Technology-Savvy Shoppers

Reaching today's value-driven customers

The evolution in customer behavior that technology has enabled is truly dramatic. And Microsoft has been very closely involved, advancing the emergence of the digital lifestyle through a range of technologies, products, and solutions.

In today's retail environment, purchasing at the sales counter is just one of many ways of doing business. Shoppers can instantly access product information and make purchases on the Internet or through mobile devices. Traditional television, radio, and print advertising only partially informs consumers' purchasing choices, since social networking sites give everyone an arena in which to air opinions and share product information. Customers are also experiencing more interactive forms of advertising with platforms like Xbox Live, in which advertising experiences are rich, immersive, and highly targeted.

Shopping on the go

Shopper mobility is headed in new directions, creating whole new areas of opportunity for retailers. From the front seat of their cars, today's customers can access the information needed to make a purchase decision, then pull up directions and drive to the store to complete the purchase. By reaching customers wherever they are, retailers can connect with them at any point in the purchasing cycle, providing product information, delivering offers and coupons, enabling purchases, or motivating them to visit the store.

Meeting individual preferences

Starved for time, more customers are opting to use self-service store checkout. A boon for retailers, this not only helps customers move quickly through the checkout line, but also helps reduce labor costs. Shoppers have come to expect self-service options online, too, such as Web sites that allow them to look up a customer service question, complete an online form, or instantly process a warranty. Self-service can also span channels; for example, enabling a shopper to go online to find a product that is in stock, purchase the product, and then go to the store to pick it up.

The emergence of "Anywhere Information Access"

Digital channels open up more possibilities for shoppers to refine their choices and personalize their purchases. Online shoppers can easily evaluate product features, pricing, warranties, availability, environmental impact, competitive products, and more. They seek relevant information from traditional retailers as well as from online marketplaces, manufacturers, product review sites, their social networks, and independent third parties. From there, the conversion from "information gatherer" to purchaser is seamless and instantaneous through secure, online transactions.