Holiday shoppers are plugged into their digital devices.
According to GfK Roper/SapientNitro’s consumer shopping survey about the in-store versus mobile-tablet shopping experience, smartphone owners are putting smartphones and other devices to greater use this year and across a variety of shopping behaviors.
Consumers who bought something using a digital device rose to 74 percent this year, compared with 55 percent last year.
The 2012 holiday season marked a fundamental shift where retailers not only recognized digital shoppers, but accommodated them with everything from GPS-enabled store maps to updated mobile shopping apps for smartphones and tablets.
According to the GfK Roper/SapientNitro survey, retailers could do more. Seven in 10 consumers agreed with the statement “retailers could do more to enhance the in-store shopping experience.” Some upgrades shoppers would like to see include the ability to buy products in-store and have them shipped home at no cost, cited by 79 percent. Free Wi-Fi was cited by 63 percent; interactive displays or kiosks were recommended by 57 percent, and exclusive in-store mobile offers, 56 percent.
According to the GfK Roper/SapientNitro survey, the number of consumers who researched and browsed for products rose to 82 percent this year, from 67 percent in 2011, and 62 percent used an e-mail offer from a retailer, up from 45 percent last year.
SapientNitro also said consumers are using physical stores differently. A majority of digital users, 51 percent, reported that they engage in showrooming, or using stores to browse products while planning to buy products online.
Four in 10 consumers, up from 33 percent last year, said they purchased a product in a store after researching the product online. About 27 percent said they purchased a product online after shopping for a similar item in a physical store.
Twenty-four percent of shoppers had the impression of there being more deals offered this holiday season. An increasing number are using digital devices to help navigate and find the best bargains. Forty-three percent said they are relying more on their smartphone, tablet or computer compared to last year’s holiday shopping season.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)