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New research in the UK suggests that retailers are not getting omni-channel right and this could be a particular problem for retailers focusing on a premium customer experience. The Connected Consumer Report from Opinium Research questioned 2,006 british adult consumers in March 2017. 53% said that they believe most retailers offer a disconnected shopping experience. Even more concerning is that 61% said that they would consider changing to an alternative retailer because of this experience.
Some of the results of this research show just how far retail customer expectations have changed in the past couple of years:
These are interesting numbers and to my mind they demonstrate that customers already understand what omni-channel means even if they are not using the term. Customers expect apps, websites and stores to be connected. If you have one brand, then all your various outlets and communication channels should be connected. That’s what the customer expects and they are becoming disappointed when this does not happen.
What is disconcerting for retailers that have struggled to develop a strong omni-channel offer is that almost two-thirds of customers said that a disconnected and difficult retail experience is all it takes for the customer to shop elsewhere.
That is the real concern here. Customers understand how retailers should work today. They can see some retailers offering a premium service and yet they now expect an interconnected experience to be normal – premium services come on top of getting the online and offline experience working together. I’d love to hear what you think of this research. Leave a comment below and let me know, or get in touch on LinkedIn.
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