Are Retailers Providing a Consistent Omnichannel Experience? - eMarketer
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Are Retailers Providing a Consistent Omnichannel Experience?

An omnichannel strategy can boost sales

January 28, 2016 | Retail & Ecommerce

While more than half of US retail decision-makers fully believe retailers provide a consistent customer experience across all channels, just over a quarter of US shoppers feel the same way, according to December 2015 research.

US Shoppers vs. Retail Decision-Makers Who Believe that Retailers Provide a Consistent Customer Experience Across All Channels, Dec 2015 (% of respondents)

The survey from TimeTrade also found that 44% of retail decision-makers somewhat believe that retailers provide a consistent customer experience across all channels, and 55% of shoppers agreed.

Additionally, 20% of shoppers said they believe there should be greater improvements in the way retailers provide a steady customer experience no matter the device. Only 5% of retail decision-makers felt the same way.

Areas Where Implementing an Omnichannel Strategy Has Been Advantageous According to UK and US Retail Executives, 2013-2015 (% of respondents)

Having a consistent experience across all channels is important for retailers as they aim to drive sales. And, omnichannel strategies may benefit sales. According to LCP Consulting, retailers in the US and UK who have begun to implement plans to help their customers shop whenever, however they want. Overall, 68% of retail executives said an omnichannel strategy had boosted sales.

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