We’ve all gotten used to the term omnichannel retailing and how consumers shop both online and in stores. The term has been in marketing circles since at least 2010, and some say the introduction of the iPhone in 2007 was the beginning of the crossover of shopping online and in stores.
Today, the term omnichannel is being replaced in some marketing circles by the term “unified commerce,” an integration of all channels and touchpoints through a single platform. In other words, engaging with consumers through a similar experience no matter where or how they choose to shop. No, I realize the terminology isn’t new, but it remains relevant to how retailers and brands connect with consumers.
According to the latest survey from Coresight Research, 65.8% of U.S. consumers use multiple channels to some degree when shopping. No big surprise here, but according to the survey of consumers aged 18 and up, 69% turn to online channels where they can easily compare products, read reviews and dig in at their own pace – webrooming – before making a purchase in a store.
That number has continued to trend up over the years, of course, as retailers have gravitated toward beefing up their websites with relevant product information.
The counterpart to a webroomer is the showroomer: the consumers who conduct their research in a store and then go home to buy it online.
Flipping back to shopping in physical stores, the survey said consumers like the ability to get products quickly (63%), receive pre- or post-purchase service (57% and 52%) or enjoy the social experience of in-store shopping (66%).
Speaking of social, consumers, according to the survey, are also turning to social media as part of their overall shopping process, with 43.3% relying on those channels to discover, research, browse and buy. Half of those consumers bought new products via social media.
So, what’s the benefit of taking a unified marketing and selling approach? According to this survey, about 25% of consumers said they spend more when engaging with retailers across integrated platforms: online stores, mobile apps, brick-and-mortar stores and social media shops.
Offering a range of touchpoints can give retailers a broad net with which to catch or engage with consumers where they are whenever they are the most active and more than likely close the sell, and at the end of the day, that’s what retailers want.
Another interesting tidbit from the survey is a trend toward increased loyalty and retention. Our industry and other retail segments often struggle with how to keep consumers coming back for other purchases. A unified approach gives consumers the ability to interact with brands through their preferred methods at their preferred time. If they’re awake at 1 a.m. because their mattress is lumpy, they can find you – or your competitor – online.
The survey points out that more than one-third (36.9%) of consumers said the availability of multiple shopping channels increases the likelihood of them returning to a retailer as a repeat customer. That number jumps to nearly half (48%) if the unified experience is seamless.
I’ve heard many smart retailers say frequently that they work hard to meet consumers where they are: online, on mobile, in the store or on social medial channels. Keep on keeping on.
However, if you’re one of those brands or retailers not yet playing in all of the sandboxes, you may want to hop in now before it’s too late.
See also:
: