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Majority of UK shoppers now see omnichannel as important: study

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Most UK shoppers now think it’s important to be able to shop across channels, according to new research.

Some 75% of shoppers believe that being able to use different channels cohesively is important, according to a study commissioned by SAP (UK).

Some 2,000 online shoppers were questioned in the survey, which also found 70% said the customer experience was better when they could choose how they buy. The research projects that in five years time 44% of all purchases will involve more than one channel – and found that only 15% of consumers are currently very satisfied with the crosschannel experience.

“The role that physical bricks and mortar stores play is changing,” said Chris Osborne, industry principle for retail, SAP UK and Ireland. “Showrooming is a popular way for shoppers to research products in store before buying them online, often for a better deal. What must be a top consideration for retailers today is to ensure that customers can shop across multiple channels and still enjoy a consistent and cohesive experience, ensuring the option to purchase through their preferred route is simple and cost-effective.”

The study also classed 13% of the respondents as omni-enthusiasts who find it crucial to shop through different channels. Meanwhile omni-hesitants (22%) don’t see multiple channels as very important.

But 72% of respondents still expect to be able to research, shop, receive goods and receive customer services in whatever way they choose.

“The only way to understand these differences is to analyse the mounds of customer data each channel gathers during every purchase,” said Osborne. “The challenge is how you can then join the data up to achieve a holistic view of the customer.”

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