Why IBM Smarter Commerce Focuses on the Digital Customer

 
 
By Darryl K. Taft  |  Posted 2012-09-10
 
 
 

Online

About 192 million U.S. consumers will shop online in 2016, up 15 percent from 167 million in 2012.

Online

Social Media

Social media is affecting consumer actions. About 90 percent of consumers online trust recommendations from people they know; 70 percent trust opinions of unknown users.

Social Media

Demand Variability

Fifty-three percent of chief supply chain officers ranked demand variability as their No. 1 concern.

Demand Variability

Blind Spot

Thirty-nine percent of supply chain executives identified real-time demand data as their top blind spot.

Blind Spot

One-to-One Messages

Thirteen percent of top-performing marketers are more likely to create One-to-one messages and expand the role of technology to improve the customer experience across all channels.

One-to-One Messages

Four or More

Among leading marketers, 33 percent are more likely to serve personalized or targeted offers in four or more channels.

Four or More

Analytics Influence

Seventy-nine percent of CMOs say customer analytics influences strategy decisions.

Analytics Influence

Increase Analytics

In addition, 81 percent of CMOs said they plan to increase the use of analytics technology.

Increase Analytics

Partnerships

Meanwhile, 92 percent of CMOs said they plan to increase the use of customer and data analytics partnerships over the next three to five years.

Partnerships

Four in 10

Four in 10 smartphone users leverage their devices to search for items in stores.

Four in 10

Multiple Channels

Eighty-six percent of consumers using multiple channels spend four to five times more money than the average shopper.

Multiple Channels

Mobile

There was an 88.8 percent increase in sales from mobile devices from the second quarter of 2011 to the second quarter this year.

Mobile

In-Store

About 45 percent of consumers shopping in a store leave and complete their purchase online for a discount as low as 2.5 percent.

In-Store

Rocket Fuel