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By Christophe Kuhner
on 30 Sep 2016 11:27 AM
  • Digital transformation
  • E-commerce
Businesses should be asking themselves every single day how they can effectively understand their client base, as there currently seems to be a disconnect between retailers and customers. 

Expectations vs Reality

According to a study done by Mappy/BVA in 2014, the following blurb illuminates the kind of disparity that exists between the perception of retailers and the reality of consumers in terms of motivation of in-store purchases:
Vendors seem to think that the seller-client relation (40%) and the advice provided to the store visitor (28%) are the main drivers of store purchases. The reality is that consumers say the biggest drivers for them are the ability to see the product in person (65%) and to have it immediately in their hands (50%).

The web-to-store customer

Customers tend to browse stores online before going to the store to make a purchase. We need to capitalize on these web-to-store customers by anticipating their needs before they walk into the store. According to CapGemini consulting, stores will see revenue grow up to 7% with effective web-to-store sales. 

No divide between digital and physical

Nowadays, customers do not really see a difference between the online and the physical shop, and they tend to juggle seamlessly between both. It is up to retailers to turn their focus on making their customers’ lives easier. This can be done by making items easy to find and review in-store, making sure there are no waits and no extra costs, and just making it easier to shop in general. 

Capture the web-to-store customer’s attention

One must intercept the potential web-to-store client online by capturing their attention and bringing them into the store. For example, Click and Collect, where customers can reserve an item online and pay for it in-store, is something customers would love to see more of but is underused by retailers. Once the customer is in the store there is also a possibility of upselling. 

So how well do retailers really know their clients?

Every retailer is different and has their own ideas about their consumers. If the above paragraphs about consumer perceptions don’t come as a surprise to you, you probably know your customers quite well. If the above information is news to your ears, perhaps you would benefit from conducting surveys of your own. In the meantime, here’s a look at some more of the data we use to highlight the different perceptions of retailers and consumers:

What are the biggest pros to shopping locally in-store?

According to Consumers

According to Retailers

See the product - 65%

Seller-client relation - 40%

No waiting - 50%

Advice - 28%

Try out the product - 48%

See the product - 24%

Touch/feel the product - 46%

Touch/feel the product - 16%

Avoid shipping costs - 45%

After-sales service - 9%


Christophe Kuhner

VP Field Marketing & Communication & Product Marketing Manager « Sales Marketing »