About Bridge


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the netflix effect

The Netflix Effect

You begin watching a movie on your TV, but you get interrupted. Later you open the Netflix app on your tablet. You resume watching from the exact point you left off. It’s seamless. And it’s affecting consumer expectations. How?

Consumers now want to start an order in one channel and change it or complete it in another. In fact, 59% consider this important enough it’s affecting where they choose to shop – up from just 34% in 2011. But there’s more…

64% also consider it important for a store associate to be able to access an online cart and modify or complete an order for them in the store. This preference is strongest in the younger age brackets and will increase over time.

In April 2016, IBM surveyed 1,500 U.S. consumers aged 13 to 60+. Highlights from the study included:

  • 72% of consumers consider express delivery important when choosing where to shop
  • 80% of consumers consider it important to be able to view in-store product availability
  • 78% of consumers consider it important for retailers to provide details beyond “in stock” or “out of stock”
  • 79% of consumers will purchase an out-of-stock item if you can find it in stock elsewhere

IBM Consumer Expectations Study 2016

To download the study, fill out the form on the  right.