News

Study: Retailers struggling with omnichannel shopping

CFI Group reported that the average shopping experience is no longer either in-store or online; it's an interwoven process, and shoppers are finding flaws.

May 20, 2015

With 96 percent of consumers now using both a store's physical location and website while shopping, retailers are not performing well in omnichannel alignment of product information, according to a CFI Group study sponsored by eBay Enterprise.

The eBay Enterprise Technology Update released this week suggested that given the significant proportion of shoppers reaching out through multiple channels when shopping, the importance for retailers to communicate online promotions to store employees and customer service agents, and align store policies and product information across all channels, cannot be understated.

"It's been clear for some time that shopping has become an omnichannel process," CFI Group CEO Sheri Petras said in a statement. "To present consumers with a proper retail experience, those channels need to communicate efficiently. Doing so promotes confidence and trust for the consumer, while avoiding the frustration and confusion that comes with receiving inconsistent information."

Consumers reported to the CGI Group:

• Just 19 percent of consumers that contact customer service said the information received was always consistent with the information given online or in store.
• While 78 percent of consumers said they have encountered in-store associates unaware of current online promotions.

The intensity of the omnichannel shopping experience is growing as consumers become familiar with the tools available to make them more savvy shoppers, the study found. Today, 39 percent of respondents report using a wireless device while in a store. The study revealed what consumers are looking for on their wireless devices:

• 56 percent are comparing prices against other retailers.
• 51 percent are comparing prices against the same store's online price.
• 51 percent are browsing reviews and recommendations.

"Shoppers today are empowered," Petras said. "As more of them take advantage of the mechanisms available, retailers need to stay competitive by providing accurate online information and a healthy line of communication about that information across all channels."