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US and UK shoppers increasingly omni-channel – which is good news for stores, study says

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US and UK consumers continue to research and shop on multiple channels, further blurring the lines between online and in-store shopping as omni-channel remains a popular and growing shopping trend. 

According to JRNI’s Third Annual Modern Consumer Research Report, there is a global consistency across nearly all product categories – electronics, clothing, gifts, household, beauty and health, and DIY (except furniture) – illustrating that omnichannel shopping is increasing globally.

The study finds that, on average, 74% of consumers webroom – researching online, purchasing in-store – predominantly for electronics, clothing, and household items. It also finds that there is a rise in showrooming with, 57% of consumers actively researching in-store, purchasing online – primarily for clothing, gifts, and electronics. 

On average, 54% of consumers click and collect – purchasing online, retrieving in-store – mostly for clothing, electronics, and household items. 

The research also uncovers areas where consumers want retailers to further enhance their in-store experiences. The majority of respondents say they will visit physical stores more often if they can access well-trained staff, spend less time standing in lines, and experience products in better ways.

The study says that 22% of consumers, up from 14% in 2017, rate in-store experiences as “excellent”, while 57% of consumers, up from about 50% in 2017, want to schedule appointments with expert staff, indicating that they want more face-to-face conversations with retailers. 

On average, 64% of consumers want to attend in-store events to enjoy early access to products. Additionally, 61% of consumers, on average, want to attend in-store product demonstrations, and 57% of consumers, on average, want to attend DIY workshops – experts who show customers how to use products.

“It’s clear from the research that consumers demand omnichannel experiences from their preferred retailers, and face-to-face interaction has emerged as one of those channels,” says John Federman, JRNI’s CEO. “When retailers use an omnichannel approach to engage consumers and drive them in-store, basket size significantly increases because customers are exposed to complementary or ancillary items. Retailers must engage customers in an omnichannel way to establish stronger relationships, greater loyalty, and more conversions.” 

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