Consumers now start and stop their shopping journey in different channels, including online marketplaces and social media, and frequently shop for the same product across different retailers, both online and in the store. Consumers don’t think in terms of channels, they think in terms of brands and experiences.
According to the 2018 Digital Commerce Survey, 51% of consumers feel it is important to get a personalized experience across all digital channels within a brand.
The good news is that retailers recognize the importance of the cross-channel, personalized customer experience, as their top digital customer experience priorities are creating a consistent brand experience across channels (57%) and improving personalization (38%).
The challenge for retailers is to “keep up” with continually evolving customer expectations. The growth of mobile is driving demand for increased digital capabilities bundled with personalization in the store. The gap between consumer demand for digital experiences and retailers’ current capabilities is what we call the “great digital divide,” and is driving additional changes in the industry.
The new retail model requires retailers to transform their business and reinvent themselves to create a successful blend of the physical and digital worlds to maintain their customers’ loyalty. New and innovative methods of shopping – driven by mobile technology, artificial intelligence and rapidly changing fulfillment methods – are elevating customer expectations. The speed of these changes requires organizational agility to quickly and easily react to increasing customer expectations and changing consumer behavior.
I encourage you to download and read the 2018 Digital Commerce Survey for more insights on the cross channel digital experience:
As always, I appreciate your insights on this topic. Please share your feedback and opinions below.