Discover what’s at the heart of the connected customer

Retail’s biggest answers

O2, in partnership with Retail Economics, are now pleased to present our new research report looking at what makes people buy. The Big Ask is about understanding why your customers come to your brand ahead of the competition, and what makes them stay.

This research represents a significant step forward for retail. The Big Ask is the first full-scale, head-to-toe examination of who the connected customer really is, and what it means for the way all of us do business.
Richard Lim, CEO – Retail Economics

The report is essential reading for anyone who wants to understand how retail customers have changed – and what comes next. It details the whole customer journey from both sides of the till, from when customers first become aware of brands to the experience they want from retailers post-sale.

To access the report, simply fill in your details on the form opposite.


View the event recording below.

Read The Big Ask report

Fill in your details to download the research report.

* Required fields

Privacy policy

After submitting this form, we'll contact you with further details about the event. Your details will also be added to our business marketing database and you may be contacted by email or phone about O2 services. You can opt-out of receiving communications at any time by visiting our Preference Centre. Our Privacy Policy.

What's round the corner?

Take a peek at the first insights from The Big Ask research

The cross-channel conundrum

As traditional media has been overtaken by digital alternatives, so has the traditional shopping experience. While both the in-store experience and the online journey remain crucial to retailers’ success, managing the crossover between the two has become a new and equally relevant battleground.

In this article, we talk about how different audiences have adapted to the wealth of channel options available, and how you can create more seamless, inter-channel brand engagements.

Unlocking growth

What does the ubiquity of mobile connectivity and digital access to services mean for your growth? It could mean an impossible race to meet ever-increasing customer expectations. But it could also represent the biggest opportunity for your business, to make deeper, cross-channel engagements and drive long-term loyalty.

This article discusses the changing priorities of the connected retail customer, and how you can adapt your digital offerings to this shifting market.

The physical paradox

Did you know that, although some audiences spend a lot of their spare time online, our research shows they still value going into a physical retail location? Maybe even more so than others?

This article explains the interlinked relationship between digital and in-store retail experiences, from the importance of connectedness with brands online, and researching products, to the likelihood of your customers returning to physical stores after lockdown.

Constantly Connected

Today, there's an ever-growing population of consumers that have been online their whole lives. They're natives to digital technology, which may explain why they feel more comfortable than others with browsing through the online marketplace. However, did you know that doesn't necessarily translate into how important it is to be connected to brands online?

This article identifies and explains which customers appreciate connectedness most, and why retailers should arm themselves with the insight to differentiate themselves.

Talk to us

Let us know what you think. If you’ve got a question about the research, or an idea for how the findings could be relevant for your business, we’d love to hear from you.

0800 955 5590