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Other findings reveal that in-store shopping still dominates in the U.S. (83 percent) and UK (77 percent) followed by ordering online via a computer (59 percent, US, and 55 percent, UK). Only 2 percent of U.S. respondents consider “buy online, pick up in store” one of their top two shopping methods, compared with 15 percent in the UK, where it is known as “click & collect”.
Making the omnichannel experience of the future
Omnichannel may not be a term that consumers can define, but the features that it will underpin it do matter to them. As retailers grapple with the technology and user challenges of creating a link between online and instore shopping, which is key to their future, consumers are ready to jump on board demanding features such as:
• To instantly order items that are out of stock in the store via my phone for home delivery"
• "To select items online and be directed to them in the store" (49 percent in both countries.)
But to implement omnichannel solutions that bridge the online and instore experience, retailers must earn the trust of consumers to use the information gathered online and through location-based services or other mobile device data. Sixty percent of UK and 62 percent of U.S. respondents currently do not want their online and offline information to be connected to optimize the shopping experience -- something that is a necessity to provide these features.
Pricing is one area that appears to impact trust, with over half of consumers getting frustrated when they see products are priced differently on and offline at the same retailer (54 percent, U.S., 55 percent, UK), with a smaller number saying that they expect products to be cheaper online (25 percent, U.S., 23 percent UK).
Recommendations can lose you sales
Looking specifically at online shopping, the research unveiled that recommendations are only appreciated when relevant, otherwise they can be damaging towards the sale. A quarter of consumers surveyed said they are often put off making a purchase because of recommendations made while browsing (24 percent, U.S., 26 percent, UK). However, shoppers overwhelmingly said they were happy to receive recommendations if they were relevant (61 percent, U.S. and UK), with over a third stating online channels “knew them well” (35 percent, UK, 42 percent U.S.), compared to their offline experience where many said that they saw “no evidence” that stores they visit regularly know them as a consumer (68 percent, UK and 66 percent, U.S.).
Commenting on the findings, Channie Mize, general manager for retail at Periscope said, “Retailers that can build the bridge between instore and online, as well as bridge the trust gap, are those that will flourish in the future. It will allow them to deliver experiences that will get customers flocking to their doors and online store.”
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