Increasingly multi-channel consumers expect consistent retail experience – Oracle survey
More than half of consumers in the United States and Canada regularly use two or more channels before they make a purchase and they expect a consistent experience across all channels, according to a new survey from Oracle.
The “Cross-Channel Commerce: The Consumer View report details the results of a survey of more than 2,000 consumers in the US and Canada regarding their habits and expectations as they shop online, in stores and via mobile phones and tablets.
Nearly 20pc of those surveyed said they expect to redeem the same coupons and promotions in stores and online.
According to Oracle, the survey indicates that consumers expect instant gratification in stores. Seventy-five percent said they go shops to see a product before they buy it, and 44pc go when they need the product right away. If items are not in stock, 51pc said they expect a store associate to find an out-of-stock item online and have it shipped.
The survey also finds that consumers increasingly use mobile as an all-in-one tool, especially in the younger age groups. Though 25pc said they fear security breaches on their mobile device, 44pc of those aged 25 to 34 and 30pc of consumers in the 18 to 24 age group said they are or soon will use their mobile phone as a payment device in stores. When it comes to making purchases online, 45pc of consumers aged 18 to 34 who own a smartphone will use it to purchase products online as often as a few times each week.
And consumers want improvements online, including more detailed product information, better search and easier access to customer service representatives via live help options such as click-to-call or live chat.
Finally, the survey confirms that shoppers are getting increasingly social. Twenty-three percent of consumers have clicked “like” for merchants on Facebook, and 20pc of those who said they are Facebook members have made a purchase on the site.
“Consumers expect a single, personalised experience with consistent pricing, promotions, inventory and service,” said Mike Webster, senior vice president and general manager, Oracle Retail. “ They see one retailer, not multiple channels “As a whole, retailers are challenged to move across channels as easily as the consumer and deliver the same consistent, high quality experience no matter the format.”