Retailer Shopping Channels Continue To Converge

In a recent Forrester study (The Inevitable Convergence Of Retail Channels -- How POS, Commerce Platforms, And Contact Center Applications Unite - 5/17/07) that talks about how more and more consumers are now demanding consistent information from retailers as they cross channel shop. The type of information that these consumers are looking for integrated access are loyalty programs and promotions to inventory visibility and availability. Retailers are going to have to build bridges across these channels so as to offer these multi channel shoppers universal, up to date access to all required data points.

Here are a few stand out findings from the study, but make sure to take a look at the chart at the bottom. It gives a little more insight into whom exactly is multi channel shopping these days (as far as life stage clusters):

• Need for more consistent experience
• Single unified loyalty program
• Consistent promotions across channels
• Inventory and fulfillment tracking
• Returns regardless of purchase channel

• Consumer Facing Features
  • Loyalty programs – might allow for identification of users
  • Mobile technology – allows for immediate pricing information
  • Inventory management – online and in-store inventory will available in one place

• Over half of online consumers research online but purchase in store
  • Expectation of one single experience across channels