Savvy Sally: The New Consumer Reality
Meet Sally. She’s a professional in her late 20s living in a thriving neighborhood about 30 minutes from a metropolis. In a few weeks, Sally is heading for some relaxation and sporting fun on a tropical vacation with her fiancé. On her day off Sally is going to shop for a few getaway outfits. She’s eager to find the right pair of sandals, glamorous swimsuits and stylish dresses to show off during those glorious tropical days. She might even pick up some new makeup or look for the right tanning lotion.
In the new age of digital, Sally harnesses the power of the Internet and social media in her customer journey. Turning to her smartphone, Sally joins nearly 76 percent of consumers who interact with brands or products before arriving at the store. Like her peers, Sally makes buying decisions at different points in her shopping journey, finding ideas and inspiration, researching details, validating product reviews, and maybe making purchases online to pick up in the store.
When it comes to apparel, accessories, health and beauty, and furniture, consumers like Sally prefer in-store discovery. While some e-Commerce sites offer good returns, the product trial-and-testing is important to Sally. Like many consumers, Sally wants to physically hold, examine and try on her products, making a brick- and-mortar store still important in the customer journey.
Stores also offer a sensory experience where consumers can touch and feel products, immerse in brand experiences, and engage with sales associates who provide tips and affirmation for a buyer’s enthusiasm towards new purchases. Stores also play a key role in online purchases, as two-thirds of customers purchasing online use a physical store before or after the transaction.