Summary of Shoppers Disrupted

Retailing Through the Noise

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Shoppers Disrupted summary
To thrive in today’s retail market, business must provide seamless, “hyperpersonalized” shopping experiences.


7 Overall

8 Applicability

7 Innovation

7 Style


“Smart consumers” are overthrowing the traditional retail business model. Based on more than 110,000 customer responses collected over five years, consultants Kali Klena and Danny Edsal from the IBM Institute for Business Value have produced a report that details the challenges retailers face as a result of the consumer’s embrace of technology. The authors provide recommendations to help businesses respond and thrive in this new shopper’s world. getAbstract recommends these insightful findings to salespeople, marketing managers and all those working in retail.

In this summary, you will learn

  • What customers expect when shopping online and in-store,
  • How retailers can generate more online sales, and
  • Why businesses must provide “hyperpersonalized” shopping experiences.


Nearly 50% of today’s shoppers say they prefer shopping online to the traditional brick-and-mortar experience. However, perceived enjoyment doesn’t always result in actual purchases. Where shoppers enjoy the online experience is not necessarily where they buy: For example, 45% of consumers say they ...
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About the Authors

Kali Klena, senior product manager for IBM Analytics, has more than 20 years of experience in retail consulting. Danny Edsall is vice president and partner for IBM Global Business Services.

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