Dive Brief:
- A study by Dotcom Distribution called The Evolution of Commerce revealed that 64% of 769 online shoppers surveyed said their preferred stores " do a great job connecting the online and instore customer experience."
- According to the study, a positive omnichannel experience can earn repeat business. It was also reported that 90.7 % of customers value free shipping, 76.8% value free returns/exchanges, and 55.1 % value easy online returns.
- Further details indicate that more than 25% of participants enjoyed receiving branded inserts with their order, while 38.97% said that discounted pricing helps build trust. Finally, 26.52% indicated a preference for more in-transit transparency.
Dive Insight:
Omnichannel seems to be the preferred method for shoppers to buy goods, but it's often a challenge for retailers to provide.
Outdated software, along with the struggle to track real-time inventory levels continues to hinder retailers from providing the best omnichannel experience possible. High fulfillment costs make the challenge harder, with up to 70% of the value of an order absorbed by shipping and packaging costs alone. In order to better manage the many details, approximately 64% of managers are now relying on technology in some capacity, whether through RFID or other methods.
Despite its hit or miss success rate, shoppers are seeking omnichannel options. "Customers are placing more value on convenience and speed this year, and we expect this trend will continue into 2018,” Maria Haggerty, CEO of Dotcom Distribution told Supply Chain Dive. This means that despite the difficulties, retailers must continue trying to get it right.
“Embracing the shift to omnichannel — whether that comes in the form of in-store returns for online purchases, or converting physical retail locations into AR-equipped, brand-immersive showrooms, will be a driver of customer satisfaction and repeat business in the year ahead,” Haggerty concluded.
