RIS News

September 01, 2010 10:17 ET

RIS News & Cognizant Complete First Consumer Experience Study on Shoppers' Behaviors and Technology Preferences

Survey of Over 2,200 Consumers Offers Insights Into Shoppers' Views and Preferences on the In-Store Experience, Mobility, Social Media, and Overall Cross-Channel Shopping

RANDOLPH, NJ--(Marketwire - September 1, 2010) -  RIS News, in conjunction with Cognizant, a leading provider of information technology, consulting, and business process outsourcing services, has released the first consumer-based study in the RIS News benchmark study portfolio: the 2010 Shopper Experience Study. This unique research, which gauges consumer sentiment about practices related to retail technology, is the first in a series of annual studies.

"The 2010 Shopper Experience Study provides valuable perspective on today's shoppers and retail technology," said Joe Skorupa , editor-in-chief , RIS News. "With the large sample size of 2,200 participants, we were able to look at the preferences, likes, and dislikes of shoppers by age group, gender, and socioeconomic status across multiple decision points in the shopping process." 

"The study demonstrates that customers are far more sophisticated when it comes to the use of technology in stores than commonly believed. As an example, they are increasingly turning to their mobile devices as a primary source of information related to product coupons, price information, and store locations, and they identified manual coupon redemption as their second highest source of irritation when it came to their store shopping experience," commented Steven Skinner, Vice President, Cognizant Business Consulting. 

The study not only investigates shopper sentiments around the newer channels, such as social media and m-commerce, but it also examines consumer likes and dislikes around the store experience. For example, shoppers do not expect retailers to create their own social media environments. Rather, they expect a meaningful and integrated social media retail experience though such popular platforms as Facebook, the survey found.

"What was very interesting for us was the clear impact Generation Y behaviors are now having on other generations. We see a clear uptick in the use of coupons across all sex, income and age dimensions as a primary example. We would not have expected 40% of emerging elder shoppers (65+ years of age) to have used coupons from their mobile devices," noted Skinner. "Consistency of experience across channels also emerged as a dominant trend. Shoppers, especially Generation X and Generation Y, noted their growing preference for price, product and promotion consistency across channels. Other factors, such as the ability to return an online order in-store (ranking as the most value service offering) aligns with what we have observed in discussions with retailers and points to the necessity of cross-channel order management solutions.

"New technologies along with major demographic shifts, like the rise of Millennials, are transforming shopper behaviors and expectations," Skinner added. "Retailers will need to rethink their business strategies to adjust to the new marketplace realities. This research will help retailers determine how best to drive value from the in-store, online, and emerging channels."

"Adding a consumer-based study to our retailer studies closes the loop in our research and media portfolio," said David Weinand, publisher of RIS News. "We're thrilled to have partnered with Cognizant on this project and greatly value their retail industry expertise." 

To report is being distributed in the August 2010 issue of RIS News and is available online at

For more information on Cognizant, please visit

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RIS News delivers highly targeted information to senior-level executives about breaking news, major industry trends, new technologies and best-practice tips. As the trusted voice in the industry, it provides the essential information retailers need to know to make the right IT decisions for their organizations through best-in-class strategies and solutions. This mission is carried out through a media portfolio that includes print, web, newsletters, webinars, live events, research, social media and custom projects. RIS News is an Edgell Communications media portfolio.

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