Old habits die hard, but not when it comes to how we shop.
Several years ago the idea of purchasing a piece of furniture online made many shoppers nervous. Today, shoppers make these types of purchases effortlessly cutting across multiple channels to do their research, familiarize themselves with the product and finally to buy.
A recent survey from PriceGrabber.com pointed to a growing trend that we here at Blueport have seen coming for some time now:
A typical shopper may start off researching and comparing prices at a retailer's ecommerce store. They may then visit a local store to get more information and finally may go back to the ecommerce store to make the purchase. Their decision process may involve any number of physical visits or online clicks. To the consumer, there is no difference between the online and physical stores – they expect to get the same type of information, to see the same products and to have the same level of service no matter their preferred shopping channel.
It’s important to note that this behavior is particularly important in big-ticket retail. For smaller ticket items, an isolated online channel can thrive (anyone expect Amazon to open stores?) In big ticket on the other hand, stores play a critical role and cross-channel sales represent the primary online opportunity.
Yet, too often I see a disconnect from this reality in the approaches of retailers, especially larger retail chains. Many still view (and operate) their physical stores as separate from their ecommerce offering and vice versa. A few years ago, some chains thought their ecommerce offering might undercut bricks and mortar sales. Today it's clear that the opposite is true - that the two channels drive each other’s sales. We also recognize that a multi channel offering is a significant competitive advantage, and that an integrated multi channel strategy is at the heart of this approach.
Just like today’s consumer, retailers must consider their online and bricks and mortar channels one unified offering, and they must synchronize pricing, promotions, product offerings, delivery options and branding across channels. This cohesive, integrated, multi channel approach will undoubtedly be a recurring theme in our discussions as it’s central to the work we do with many of our clients.
I’m interested in hearing your perspective on the changing consumer, how do you think this new ‘channel surfing’ shopping behavior can best be leveraged by retail chains?
Copyright 2010, Official Blog of Blueport Commerce
Several years ago the idea of purchasing a piece of furniture online made many shoppers nervous. Today, shoppers make these types of purchases effortlessly cutting across multiple channels to do their research, familiarize themselves with the product and finally to buy.
A recent survey from PriceGrabber.com pointed to a growing trend that we here at Blueport have seen coming for some time now:
- 80 percent of online consumers indicated they will likely research their next kitchen appliance online, and 30 percent said they will likely make their purchase online as well
- 77 percent of online consumers will likely research online their next laundry home appliance and 26 percent will likely purchase that appliance online
- Overall, 65 percent of consumers will research big-ticket home furniture purchases online as well
A typical shopper may start off researching and comparing prices at a retailer's ecommerce store. They may then visit a local store to get more information and finally may go back to the ecommerce store to make the purchase. Their decision process may involve any number of physical visits or online clicks. To the consumer, there is no difference between the online and physical stores – they expect to get the same type of information, to see the same products and to have the same level of service no matter their preferred shopping channel.
It’s important to note that this behavior is particularly important in big-ticket retail. For smaller ticket items, an isolated online channel can thrive (anyone expect Amazon to open stores?) In big ticket on the other hand, stores play a critical role and cross-channel sales represent the primary online opportunity.
Yet, too often I see a disconnect from this reality in the approaches of retailers, especially larger retail chains. Many still view (and operate) their physical stores as separate from their ecommerce offering and vice versa. A few years ago, some chains thought their ecommerce offering might undercut bricks and mortar sales. Today it's clear that the opposite is true - that the two channels drive each other’s sales. We also recognize that a multi channel offering is a significant competitive advantage, and that an integrated multi channel strategy is at the heart of this approach.
Just like today’s consumer, retailers must consider their online and bricks and mortar channels one unified offering, and they must synchronize pricing, promotions, product offerings, delivery options and branding across channels. This cohesive, integrated, multi channel approach will undoubtedly be a recurring theme in our discussions as it’s central to the work we do with many of our clients.
I’m interested in hearing your perspective on the changing consumer, how do you think this new ‘channel surfing’ shopping behavior can best be leveraged by retail chains?
Copyright 2010, Official Blog of Blueport Commerce
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