A study into what influences technology purchasing decisions in retail organisations

  • How do you get on the buyer’s radar?
  • What influences the shortlisting of a vendor?
  • What influences the purchase decision?

As online commerce continues to pull consumers away from ‘bricks-and-mortar’ retailers, both traditional and online merchants are under mounting pressure to invest in technology to deliver a better service.

According to Gartner, global spending on technology in the retail sector is set to grow by 3.6% year on year. Solution providers are vying for the attention of retailers looking for transformative technology. And one key factor that can influence buyers’ purchasing decisions is marketing.

Yet, despite marketing’s influence on retail technology buyers, most marketers are working ‘blind’ without the benefit of quantitative data to help them understand how retail buyers identify, select and influence their technology vendors.

To bridge this knowledge gap, CCgroup partnered with Sapio Research to ask senior purchasing decision makers from over 30 tier one (turnover over £500m) and tier two retailers (turnover between £30-500m) what marketing channels and content types have the most impact during the buying process.