While the store remains the cornerstone of the shopping experience, an IBM Institute for Business Value survey of more than 26,000 customers reveals that today’s empowered consumers are becoming increasingly comfortable purchasing through multiple retail channels.
Many retailers today consider themselves omni-channel, with the intent to provide seamless online and in-store consumer shopping experiences. Yet, many are struggling with uneven channel growth and consistency, allowing those competitors with truly differentiated offerings to race ahead. How can these retailers get – or recapture – their edge and capitalise on the growing consumer trend to use multiple channels to shop and purchase?
To find out, the IBM Institute for Business Value surveyed 26,000 shoppers in 14 countries, across a range of non-grocery retail categories, to learn a how consumers perceive and interact with retail channels. Three important trends were revealed by this research:
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