Multichannel Shopping. What does this mean for your business this Holiday Season?

Did you know that most consumers use more than one sales channel to shop?  It just so happens that the most popular way consumers shop is by checking out a product in a store and then purchasing it later online.  Sometimes the opposite happens, where the consumer will check online for a product and then they will go to the store and pick it up to avoid shipping fees.

In regards to the survey from Retrevo.com, Brick-and-mortar retailers have never had it so bad; with the influx of information online and etailers popping up all over the internet, it is hard to compete.  Smartphone owners (58% of users shopping for electronics and 40% of users shopping for shoes and apparel) are using their devices to comparison shop while they are in stores and most times they end up walking out of the store undecided and later make their purchase online.

For electronic purchases, the biggest reason for consumers leaving the stores was because they were not able to find the product information that they needed said 30% of the respondents of the survey, followed by the overwhelming number of choices.

What you need to know:

  • 63% of smartphone users have visited a retailer’s website from their mobile device.
  • 50% of smartphone users have checked a competitor’s site while they are in another store.
  • 61% of smartphone users will be using their mobile device while shopping this Holiday Season!

Source: Hipcricket Survey

“While brick-and-mortar has to absolutely compete on price, that isn’t enough,” said Manish Rathi, Retrevo’s Co-Founder and Vice President of Marketing.  “The customer needs confidence if the product they are buying is right, and they increasingly look for the Web-wide information to make that decision.”

Eliminating the risk of having multiple product errors, duplicate products, and poor data quality and images will not only help your business internally and promote consistent branding across all channels, but it will also improve your customer’s buying experience.  Customers will no longer feel the need to navigate away from your site to get the product information that they need to make a confident purchase.

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