As cross-channel shopping becomes the norm, consumers want a consistent shopping experience with seamless transitions among online, retail, and mobile, according to the E-tailing Group. The study asked shoppers about both their current shopping experiences and what an ideal cross-channel shopping experience would include. Key factors are:
• Consistency in product inventory, pricing, and customer service across all channels
• Ease of purchasing and returns — especially the ability to return online or mobile purchases in-store
• Personalization — loyalty programs, promotion, and merchandising based on past purchases
• Fluid switching between channels, such as ability to send merchandise from another store or pick up product purchased online.
So far the retailers offering the best cross-channel shopping experiences are Best Buy, Amazon, and Walmart.
When asked about their current cross-channel shopping priorities, consumers are most likely to say that a combination of in-store and online shopping meets their needs best (67%), but the researchers say the rapid growth of mobile shopping suggests that mobile and social shopping will become significant channels in the near future.
Source: “Closing the Cross-Channel Gap,” July 2011, The E-Tailing Group, Lauren Freedman, President, 1444 W. Altgeld St., Chicago, IL 60614; 773-975-7280; lf@e-tailing.com; www.e-tailing.com.
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