These days for brick-and-mortar retailers, meeting consumers at their doorsteps goes beyond operating online and digital stores.
Retailers have to be OmniReadi — capable of selling in a wide range of channels and offering cohesive and creative shopping experiences that span in-store, online and in-app. But what’s the difference between just offering eCommerce features and providing features that keep customers coming back?
The debut edition of the PYMNTS.com Omni Usage Index™, powered by Vantiv, measures just how satisfied customers are with various purchasing features, focusing on how shoppers felt about various retail brand offerings across all four channels — in-store, on desktop sites and on both mobile browsers and mobile apps.
To do so, we surveyed more than 2,000 consumers in retail settings to learn about their brick-and-mortar shopping experiences and analyzed their experiences with mobile shopping via digital stores 30 days prior to taking the survey. We combined the eCommerce purchasing data with our survey data to create the Index and gauge customers’ satisfaction in interacting with omnichannel features.
Here are some key takeaways from the inaugural edition of the Index:
- 44.7 vs. 34.7: Average satisfaction score for omnichannel features in large stores vs. small stores on a scale of 100.
- 42.2 vs. 36.9: Average consumer satisfaction score for digital stores vs. brick-and-mortar stores on a scale of 100.
- 57 percent of large store purchases were not made in-store.
- 4.4 percent of consumers have used buy online, pick up in-store services.
To find the rest of the data and insights, including nearly 750 data points, check out the inaugural edition of the PYMNTS.com Omni Usage Index, powered by Vantiv.
To download the PYMNTS.com Omni Usage Index™, powered by Vantiv, click the button below
The PYMNTS.com Omni Usage Index™, powered by Vantiv, is designed to measure consumer satisfaction with both in-store and online omnichannel features. The Index gauges the experiences of more than 2,000 consumers shopping at 400 stores, including 22 large merchant chains and small retail stores, as well as online retail outlets. The Index analysis combines online purchasing data with our survey data to build out the scale of consumer satisfaction.