Do you understand your in-store customers?

Retailers frequently misjudge the omnichannel needs of their shoppers when they visit stores.



According to a new study of 500 consumers and 150 retail decision-makers in the U.S. and U.K. by Forrester Consulting on behalf of RetailNext, “Real-Time Data Drives the Future of Retail,” only 49% of consumer respondents feel they receive consistent seamless experiences across all channels.



The study also shows retailers are experiencing a disconnect between their omnichannel strategies and tactics and what shoppers want most, such as consistent pricing across channels and the ability to make returns regardless of the channel where the initial purchase was made. Seventy-nine percent of shoppers reported pricing consistency as a critical or important requirement, while just 52% of retailers agreed.



Furthermore, despite the widespread use of connected devices by store associates, only 29% of consumer respondents feel sales associates are knowledgeable and helpful. And only 33% of retailers reported they always measure in-store conversion rates.