Whilst researching key customer needs and trends in the multi channel world, I came across this white paper published by Sterling commerce. They have produced a report full of compelling analysis and with very insightful statistics that is and will continue to affect Multi Channel retail.
Sterling Commerce conducted an online survey of 5,000 consumers to understand consumer preferences and attitudes when shopping online and in traditional retail channels. With some surprising results, the responses provide tremendous insight into the consumer’s expectations for selling and fulfilment.
Some highlights
1. Three statistics customers rated the most important when shopping across channels.
- 1. 72% of customers wanted notification of filling/shipping delays
- 2. 69% of customers wanted the store to locate an out-of–stock product at a different location.
- 3. 68% of customers wanted notification throughout ordering/shipping process
- 1. 74% of customers said no pricing on the item or shelf
- 2. 72% of customers said sale items out of stock
- 3. 65% of customers said unhelpful sales associates
3. 57% of consumers stating that it is important for them to be able to monitor the status of their order via the Web, free phone number, or through customer service in a store, regardless of whether that order was placed online, through the catalogue, or as a special order in a store.
4. Consumers are becoming more familiar with the experience of a single retailer offering products across multiple channels. They expect the communication and service options related to these products to be seamlessly merged. Retailers who do not provide a single face to their consumers with cross-channel execution will begin losing customers to retailers that do.
Retailers who create a customer centric seamless experience for their customers can expect increased customer loyalty, increased same-store sales, and improved margins.
Check it out, it's free: Sterling Commerce.
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