Omni-Channel Customer Engagement Article

The Good and Bad of Mobile Shopping, According to Omni-channel Shoppers

February 11, 2016

At its core, omni-channel is defined as a multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a brick and mortar store and the experience would be seamless. Of course, like everything in this world, the omni-channel experience comes with the good and the bad. Thanks to a recent study by GfK on behalf of Facebook (News - Alert) IQ, we have an idea of what’s better and what’s worse for these savvy shoppers.

Nothing quite replaces being able to physically shop for goods, so it should come as no surprise that 56 percent of respondents said it’s easier to see available products in-store or via a computer instead of a mobile phone. Larger screens make it easier for 55 percent of this group.

60 percent of omni-channel shoppers say they’ll either start purchasing or purchase more on their smartphones in 2016, and 64 percent anticipate doing more shopping research on their smartphones.

The omni-channel experience means businesses are using technology to better obtain data and help customers in need. Consumers are now experiencing the power and the promise of converged and rich communication such as instant messaging, video sharing and buddy lists, which have introduced a new user experience.

It makes sense that 61 percent of respondents said they expect to use their smartphones more while they are in physical stores.

Did you know that the multichannel experience means twice as many year-over-year improvements in customer satisfaction compared to peers using only a single channel?

As we continue down these innovative pathways, it’s obvious that the integration of physical and mobile shopping is changing how we acquire good and services. We’ll continue to see technology become more important to our day-to-day living. The lines between what we do online and in real life will almost seem blurred.

Today, retailers must be armed with numerous ways to reach consumers in real-time. Standout marketers of 2014 will leverage consumer behaviors to activate their brand and value proposition, connecting with customers in entirely new ways. It’s clear that the customers are dictating this. 

Edited by Maurice Nagle