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For brands that want to reach modern customers, omnichannel commerce is no longer optional. The contemporary customer makes purchasing decisions that unfold over multiple touch points: online, offline, via mobile, and on social channels.
Research from Internet Retailer reveals that consumers are spending more and more time on Facebook, Twitter, Pinterest, and YouTube. In fact, retailers report a 42 percent increase in referrals from these channels. This means shoppers are far more likely to consult a social channel before making a purchase. And when they do decide to buy, they are looking for low-cost, speedy delivery, simple and effective online and voice customer service options, and the ability to make returns and exchanges at the physical location.
In other words, they want every avenue available to them at every minute of the day, and if you aren’t ready to meet them there, you’re going to lose out....
Today's customers make purchasing decisions online, offline, and via mobile and social. Here's what defines an effective omnichannel customer experience.