1、PLACE+CROP IMAGE TO FILL THIS SPACEThe Digitally Influenced ShopperDefining the true cost of underinvesting in the digital shelfUK versionTable of contentsExecutive summaryAdditional consumer data:Who is the digitally influenced shopper?How digital touchpoints influence shoppersHow categories stack

2、up when it comes to the digitally-influenced shopperResearch across other regionsResearch methodology3111116243130Executive summaryConsumers are more empowered than ever before.And when it comes to their purchasing decisions,they want the power of choice.However,brands have traditionally placed shop

3、pers in a box in-store or online.Its simpler for budgeting and staffing to keep the consumer in a linear path.But tension exists because the DNA of the shopper has changed.Years of uncertainty covid,inflation,supply issues have born a consumer who relies heavily on digital validation before making a

4、 purchase decision(whether in-store or online)and even when standing in the store.Profitero surveyed U.K.consumers on their online and in-store shopping habits in an effort to better understand how digital touchpoints influence the path to purchase and to uncover the true cost of underinvesting in t

5、he digital shelf.03048 in 10shoppers say retail purchases are influenced by digital touchpointsWhat we assume:The consumer purchased in-store and made the decision in-store Whats really happening:Consulted the retailers website before shopping in-store to check in-stock status;then changed their pro

6、duct choice based on ratings&reviews;while in-store,checked a different retailers website to confirm competitive pricing;finally,purchased the product in-store.So what?Typical brand investment models underestimate the full impact of digital across the online&offline shopping experience,holding back