Choose a country

United KingdomEnglish
South AfricaEnglish

The state of omni-channel in 2017

16th February 2017


New research from the USA shows that shoppers are now almost evenly split on whether they shop online or in stores. The research was recently published in eMarketer and shows that over the recent holiday season, American shoppers were split with 45% preferring online, 52% preferring physical stores, and 4% preferring mobile.

This is interesting for a number of reasons and reflects the fact that shoppers who use multiple channels are generally more profitable for retailers. In fact, 59% of American retailers have documented proof showing that their multichannel shoppers are more valuable than those who only ever use a single channel.

I think this indicates that we are reaching a tipping point in customer expectations. The fact that the preference is almost exactly half online or mobile and half physical store shows that retailers need to make both channels work really well.

A major issue that still makes it difficult to deliver a comparable online and offline service is the fact that customers entering a store are anonymous. More and more, retailers are going to want customers to somehow ‘check-in’ and indicate their presence so their in-store experience can be personalised.

There are some different ways to achieve this:

In general, customers are willing to be identified if the retailer offers them an improved service – such as no checkout lines – or offers and recommendations. Customers are getting used to a highly personal online shopping experience and it’s difficult to replicate that in-store.

With half of shoppers now preferring online and half in-store, it’s getting more important than ever to get this right. Have you seen examples of companies getting omni-channel right? Leave a comment below, or get in touch on LinkedIn, and let me know.

Leave a Reply

Your email address will not be published.Required fields are marked *

David Turner
Article by: David Turner

News & Insights

Recommended for you
Service Provider
Solution Designer
Technology Enabler
Ronald Van schijndel appointed CEO webhelp the Netherlands

Ronald van Schijndel has been appointed as the new CEO of Webhelp the Netherlands. Ronald steps into this role following the unexpected passing of our dear colleague and former CEO Gert-Jan Morsink with whom he’s worked closely on the development and growth of the business since 2012. Thanks to his experience and passion for organizational development Ronald has been a key influence in shaping...

Brits Are Looking Forward to a Traditional Family Christmas

  Electronic devices and computer games don’t make it into top 10 of gifts   With Christmas just days away, the majority of Brits are looking forward to time with friends and family this festive period, according to the latest consumer research from customer experience expert,...

Speech Analytics: Improving the Customer Experience

This week’s #techenabler vlog. Chris Bryson, Global Analytics Director at Webhelp, discusses about the importance of speech analytics in customer experience. Speech analytics delivers rapid insight into a range of improvement opportunities, based on an analysis of a large number of customer...

The Spring of B2B Marketplaces : Modelling the impact of B2B Marketplaces strategies

Following the presentation of The Spring of B2B Marketplaces at the Marketplace Summit by Mirakl, we are pleased to make this fascinating study available to you! This study covers the state of B2B marketplaces today, and is proudly co-created by Roland Berger, Mirakl and Webhelp Payment...

Case Studies
Post Office Limited®