Klarna flags mismatches between omnichannel retailer and shopper expectations
75% of retailers think their omnichannel capabilities are sophisticated, but half of Klarna users feel they lack consistency between websites and stores.
The buy now, pay later big hitter surveyed 503 UK retail decision makers, and 14,695 Klarna users.
89% of the latter use multiple channels to search and spend, whilst three in four of the former are looking to increase their investment in omnichannel strategies.
Physical retail, meanwhile, is still an important channel, even for digital savvy shoppers – with 51% of Klarna users shopping at retailers’ bricks and mortar stores. However, some retailers misjudge the extent to which shoppers value in-store offerings.
Shoppers are nearly twice as likely to value seeing and feeling items they’re buying in real life (88% Klarna shoppers vs 45% retailers).
49% of the former like being able to visit showrooms and see items in-store, but pay online – whereas only 32% of retailers think this adds value for customers.
What’s more, retailers consider human sales assistants to be more important than they are, with only 26% of customers saying they add value to their in-store experience, compared to 36% of retailers.
Retailers also fail to fully appreciate the importance of a easy experience when shopping online. 84% of Klarna shoppers say they value autofill functionality online, but only 33% of retailers think this adds value to the shopping experience.
And only 45% of retailers believe one click payments or check out is a major benefit for their consumers, whilst 65% of shoppers report this to be one of the most important aspects of their online shopping experience.
Some progress is being made, however.
With 76% of shoppers rating highly the ability to check stock levels in-store via a website or app, Klarna found that 49% of retailers already offer this, and another 38% plan to introduce this over the next year.
74% of shoppers say flexible payment options boost their experience, and, while just 50% of retailers currently offer this, a further 34% plan to introduce this in the next 12 months.
Alex Naughton, Head of Klarna UK & Ireland, says: “Today’s consumers shop across a multitude of channels, from brands’ websites and physical stores to social networks and search engines – and they expect a smooth and consistent retail experience whatever channel or touchpoint they are engaging with.”
“So, it’s promising to see that retailers recognise the importance of having a great omnichannel retail experience. But, if they’re to see a return on their omnichannel investment, they need to ensure they avoid any disconnect and fully understand shopper priorities.”
He concludes: “It’s clear in-store shopping is still incredibly important for consumers, so retailers should look at how they can make their stores a more experiential, cultural space that inspires shoppers.”
