Omnichannel shopper insights: More ecommerce flexibility than ever

It’s no secret that ecommerce provides more flexibility than ever in choosing the days and times we shop. What was once an afternoon spent pushing a cart up and down the aisles in physical stores has now become 15 minutes of clicking coupons to be used online (and in-store) and adding items to a virtual cart. But even the most experienced online shoppers find a need for in-store shopping. Why is that?

Ten years ago, amid a rise in ecommerce, analysts and pundits predicted the end of in-store shopping. Physical stores were dead, proclaimed headlines. Brick-and-mortar stores were unable to compete with the endless aisles and 24/7 availability of ecommerce, making them obsolete. The common belief was that in a world that was quickly becoming digital-first, physical stores were at best becoming oversized showrooms.

Store closures triggered by the COVID-19 pandemic appeared to be the final nail in offline retail’s coffin. It turned out this was not the case. If anything, the pandemic highlighted the hole that was left when most stores were closed.

The truth is brick-and-mortar stores are an important part of the shopper experience and provide useful services in tandem with ecommerce. Consider last minute shopping. While rapid delivery services have sprung up, they are not ubiquitous, their inventory is limited, and they often cost more than dropping by a neighborhood store yourself.

When shoppers visit the store on the same day as placing an online order, four out of 10 say they’ve done so because they forgot to add something to their online cart. They also say they’ve:

• Looked for an item that was out of stock online (28%)

• Shopped for a product they like to buy themselves (24%)

• Needed to resolve an item-substitution error (23%)

While the convenience of online shopping is undeniable, in-store is still the top choice among omnichannel shoppers for certain trips. To drive customer loyalty in a highly competitive space such as retail, it’s essential to think like an omnichannel shopper and create omnichannel shopping experiences that seamlessly flow between online and offline channels.

Omnichannel customers who are grocery shopping, for instance, may start their journey on ecommerce or online channels before switching to offline channels such as a nearby store. Savvy grocers understand that it’s imperative for in-store sales as well as other parts of the in-store experience to complement the online experience in a consistent manner.Learn more in our latest white paper.