CCgroup report: What actually influences retail tech buyers?

Social media has the least influence during the longlisting, shortlisting and purchasing of tech from vendors, according to research from PR company, CCgroup, involving over 30 tier one and tier two UK retailers.

42% of respondents would use industry analyst reports during the shortlisting phase, making it the most influential content type. During longlisting, web search (45%) and direct marketing (39%) are the most important source of influence. Press releases (45%) and vendor whitepapers (42%) are the most influential content types. Pure ability to meet RFP criteria (45%) and providing cutting edge technologies (42%) are the most influential “messages” and “capabilities”

“Tech-led internet giants like Amazon and Alibaba are becoming dominant players in the retail market. Whether you’re an online merchant or a High Street retailer, technology is absolutely fundamental to success. From IoT to robotics to digital signage and personalised shopping, retailers are in a race to deliver a better customer experience while reducing suffocating overheads. But most retail tech companies are marketing blind,” says Daniel Lowther, Head of FinTech at CCgroup.

“We believe this report is the first and only piece of research to uncover what actually influences retail tech buyers. Understanding the sources of influence is critical in developing marketing and communications programmes that drive the ultimate measure of success: sales.”