Survey Says Consumers Want a Crosschannel Shopping Experience

May 09, 2012 1:39 AM  By

Eighty-two percent of U.S. consumers said they would shop at a retailer again if they accepted in-store returns for online purchases, and 73% said they were more likely to become a repeat customer if an online retailer offered in-store pick up, according to the crosschannel platform provider Hybris’s 2012 Multichannel Shopping Survey.


In the survey, U.S. consumers were asked to rank their desired features in a multichannel retail experience, 45% said that in-store pick up options for online purchases were most important and 28% said in-store returns for online purchases were most valuable.

According to Hybris, the survey indicates that consumers want the convenience and simplicity of online shopping and a hassle free and effortless returns process. But when it comes to customer expectations vs. retailer capabilities, surveyors found that retailers fell flat.

Although those surveyed said they wanted to see retailers offer a multichannel experience, only one-third believed that retailers were capable of both in-store pickup and returns for online purchases.

The study also found key factors that lead to consumers following through with an online purchase:

  • 59% said easy navigation
  • 57% said a simple checkout process
  • 42% said the presence of product images

As for what factors could potentially turn an online shopper away:

  • 47% said shipping costs
  • 28% said out of stock items
  • 23% said lack of product images

The survey was taken 500 U.S. consumers across varied income levels, ages and of both genders.