Top 5 Things to Know About Omnichannel ShoppersMarch 19, 2018
Omnichannel shopping isn’t a new phenomenon. Customers surf between print and digital channels to suit their shopping preferences.
But those preferences change over time. A recent study by Criteo details what the “omnishopper” thinks about retail. Our picks for the top 5 things to know about omnichannel shoppers (plus a bonus fact) are all from The Shopper Story 2017 study, which was released in late October of 2017.
#1: Mixing online & offline shopping is the norm.
Over 3 in 4 shoppers engage in online to offline and offline to online shopping.
• 83% of U.S. shoppers are omnichannel shoppers
• 74% of U.S. shoppers prefer online shopping
• 62% of shoppers use their phone for in-store research
#2: The favorite omnichannel methods are…
Customers use a wide range of omnichannel approaches to shop. Here’s a brief rundown of the top 5 methods and how often customers use them.
• webrooming: online shopping that leads to in-store buying
24% regularly & 66% occasionally
• click and collect: buy online and pick up purchase in-store
17% regularly & 61% occasionally
• showrooming : shop browsing in-store to make online purchase
16% regularly & 38% occasionally
• scan and scram : shop in-store but purchase from another retailer online
15% regularly & 74% occasionally
• click and ship : browse in-store but buy from phone
10% regularly and 39% occasionally
#3: Retailer websites are really, really relevant.
Retailer websites are the top channel driving consumer purchases. They are also the #1 channel for new product discovery and the most-preferred channel for learning about new products.
How shoppers report new product discovery by channel:
• 87% websites
• 57% advertising
• 51% social media
#4: Shoppers want specific elements when shopping online.
A website doesn’t need a lot of bells and whistles to attract shoppers. Shoppers rated how important each of these 6 elements are to include on a retailer website:
• 68% free shipping
• 64% discounts
• 48% appealing photos
• 48% reviews organized by relevance
• 34% product images
• 20% online chat
#5: Don’t discount brick and mortar stores.
Brick and mortar stores are not extinct! Here are the 3 most prevalent reasons customers visit stores:
• 66% of shoppers visit a physical store because its location is convenient
• 63% of shoppers like going to stores to understand what’s in style
• 60% of shoppers go to a store because they need the product now
Bonus: Be careful with ad retargeting!
Ad retargeting is common practice, but shoppers only appreciate it under certain circumstances.
• 70% of U.S. shoppers notice ad retargeting
• 43% of U.S. shoppers like being on the receiving end of ad retargeting if they lead to better discounts