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."
- 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)