Discovering the Omnichannel Revolution: Insights for Retailers

Retail is evolving as digital and physical shopping merge into an omnichannel approach. This integration of online and offline touchpoints has become not just a preference but a necessity for retailers striving to meet today's shoppers' ever-changing demands. Omnichannel retail is shaping the future by blending different shopping methods to meet what customers want in detail.

At the heart of the omnichannel approach is how smoothly shoppers move between online and in-store shopping. Let’s dive into some of ShipStation’s key findings: their latest report reveals that seventy-five per cent of consumers easily switch between these options during their shopping journey, showing how essential a joined-up retail strategy is. This fact not only proves that today’s shoppers are adaptable but also highlights the need for sellers to offer integrated experiences that merge online and physical shopping without a hitch. Nowadays, being able to shop online and pick up items in-store (or the other way around) is key to making customers happy.

The Speed of Change

Despite advancements in creating more integrated shopping journeys, their study reveals that a significant gap remains in delivery expectations versus reality. The demand for quick delivery is clear, with 55% of consumers expecting their purchases to arrive within two days. Yet, only a third of sellers can currently meet this quick turnaround, pointing out a significant area that needs work in the omnichannel system. This research caught our attention because this gap not only shows the hurdles retailers face in making their delivery processes more efficient but also marks an urgent call for innovation and adjustment to keep up with the digital age's speedy demands.

Consumer Preferences at a Glance

The Ecommerce Delivery Benchmark Report 2024 uncovers the nuanced preferences in modern consumer behaviour. While 62% of shoppers initiate their buying journey online, a noteworthy portion still gravitates towards the tangible experiences offered by physical stores. The study states that this split shows how complex shopping has become and how different people want different things. People still value being able to touch products and get help in stores, despite the move towards online shopping. So, omnichannel strategies need to make shopping easy and efficient while keeping the unique benefits of in-store shopping that people love.

The Cost of Loyalty

The notion of loyalty has become increasingly tied to the efficiency and cost of delivery services. An essential aspect of the omnichannel strategy, the management of delivery costs, emerges as a critical determinant of consumer loyalty. A staggering 71% of high-income consumers report that exorbitant delivery fees could prompt them to reconsider their allegiance to a brand. This ShipStation data reveals the tricky balancing act sellers face in providing fast shipping options while keeping delivery costs affordable. At a time when consumer expectations couldn't be higher, being able to manage these delivery expenses without lowering service quality is crucial in building loyalty in the omnichannel world.

Embracing AI

Retailers are turning to artificial intelligence (AI) to enhance the omnichannel experience. AI's capabilities go well beyond just interacting with customers, reaching into order management and making returns and exchanges smoother. Shoppers are particularly interested in how AI can make their shopping experience better, especially by making logistics more efficient, which is often a source of frustration.

As we mentioned in one of our latest blog posts, AI is also revolutionising how retailers engage with and understand their customers: whether predictive or generative, AI is definitely transforming the advertising market! This perspective underscores AI's role in not just simplifying logistics but also in personalising the shopping journey. By tailoring advertisement placements to individual behaviours, AI fosters a seamless omnichannel experience, ensuring that every promotional effort is both relevant and resonant with the targeted audience.

Rethinking Returns

The evolution of consumer expectations also signals a shift in return policies, a component traditionally viewed as a pain point in the shopping experience. ShipStation’s study points to an emerging trend among Gen Z, wherein 47% express their willingness to incur a fee for the convenience of online returns, underscores a significant change in consumer behaviour. This openness to paid returns reflects a broader desire for flexibility and efficiency, challenging sellers to rethink their approach to return policies.

The next move for retail evolution

The Ecommerce Delivery Benchmark Report 2024 offers insights for better evolution, innovation, and integration. The journey through the omnichannel landscape is fraught with challenges and opportunities. As retailers navigate this complex terrain, integrating technological advancements and adapting consumer-centric strategies becomes indispensable. The future of retail is about brands seamlessly mixing online and in-store shopping to provide an easy, efficient, and varied customer experience.

Discover ShipStation’s full report here.