Capitalizing on the Smarter Consumer

The digital era is changing retailing. Customers are more connected, vocal and demanding than ever before. What they want, above all, is a personalized experience; they want retailers to know them.

Technology is not the only force shaping shopper behavior. We surveyed 30,624 consumers in 13 countries to learn what factors are influencing todays smarter consumer. We delved deeper into the mind of the consumer to learn what they really think of when they shop. What we found is that traditional insight strategies for knowing consumers isn't enough. You have to look more broadly at their attitudes, who they listen to and who they are buying for to really "know them."

Smarter retailing starts with the recognition that consumers are conducting a conversation many retailers know nothing about.

To begin learning about how to listen and respond to today’s smart digital consumer, download the IBM Institute for Business Value executive summary, "Capitalizing on the smarter consumer."

Download the complete IBM Institute for Business Value study

Meet the author

  • Melissa Schaefer

    Melissa Schaefer

    Former Global Retail Leader
    Institute for Business Value
    IBM Global Business Services

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