A seamless omnichannel experience is key for customer diversification.

Selling and managing inventory in person, online, and across channels needs to be seamless.

In addition to an online store and brick-and-mortar locations, retailers are capturing sales and winning the loyalty of customers through social media channels.

52% of consumers have bought products directly from social media in the past month. Of those, about one-third (29%) have bought between one and four products.

On average, consumers reported purchasing five products from social media in the past month.

Shoppers who bought products directly from social media in the past months also shop online more often than in-store.

In order to appeal to all generations and ensure customers get what they want where they want it, a smooth omnichannel experience is vital. Baby boomers and Gen Xers prefer shopping in-store, whereas Gen Z and millennial shoppers prefer to shop online.

While online shopping is here to stay, in-store shopping is making a comeback:

Retailers’ online income has slightly declined to an average of 34% of their overall revenue as shoppers feel more comfortable returning to stores.

63% of consumers say they typically shop in-store, versus 37% who shop online.

Consumers reported their number one reason for wanting to shop in-store rather than online is to see, touch or try before buying (66%).

While retailers agree they need to increase revenue, they’re divided on their approach: 51% plan to focus on enhancing the in-store experience in the next 12 months, while the other 49% are putting greater focus on adding more online options.

KEY TAKEAWAY

Omnichannel retail means selling online, in person, and everywhere in between. Adopting an omnichannel strategy is the best way to meet consumer demand and build a healthy business.

Ready to drive shoppers in-store? Regardless of the generation, shoppers are most likely to visit stores in person if loyalty program perks are offered to in-store shoppers only.

I think it’s so important to reward loyal customers. I want Cakeworthy customers who shop with us regularly to know that they are getting the best bang for their buck. And they love it – our loyalty customer percentage is higher than our non-loyalty percentage.

— Brandon Shedden, owner of Cakeworthy, Canada

DID YOU KNOW?

Australian, Canadian, and United Kingdom consumers are the most interested in avoiding delivery and shipping fees by shopping in-store, while consumers from the US are the most interested in participating in events or displays offered in-store only.

Please note that quotes from Alexis Lilly and Brandon Shedden have been sourced from interviews for which they received compensation.