The Omni-Channel Shopper
We as consumers are always on, which I feel is a good thing. We’ve become better informed, connected, demanding and aware of values and authenticity. We shop more broadly than in the past and no longer are we as consumers simply subjected to brick and mortar retailing as the shopping channels have widened. In an article written by Julie Krueger, for Googles journal page ‘Think with Google’, Ms, Krueger identifies the omnichannel, digital and tech savvy and highly connected shopper and the continuing divide between the retailer and today’s consumers and how to shatter the disconnect.
Today’s consumer crisscross between the e-commerce and in-store shopping experience and continue to demand from retailers convenience, speed and choice including payment methods and fulfillment options. Their consumers who easily switch from online, mobile and additional touch points during a shopping expedition, and yet the adaptability which retailers present to consumers are a slowly evolving and an unpredictable retail landscape
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More importantly, it also may not be enough to understand who the consumers are and their important psychographic or demographics factors. For a retailer at the basic level, “it will mean knowing the current consumer's everyday practice of “showrooming’ and ‘web rooming” (Krueger, J. 2015), which for this consumer means shopping on their own terms. The Omni channel consumer will browse, research and compare information and prices across available channels to get the best products or deals before they decide on making a