Becoming a true omnichannel retailer is necessary in today’s digital environment. Euromonitor International conducted an Industry Insights Survey in July 2018 of 525 retail professionals across 84 countries, to understand what stage retailers are at in their omnichannel strategy and what capabilities they plan to invest in.
Shoppers expect a consistent shopping experience across all channels. Retailers are responding by making sure that pricing and assortment are consistent across digital and physical channels. Another key aspect is the ability to return products through any channel.
Retailers are adapting to the consumer behavior of using their smartphones in physical stores by including their loyalty programs, notifications on promotions and linking to the customer profile. This allows shoppers to have all of their necessary information in one place to aid in the physical shopping experience.
Shoppers use multiple delivery options to suit their needs, whether it is to collect items at stores or home delivery. Retailers are meeting these expectations by offering multiple ways of collecting products. But the emphasis is on investing for faster delivery.
Of all of the omnichannel features discussed in the report, customer recognition for personalization has the lowest rate of currently offering, but is amongst the most popular for planned investment. Retailers will need to balance the shopper’s desire for a personalized experience with their need for privacy.
The most popular form of customer service is email, just edging out call centres. The third most popular medium for customer service is social media. Shoppers want to talk to retailers the same way they communicate in their personal and professional lives and that’s online.
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