Study finds 52% of shoppers want a ‘seamless omnichannel experience’

Over 52% of shoppers in the UK believe that retailers need to offer a more seamless experience between online and offline commerce to retain their custom.

This was one of the key findings from a survey of 1,000 shoppers, conducted by full service e-commerce agency, PushON, which stated that retailers should invest in technology that enabled a better omnichannel experience.

In terms of what would increase shoppers’ trust in buying from an online store, 40% of consumers highlighted AR technology as a desired feature. This was due to the ability to virtually test out a product, mirroring the real-life experience. In addition, 32% would like to use online services, such as AI chatbots, to enable them instant answers to their questions.

Sam Rutley, managing director of PushON, said: “It’s clear from our research that in order for shoppers to part with their money online, they must receive the same level of reassurance that they would in a bricks and mortar store.

“Without the physical ability for customers to experience the tactile nature of a product or to obtain advice from a sales assistant, online retailers must provide the virtual ‘next best thing’ through the implementation of technology.”

He added: “From AR enabling a 360 degree view of a product, to AI chatbots allowing for questions to be answered in real-time, brands can now accurately reflect the service provided by a physical store to ensure that they don’t miss out on custom from either entity.”