Analysis

Mind the omni-channel gap, customers tell retailers

There’s a disconnect between the omni-channel promise and its reality, according to research from OrderDynamics, with significant gaps appearing between shoppers’ wants and the services some businesses offer.

omnichannel gapMore than half of online shoppers (54%) want a named delivery date, but only 15% of retailers currently offer it, making it one of the least likely options to be offered by retailers, despite its obvious popularity.

By contrast, 61% of retailers offer next-day delivery (the second most common delivery option after standard delivery) yet only 10% of shoppers are willing to pay extra for the service, which on average costs £6. Instead, more consumers would prefer to see which nearest store has a product in stock (45%), an option that only 11% of retailers currently offer.

“Customers do not see channels,” said Kevin Sterneckert, CMO of OrderDynamics. “They have one relationship with, and one view of, the retailer, and they want to hear you say ‘yes’ to their desires and to deliver that experience ‘now’.”

Retailers have struck the balance in one area however: 32% of consumers reported they would use a click & collect service if it was available, and half of online retailers provide this facility.