Achieving a Seamless Multichannel Customer Experience

ACHIEVING A SEAMLESS MULTICHANNEL CUSTOMER EXPERIENCE THE CHALLENGES RETAILERS ARE FACING TODAY 01 Having more touch points means more customer journeys to understand 63% MORE RETAILERS OPERATE MULTIPLE TOUCH POINTS 2013 20% 2012 50% OF RETAILERS SURVEYED ARE NOT AWARE OF THE CUSTOMER JOURNEY TO A PURCHASE INTEGRATION BETWEEN CHANNELS IS STILL THE CRUCIAL BUILDING BLOCK NEEDED Retailers believe that their websites + require the most support to improve customer experience. 48% 000 34% 29% 17% Almost half of retailers admit they want to prioritise digital integration. 02 The challenges of integration RETAILERS' CONFIDENCE HAS DECREASED "We have insights on individual channels but not Only 34% can proudly say"Their channels are well integrated" down from 48% last year. enough on how customers use all channels together in one shopping journey" DOES THIS SOUND FAMILIAR? Technology is holding retailers' back, 50% of retailers believe that technology makes it difficult. 50% felt they didn't have the budget available to ensure a better customer experience, whilst 41% felt that they just don't have the resource within the business to implement changes. 03 Improving the multichannel customer experience RETAILERS ARE STARTING TO ADAPT THEIR INVESTMENT AND DEVELOPMENT PRIORITIES TO ENGAGE WITH CUSTOMERS They expect more customer visits from website and mobile channel. 85% 72% 65% of retailers increasing instore presence of retailers are likely to of retailers expand invest in their website mobile channel Multichannel system replacement is still the top investment area for retailers. 59% followed by mobile Multichannel system replacement then better integration points 04 The future CONCLUSION Retailers understand the importance of providing a seamless multichannel customer experience but are still hampered by technology and integrating the channels more effectively. Enhancing the customer experience and learning more about the customer journey to a purchase will be a key priority for many retailers in 2014. The study was conducted by Portaltech Reply and eDigitalResearch with online survey to a number of retailers from a broad range of retail sectors and operational sizes. 143 responses in total were collected between September and October 2013 Reply portaltech Portaltech Reply offers ecommerce implementation and multichannel consulting services. www.portaltechreply.co.uk (]