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Time to unify? Omnichannel shoppers spend 15% more than the rest

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Truly omnichannel shoppers who regularly buy from a retailer both on and offline spend 15% more per purchase than other shoppers, a study shows.

New data released by payments platform Adyen highlights the value of unified commerce to retailers. Its report The Unified Commerce Index analyses data across its global payments platform, which processed €159 billion in transactions in 2018.

The report shows that providing a positive omnichannel experience boosts loyalty as those that shop with retailers both online and offline spend twice as often as single channel shoppers.

Globally, the impact of omnichannel retail is even higher, with those who shop across multiple channels spending 30% more per purchase.

According to Adyen’s data, four in five single channel purchases globally are made in-store, with 20 percent completed online. However, for omnichannel shopping, 60% of purchases are made in-store. 

Myles Dawson, UK Managing Director of Adyen explains: “Debate continues to rage on about whether online shopping is killing retail – but actually it’s a symbiotic relationship. Those retailers that create the seamless link between the online and offline channels will prosper.”

He continues: “What matters most is creating an experience that gives your customers the opportunity to choose. The data shows that if you do, your customers will spend more, and make purchases more often. Online channels will help drive footfall to physical stores and vice versa.” 

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