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OMNICHANNEL
Browse A N Y WH E R E
purchaseA N Y WH E R E
return A N Y WH E R E
WH Y
I S T H E F U T U R E O F CO M M E R C E
O F C U S TO M E R S
O F S H O P P E R S U S E T H E I R
I N S TO R E 2
2 I N 3 S H O P P E R S S A I D T H E S TO R E D I D N ’ T P R OV I D E E N O U G H
I N F O R M AT I O N 3
S A I D T H AT T H E I R M O B I L E I N S TO R E H A S B ECO M E M O R E I M P O RTA N T T H A N T H E I N -
S TO R E E X P E R I E N C E 3
A S
D U R I N G T H E I R S H O P P I N G J O U R N E Y 1
WH I L E O N LY 7 % S H O P P E D E XC LU S I V E LY
O N L I N E A N D O N LY 2 0 % S H O P P E D E XC LU S I V E LY
I N S TO R E
consumers wantomnichannel
the omnichannelgeneratioN
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customer satisfaction
OMNICHANNEL STRATEGIES12
use multiple channels
SHOPPING ASSISTANTS
SMARTPHONES
54%
2020
$600 billion
$1.4 trillion
Millennials
73%
82%
23X higher
S P E N D M O R E O N L I N E
T H A N A N Y OT H E R
G E N E R AT I O N ,
M A K I N G U P
O F A L L S A L E S 5
A s t h e l a rg e s t g e n e ra t i o n i n h i s to r y,
m e e t i n g t h e o m n i c h a n n e l n e e d s o f
m i l l e n n i a l s re p re s e nt s a
S P E N D I N G O P P O RT U N I T Y 6
M I L L E N N I A L S WI L L S P E N D
S P E N D I N G U P TO 1 1 H O U R S A DAY
I N F R O N T O F A S C R E E N 8 M I L L E N N I A L
S H O P P E R S D E M A N D A N O M N I C H A N N E L
E XP E R I E N C E T H AT I S 9
A Y E A R 7
BY&
T H E R AT E O F
Aberdeen found that
F O R CO M PA N I E S WI T H
IS
Z
M
BB
X
T H E R E ’ S A M A S S I V E O P P O RT U N I T Y TO S E R V E
10 OR MOREChannels
62%
89%
OMNICHANNELENGAGEMENT
STRATEGIES
M A K E WE E K LY P U RC H A S E S 1 1
O F C U S TO M E R S A R E
R E TA I N E D BY
CO M PA N I E S WI T H
*Compared to 33% for
businesses with a weak
omnichannel strategy10
Customers that are exposed to communications from
a large number of channels make purchases from their
favourite retailers more often11
O F CO N S U M E R S WH O
E N G AG E WI T H T H E I R
FAVO U R I T E B R A N D S O N
omnichannelMakes cUSTOMERs
happy
A N D, I T WO R K S . . .
your COMPETITORSARE DOING IT
SOURCES
71%
N O RT H A M E R I C A N S
H A D U S E D
O F
AT L E A S T O N C E 4
CLICK AND COLLECT
58%
O m n i c h a n n e l re t a i l i n g i s a l l a b o u t u n i f y i n g e v e r y s a l e s c h a n n e l to c re at e a s i n g l e co m m e rce e x p e r i e n ce . Me a n i n g
s h o p p e r s c a n b ro w s e , p u rc h a s e , d e l i v e r, co l l e c t a n d re t u r n g o o d s v i a a n y co m b i n at i o n o f c h a n n e l s – a n d t h e i r
e x p e r i e n ce re m a i n s co n s i s t e nt .
quick social
of real value
OMNICHANNEL INITIATIVES
42% O F R E TA I L E X EC U T I V E S 1 5
S P E N D U P TO H A L F O F T H E I R
M A R K E T I N G B U D G E T O N
THE OMNICHANNELMACHINE
When asked about using multiple channels to
make a single purchase
One of the main reasons for this was convenience
1 A study of 46,000 shoppers shows that omnichannel retailing works. Harvard Business Review. https://hbr.org/2017/01/a-study-of-46000-shop-pers-shows-that-omnichannel-retailing-works2 Consumers in the micro-moment study. Google/IPSOS. https://www.thinkwithgoogle.com/marketing-resources/micro-moments/i-want-to-buy-moments/3 New research shows how digital connects shoppers to local stores. Google/IPSOS and Sterling Brands. https://www.thinkwithgoogle.com/con-sumer-insights/how-digital-connects-shoppers-to-local-stores/4 Omnichannel shopper survey report 2016-2017. iVend Retail. https://ivend.com/omnichannel-shopper-survey-report-2016-17-north-america/5 Millenials drive spike in online shopping. USA Today. https://eu.usatoday.com/story/money/2016/06/08/survey-more-than-half-purchases-made-online/85592598/6 The one thing you need to know to succeed with millennial customers. Forbes. https://www.forbes.com/sites/micahsolomon/2014/02/28/the-1-principle-you-need-to-know-to-achieve-a-millennial-friendly-customer-experience/#145faed75b057 1.4 trillion dollars, that’s how much US millennials will spend annually by 2020. This is 30% of total retail sales. ING. https://www.ezonomics.com/numbers/trillion-dollars-thats-how-much-us-millennials-will-spend-annually-by-2020/8 The total audience report: Q1 2016. Nielsen. https://www.nielsen.com/us/en/insights/reports/2016/the-total-audience-report-q1-2016.html9 Millennials and the omni-channel experience you need to create. The Marketing Scope. https://www.themarketingscope.com/millennials-omni-channel-experience-you-need-to-create/10 Why an omnichannel strategy matters. Study by Aberdeen Group Inc. https://www.digitalcommerce360.com/2013/12/31/why-omnichannel-strategy-matters/11 Why sales chat needs to be part of your multi-channel strategy. Research by Fluent on Marketing Land. https://marketingland.com/sales-chat-needs-part-multi-channel-strategy-18826912 Rounding out omnichannel marketing strategies with contact center support. Research by Aberdeen Group Inc on Martech Advisor. https://www.martechadvisor.com/articles/customer-experience-2/rounding-out-omnichannel-marketing-strategies-with-contact-center-support/13 Five insights into the omnichannel landscape. eTail West and WBR Digital. https://etailwest.wbresearch.com/downloads/five-insights-into-the-omnichannel-landscape14 Omni-channel customer care: how to deliver context-driven experiences. Aberdeen Group Inc. https://lmistatic.blob.core.windows.net/document-library/boldchat/pdf/en/omni-channel-customer-care.pdf15 By the numbers: omni-channel marketing in retail. iterable. https://iterable.com/blog/omni-channel-marketing-retail-infographic/
75%
ESSENTIAL
O F R E TA I L E R S CO N S I D E R
O M N I C H A N N E L A N
PA RT O F T H E I R
B U S I N E S S S T R AT EG Y 1 3
According to eTail East and WBR Digital:
OMNICHANNEL
WE WANT
WE NEED
OMNICHANNEL
EIGHT CHANNELS
51%O F CO M PA N I E S
U S E AT L E A S T
TO CO M M U N I C AT E WI T H T H E I R C U S TO M E R S 1 4
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