Multichannel Survey Puts Premium on At-Retail
May 8, 2012 by Newsfeed Editor
Chain Store Age ran a story on the Multichannel Shopping Survey by Hybris that found 80 percent of consumers are more likely to become loyal shoppers if retailers offer a highly integrated multichannel experience. The survey found that 39 percent of those surveyed buy more goods on-line than in-store and 46 percent plan to do so during the 2012 holiday season.
This does not mean the end for brick-and-mortar. It does however raise the stakes on executing at-retail merchandising and marketing initiatives to ensure that time spent in the store is maximized. Even while in-store, the consumer is engaged in multichannel as 19 percent say they browse their mobile device while they shop. They compare prices (66 percent), compare product choices (27 percent) and read recommendations by other shoppers (7 percent).
The risk of the consumer leaving the store empty-handed has increased because they no longer have the uncertainty of the product they seek being available elsewhere. If they do leave, the product and the retailer take a significant hit to their sales and market share. Do not forget that if the consumer leaves the store, they are apt to tell their friends about the bad experience. We know that these conversations are no longer limited to a small circle of friends, but can number into the thousands or more via social media.
Out-of-stocks, poorly presented products or missing POP can force the consumer to seek trial of another product. Multichannel shopping has significantly reduced the margin for error on at-retail execution. It just does not make sense to trust these important duties to overworked and inexperienced store staffs or sales representatives whose time is better spent selling. The services offered by the members of NARMS are more important than ever.