FierceRetail – As many as 73% of consumers want the ability to start and end their shopping journey on any platform they see fit, yet only 7% of retailers currently offer a completely unified commerce experience. According to a new report from BRP, 50% of retailers said they are planning to implement the ability to start a sale anywhere and finish a sale anywhere in the next three years.
But in the meantime, the report solidifies that retailers are struggling to keep up with consumers’ omnichannel demands.
Perry Kramer, senior VP and practice lead at BRP, says there are several reasons why retailers seem to be scrambling to keep up with customer expectations regarding the shopping journey. In part, many retailers have yet to assess the new customer journey and address what is required to deliver the seamless experience that these shoppers expect.
“A good first step is to begin with the concept of building blocks that can be leveraged as part of a holistic customer journey,” Kramer told FierceRetail. “This approach allows a retailer to focus on the areas that are most impactful to the consumer, which varies greatly based on each retail segment. Additionally, this approach allows a retailer to flex and adapt with the rapidly changing set of customer expectations while leveraging past development as opposed to constantly starting over again.”
“The areas of customer experience, customer journey and unified commerce are all moving very fast and morphing like a piece of playdough. If a retailer starts chasing today’s norm without the ability to flex and rapidly change, they will be behind the competition by the time they implement their changes,” Kramer said. “A key guiding principle should be ‘quality needs to exceed quantity.’ This should not be confused with not experimenting, taking risks and learning from misses. The important message is to learn from your misses and do not miss because of quality—miss because you dared to challenge the norm and were willing to learn from it.”
Read full article: 73% of shoppers want to start, end shopping anywhere