More than three quarters (76.2%) of retailers either have a cross-channel strategy in place or are planning to implement a program, according to results from the recent survey titled: Completing The Cross-Channel Challenge, conducted exclusively by Retail TouchPoints.
The cross-channel focus will continue to be a key element for retailers moving forward, as they work to find the best mix of brick-and-mortar, online, mobile and social. Although eCommerce continues to grow at a rapid pace, brick-and-mortar stores remain the primary channel for final purchases. A majority of survey respondents (66.6%) reported that their brick-and-mortar stores bring in the most revenue (giving it a ranking of 1 or 2 out of 9), while just over half (51.8%) noted than the retail web site is the largest revenue producer.
Additionally, showrooming is playing a role in retailers’ cross-channel strategies. Shoppers want to view, touch and feel certain products before buying, but often will complete that purchase online or via a mobile device. This can be a win-win for retailers that embrace the inevitable reality of showrooming and respond with innovative cross-channel strategies, unique in-store product offerings and exceptional customer service.
This report offers a detailed look at the latest cross-channel insights, provided by 84 retailers and wholesalers surveyed by Retail TouchPoints. Merchants are progressing in their cross-channel strategies, but many still have a long way to go to achieve cross-channel excellence.
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