Shoppers are now not only expecting but demanding digital experiences from retailers, which must provide these experience or risk losing customers. More than half of all shoppers are willing to abandon a favorite retailer to better fulfill their digital needs.
Close to 95 percent of shoppers are now using some aspect of omnichannel retail and just 5 percent said they avoid omnichannel retail entirely, according to a new study by commerce platform Kibo. The survey of 3,000 consumers in the United States and U.K. revealed rising expectations.
Short delivery times of two days or less is important to 25 percent of U.S. shoppers, and 43 percent now prefer to use in-store pickup for online orders when available. Nearly one-third of shoppers will not buy from retailers unable to offer in-store pickup or extended payment options.
In a warning to retailers, the research also found that digitally demanding consumers' loyalty is eroding as 60 percent of shoppers are willing to jump ship to a rival retailer if their preferred method of delivery isn't available.
"Most consumers have their preferred places to shop, yet retailers' lack of progression toward offering a true omnichannel experience can erode their customers' loyalty," said Kenneth Frank, CEO, Kibo. "As such, the only option left open to many consumers is a move to the closest competitor who will."
While digital offerings are critical, according to the report, it's also important to deliver on those offerings. An earlier survey from from RetailNext and Forrester Consulting found that just 49 percent of shoppers feel they receive consistent experiences across all channels.
-See this report from Kibo
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