Decoding digital consumersMotivations, expectations and priorities in the digital age

Consumers have changedThey don’t just walk into a shop any more; they tap into a store

on their smartphones. They don’t wait for the call center to

open to resolve service issues; they want 24hr assistance.

They are more reliant on online than they have ever been. And

they expect the companies that they shop with to keep pace.

Why?Technology has altered consumer DNA.

Understanding what the new

consumer identity looks like should be

a fundamental concern for businesses.

How have theychanged?

They think in termsof platforms

1 52They areimpatient

3 4They live in theirown ecosystem

They loveexperiences

They don't wantto be self-reliantall the time

THESE ARE THE FIVENEW DEFINING

CHARACTERISTICSOF THE DIGITALCONSUMER

They think in terms ofplatforms

Platform-thinking is an evolved way of looking at

problems - read more about it here.

Essentially, apps like UBER and Tinder have made

complex data processes look, and feel, simple. They've

raised expectations for what a 'good' customer service

experience looks like.

The onus is on more traditional businesses to catch up.

They are impatient

How impatient? With 86% of consumers avoiding

going into retail stores if they think that the queue is

too long, it's fair to say 'very impatient'.

People simply don't want to wait any more. They don't

want to wait to shop and they don't want to wait to

resolve their service issues.

Businesses need to make their online processes

quicker and more seamless to win their hearts.

They live in their ownecosystem

Technology has firmly embedded itself into consumer

lifestyles. The apps that they use acknowledge, and

treat them, as the individuals that they are. And

consumers love the personalized elements.

But most businesses still work with demographics, and

not individuals. They need to work to understand each

individual consumer, or web visitor, in order to

integrate into each unique consumer sphere.

They love experiences

The sharing economy is flourishing because people love

shared experiences. And Mintel's prediction that

spending on 'non-essential' experience driven products

will rise by 22% over the next five years echoes the

passion for experience.

Desire for experience isn't limited to products;

consumers prefer to shop with companies that prioritize

the delivery of an excellent customer experience.

They don't want to be self-reliant all the time

Although the modern consumer can in many ways be

typified by their DIY attitude, they also like being looked

after. While it can be worthwhile booking a flat through

AirBnb, for example, and cheap flights through

Skyscanner, consumers are increasingly looking to

companies who can make shopping more convenient.

Consumers will flock to the companies which can take

away the stress of living in an increasingly complex world.

What does thismean for yourbusiness?

Digital transformation needsto be a priority

Consumers live in a digital world that many business don't

yet have passports for. Only by prioritizing digital

development, and doing more to understand consumer

behavior across all touchpoints, will companies be able to

truly match up to expectations.

Now Interact can help. Find out about our Omnichannel

Insights program here.

Want to read more?

This presentation is a summary a

larger, research rich, whitepaper.

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