Study results from Retail's Digital Crossroads indicate that customers expect retailers to keep up with digital.
Retailers are embracing digital marketing. But their investments have not kept pace with customer expectations, according to Retail’s Digital Crossroads, a study by Incisiv in partnership with Windstream Enterprise.
For example, 52% of shoppers value digital receipts via email or text. But only 43% of retailers have invested in them.
And 71% of consumers want self-checkout. But only 42% of retailers are providing it. And 59% demand availability of customer Wi-Fi, yet only 47% are supplying it.
“Consumers clear value the ability to control their checkout experience,” the study notes. It adds: “Millennials and Gen-Z consumers value these capabilities 20-40% higher than the average.”
The store remains at the core of commerce and brand equity. But 75% of store visits are influenced by digital, and 46% of consumers use their mobile devices in the store
Of the latter, 83% use their devices to compare prices, 78% to look at reviews and 76% to check local store inventory.
Prior to the visit, 76% use mobile devices to compare prices, 62% to see review and 47% to check out local store inventory.
However, an execution gap remains between expectations and fulfillment. Only 38% have sufficiently invested in the ability to compare price, 23% to check inventory and 28% to allow mobile purchases for in-store pickup.
At the same time, 78% of retailers have overinvested in the function of letting customers find the location of the nearest store, 60% in helping them build a shopping list and 42% in sharing product details on social networks.
But digital now contributes 49% of consumer electronic sales and influences 16% of in-store purchases. And 40% of sporting goods sales are digital, along with 29% of apparel & footwear buys.
Incisiv and Windstream Enterprise surveyed 1,212 consumers across several generations.