Brits want more integrated omnichannel offerings
Although the UK won’t be moving to an exclusively online retail world anytime soon, there is a clear demand for increased integration across online and in-store – both in terms of the shopping experience and the customer data collected (or not) at each point. That’s according to research by InternetRetailing EXPO, involving 2,000 Brits.
Despite online retailers investing significantly in customer profiling and targeted digital advertising, only 6% of consumers felt that online shopping was improved by brands helping them choose more suitable items in line with their taste, by recommending items based on previous purchases. 28% agreed that they would be willing to grant a selection of their favourite brands full access to their social media profile to enable receipt of better product recommendations both in-store and online. In addition, 30% would like their offline purchases to be added to their online profiles so that brands could have a single view of their tastes and purchase behaviour.
Even though 93% of respondents had ordered a product online within at least the last month, 43% claim to still buy all their clothing in-store. 57% disliked not being able to experience the look/feel/fit of the product if it was purchased online. However, online proved a winner when it came to convenience, choice and privacy. 43% of respondents avoided in-store shopping due to hatred of queues with 36% saying that online was just far more convenient. One fifth said they felt uncomfortable getting undressed in a public environment and that they didn’t like changing rooms, with 14% claiming they felt more adventurous whilst shopping online in the knowledge that they could try items on at home and return if unsuitable. 10% liked that they were able to order multiple sizes without feeling ‘judged’ and 14% did not like dealing with shop assistants.
48% would like more retailers to enable them to see how an outfit might look on them virtually – whether online or in-store. 25% would be willing to upload a photo to a retailer’s website to enable this, whilst 23% would like this to be available via in-store displays or virtual changing rooms where items could be digitally added to their reflection or on-screen image. In fact, 10% claimed that if retailers offered customers the chance to see how an outfit would look on them, without physically changing, either online or in-store they would purchase more, with 17% claiming they would not only purchase more but also return less.
