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Retail growth is back. According to the Office of National Statistics, UK sales are up 6.9%, the highest annual growth since May 2004.
So, it would appear that good times have returned and it’s time to focus on sales, sales and sales! Perhaps not. New research indicates that consumers are growing frustrated with retailers who seek to maximise revenues by selling to them over multiple channels, while allowing the service experience to wither for lack of investment. Today’s shoppers say they are experiencing a service deficit, when the sales promise is let down by the service experience.
Omni-channel customers outspend multi-channel shoppers by 20%. Can retailers afford to ignore the needs of today’s connected customers? In very many ways, the omni-channel future has arrived; the omni-channel customer certainly has.
This paper examines what a truly omni-channel experience delivers to customers, why it’s good for business and the steps needed to achieve it.
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