Think about the last time you made a purchase. Did you first browse on your phone, check back in at home with your tablet, and finally go back to your cart when you were on your phone again? And what happened when the purchase didn’t work out? Did you go to the store to return it or print a label from your desktop at work and ship it back? If you answered “yes” to at least two of these, you’re an omnichannel shopper. In fact, according to Deloitte, one-third of consumers have used two or more channels during a recent purchase.
So what? Well, for starters, omnichannel shoppers have a 30% higher lifetime value than those who just use one channel. They spend more and they are more loyal.
But, they also expect more. They expect their experience to be completely continuous, no matter how many times they toggle between channels. Who wants to start a transaction on their phone only to have to start all over again when they log back in on their desktop?
It sounds simple, but getting the omnichannel experience right is not easy. It means that traditionally disparate departments need to regularly talk, and traditionally disparate systems need to regularly sync. It also means capturing feedback from the same customer across time and channels so that you can pinpoint exactly where the experience breaks down. But, getting the omnichannel experience right is incredibly important; in fact, Medallia research led by Emma Sopadjieva shows that omnichannel promoters spend 22 percent more than omnichannel distractors.
Check out our whitepaper to learn more, including three major ways in which you can improve your omnichannel experience and key insights from leading global retailers.