UK retailers might talk a good game when it comes to offering a truly omnichannel customer shopping experience, but consumers are seeing little evidence of the approach.
According to research from digital customer experience agency Rockpool, ‘Omnichannel: the future of department store retailing’, 80% of customers reckon that retailers are failing to link up on- and offline shopping visits.
It would appear that near-universal mobile phone access, social media and the birth of the Internet of Things are hampering attempts by retailers to create the customer shopping experience shoppers crave.
The results shed light on the state of omnichannel retail and show that consumers are seeking solutions to their frustrating interactions with retailers.
Among the findings, the study shows that online and physical options remain critical to consumer buying options, with 63% of respondents comparing prices online before buying in-store, while 40% take cues from online reviews
And mobile experience still has a way to go. Only a third of respondents rated the mobile shopping experience as ‘fantastic’ or even ‘good’
Meanwhile delivery and returns remain a pain point for consumers – flexibility is vital as customers like to flit between click and collect (77%); digital delivery (62%); in-store purchase to home delivery (56%); and online reservation to in-store purchase (48%)
Bruce Griffin, chief excutive and founder of Rockpool Digital, said: “One thing is crystal clear – customers feel unfulfilled by the combined shopping experience offered across channels. If retailers want to survive in a customer-centric age, they need to improve their approach across the entire customer journey.
“Retailers are missing an opportunity. Consistent product ranges and pricing across channels creates an ecosystem that encourages customer loyalty. To cut through and keep consumers happy, retailers should embrace a strategy that is much more flexible, intuitive and cohesive. Only then will they provide the personalised shopping environment that the vast majority of people say is missing.”
