Study: ‘Seamless shopping’ is still a pipe dream

Chain Store Age – Retailers know it is critical for shopping experiences to be seamless and frictionless, yet these experiences are still few and far between.

While most consumers expect the ability to shop effortlessly across channels, only 7% of retailers currently provide a complete unified commerce experience that allows a customer to “start the sale anywhere, finish the sale anywhere,” according to the “2018 Customer Experience/Unified Commerce Survey,” from Boston Retail Partners (BRP).

Knowing that consumers will often stop shopping a brand after just one bad customer moment, retailers are making big plans to converge digital and physical retail environments to facilitate a seamless experience across channels going forward. Within three years, 50% of companies plan to offer a complete unified commerce experience that allows a customer to start and finish the sale anywhere.

To help retailers prepare for this journey, BRP offers the “E5 of Customer Experience”: Educate, Engage, Execute, Enhance and Enabler.

“With customer expectations continuing to rise, it is promising to see how many retailers are focused on adding new capabilities to enhance the shopping experience,” said Perry Kramer, senior VP and practice lead at Boston Retail Partners.

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