those levels yet need not worry too much since consumers rated ensuring product availability as the top area of improvement, along with delivering customised promotions. 61% said they'd spend more with a retailer if they got these two areas right.

IBM's analysis  also shows that the trend of using technologies to interact both with retailers and for other consumers is more pronounced in growth markets like India, China and Brazil where they are twice as willing to use multiple technologies for shopping.

Seeing an opportunity in the market to help retailers make the most of this demand, IBM has launched a new Center of Competency (CoC) for Retail that it says will provide industry expertise in the areas of business analytics, customer insights and merchandising for retailers.

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