From transactions to relationships

Connecting with the transitioning shopper

While the store remains the cornerstone of the shopping experience, an IBM Institute for Business Value survey of more than 26,000 customers reveals that today’s empowered consumers are becoming increasingly comfortable purchasing through multiple retail channels.

Many retailers today consider themselves omni-channel, with the intent to provide seamless online and in-store consumer shopping experiences. Yet, many are struggling with uneven channel growth and consistency, allowing those competitors with truly differentiated offerings to race ahead. How can these retailers get – or recapture – their edge and capitalise on the growing consumer trend to use multiple channels to shop and purchase?

To find out, the IBM Institute for Business Value surveyed 26,000 shoppers in 14 countries, across a range of non-grocery retail categories, to learn a how consumers perceive and interact with retail channels. Three important trends were revealed by this research:

Register to download the full IBM Institute for Business Value study

About the author

  • Kali Klena

    Kali Klena

    Retail Lead, IBM Institute for Business Value

  • Jill Puleri

    Jill Puleri

    Worldwide Retail Industry Lead, IBM Global Business Services

Transaction to Relationship Infographic

How we'll shop in 2013

  • IBM

    Download the IBV App

    Access our latest thought leadership, including C-suite studies and industry insights. Maintain a library, receive regular updates. Explore enhanced content.

  • IdeaWatch Newsletter

    IdeaWatch Newsletter

    Sign up to receive monthly e-mail updates on recent papers from the IBM Institute for Business Value.