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Info Retail Survey Suggests Brands Must Improve Integration To Stay Relevant

Furniture Industry News Update - Furniture World Magazine
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Article Summary: 18-35 year olds not impressed with how stores inform them on- and off- line.


Info Retail, an Atlanta-based strategy and design agency focusing on the control and simplification of buying experiences, released findings from their recent Retail Integration Survey. Download a summary of the results http://goo.gl/rbaWf.

It revealed that millennials rely on brick and mortar stores and technology equally to access information or to gain insights about a product they plan to purchase. Millennials (18-35) were twice as likely to use technology to learn about products as consumers over 35 years old. The majority reported that the shopping experience was less than satisfying.

The Retail Integration Survey revealed that 64% of younger adult shoppers are using the web and 65% are using stores for sources of information. This information confirms for retailers that information both online and in the store must be consistent and that retailers must show continuity between the store and the web to keep the interest of young shoppers.

“There’s a big canyon between how the under-35 and the over-35-year old shop,” says Florian Vollmer, Sr. Vice President and Principle of Info Retail. “The Retail Integration Survey allows us to focus on touchpoints that brands use to inform their customers. These results help us discover which of those touchpoints customers truly find meaningful in making buying decisions. The information we gathered from this survey highlights the future of multi-touchpoint customer experiences for brands, retailers and manufacturers.”

The 35-and-older group reported that the integration at each touchpoint was seamless, whereas the 18-35 group felt that the integration needed work. After reviewing this information, Vollmer said, “Younger shoppers have higher expectations for touchpoint integration. There’s a big gap between the expectations of younger and older adult shoppers. These have to be managed to create a successful experience.”

About Info Retail: Info Retail, an experienced integration firm, helps clients create engaging and effective customer experiences. Understanding the needs of manufacturers, retailers, and end customers, Info Retail enables meaningful innovation through three practice areas: Strategy, Design, and Solution Management. Clients such as The Home Depot and Tempur-Pedic turn to Info Retail to build lasting customer relationships that lead to sustainable growth. The seasoned and multidisciplinary team supports enterprises from strategy to design to production, service, and support – creating value by delivering relevant brand engagements at multiple touchpoints. Find out more at www.inforetail.com.

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