Executive Briefings

If You're Going to Offer Omnichannel Shopping, Do It Properly

Most retailers are attempting to offer omnichannel shopping experiences for their customers, but few are doing it right (or profitably) so far.

That is the conclusion of two surveys conducted for JDA Software this year. More importantly, the surveys show retailers who perform poorly on delivering omnichannel experiences are at great peril of losing the customers they are trying to serve.

The element of omnichannel that retailers have been offering the longest, and therefore should be finely tuned by now, is e-commerce. However, according to the JDA Consumer Survey of more than 1,000 consumers conducted in October 2015, one in four experienced an issue with delivery of an online order over the past year. The biggest reported problem (45 percent) was orders showing up later than promised, followed by damaged goods (25 percent), receiving the wrong items (23 percent) or not receiving the items at all (18 percent). The real peril for retailers is that more than 35 percent of those who experienced these issues say they will not continue to shop with the retailers that disappointed them.

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That is the conclusion of two surveys conducted for JDA Software this year. More importantly, the surveys show retailers who perform poorly on delivering omnichannel experiences are at great peril of losing the customers they are trying to serve.

The element of omnichannel that retailers have been offering the longest, and therefore should be finely tuned by now, is e-commerce. However, according to the JDA Consumer Survey of more than 1,000 consumers conducted in October 2015, one in four experienced an issue with delivery of an online order over the past year. The biggest reported problem (45 percent) was orders showing up later than promised, followed by damaged goods (25 percent), receiving the wrong items (23 percent) or not receiving the items at all (18 percent). The real peril for retailers is that more than 35 percent of those who experienced these issues say they will not continue to shop with the retailers that disappointed them.

Read Full Article