According to a report by Accenture, 49% of US consumers feel that brands and retailers can improve the shopping experience by better integrating marketing efforts across channels. The integration should unify the experience between in-store, online and mobile shopping channels.
The report states that this sentiment is shared in other countries as well, including UK, Germany, France, Sweden and Brazil. The call-to-action is clear for retail and eCommerce brands--design a seamless cross-channel experience for customers. Use every engagement channel to launch personalized and relevant experiences for individuals or, at least, segments of shoppers.
The report provides an example of this cross-channel integration. The example states that 53% of consumers wish to receive unique pricing, automatic discounts, free returns, or pre-sales based on their loyalty and purchase history with a brand. This applies across all channels. Ultimately, marketers and marketing agencies need to consider integration of product, promotion, and pricing across all engagement channels.
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