51% of shoppers say cross-channel experience is inconsistent

There's a significant gap between customer expectations and what retailers are delivering, according to a new study from RetailNext and Forrester Consulting.

In spite of retailers' new omnichannel offerings, the promise of a seamless cross-channel experience in many cases is just that, a promise. Just 49 percent of survey respondents said feel they receive consistent experiences across all channels.

There's a disconnect between strategy and tactics and what shoppers want most, such as pricing across channels and easy returns regardless of where the purchase was made. Seventy-nine percent of shoppers reported pricing consistency as a critical or important requirement, while just 52 percent of retailers agreed.

There's an even bigger disconnect between expectations regarding sales associates, who are often less empowered with tools or not as helpful as expected. Shoppers have smartphones with access to online inventory and pricing; many sales associates do not. Only 29 percent of consumers feel sales associates are knowledgeable and helpful.

Part of the problem, according to RetailNext, is that while retailers understand that investment in in-store technology is important, few are testing and measuring results. Just 33 percent said they always measure conversion rates.

For more:
-See this RetailNext report

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