Brands and retailers need to activate data into actionable insights : Criteo and Forbes Insights report

Criteo-commissioned study, conducted by Forbes Insights, The “Shopper Story 2017”, has highlighted the pressing need for retailers and brands to organise and apply data at scale to understand shoppers. The research found that 50 percent of brands demonstrate concern that physical-digital giants will limit access to their products and 41 percent are concerned that they will not have access to information about their own customers and products. Retailers also worry that this trend will cause consumers to turn away from smaller retailers.

The findings included More than 3/4 of Shoppers Globally Engage in omni-shopping. It also said that 66 percent of consumers occasionally browse products online and then purchase at retail, with 24 percent making this a regular occurrence; whereas 74 percent of consumers occasionally make purchases online after seeing a product in retail, with 15 percent communicating they do this regularly. As mobile continues to permeate everyday life, online is now a critical driver of point of purchase; with nearly half of all omnishoppers from various countries sharing that websites were the “last influence before purchase” and 62 percent of consumers reporting that they use their phone while in-store to research products online.