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The key findings of the multi-country report are:
• Eighty-six percent also agree that the benefits of investing in an omnichannel approach to consumer sales clearly outweigh the challenges
• As a result of having a multichannel strategy to sales, most companies say that their organization has experienced increased sales (74 percent), increased consumer loyalty/acquisition (64 percent), competitive advantage (62 percent) and better consumer experience (57 percent)
• Just 16 percent of businesses say that they are currently meeting all business and analysis needs for consumer experience via multi-channel
The survey data further suggests that simply operating a large number of channels is not a competitive strategy moving forward. Rather, the key focus for consumer products companies now is to apply data gleaned from directly consumer interactions — via information inquiries, online purchases, social engagement and more — to improve the consumer experience.
“Consumer expectation has been, and will continue to be, the catalyst for omnichannel strategy development,” said E.J. Kenney, senior vice president, global head of Consumer Industries, SAP.
“However, organizations have the opportunity, by collecting and harnessing omnichannel data, to not only meet consumer expectations but pre-empt and lead them. This leads to a clear competitive advantage against organizations that are less adept at cultivating a high degree of consumer intimacy while simultaneously developing the operational capacity to respond quickly and profitably to consumer needs.”
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