Finally, the study provides insight into the Tools to Watch in 2013. Ryan's Study points to shopping apps and social media updates as the tools best poised for near-term growth, because they deliver the strongest combination of shopper utility (such measures as "makes shopping more fun," and "makes me feel like a smart shopper") and behavioral impact ("I make more unplanned purchases," "I try products or brands I never bought before," "I spend more than I planned")
Tools such as daily deal sites, retailer texts and emails from brands and retailers are delivering strong behavior impact for marketers but need to deliver better on delighting shoppers in order to maximize their potential. And other tools, such as downloadable coupons, need some radical reinvention for the longer-term, despite their current high penetration rates.
"Two years ago, early adopters were the only consumer segment using shopping apps and following retailers' updates on social media. Now, the vast majority of consumers are weaving these digital tools into their path to purchase," says Finnerty. "This formative shift in shopping behavior provides a key learning for brands and retailers -- those that successfully harness the power of these tools across the entire path to purchase stand to win at shelf and beyond."
Download your own copy of the 2012 Ryan Partnership Digital Retail Study here: http://www.ryanpartnership.com/RyanDRS_KF_v10.dnld
For more information on this study and additional insights on how these tools will continue to become an integral part of the shopping experience, please visit http://www.ryanpartnership.com/ or www.hypermarketinginc.com or contact Erin Donahue at firstname.lastname@example.org or 646-380-4768.
About Ryan Partnership
Ryan Partnership is the second largest integrated marketing agency in the U.S. providing digital, data, direct, promotion, shopper and retail merchandising. The company's creative professionals combine sound strategic research and business acumen to create meaningful ideas that motivate purchase and loyalty to its clients' products, services and among target customers.
Ryan Partnership is part of Hyper Marketing Inc. For more information, visit www.ryanpartnership.com
About Hyper Marketing Inc.
Hyper Marketing is the largest independent marketing-services network in North America. The company has 1,200 employees in 22 offices, with expertise in digital, direct, data, promotions, shopper marketing, Hispanic, and media buying and planning. HMI focuses on driving transactions by responding to changing consumer behavior in a hyper-connected world. HMI companies partner with CMO's of many of the world's best known brands including AT&T, Dell, eBay, Kellogg's, Office Depot, The Home Depot and Unilever to develop integrated programs that deliver profitable results. For more information visit www.hypermarketinginc.com.
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