The 111 retailer respondents to the sixth annual Retail TouchPoints Omnichannel Survey are heeding the call to engage with customers via both physical and digital touch points. Retailers recognize that they need to be where the customers are — wherever that is. That means not only web sites, mobile sites and apps, but also wearables, voice search devices and even VR experiences and home appliances.
Some key findings from the survey include:
- As in 2016, company web site was the top channel in which respondents conduct business, at 83%, up from 77% in last year's survey;
- Brick-and-mortar store again took second place at 61%, but its percentage ranking fell 14 points from the 75% figure in 2016;
- At 59%, respondents ranked consistent pricing across channels as the most important element of their omnichannel brand strategy, followed closely by cross-channel inventory visibility (58%) and loyalty programs (57%);
- More than three quarters (78%) of retailers use analytics to evaluate their omnichannel strategies; and
- 67% of retailers are now using their stores as distribution arms of their supply chains.