Capgemini Finds Consumers Want More Unified Shopping Experiences

By Kalen Smith, Big4 Blogger

A new study from Capgemini found that consumers are no longer looking to utilize a single distribution and marketing channel to make their purchases. Capgemini’s Digital Shopper Relevancy report concludes that businesses will need to find a more seamless approach to integrating brick and mortar retail, social media and online sales models. The firm interviewed more than 16,000 consumers in nearly 20 different countries.

A study from Retail times predicts that the boundaries between these channels will begin to blur within the next two years. However, businesses have need to start reforming their structure and policies before these changes can be made.

Most businesses communicate their branding messages very differently through their various channels. As consumers choose to expose themselves to multiple channels, they are becoming confused about the core message of the companies.

The importance of developing a single communication medium to relay all messages is going to be even more important in the coming years. More developing markets are beginning to use digital media to make purchases or research companies they intend to do business with. The Digital Shopper Relevancy said that businesses will need to focus on a single message as consumers in those markets are exposed to multiple channels.