Consumers expect consistent shopping experiences across all channels

CI&T, which is focused on digital transformation for global brands, announced the release of its third annual Connected Retail Report, revealing consumers’ evolving attitudes and expectations for omnichannel shopping. This year’s report shows intra-pandemic consumers are hopping between online and offline shopping in the ways that work best for them and expect consistent experiences regardless of the avenue, posing a new channel balancing act for retailers.

With store restrictions lifted, consumers are recalibrating their shopping routines and along the way redefining what they want out of the connected retail experience. According to the report, consumers are shopping digital and physical channels at almost identical rates, evenly splitting their time between online (48%) and offline (52%) shopping. Meanwhile, the vast majority (86%) of respondents have the same expectations for both retail worlds.

Consumers reinforced this point by indicating that they have highly similar desired capabilities for online and brick-and-mortar stores with reliable in-stocks, easy returns, and efficient shopping journeys being the most valued aspects of the user experience. As a result, retailers need to evolve their thinking of connected retail as across-the-board innovation so that consumers can channel-hop without disappointment.

“Every response to our consumer survey indicated a desire for a customer experience that is convenient, efficient and aligned with current shopping habits,” said Melissa Minkow, director of retail strategy at CI&T and author of the Connected Retail Report. “Now it’s up to retailers to build services that best accommodate those preferences, while building the right bridges between channels to incentivize simultaneous use.”

Key themes include:

• All eyes on delivery: Consumers have an unmatched appreciation for delivery. Respondents overwhelmingly ranked delivery as the most important fulfillment option. Consumers are almost six times more likely to order an item online for delivery than pick it up via curbside or via BOPIS, reinforcing the idea that consumers are looking for efficiency and convenience.

• Exercise caution with the metaverse: 81% of respondents have not yet shopped in the metaverse and 45% indicated that they could never see themselves shopping in it. The report’s metaverse data serves as a warning to those retailers rushing to debut a rollout.

• Consumers are particular about personalization: 59% of respondents said they are excited by the idea of a retailer using their preferences and shopping history to personalize the shopping experience. Digitally, the top three aspects consumers would like to see personalized on a retailer’s app or website include: showing the closest store based on location, offering discounts on products bought regularly and sharing product suggestions based on previous purchases.

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