A New Gomez report said that a good chuck of frustrated buyers will vindictively shun the brand's offline presence as well.
Physical and online parts of a retail brand need to be very different and to stress those differences, said William Agush, the firm's marketing VP. Otherwise, consistent branding could actually serve to undermine the retailer. "If you don't see any differences and you have a bad online experience, why would you use" the brick-and-mortar?, he asked. "Retailers need to exploit those differences."