Omnichannel merchants shift closer to the customer

Thanks to their higher lifetime value, retailers are putting more effort into fulfilling the delivery needs of omnichannel consumers. Despite representing only 7% of total customers, omnichannel customers account for 27% of all sales; so they order more and more often than others.

Plus, digital media use before and while consumers shop already influences most in-store sales, and its influence is increasing, projected to influence 58% of all in-store sales by 2022. By embracing an omnichannel model, merchants can improve their chances of remaining profitable while improving the service they provide customers buying in-store or online.

When buying online, omnichannel consumers increasingly demand smaller, more frequent shipments to their doorsteps, workplaces and/or a convenient pickup location, and many will take their business elsewhere if merchants don’t oblige. According to Forbes coverage of a Capgemini study, for example, almost half of consumers say they would stop buying from a retailer that could not provide a satisfactory delivery. On the other hand, 55% said two-hour deliveries would increase their brand loyalty.

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