Cognizant: Stores remain important in omnichannel

Teaneck, N.J. – Physical stores remain critically important to omnichannel commerce. Results of the fourth annual Cognizant Customer Experience Study show that for consumable products, 75% of shoppers still prefer to make an in-store purchase.

In addition, ranking the importance of stores working with certain social networks from 1 to 10, customers ranked Facebook 8, Pinterest 6.2 and blogs 5.9. However, consumers are increasingly comfortable shopping online. Forty-seven percent of consumers prefer mobile/online shopping while 53% prefer in-store shopping.

Other findings include:

  • 61% of male shoppers purchased online and picked up in store in 2013, compared to 41% of women.
  • 56% of men purchased specialty products online, compared to only 29% of women.
  • Ranked on a scale of 1-10, the two most important service features are special treatment based on loyalty (7.8) and personalized offers (7).
  • Seventy percent of shoppers are willing to be tracked by a loyalty number while 56% are willing to give personal information or an email address.
  • On a scale of 1-10, consumers rated delivery cost and price, markdowns, discounts and promotions each a 9 for their influence on online buying.
  • When an in-store price seems to high, 55% of customers will leave to look online or at another store.
  • Out-of-stock is the top in-store dislike, rated 9 on a scale of 1-10 by shoppers.

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