[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/06\/12\/integrated-multichannel-experience\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2013\/06\/12\/integrated-multichannel-experience\/","headline":"Survey: Consumers expect an integrated multichannel experience","name":"Survey: Consumers expect an integrated multichannel experience","description":"Consumers agree: an integrated multichannel experience is required in digital commerce. Learn what seals the deal for online purchases - and what breaks it.","datePublished":"2013-06-12","dateModified":"2024-02-28","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/#Person","name":"Jenn Vande Zande","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/","identifier":229,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ef76ed873963201b65acc65a3cb353caa294225a4e9a8427f011077842dd955c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ef76ed873963201b65acc65a3cb353caa294225a4e9a8427f011077842dd955c?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2013\/06\/integrated-multichannel-experience.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2013\/06\/integrated-multichannel-experience.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2013\/06\/12\/integrated-multichannel-experience\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},"Consumer Products",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/e-commerce-solution\/e-commerce-general\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/omnichannel-commerce\/","name":"Omnichannel Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Omnichannel"]}],"wordCount":451,"keywords":["BOPIS","E-commerce","Ecommerce","Multichannel"],"articleBody":"hybris (now SAP Customer Experience) commissioned a survey of more than 500 consumers in the U.S., across varied income levels and ages, with an equal distribution of genders. The survey found that over 80% of the responders were more likely to become loyal customers to retailers who provide an integrated multichannel experience.The importance of online and mobile strategies was seen to be rapidly increasing, with more than a third of consumers (39%) reporting that they make more purchases online than in-store. Looking ahead to the holiday shopping season, 46 percent said they planned to increase their online shopping during the holidays, while only eight percent indicated they would increase in-store shopping.Integrated multichannel experience: Every channel and engagement mattersAccording to the survey, U.S. consumers are shopping a variety of channels and devices, often simultaneously, as new technology is introduced. Shoppers now routinely expect that their favorite retailers will be accessible to them anytime, anywhere, via any channel. The study examined consumer shopping behavior and preferences across a variety of channels, devices and product categories to identify the key features that shoppers look for in a multichannel shopping experience.When asked to rank desired features in a multichannel retail experience:Almost half (45%) of respondents indicated that in-store\u00a0pickup options for online purchases were most important.Nearly a third (28%) of consumers selected in-store returns\u00a0for online purchases as most valuable.Eighty-two percent of respondents would shop again at a retailer who accepted in-store returns for online purchases, and\u00a073 percent were more likely to become a repeat customer if a\u00a0store offered in-store pickup. Only a third of these consumers\u00a0believed that retailers were currently offering both.A gap was discovered between consumer expectations and\u00a0retailer offerings, especially for mobile. Participants indicated\u00a0they would be more likely to return to those stores that distributed personalized offers (40%), or in-store mobile promotions (42%), but nearly half of them believed retailers did not\u00a0currently have those capabilities.\u00a0The study also identified specific factors that would potentially\u00a0impact the likelihood of a consumer following through with a\u00a0purchase online.The most important factors for following through with an\u00a0online purchase:Easy navigation (59%)Simple checkout process (57%)Presence of product images (42%)The most important factors that might deter an online purchase were:Shipping costs (47%)Out of stock items (28%)Lack of product images (23%)Since consumers demonstrated relatively strong price\u00a0sensitivity, retailers should consider store-based fulfillment\u00a0strategies such as buy online and pick up in store. In addition\u00a0to omnichannel retailing strategies eliminating barriers to\u00a0purchasing, they also present opportunities for retailers to sell\u00a0more, once they attract customers into stores.  Tariffs. Supply chains.Customer expectations. C-suite expectations. Everything you need for retail success, none of the fluff.Download the market analysis\u00a0HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2013","item":"https:\/\/www.the-future-of-commerce.com\/2013\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"12","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/06\/\/12\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Survey: Consumers expect an integrated multichannel experience","item":"https:\/\/www.the-future-of-commerce.com\/2013\/06\/12\/integrated-multichannel-experience\/#breadcrumbitem"}]}]