Digital Matters, But So Do People: Epsilon Report

It’s no secret digital and social have a huge impact on consumer shopping decisions. But what channels and platforms are making an impact? And in what way?

Consumers are becoming savvy users of digital tools, and they’re using them in more sophisticated ways to enable their own personal shopping needs and preferences. The marketing challenge lies in understanding and responding to these sometimes complex and constantly shifting individual shopping journeys, while at the same time keeping your focus on the humans behind them. To gain insight into how people are using digital shopping tools in their path to purchase, Epsilon conducted an online study of more than 2,800 respondents on 16 digital shopping tools. The survey measured differences in the usage of these tools in 12 channels and 12 product categories, and included questions about the influence of each tool on the shopping trip and its utility in the shopping process.

Click here to read the “2015 Digital Shopping Tools Impact Study” (short registration required).