The omni-illusion: Why are customer connections disappearing when shoppers reach the store?

40%

FRAN

CE

37%

GER

MAN

Y

49%

ITAL

Y

49%

SPAI

N

52%

UK

Less than half of European consumers think retailers off er the same level of service in-store and online

3 reasons digital fi nds omnichannel easier

4 omnichannel challenges the store must embrace

5 ways omnichannel retailers can bring the best of online shopping into the store

Increase the integration of bricks-and-mortar within your omnichannel strategy:

Understand how shoppers use the store today68% of European consumers will browse the web before visiting a store – clued-up customers demand a diff erent level of service

Tailor interactions to every customer individually1 in 5 shoppers want the same personalisation they get online in the store – but retailers currently have little data to utilise

Rethink customer loyaltyA third of shoppers think they get personalised off ers online, but not in-store – making bricks-and-mortar promotions seem highly impersonal

Manage cross-channel activity52% of European consumers have used click-and-collect – and sales associates must juggle thistraffi c with store activity

1. Clienteling A quarter of consumers want sales associates to use tablets for payments etc.

3. Mobile-friendliness A fi fth of shoppers want to use their smartphones in-store

5. Smarter loyalty 30% want store off ers to be based on their previous buying behaviour

2. Consistency 56% of shoppers want to retailers to have a single view of them as a customer

4. Self-service technology 1 in 10 would use a digital kiosk to look up information

Simpler to track/use customer data over the web

Online can respond quicker and with greater agility

Evolved alongside omnichannel behaviour – no need to reconfi gure like the store

12

3

4

5

“Stores are still an essential component of the retail experience…but [they] need to be more effi cient,

more engaging, more interactive, more theatrical and more connected.”

Kantar Retail1

The omni-illusion: Why are customer connections disappearing when shoppers reach the store?

The omni-illusion: Why are customer connections disappearing when shoppers reach the store?

Why is online ‘winning’ omnichannel?This is something of a false question, because there aren’t necessarily winners and losers in omnichannel retail.

60%

60% of consumers in Italy and the UK find

ecommerce more convenient than

bricks-and-mortar

The purpose of a holistic strategy is to make sure every channel and element is working harmoniously. However, it does seem that digital commerce is doing a better job at meeting modern shopper expectations.

In our survey of European consumers, half admitted to finding ecommerce more convenient than bricks-and-mortar (rising to more than 60% in Italy and the UK), with almost a quarter (22%) feeling let down by the store experience after shopping online.

There are two fundamental reasons for this. The first is data; it’s much easier to track shopper activity over the web. Retailers can build an incredibly detailed picture of each consumer’s preferences, on which they can then base everything from marketing strategy to merchandising, to closer meet that individual customer’s needs.

Secondly, it’s easier to be agile online. In maturity terms, ecommerce is in its teenage years – it has grown as a platform alongside omnichannel. The store, on the other hand, is the grandparent, having to retrofit longstanding traditions into new commerce models and consumer behaviours.

Of course, these are quite broad generalisations. There are a number of more detailed reasons that challenge the integration of physical shopping within an omnichannel operation, which we will now explore further.

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digital advertising

The omni-illusion: Why are customer connections disappearing when shoppers reach the store?

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Ivend Retail / www.ivend.com / +44 149 161 5304

Consumers are arriving at the store more knowledgeable and more targeted in their shopping goal, which will mean either one of two things:

1 – They want detailed further information about the product before committing to a purchase; or

2 – Pending a quick quality control check, they’re ready to buy and want the process to be as painless as possible

Particularly in the case of the first group, retailers need to understand the level of intelligence and sophistication that shoppers are bringing to the aisles, and meet these hightened expectations with an even greater depth of information.

Consistency across channels is a problem many shoppers are aware of; in most European markets, less than half of consumers believe retailers offer

the same level of service in-store and online.

40%37%

49% 49% 52%

GERMANY ITALY SPAIN UKFRANCE

I feel retailers offer the same level of service

in-store and online

I feel retailers offer the same level of service

in-store and online

I feel retailers offer the same level of service

in-store and online

I feel retailers offer the same level of service

in-store and online,

I feel retailers offer the same level of service

in-store and online

The best way to do this is through technology – as we will explain shortly.

DOWNLOAD our exclusive report now

60% of consumers in Italy and the UK find

ecommerce more convenient than

bricks-and-mortar

traditions into new commerce models and consumer behaviours.

Of course, these are quite broad generalisations. There are a number of more detailed reasons that challenge the integration of physical shopping within an omnichannel operation, which we will now explore further.

Page 3

Ivend Retail / www.ivend.com / +44 149 161 5304

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Ivend Retail / www.ivend.com / +44 149 161 5304

Consistency across channels is a problem many shoppers are aware of; in most European markets, less than half of consumers believe retailers offer

the same level of service in-store and online.

GERMANY ITALY SPAIN UKFRANCE

DOWNLOAD our exclusive report now

Why are customer connections disappearing when shoppers reach the store?

The Omni-Illusion:

iVend delivers omnichannel retail management solutions for the way retailers work today, implementing technology that is built to enable change, not just built to last.

1.SQUIRE PATTOB BOGGS, KANTAR RETAIL. The Multichannel High Street: Winning the Retail Battle in 2015. In partnership with retail TRUST and BRITISH RETAIL CONSORTIUM.

Data source: iVend original consumer research, July 2015

We are innovators in retail technology and experts in developing solutions for complex retail – multi-format, multi-location, multi-channel and multi-sector retailers.

www.ivend.com@iVendRetail