Retailers try to deliver a seamless customer experience across channels
enVista announces that customers want a personalized and consistent experience across channels, and retailers aim to deliver on that promise.
The customer shopping journey has become nonlinear as consumers often bounce between physical and digital channels numerous times before making their final purchase decision. As consumers navigate a cross-channel shopping experience, they want the experience to be seamless and frictionless. In fact, according to a BRP Consumer Study, 86 percent of consumers are interested in a personalized and consistent experience across all shopping channels.
Retailers are laser focused on addressing consumers’ omni-channel expectations. According to the 2019 Unified Commerce Survey, making the cross-channel experience seamless is a top priority for retailers, as 71 percent indicate that within two years, they plan to offer a shared cart across channels to enable start anywhere, finish anywhere capabilities.
Unfortunately, adding the capability for a shared cart across channels is easier said than done, as only 28 percent of retailers indicate that they have this capability today, and 82 percent of those retailers indicate that the process needs improvement.
“As retailers scramble to offer the omni-channel capabilities that are becoming expected by consumers, many have resorted to integrating disparate systems together and often rely on manual processes, which result in capabilities that aren’t seamless or in real-time,” said Jim Barnes, CEO at enVista. “The best solution to this omni-channel challenge is a unified commerce platform that provides a single version of the truth across all channels to enable transparency and real-time visibility to inventory, product and customer information.”
Many retailers realize that they need a unified commerce platform. In fact, according to the 2019 Unified Commerce Survey, “the industry has wholeheartedly embraced the concept of unified commerce with 86 percent of retailers indicating they have or plan to implement a unified commerce platform by mid-2021.”