According to new research from Capgemini, consumers are now placing less importance on social media as a part of the customer journey than they did two years.

Capgemini surveyed more than 18,000 digital shoppers across 18 countries for its second Digital Shopper Relevancy Report and found that while the role of social media had declined on a number of metrics, that of the smart phone had grown. See the full press release announcing this year’s report here.

Coverager ranged across UK retail and business press including, Internet Retailing, Retail Times, Digital Strategy Consulting and Warc.

Kees Jacobs, Global Digital Proposition Lead at Capgemini Digital Customer Experience, was quoted in a number of the artices saying:
“Despite the surge in Facebook’s ad revenues and marketing innovations like Twitter’s new ‘Buy’ button, there is definitely a question mark over where and how ‘social’ fits into the shopper journey. Social media is most relevant in the ‘awareness’ and ‘choice’ phases of shopping journeys (which is especially the case in fashion) but much less in ‘transaction, delivery and post-sales’. Our report suggests that retailers still have work to do at every stage of the purchasing journey in order to make social media play a useful, valuable role in buying a product or service.”

The story from the UK
With the latest IMRG Capgemini Quarterly Benchmarking Report revealing that mobile commerce now accounts for 36% of UK e-retail sales, we know the UK is a really sophisticated market. And these new UK-specific findings now reveal the impact of being a digitally-savvy nation has on our shopping habits and preferences.

  • British consumers are least keen to receive personalised offers and recommendations through digital channels – nearly a quarter (23%) of UK consumers say this is not at all important to them
  • As a nation, we are not embracing mobile phone applications to pay for in-store products – nearly half (47%) of British people say this is not at all important; the most negative response of any of the 18 participating countries
  • Swedish and British consumers are least interested in participating in online communities provided by retailers – more than a third of consumers in the UK (35%) and Sweden (36%) believe that participating in online communities to provide feedback is not at all important
  • Mature markets are less interested in checking the price from competitors – over a third of consumers in the UK (36%), Canada (35%) and the USA (36%) rated this as not at all important.

Alex Smith-Bingham, Vice President, UK Digital Services Leader, Capgemini Consulting, said:
Alex Smith Bingham, Capgemini Consulting“While the UK has embraced shopping on a mobile device we are far less excited about other new technology such as using a mobile app to pay in-store. That’s because, for British digital shoppers, convenience will always triumph over novelty. It is also clear that UK consumers – veterans of the digital world – are becoming more concerned about their growing digital footprints and trail of personal data. As a result, we are more likely to be discouraged by personalised content. In this digitally-savvy market, retailers need to focus on driving convenience and encouraging trust through transparency.”