Research shows 44% of all purchases are expected to involve more than one channel
New consumer research by SAP found that in five years time 44% of all purchases are expected to involve more than one channel. Of 2,000 online shoppers, it was found that 70% of consumers surveyed admit to having a better customer experience when they can choose how they purchase.
75% believe being able to use different channels cohesively (in store, online, mobile) is important and 72% of respondents expect to be able to research, shop, receive goods and receive customer services in whatever way they choose – rising to 83% amongst omni-enthusiasts.
Chris Osborne, Industry Principle for Retail, SAP UK and Ireland, said; “The role that physical bricks and mortar stores play is changing. What must be a top consideration for retailers today is to ensure that customers can shop across multiple channels and still enjoy a consistent and cohesive experience; ensuring the option to purchase through their preferred route is simple and cost-effective. Understanding this trend will help retailers to retain custom even if purchases are not necessarily made in store. The only way to understand these differences is to analyse the mounds of customer data each channel gathers during every purchase. The challenge is how you can then join the data up to achieve a holistic view of the customer.”