Today’s shoppers are more omni-channel than ever
US and UK consumers continue to research and shop on multiple channels, further blurring the lines between online and in-store shopping as omni-channel remains a popular and growing shopping trend.
According to JRNI’s Third Annual Modern Consumer Research Report, there is a global consistency across nearly all product categories – electronics, clothing, gifts, household, beauty and health, and DIY (except furniture) – illustrating that omnichannel shopping is increasing globally.
The study finds that, on average, 74% of consumers webroom – researching online, purchasing in-store – predominantly for electronics, clothing, and household items. It also finds that there is a rise in showrooming with, 57% of consumers actively researching in-store, purchasing online – primarily for clothing, gifts, and electronics.
On average, 54% of consumers click and collect – purchasing online, retrieving in-store – mostly for clothing, electronics, and household items.
The research also uncovers areas where consumers want retailers to further enhance their in-store experiences. The majority of respondents say they will visit physical stores more often if they can access well-trained staff, spend less time standing in lines, and experience products in better ways.
The study says that 22% of consumers, up from 14% in 2017, rate in-store experiences as “excellent”, while 57% of consumers, up from about 50% in 2017, want to schedule appointments with expert staff, indicating that they want more face-to-face conversations with retailers.
On average, 64% of consumers want to attend in-store events to enjoy early access to products. Additionally, 61% of consumers, on average, want to attend in-store product demonstrations, and 57% of consumers, on average, want to attend DIY workshops – experts who show customers how to use products.
“It’s clear from the research that consumers demand omnichannel experiences from their preferred retailers, and face-to-face interaction has emerged as one of those channels,” says John Federman, JRNI’s CEO. “When retailers use an omnichannel approach to engage consumers and drive them in-store, basket size significantly increases because customers are exposed to complementary or ancillary items. Retailers must engage customers in an omnichannel way to establish stronger relationships, greater loyalty, and more conversions.”
read more at http://internetretailing.net/ by Paul Skeldon