Goodbye channel retailing!Authornone
The customers do not distinguish between whether they are shopping online, in-store, from their smartphone, on the bus, via Alexa, ordering online and picking up in-store, or using one of the hundreds of other shopping options and mixes available – it is simply just retail. The customer journey has been disrupted by innovative digital technology allowing consumers to shop anywhere, anytime, any way and whenever they prefer, hence, the physical and digital universes have meshed. That is why the word channel has become irrelevant; Omniexperience is the future.
Creating an omniexperience is defined by creating a unified experience that delivers a new level of convenience to the customer. Click & collect is the classic example of an omniexperience where customers can order online and pick up in-store at convenient locations within a few hours or less. We have had a closer look at global consumers’ attitudes and behaviors regarding click & collect, amongst other omniexperience-services, in The Global Consumer Report 2019 where we have unraveled 14 international markets. We found, that for 68% of consumers in the countries surveyed, it is important that websites provide options to pick up their order at a store or another convenient physical location. Unsurprisingly, this stat is driven by the Millennial/digital-native generation, where 74% indicate that shopping online and having the choice to pick up their order at a convenient physical location is important.
How important is it to you that online stores provide options to pick up your order at a store or another convenient physical location?
Answer: Important + very important
On average, over half (52%) of consumers have used click & collect services within the last 12 months, 65% of Millennials have done the same, and 36% of 59+ consumers have bought a product online and picked it up in a store within the last 12 months. Differences were observed by country: we found that more UK and Norwegian consumers have used click & collect services (70% and 63% respectively), and less German and Belgian consumers (37% and 35% respectively).
Yes, I have bought a product online and picked it up in a store (i.e. click & collect) in the last 12 months
It is imperative for retailers and brands to meet customers on their own terms and understand their need for physically being able to interact digitally, and Click & collect is just one example of the omniexperience-trend.
Find out more about Omniexperience and gain insight into global consumer attitudes in 14 select markets regarding digital in-store services in The Global Consumer Report 2019 or discover best practice cases in Global Retail Trends & Innovations 2019