In 2010, everyone thought e-commerce would eventually make traditional touchpoints obsolete—so retailers scrambled to keep up with the new normal by focusing on improving their digital touchpoints separately from the brick-and-mortar experience. A decade later, CX data proves shoppers want their online and in-store touchpoints to not just coexist, but complement each other to offer a seamless cross-channel purchasing journey. Read on for what you need to know about cross-channel shopping in 2020.
The distinction between in-store + online shoppers is blurring
After years of differentiating between the two channels, consumer preferences aren’t necessarily pushing shoppers to one or the other. Key drivers for both online and in-store shopping include: Product Depth, Product Availability, Ease of Location/Navigation, and Checkout Experience. Improving these key drivers across both channels provides the optimum omnichannel shopping experience, driving customers to be loyal to your brand—whether they choose to shop on apps, websites, or in stores.
Consumers are taking advantage of newer, necessary services
A recent SMG study found 82% of online shoppers under the age of 40 take advantage of the Buy Online Pickup In Store (BOPIS) option—and those over 40 were not far behind, at 72%. For both, this was a primary reason for visiting the store. So what does this mean for retailers? As cross-channel touchpoints (BOPIS, order-ahead mobile apps, etc.) begin to emerge, brands must be prepared to incorporate them into operational strategies to appease the modern shopper.
Brands can benefit from evolving consumer preferences
In a convenience-driven world, retailers can build brand loyalty and increase revenue with simple tweaks to their current tactics. According to Business Insider, 85% of shoppers make an additional, in-store purchase when picking up their online orders. To capitalize on this trend, stores are adjusting product placement to put popular add-on items in high-traffic areas—especially where BOPIS orders are received. Practices like these will benefit brands while improving the cross-channel experience for their customers.
Customers still expect a top-notch experience from their favorite brands
The difference between in-store and online shopping isn’t so black-and-white. Cross-channel experiences are more common than ever before, and brands catering to consumer preferences are the ones that will succeed in the long run. To learn more about this new standard of shopping and how to navigate the digital transformation without compromising on the customer experience, read our best practice guide.