Published On: 05/12/2014
As part of their work in developing the Tribune's innovation intent in the retail and digital shopping space, our partners at Gravity Tank have identified the follow five areas as core hurdles consumers face as a result of technology’s impact on traditional shopping activities.
- Deal Rich, Time Poor. Shoppers don't want to miss out on deals, but hunting down the best price often requires more time and effort than they're willing to put in. For many shoppers, saving time is just as important as saving money.
- Info Overload & Biased Decision Advice. Shoppers are overwhelmed by the amount of information and the number of tools available to research and shop. They're looking for better ways to sift through the information and make decisions.
- Fragmented Shopping Experience. Today's tools don't flow across platforms (web, mobile etc.) or parts of the shopping journey. Shoppers use multiple apps, diverse information sources, and employ workarounds to hop between online and offline shopping activities.
- Not Relevant to Me. Often the advertisements consumers are seeing aren't relevant to their needs or where they are in the purchase cycle.
- Ads Are Interruptions. Consumers are bombarded with ads that get in the way of the content or experiences they are seeking. Deal fatigue is spreading, and consumers are guarding their time and attention more forcefully than ever (e.g. TiVo, cord cutting, mail/email opt outs, etc.).