Winning With the Connected Shopper in Eurasia and Africa

Eurasia & Africa, 2016

The 85 countries of Eurasia & Africa are experiencing a smartphone revolution that will allow a new era of connected shopping, bringing multiple benefits to both consumers and retailers.  This report looks at the wants and needs of the region’s urban connected shoppers, 46% of whom are already using mobile devices while shopping in stores.  The connected shoppers of today provide a lens for understanding how retailers can use connectivity to reduce the chores of shopping, like parking a car, while enhancing the fun, like discovering a new recipe.  The report concludes with seven bets, like the shopping cart of the future, that retailers in the region can make to leapfrog existing retail and eCommerce models to embrace the connected shoppers of tomorrow.