Using multiple channels to sell products is becoming increasingly common these days. This is much needed, as consumers want to make much more use of this. Cross-channel shopping offers many possibilities and, of course, many conveniences. For instance, you can obtain more information about the desired product via channel 1 than via channel 2, and still purchase the product via channel 2. The more often a potential customer sees a product, the better it is for potential sales!
Consumers expect more and more from this option. Therefore, it is important that you, as a retailer, respond effectively to this. The link between m-commerce, online, and in-store offerings must be immediately recognizable to the consumer. They must align well and reinforce one another. Consumers expect to find just as many products available in a physical store as online. The service and advice provided in a physical store must also be maintained in an online store.
This was investigated by Hewlett-Packard and the American research firm Kantar Retailiq. HP is participating in this year's World Retail Congress in Berlin, where the results were presented.
A number of interesting conclusions can be drawn from the research.
Almost all of the top 50 retailers own a physical store.
Of the top 50 retailers in Europe, they possess:
- 98% a physical store
- 86% a website
- 34% a mail-order catalog
- 30% an m-commerce website
- 28% a mobile ordering app
- 2% F-commerce (sales via Facebook)
Shopping online or in-store?
Consumers like to get information via the internet or their smartphone. Of course, you don't have to leave the house for this, and if it's not for you, you simply click it away. However, the actual purchase of the product is still preferably made in the store itself. Consumers find it more pleasant to see a product in real life and perhaps even hold it before buying it, because, well, before you know it, you've brought home something you had expected something completely different from.
If this does happen, most consumers want to be able to exchange the product in a physical store. Of course, this varies from person to person.
Where do you offer your products or services?
