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Omni-channel retail experience is key to survival of high street brands

Published: 17 August 2018 - Fiona Garcia
 

Over 52% of UK shoppers believe that retailers need to offer a more seamless experience between online and offline commerce to retain their custom.

This was one of the key findings from a survey of 1,000 shoppers, conducted by e-commerce agency, PushON, which stated that retailers should invest in technology that enables a better omnichannel experience.

The survey also found that, for more than 82% of the public, shopping in a bricks-and-mortar store is preferential to purchasing online because products can be viewed before a commitment is made to buy.

And this opinion was supported by 45%, who stated they feel more reassured that they’re making the right decision when shopping in store, compared to buying online.

Consumers also expressed a desire for AI chatbots online to help mirror the in-store retail experience with instant responses to questions
Consumers also expressed a desire for AI chatbots online to help mirror the in-store retail experience with instant responses to questions

In terms of what would increase shopper's trust in buying from an online store, 40% of consumers highlighted Augmented Reality (AR) technology as a desired fetaure. This was due to the ability to virtually test out a product, mirroring the real-life experience. 

In addition, 32% would like to use online services, such as AI chatbots, to provide instant answers to their questions. This also reflects the in-store experience where customers could talk to a member of staff.

PushON managing director Sam Rutley commented on the findings: “It’s clear from our research that, in order for shoppers to part with their money online, they must receive the same level of reassurance that they would in a bricks-and-mortar store.

“Without the physical ability for customers to experience the tactile nature of a product or to obtain advice from a sales assistant, online retailers must provide the virtual ‘next best thing’ through the implementation of technology.

“From AR enabling a 360-degree view of a product, to AI chatbots allowing for questions to be answered in real-time, brands can now accurately reflect the service provided by a physical store to ensure that they don’t miss out on custom from either entity.”

 

 

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