2019 Special Report – The E-Commerce Effect

82% of Consumers Shop and Review Products Online Before Purchasing in a Store

The advent of e-commerce has elevated consumers’ expectations of the shopping experience and 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 her 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. 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 she doesn’t want disruptions as she crosses individual channels or locations.

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%)