Survey: Online shoppers want better integration

Integrating online and offline aspects of your retail store is an increasingly important aspect of business. According to a recent survey from Sterling Commerce, online and offline shoppers from high-income brackets and who are students, are more likely to buy from hubs that offer integrated options.

by Kristina Knight

“Leading retailers are spoiling consumers with cross-channel capabilities — such as returning online purchases to a store, or in-store pickup for purchases made online — and reaping the rewards of the customer loyalty these capabilities engender,” said Jim Bengier, global retail industry executive for Sterling Commerce. “[C]onsumers are demanding new levels of convenience only found when different shopping channels support each other seamlessly.”

About 64% of survey respondents said they research online prior to making purchases. For "High-Value" consumers (household incomes of $75,000) that number jumps to 81% and for college graduates it jumps to 78%. And, 77% of consumers between 25 and 34 years of age researched online.

Which cross-channel options are most important? The ability to return merchandise to a physical store, no matter where it was purchased and the ability to pick up in-store when ordering online. Consumers also like shopping with stores who have gift registry options in-store, online and for telephone orders.