The Changing Customer Experience

59% of Retailers are Focused on Creating a Consistent Brand Experience Across Channels

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, there is a focus on the convergence of physical and digital shopping environments to create a consisttent brand experience across channels.

According to BRP’s SPECIAL REPORT: The Changing Customer Experience, retailers indicate the following are top unified commerce priorities to enhance the customer experience:

  • Create a consistent brand experience across channels (59%)
  • Improve the online experience (52%)
  • Improve personalization (45%)
  • Improve the mobile shopping experience (41%)