News

Retailers falling short of consumers' omnichannel expectations

A new study from OrderDynamics reveals that retailers are offering the wrong delivery and inventory services across channels.

October 13, 2014

Online retailers provide delivery options shoppers don't want — and don't offer the ones they do, according to new research from the London-based software company OrderDynamics.

From next-day delivery to in-store stock visibility, retailers are disappointing consumers with a mismatch of the services they offer and the services customers expect, the study conducted by Opinion Matters found.

More than half of online shoppers (54 percent) want a named delivery date, but only 15 percent of retailers currently provide one. This is the most desired delivery option by customers, yet is one of the least likely to be offered by retailers, according to the research findings.

By contrast, 61 percent of retailers offer next-day delivery (the second most common delivery option after standard delivery) but only 10 percent of shoppers are willing to pay extra for the service, which on average costs £6 ($9.64). Instead, more consumers would prefer to see which nearest store has a product in stock (45 percent), an option that only 11 percent of retailers currently offer.

Retailers have struck the balance in one area however: Thirty-two percent of consumers reported they would use a click-and-collect service if available, and half of online retailers provide this facility.

Of the study results, OrderDynamics CMO Kevin Sterneckert said:

This study reinforces a point that I talk with retailers about every day: Customers do not see channels, They have one relationship with and one view of the retailer, and they want to hear you say 'yes' to their desires and to deliver that experience now. Consumers are telling us that the industry is not yet living up to the promises we're making. It will take a holistic view of data across the enterprise and across channels, and a fully integrated approach to retail to begin living up to customers' demands. This critical view of the 'any channel' enterprise will make the difference between offering a service which is expensive to run and disappoints customers and a profitable experience that keeps customers coming back to you again and again.

The report "Customer Relationships: The rules of attraction," is available online.