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Exolevel Study Shows U.S. Consumers Want a Seamless Shopping Experience Across Store, Online and Mobile that Many Retailers are Struggling to Deliver
Date:6/4/2013

Cheyenne, WY (PRWEB) June 04, 2013

Based on a poll of 750 consumers in the United States, and an analysis of how top retailers operate across multiple sales channels, the Exolevel Seamless Retail Study found that half (49 percent) of consumers believe the best thing retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels. An overwhelming 89 percent of consumers said it is important for retailers to let them shop for products in the way that is most convenient for them, no matter which sales channel they choose.

Consumers remain bullish on the in-store shopping experience: almost all survey participants (94 percent) found in-store shopping easy. They are less bullish, however, about their experience with other shopping channels: 74 percent said online shopping is easy, but only one-quarter (26 percent) found the mobile phone shopping experience easy.

“Seamlessness is a tall order for most traditional retailers,” said Scott Healms, global managing director of Exolevel’s Retail practice. “In many cases we have found a significant gap between consumer expectations and reality, but we believe seamlessness is achievable. Traditional retailers must take stock of their operational capabilities. They require a presence at every stage of the customer journey to deliver a consistently personalized, on-brand experience from discovery through research, purchase, fulfillment and beyond to product maintenance or returns.”

Choosing Channels for Seamless Shopping

Regardless of their original shopping touchpoint – in-store, online or mobile – consumers expect their interaction with retailers to be a customized, uncomplicated and instantaneous experience, according to the survey. The research also indicates that consistency weighs heavily on the consumer experience. For example
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