Daily Dose of iQ: How E-Commerce Affects Consumer Expectations of All Channels

Apr 23, 2012 — Allan Pulga

We've been flogging the "future of retail is omnichannel" message for some time now, but for good reason. It's true.

In case you weren't yet convinced, eMarketer makes a pretty compelling case, in a new infographic published in Adweek.

(The image above is an excerpt of the full eMarketer inforgraphic.)

E-commerce accounted for 6.6% of all retail sales, but eMarketer forecasts it could reach 20% in the next 10 years.

More importantly for retailers, however, is that people are increasingly shopping across all channels. As a result, "they're expecting more from retailers," writes Adweek's Lucia Moses.

"Most of all, shoppers want consistency in salespeople's knowledge of products; the ability to check availability of products in their local store before going to shop; and the ability for salespeople to check inventory at another store and have items delivered from there."

Some highlights:

  • 21.6% of all e-commerce purchases were for electronics; the next highest category was clothing and accessories (17.6%).
  • 56% of respondents used mobile devices in-store to compare prices.
  • 53% did so to take photos of products.
  • Online shopping is popular even among seniors: 62.7% of respondents aged 65+ shop online.

Factors important to multi-channel shoppers:

  • Consistent product knowledge across channels. (Current rating: 32 / Ideal rating: 80)
  • Ability to look up product availability at store prior to visit. (44/72)
  • Ability for staff to check inventory at another store and have it shipped to customer. (31/71)
  • Ability to shop online but return products at local store. (30/63)
  • Ability to research products online, purchase online and pick up item at local store. (35/43)

Topics: Retail Operations, Mobile Industry, Customer Experience, Business Intelligence, e-Commerce

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