Consumers Want A Single Shopping Cart For All Channels: Study

Here’s a finding that could complicate the job of sending cart abandonment emails: Consumers now want access to a single cart across channels. That means they want to “start anywhere and finish anywhere,” from websites to stores, according to Real-Time Retail, a report by BRP.

Of the consumers polled, 56% are more likely to shop at a retailer that offers an omnichannel cart experience. But only 7% of retailers provide this.

The question is pertinent because 82% of consumers have reviewed products online and purchased in a store.

By contrast, 56% have shopped in-store and purchased online or via mobile. 

At the least, this means email systems should recognize where the cart was abandoned, and the follow-up emails and texts should be tailored to the experience. 

The person who gives up on a purchase in-store requires a different message from one who does so on a laptop at home, or on a mobile device while traveling on a train.

But consumers may be challenged in doing so. Only 34% of retailers have implemented enterprise pricing/promotion features, and feel they are working well. Another 27% say they have them but see the need for improvement.

And a mere 25% are upbeat about their cross-channel transaction history capabilities.

In contrast, 41% are satisfied with their inventory systems, and the same percentage are satisfied with their loss prevention and enterprise order management. 

On the consumer side, 87% want a personalized and consistent experience across all channels. But only 53% of retailers list personalizing the customer experience as a top priority.

In addition, 66% of consumers will choose a store that offers cross-channel inventory visibility.

The top network priorities for retailers are:

  • Security of networks — 77%
  • Network bandwidth — 59%
  • Availability of networks — 57% 
  • Network efficiency performance — 50% 
  • Network resiliency — 23%
  • Ability to control and prioritize applications using the network — 18%
  • Visibility and understanding of applications using network capacity — 16%
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