Chelmsford, Mass. -- It only take an average of 2.2 negative experiences for Americans to stop purchasing from a retail brand -- across any channel, according to a new survey commissioned by Kronos Inc. Underscoring the urgency of a seamless omni-channel experience, 68% of Americans agree that a negative shopping experience within a single channel negatively impacts their perception across all shopping channels including physical stores, online, mobile, phone centers, and catalog.
The survey, titled “Holiday 2013: Top Trends to Watch,” conducted online by Harris Interactive, confirms growing evidence that shoppers will make purchasing decisions leveraging multiple channels this season. Sixty-six percent of respondents said that they will order online and ship to home or offices – and 25% noted that they will order online and pick up at stores.
“The margin of error when it comes to customer satisfaction and brand loyalty is continually shrinking and the new survey puts some hard numbers around this disposition in retail,” said Liz Moughan, director, retail and hospitality practice group, Kronos The combination of the government shutdown, a Millennial population to appease, and the need to get a handle on omni-channel could make this holiday season a difficult one for many retailers. Fortunately, many have embraced the power of omni-channel and are well positioned to capture the wallets of consumers not just during the holiday season, but keep shoppers loyal to their brand well into the future.”
In other survey findings: