It’s no secret digital and social have a huge impact on consumer shopping decisions. But what channels and platforms are making an impact? And in what way? Epsilon analyzed consumer shopping habits and sentiment in Q1 2016 via our self-reported consumer survey, Shoppers Voice®. Key insights emerged that shed light in to how consumers are navigating digital and social on their path to purchase.
Consumers are becoming savvy users of digital tools, and they’re using them in more sophisticated ways to enable their own personal shopping needs and preferences. To gain insight into how people are using digital shopping tools in their path to purchase, Epsilon conducted an online study of over 2,800 respondents on 16 digital shopping tools. The survey measured differences in the usage of these tools in 12 channels and 12 product categories, including a series of in-depth interviews and discussion boards with over 50 shoppers across a variety of ages, genders and (U.S.) locations to better understand the strong and rapid growth of social media’s influence on the shopping process. The results led us to five key imperatives for brands and retailers to keep in mind when it comes to their use of digital tools in supporting consumers’ shopping journeys: