The Digital Divide

How do they differ?

Attributes of Traditional Consumer

Seeking Security
Seeking Reliability
Gather information differently - more tactile

Attributes of Digital consumer

Seek convenience
Enjoy the flexibility of shopping schedule
Enjoy a more thorough online research process
Read online reviews

Why Should Roving Company expand into the Digital World?

• 96% of Americans shop online
• Ability to Add post purchase touch-points to encourage future purchases
• Better ability to gather insights on consumer behavior and buying habits with online purchases

How can Roving Do This?
Create a mobile responsive eCommerce Site
Create a targeted digital Ad campaign to be launched on the internet and Social media
Gather anayltics and fine tune digital campaign

Jess Cover
Marketing Specialist


Roving Company
Jesscovervt@gmail.com

Sources

• Friedman, W. (2012, June 6) Consumer Shopping Preferences Shifting vs. Traditional
• Kelly, L. (2017,May) How many people shop Online?
• Nahai, N. (2017 March 4). Webs of Influence: The Psychology of online persuasion 2nd Edition. FT Press