Report: 65% of U.S. Merchants Urge Customers to Launch Cross-Channel Profiles

An estimated 65% of merchants in the U.S. allow customers to create cross-channel digital profiles. In the most recent edition of the Global Digital Shopping Playbook , factors are considered that bring this new cross-channel U.S. retail market into the limelight.

PYMNTS surveyed 13,000 consumers and 3,100 businesses across six key countries to learn more about the trends that drive consumers’ shopping decisions in this increasingly connected in-store space.

The 2022 Global Digital Shopping Playbook: U.S. Edition takes a deep dive into the key drivers that bring this retail market to the forefront. The study shows that although shoppers in the U.S. are not using mobile avenues as much as in other countries, that is quickly changing. In fact, 24% more shoppers in physical stores used smartphones in 2021 over 2020, most of the time to earn rewards.

Further, some 28% of in-store shoppers used smartphones to boost their in-store shopping experience, according to the PYMNTS report. And 11% of U.S. consumers grabbed their orders curbside.

The report offers a ground-level view of what U.S. shoppers anticipate from their retail experiences and how well local merchants are gearing up to deliver those expectations.