Omni-channel retailing works says Harvard Business Review

In January 2017, Harvard Business Review revealed the results of their study of 46,000 shoppers. After studying their shopping behaviour across a 14-month period between June 2015 and August 2016 the data highlighted the importance of omni-channel retailing for all brands, particularly those with brick-and-mortar stores and an online presence.

According to the data, only 7% of the study participants were online-only shoppers, 20% were store-only shoppers and the remaining majority? You guessed it, 73% used multiple channels during their shopping journey. 73% over 20% and 7%? It’s really not comparable!

With only 7% of the study participants coming back as online-only shoppers, this figure may seem surprisingly small. Thinking back to how you purchase items yourself, how often do you only shop using your mobile? You might have already researched the product, or competitor products on your laptop or desktop first. With this statistic coming back so small, this shouldn’t deter you from building your mobile shopping experience, the 73% statistic, almost three-quarters of the 46,000 study participants, is the most interesting and the most valuable to your brand; further stressing the importance of having a succinct strategy across all devices and channels. With a multitude of devices easily accessible to consumers, it’s not surprising that the majority of buyers interact with your brand this way.

With consumer behaviour changing all the time, it’s crucial for your retail brand to build the digital infrastructure necessary to connect with your buyers throughout their entire route to purchase. If you want to learn more about how to get your brand ready for an omni-channel strategy, check out our FREE guide for fashion retailers - download your copy now!

You can read more about the study here.