With 96 percent of consumers now using both a store's physical location and website while shopping, retailers are not performing well in omnichannel alignment of product information according to a CFI Group study sponsored by eBay Enterprise.
The eBay Enterprise Technology Update suggests that given the significant proportion of shoppers reaching out through multiple channels when shopping, the importance for retailers to communicate online promotions to store employees and customer service agents and align store policies and product information across all channels cannot be understated.
"It's been clear for some time that shopping has become an omnichannel process," said CFI Group CEO Sheri Petras. "To present consumers with a proper retail experience, those channels need to communicate efficiently. Doing so promotes confidence and trust for the consumer, while avoiding the frustration and confusion that comes with receiving inconsistent information."
Consumers report finding the opposite:
What are they looking for?
Source: CFI Group