'True omnichannel experience requires speed and innovation', Conversity
43% of UK shoppers researching complex purchases, such as mobile phones and laptops, make a buying decision within five days, according to survey by Conversity of 1,000 people.
In this time, 67% will visit at least two online sites, with 57% then narrowing their enquiries to one or two in-store premises. Laura Arthurton, CEO at Conversity, says: “Online and in-store shopping aren’t necessarily considered as two separate entities any more. At the same time, consumers today are savvy and aren’t necessarily swayed by loyalty to one particular retailer. Instead they are on the lookout for the right product or service and the best deal whenever and wherever it suits them best. As a result, they are more likely to pick a retailer that can provide this at the right time.”
Offering a true omnichannel experience requires speed and innovation, but it presents a massive opportunity for retailers to beat the competition and provide a truly integrated shopping process for customers, she adds. “It is crucial for retailers to adopt a comprehensive approach to personalised shopping experiences in order to make sure that they are able to offer the right products and services to the right people, at the right time.”