In this post we have selected for you some of the best reports published between 2016 and 2017 concerning the topics of omnichanneling understood as the meeting of digital touch points and physical points of sale.
These are 5 statistics, for as many insights, on the evolution of total retail, to get a view of how the Italian and international market is moving from both the merchants’ and consumers’ perspectives.
#1 Overseas retailers focus on customer recognition
According to a survey conducted by BRP Consulting on a panel of top North American retailers-dedicated to customer engagement strategies-70 percent consider personalization of the experience to be among the top priorities for 2017, where user recognition is the starting point for achieving the goal.User recognition according to U.S. retailers is the central node for the delivery of real-time messages, personalized recommendations, visibility into stock, referrals linked to loyalty and rewarding programs. In particular, mobile technologies are the ideal solution to intervene before checkout or in some cases outside the store to influence purchase decisions or to assist the customer. Source: https://brpconsulting.com/2017-brp-special-report-mobile/
#2 Customers also expect personalization at the point of sale
The need for user recognition and personalization is also confirmed by PWC’sTotal Retail 2016 research, which interviews 23,000 online consumers in 25 countries for a perspective on market expectations. In Italy, more than 1,000 consumers were interviewed on topics ranging from mobile shopping to the influence of social media. This chart lists the main preferences of consumers regarding expected services within a store. It goes without saying that personalization remains the most relevant issue, and the ability to take action in real time again highlights the need for retailers to adjust their unique management of online and offline data.
Source : http://www.pwc.com/it/it/publications/total-retail-2016.html
#3 Clerks should equip themselves with tabletsCustomer Desires Vs. Retailer Capabilities:
Minding The OmniChannel Commerce Gap commissioned by Accenture and Hybris from Forrester Consulting highlights an omnichannel landscape where consumer expectations are compared with retailers’ actual abilities to accommodate them with interviews targeting both on the same topics. In the chart below – the result of an interview with a sample of 1,500 users – the opportunity for retailers to build shopping experiences at the physical point of sale, based on devices available to sellers, is highlighted.
Source:https://www.accenture.com/us-en/insight-customer-capabilities-omni-channel-commerce-gap
#4 It’s critical to improve the mobile experience The mobile needs pyramid is a report from Comscore, which aims to examine key user behaviors from mobile, identifying potential gaps between actual usage and real impact on ecommerce. The report looks at nine markets (Brazil, Canada, China, Indonesia, Italy, Mexico, the UK, Spain and the US) using internal company data. What is interesting is that by analyzing all the needs in Maslow’s pyramid, it shows how mobile is already a key tool for solving basic needs, for example buying basic necessities such as clothing or groceries. However, there is still an important gap between smartphone users and actual feedback on online purchases.This differential is estimated at 49 percent of consumers who could become m-commerce shoppers. Four of the top five reasons cited by them are related to simple browsing difficulties.Source:https://www.comscore.com/ita/Public-Relations/Presentazioni-e-Whitepaper/2017/La-Piramide-dei-bisogni-del-Mobile
#5 Website visit should be curated before and during purchase in storeNetRetail is Human Highway’s quarterly report. In this 2017 1Q chart, it looks at the type of consultation that is done on digital touchpoints by product type. The research refers only to the Italian market, but it is interesting to get a glimpse of the incidence that the online channel has on both stages before and during in-store purchase by product type.
Source : https://www.humanhighway.it/page/prodotti/netretail.html
How about you? Do you already have a strategy, to ride these trends?
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