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What Consumers Want in Their Shopping Experience

Executive summary:

Sterling Commerce conducted an online survey of 5,000 consumers to understand consumer preferences and attitudes when shopping online and in traditional retail channels. There were some surprising results. The responses provide insight into the consumer’s expectations for selling and fulfillment. Below are the key take-aways that will put you on the path to fulfilling consumer shopping needs.

Both online and offline shoppers had three major areas of dissatisfaction with their shopping experiences: Lack of information availability, out-of-stock items, and lack of assistance/poor customer service from store personnel. Retailers capable of addressing these issues can expect improved customer loyalty, increased same-store sales, and improved margins.

Flexible inventory visibility and management processes are very important to consumers. Sixty-nine percent say it is important for a retailer to be able to locate an out-of-stock product at a different location, and then provide the consumer with various delivery options. Given the negative consumer attitude toward stock-outs, having the ability to save the sale - even in the face of a stock-out - is critical for retailers concerned about customer retention and top-line growth.

Tracking an order across channels is also a necessity, with 57% of consumers stating that it is important for them to be able to monitor the status of their order via the Web, a 1-800 number, or through customer service in a store, regardless of whether that order was placed online, through the catalog, or as a special order in a store.

Learn more about cross-channel execution by registering for the Multichannel Merchant webinar sponsored by Sterling Commerce, "The Back-End of Front-End Commerce: Satisfying The New Spoiled Consumer" on November 14, 2007 at 2pm ET. You can view this presentation on demand after Nov. 14. Click here to register.

Register now for this informative live webinar