Distribution channels and merchandising

1 You explain what is a cross channel shopping behavior.

Cross-channel shopping behavior is the fact of seeking the best offer to its need by switching from one channel to another, comparing products, services and offers through the diversity of offer present in the market. Faced with the multiplicity of offers on the market, the multi-channel consumer will use multiple channels to choose and compare for a single purchasing process.

It is a new mode of consumption based on comparison and the final act of purchase. The new consumer wants the product at the best price and immediately this consumer does not want to wait any longer, if he has a need he wants to satisfy it quickly.

2 You explain what is a shopping experience.

The buying experience is a set of opinions, emotions and stimulations perceived by the consumer in a buying situation, whether before, during or after the purchase. The buying experience is the result of the deed of purchase but also on the conclusion of its use.

The buying experience therefore has an impact on future purchases in terms of satisfaction with it. The shopping experience can also be combined with the use or consumption experience.

3 How on-line shopping behavior influence off-line purchasing decision ?

Online shopping behavior influences the decision to buy because in the face of these multiple offers, the consumer tends to compare to get the best offer, he compares without difficulty thanks to the different applications and online site that reference all of their products. The consumer then becomes demanding, he wants the product quickly and with simplicity, this method of purchase is constantly increasing and deeply disrupts the current market.

4 Which solutions are available to benefit of these new shopping behaviors ?

There are many solutions available to take advantage of these new buying behaviors:

First, retailers need to respond to their consumers by implementing "digitally rich" experiences at their point of sale in order to attract, stimulate them in-store and thus increase the average shopping cart

Second, retailers need to acquire technology within their point of sale (tablet, smart screen, digital content delivery, tutos. ) in order to provide an immersive shopping experience that "incentives to buy"; responding to the digital age and the expectations of today's new consumption. The purchase is now done via technology and comparative applications, customers are looking for the best offer at the best price.

Finally, in order to make the most of the profit, most retailers are now required to offer their offer/services via numerous channels such as the Internet, catalogue or directly at the point of sale.

...