Connecting across devices is the opportunity for retailers, says MyBuys' Cell

Shoppers are asking to be engaged in every channel, but few retailers are actually doing so. It's the biggest opportunity for retailers in a multi- or omnichannel world.

This was the message at eTail West as Robert Cell, CEO, MyBuys, opened day two of the conference Wednesday.

Seventy percent of shoppers surveyed by marketers are asking to be engaged in every channel. They want relevant information: 75 percent like discounts, 74 percent want free shipping and 68 percent want to find the right product.

Cross channel shopping is leading to conversions and sales. Shoppers know this and they're okay with it: 52 percent realize they buy more with cross-channel personalization. And therein lies the opportunity, said Cell.  

Eighty three percent of shoppers say they want to be recognized across all devices, but 77 percent say this hasn't happened. "We have got to move from our heritage of looking at (online) sessions. Retailers are all about looking at a session, but we know consumers have multiple sessions and are looking across all devices," said Cell. "We must move from session to consumer."

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