Consumers call for online and in-store integration
Technology is creating new challenges for retail operations, including the need for new marketing, outreach and engagement strategies.
According to the recent Multichannel Shopping Survey, one trend spurred from technologies such as smartphones, apps and tablet computers is a desire on behalf of consumers for more integrated brick-and-mortar and online operations.
For example, 45 percent of respondents said they would like the option to pick up online purchases in-store, and 28 percent cited the ability to return online purchases in-store as their top desire. Offering these services can actually boost customer loyalty as well. Eighty-two percent of respondents said they would return to patronize a retailer who accepted online returns in-store.
"Consumers are shopping on a variety of channels and devices, often simultaneously, with new technology introduced virtually every day," said Steven Kramer, president of North America at hybris. "What we have found is that consumers have expectations that their favorite retailers will be accessible to them anytime and anywhere.
Retailers can also investigate how apps may spur in-store engagement and purchases.
