More than 80% of U.S consumers more likely to become loyal customers to retailers that provide an integrated experience across channels, according to a study by Hybris, a multichannel commerce and communication software provider. In other findings, high shipping costs are the biggest deterrent to online purchases, while easy navigation and simple checkout are the biggest factors influencing purchases.
The Multichannel Shopping Survey found that the importance of online and mobile strategies continue to increase, with more than a third of consumers (39%) reporting that they make more purchases online than in-store. Looking ahead, 46% of consumers plan to increase their online shopping during the 2012 holiday season.
Even while shopping in a brick-and-mortar store, consumers turn to digital channels with 19% reporting that they browse their mobile device while in-store. The vast majority do so to compare prices (66%), with others using mobile to compare product choices (27%) and read online recommendations (7%).