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 capitalize 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

Related links

Winning over the empowered consumer Optimizing channel strategy to maximize value Bring science to the art of marketing

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