Klarna has today launched a new report “Owning Omnichannel: winning at clicks and bricks”, which reveals a clear disconnect between what shoppers want from an omnichannel shopping experience and what retailers think they want.
With 89% of Klarna shoppers using multiple channels to search and spend, it’s unsurprising that 73% of retailers are looking to increase their investment in omnichannel strategies – with an 8.16% average expected increase in spend. However, faced with high consumer expectations, retailers could be in danger of misplacing investment – and alienating huge sways of consumers – unless they fully understand what their customers value about the retail experience.
What customers really want
Interestingly, the majority of retailers (75%) consider themselves to be sophisticated when it comes to omnichannel, yet 50% of Klarna users believe retailers are not joined up enough between their online and in-store operations.
To see products in real life
When it comes to shopping in physical stores, the research highlights that physical retail is still an importa
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