Retailers failing omnichannel CX test, PCMS

Just 5% of UK shoppers feel they receive a very consistent customer experience (CX) when comparing a retailer’s website to its app or shopping in-store, according to PCMS research.

The company polled 2,000 Brits and found that a further 30% said CX was only quite consistent. When it comes to those sectors that best manage the omnichannel experience, grocery and supermarkets came out top of the list (30%), followed by fashion and footwear (27%), and electrical stores (26%). Those with a clear need for improvement included bookshops (10%) and phone stores (16%).

17% of respondents said they would like cashless payment, where goods are scanned in-store and paid for later online. 12% favour scanning goods using the store’s device, while 14% gave the thumbs up to using an app on their mobile phone. 14% would also like to have the option of having self-scanned goods delivered to their home.

29% want to be able to order an out-of-stock item from another store and have it delivered to their home, while 24% like the idea of paying for online orders when they pick them up in-store. 18% would like to be able to combine payment for both online and in-store purchases and 11% want to top-up their online basket by purchasing additional items when they arrive at the store Click and Collect point.

The way people interact is also changing with 10% of shoppers saying they’d like to be able to access help from a digital shopping assistant while in-store via their mobile phone, and a further 11% are keen on accessing historical online purchases and changing or adding to online orders at the store checkout.

Steve Powell, Director of Sales at PCMS, comments: “Our research shows that consumers see a brand, not a channel – as such, they not only want, but demand, consistency across every touchpoint. To succeed in this omnichannel world, retailers need to focus on delivering compelling, joined-up services that will drive the engagement with shoppers and encourage them to return time and again.” 

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