News

Consumers love omnichannel retailers the most, claims survey

December 25, 2018

When it comes to shopping most consumers, 70 percent, like a brand that offers both online and in-store shopping experiences, according to a DXC Technology survey.

The data disputes an often-heard claim that brick-and-mortar is diminishing as a prime retail presence. The survey, according to a press release, revealed 36 percent of consumers buy in the store after online product search activity, and 94 percent view a store associate's help as important when it comes to feeling confident on a purchase decision.

The survey, conducted by IDC, polled 1,000 consumers in North America.

"Winning the customer can be daunting so retailers should leverage their advantages and double down on their strengths," said Vijay Iyer, vice president and general manager, Americas Consumer Industries and Retail, DXC Technology, in the release. "If you are an omnichannel retailer, you need to tenaciously focus on in-store services that deepen and strengthen your engagement with customers. If you are an e-commerce retailer, you need to lead with the convenience factor and use artificial intelligence to predict consumer behavior."