Understanding consumer patterns and preferences in multi-channel retailing

Today, browsing, comparing and purchasing retail merchandise is a multi-channel proposition for retailers and consumers. Our survey of over 5,000 consumers in the U.S. and the UK answers many questions retailers need to consider when evaluating multi-channel initiatives: "What channel combinations do shoppers prefer? Why do shoppers switch channels and retailers across channels? What functions and features do consumers expect when shopping across channels? What can retailers learn from seasoned multi-channel shoppers? How do consumers’ multi-channel priorities and patterns change by product category, customer demographics and shopping frequency?"

In our survey, participants were asked to select the product category they had used most recently, and describe their preferences and behavior for that shopping experience. Respondents came from the U.S. and the UK, and represented a wide distribution of demographics (gender, age, family status) comprising equal numbers of men and women. Their mean income was slightly above that of the national averages - capturing insights from an attractive segment of retail customers.

Some key findings

In the U.S. and the UK, Consumer Electronics is the product category most often chosen by multi-channel shoppers, followed by Apparel/Accessories & Footwear, and Home Improvement/DIY & Appliances.

The top multi-channel combinations are nearly the same for the U.S. and the UK. The vast majority (over 75 percent) of multi-channel shoppers prefer the combination of "Online to Store," followed by "Store to Online" (7+ percent) and "Online to Call Center" (3+ percent) for all product categories.

The age group that has the highest percentage of frequent multi-channel shoppers (defined as once a month or more) in the U.S. is 18-24 years; those in the UK are slightly older - 25-34 years.

A significant number (46-50 percent) of shoppers in the U.S. and the UK switch retailers when they move among shopping channels. Not surprisingly, price is their primary motivator, followed by convenience and product availability.

To read the full report, download the PDF file at the top of this page.