Nearly three quarters of Australian consumers wanted their shopping experiences to have some type of technology, including in-store kiosks, mobile phones and the Web, according to a 2009-10 IBM study that surveyed more than 35,000 consumers globally.
Inside Retailing reported that consumers said they prefer to use kiosks to review product features and obtain product information. They use mobile phones to locate the nearest store as well as compare prices and check whether a product is in stock, and they use websites to compare prices, print coupons and read and write product reviews.
They also use social networking sites such as Facebook and Twitter to connect with other shoppers, and the opinions of others influence their purchasing decisions. A third of consumers polled, largely Generations Y and Z, said they were likely to follow a retailer on a social network but expect some form of value exchange with the retailer in return.
The study also found that Australian shoppers believe retailers' No. 1 focus should be offering better promotions and prices, followed by making product improvements and, finally, providing better customer service.
More specifically, they want personalized promotions and knowledgeable store employees who are willing to help during the shopping process. More than half of Australians surveyed by IBM said they were willing to spend more money with a retailer that addressed these needs.
