Consumers Want Seamless Cross-Channel Shopping Experience
Feb 11, 2008
Source: The Merchandise Group
A new survey from Sterling Commerce has found that "high-value" customers, or those will higher incomes, college graduates and younger consumers, want more seamless cross-channel shopping and favor those companies who can give them such an experience. Sixty-four percent of all respondents said they went online before making a purchase in the past three months, but that percentage was higher for those with incomes of more than $75,000 (81 percent), college graduates (78 percent) and consumers ages 25 to 34 (77 percent). Some cross-channel activities that were popular were being able to return items at a retail store even though it was purchased online or via telephone, the availability of gift registry information and the ability to pick up an item at a store that was ordered online
"Leading retailers are spoiling consumers with cross-channel capabilities—such as returning online purchases to a store, or in-store pickup for purchases made online—and reaping the rewards of the customer loyalty these capabilities engender," said Jim Bengier, global retail industry executive for Sterling Commerce. "As this survey shows, consumers are demanding new levels of convenience only found when different shopping channels support each other seamlessly."
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