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Digital Forum: 'Super Shoppers' drive retailers’ omnichannel strategies

Shoppers who purchase across a range of channels and screens are the most valuable to retailers, as their loyalty and spending power increase the more they engage with omnichannel businesses, an eBay director has said.

Matthew Tobiss, commercial director of eBay, told delegates at the Drapers Digital Forum that the “super shopper” can be any age, but currently tends to be at the younger end of the market. “They behave in an omnichannel way,” he said, adding that if a retailer isn’t engaging in an omnichannel strategy, it is not “top of mind” for consumers.

In a recent survey, eBay found that the shopper purchase journey now includes nine reference points over seven days across five devices for a considered, rather than impulse, buy.

Some 31% of shoppers visit a store prior to making an online purchase, while 34% go online before buying in store.

In terms of what influences customers to buy, 69% said visiting the high street, two thirds cited customer reviews, 50% chose social media and 43% said shopping apps.

Tobiss said there were three key areas that retailers must deliver on to ensure an omnichannel strategy: allow the customer to choose the shopping channel, be present at all stages of the purchase journey, and offer flexible delivery. According to the survey, 19% of shoppers prefer to buy in a store to avoid delivery disappointment, while 40% prefer to shop online because “it’s cheaper”.

Fact Box: eBay

£5bn of m-commerce sales in 2013 in UK

75% of purchases take place more than 15 miles from home

128 million active users worldwide (18.5m in UK)

$22bn of global mobile sales in 2013

40% of all transactions on eBay were touched at some point by mobile

73% of items are sold at fixed prices

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