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Consumers want a variety of shopping channels, reveals survey

Photo by istock.com

January 29, 2020

A good majority of consumers, 72%, tend to shop retail brands that allow them to purchase and return across channels.

That's a prime finding from a enVista Retail Market Research report that also stated consumers want a seamless shopping experience across digital and physical environments, according to a press release.

The survey also revealed 95% of retailers plan to have a single commerce platform in place within three years, and of those retailers with a platform two-thirds acknowledge the system needs improvement.

"Retailers are focused on unifying commerce to drive profitability, customer service and competitive advantage; however, it is easier said than done. Successful unified commerce implementations require a platform that has a common data model that delivers a single enterprise version of customer data, key item attributes, inventory, order and fulfillment allocation, pricing and payment," said enVista CEO Jim Barnes in the release.

Additional findings include:

• 72% are likely to choose a brand that offers the ability to purchase/return across channels.
• 51% are likely to shop at a retailer that allows them to have a shared cart across channels.
• 65% indicate the ability to buy anywhere, ship anywhere is a critical factor in choosing where to shop.