…and understanding what motivates them is more critical than ever.
Even before the COVID-19 pandemic drove significant numbers of consumers to try online shopping for the first time, or up their level of digital purchasing, the shopping population overall was growing more technologically savvy and sophisticated.
In fact, as far back as 2016 a survey of U.S. consumers about online grocery shopping habits showed that more than two thirds of respondents were willing to switch retailers if they were not able to have a connected, seamless shopping experience.
That means being able to research products or offers at home whenever they like, or on mobile devices while in-store, find the exact product they’ve chosen at the advertised price and pay for it using their virtual wallet or have it delivered, ideally the same or next day. All digital systems and human support are fully integrated, so there’s no “having to start all over again” at any point along the path to purchase.
While getting the technology right is essential, so is fully understanding the consumer—going beyond demographics and trip missions to analyze preferences, behavior and the emotions that prompt people to act.
Companies that have reoriented their processes and cultures to place the consumer squarely in the driver’s seat and offer a genuine omnichannel shopping experience are reaping the benefits of their commitment. Studies show that omnichannel customers spend 4% more on average per shopping occasion and 10% more online than single channel customers. Increases in retention rates for organizations that put omnichannel programs in place can be as high as 91%.
Our experts can help guide you through the process of migrating to an omnichannel strategy. Please don’t hesitate to reach out to us. To learn more, download our latest white paper “Reaching and Resonating with the Omnichannel Shopper: Why Creating a Powerful Connected-Commerce Experience is Important.”