Executive Summary contents Until now, the term ‘consumer’ has been used in the broadest sense to encompass a general pool of shoppers.
Research shows consumers want things faster, more personalized, and that they require more control over their shopping experience. North American retailers are working hard to meet the ever-growing needs of these customers.
However, retailers need more targeted information. With significant investments being made to transform retail operations across the country, how are retailers to know who is best served by these changes? Who are the specific people within the broad “consumers”
group who value omni-channel retail and are already leveraging multiple channels when shopping? By identifying these consumers who are currently and frequently participating in omni-channel retail, retailers can better position their business according to those items favored by this consumer.
For retailers this ideal consumer is the Click and Collect Superconsumer. The Superconsumer shops online on average 45 times a year, spend an additional $40 extra on unplanned purchases when picking up an Click and Collect order, and returns significantly fewer items than other consumer groups. Don’t you want her to shop at your retail brand?
