Study: The omnichannel features customers most want are…

Chain Store Age – Consumers desire a specific omnichannel shopping capability, but few retailers offer it. According to “Special Report: Real-Time Retail,” a new study from BRP, retail consulting firm, 56% of consumers indicated that they were likely to shop at a retailer that allowed them to have a shared cart across PC, smartphone and brick-and-mortar channels versus a retailer that does not offer this service. Yet only 7% of retailers offer this shared cart concept.

The study also identifies other disconnects between what consumers want from an omnichannel experience and what retailers are providing. For example, 87% of consumers want a personalized and consistent experience across all shopping channels. But only 53% of retailers indicate that personalization of the customer experience is a top priority.

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