Study: Retailers fall short with omnichannel offerings

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Study: Retailers fall short with omnichannel offerings

By Dan Berthiaume - 02/08/2019
Many leading U.S. retailers are not delivering the type of omnichannel experience that customers want.

According to the “Digital Commerce Benchmark 2019” from retail research firm Incisiv, the top 200 U.S. retailer sites are lagging consumer expectations for omnichannel commerce. For example, 90% of shoppers like to check local store inventory online and 73% of shoppers prefer buy online pickup in store (BOPIS) because they want to avoid shipping fees. Yet less than half of leading sites offer stock visibility and BOPIS features.

In addition, 60% of customers say that they are more loyal to brands that they interact with on social channels, but less than 15% of retailer sites have what Incisiv measures as strong integration with social platforms. Only 22% of retailer sites offer the option to register/sign in via social media accounts, while 23% of sites have the capability to import user images from social media.

And while 25% of customers will abandon a cart due to a “too long or complicated checkout process,” 65% of the top 200 retail sites have a long, multiscreen checkout process, with low adoption of digital payment options such as Apple Pay or Google Pay.

Other interesting findings include:

• 11% of sites allow shoppers flexibility in choosing specific delivery windows.
• 5% of sites share exact delivery date based on ZIP code.
• 50% of sites do not offer click-and-collect fulfillment.
• 56% of site do not allow return of online orders in store.
• 39% of sites encourage shoppers to sign up for loyalty programs.
• 19% of sites have a reference to brand values on their homepage.