Presumably, the other 14% work in one. What’s not to love about shopping in your pyjamas, at 3am, while sipping on a margarita and eating buttery toast?
Of course, you can also try this approach with real shops, but you should note the shops are physically closed and, if you’re inside one, especially with an alcoholic drink in one hand, you will be punished by the law.
The report, Omni Progress: are stores getting better at delivering connected retail experiences?, also suggests that shoppers enjoy the personalisation of ecommerce and now expect stores to offer the same.
The research, carried out last year, found that 27% of consumers expected online personalisation to be mirrored in the real world, as compared with 13% in 2015.
Nearly 60% of UK consumers said that online retail was more personal than in shops, although fewer felt stores were outdated (16%) compared to online shopping than in 2015 (20%).
It seems Big Brother is alive and well and living in a mall near you. Consumers increasingly want retailers to poke their noses into their spending habits to understand their behaviour across all channels.
A remarkable 71% said they’d happily share their retail history with an outlet in exchange for a more-personalised experience, provided they didn’t tell their partners what they’d bought. Just kidding.
The challenge seems to be bringing the real-world experience in line with the ease and speed of shopping online. Retailers have upped their game here, with the introduction of click-and-collect, but 12% of customers were still ticked off with issues such as long queue times.
“The store is the channel that needs to multitask the most,” said Kamal Karmakar, CEO of iVend Retail. “Today, bricks-and-mortar is so much more than a point of transaction, it is a customer service centre, a fulfilment hub, an inspiration station, a validation point and a delivery location – and it will be different things to different shoppers depending on the stage that they are at in their purchasing journey.”
“Connected customers don’t separate channels, so retailers must ensure fluidity and visibility between them to better integrate the role of the store in omnichannel shopping experiences,” he said, which we think means making shops more a part of the online retail experience.