• by Jack Loechner , Staff Writer @mp_research, February 15, 2008

Web, Store and Call Center Integral Part of Shopping

According to a recent survey relesed by Sterling Commerce, higher-income consumers, college graduates and younger consumers have made cross-channel shopping a standard, indicating to retailers that achieving cross-channel execution can increase consumer loyalty and share of wallet. Consumers are using the Web as a first touch-point and channel-hop to complete their purchases, making integration across channels essential to retail success.

The survey found that 64% of all respondents went online before making a purchase in the past three months.  That percentage was even higher for "high-value" consumers, such as those:

• With  household incomes of about $75,000 (81%)
• College graduates (78%)
• Consumers age 25 to 34 (77%)

The cross-channel activities deemed most important by the respondents were: 

• The ability to return merchandise to a store even if it was purchased via telephone or online  is "very important/important to 81%."
• 56% say the ability to pick up merchandise at a store after ordering online is "very important/important." 
• Store pickups are particularly important to 69%  of younger adults (25 to 34 years old).
• The availability of gift registry information in the store, online and over the telephone is "very important/important" to 56% of the respondents. 66% of the younger adults recognize this as important. 

Jim Bengier, global retail industry executive for Sterling Commerce, comments that "...this survey shows... consumers are demanding new levels of convenience only found when different shopping channels support each other seamlessly."

The retailer has the opportunity to gain customer loyalty and share of wallet, concludes the study, as shoppers are hopping channels to gain more value out of their interactions with a retailer. 

57% of the survey respondents say the Web is becoming an important first touch-point, often serving as a research tool before a store purchase. 24% of respondents reported using a coupon or rebate offer found online. 18% consumers checked an online gift registry as part of the purchase process.

The percentages are higher for the "high-value" consumer groups:

• Among those with incomes of $75,000 or more, 77 percent conducted research online in advance of an in-store purchase, 32 percent used a coupon or rebate found online, and 25 percent checked an online gift registry within the past three months.
• Among those who are college graduates, 74 percent conducted research online in advance of an in-store purchase, 31 percent used a coupon or rebate found online, and 21 percent checked an online gift registry within the past three months.

And, the study finds that consumers also are expecting away-from-home access to the Web to enhance their shopping experience.

• 37% consider it important to have access to an online kiosk while shopping in the store to conduct product research.
• 36% consider it important to have access to their online account while shopping in a store to view items they have tagged online
• 32% consider it important for call center personnel to have a record of what they have been researching online

For more on this study and Sterling Commerce, please go here.