According a report by to retail management consulting firm BRP, only 18% of retailers are focused on increasing the convergence of physical and digital shopping environments, despite 82% of customers shopping and reviewing products online before purchasing in-store.
Because e-commerce has elevated consumers’ expectations of the shopping experience, retailers must now provide service anytime, anywhere and any way customers’ desire.
Consumers now have more shopping options than ever before with more competitive pricing, greater merchandise assortments and faster delivery to get their desired product wherever and whenever. This makes the customer journey more complicated than ever before.
“Since consumers use digital devices throughout the shopping journey to research product information, compare prices and read consumer reviews, providing as much relevant information via the retailer’s website helps keep customers loyal to the brand,” said Jeffrey Neville, senior vice president and practice lead at BRP. “As e-commerce continues to represent a greater share of retailers’ revenue mix, it is imperative that retailers continue to enhance their online capabilities to keep up with their competitors that are just a click away.”
Consumers now start and stop their shopping journey in different channels and frequently shop for the same product across different retailers, via mobile, online or in-store. The customer expects a frictionless shopping experience across an entire brand and doesn’t want disruptions as they cross individual channels or locations.
While 59% of retailers are focused on creating a consistent brand experience across channels, it is surprising that only 18% are focused on increasing the convergence of physical and digital shopping environments. This seems like a disconnect, as converged physical and digital shopping environments are necessary to create a consistent brand experience across channels.
According to BRP’s SPECIAL REPORT: The E-Commerce Effect, retailers indicate the following are top unified commerce priorities:
- Create a consistent brand experience across channels (59%)
- Improve the online experience (52%)
- Improve personalization (45%)
- Improve the mobile shopping experience (41%)
BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology,and process solutions. The firm’s unique combination of industry focus, knowledge-based approach and rapid, end-to-end solution deployment helps clients to achieve their business potential.