Can general merchandise retailers deliver the shopping experience consumers really want?

Consumers today are more informed, empowered and digitally dependent than ever before.

This translates into a shopper that expects a converged retailing experience: seamless and consistent interactions whether at home, on the go, or in the store. Retailers must move beyond multi-channel retailing to provide a smooth, integrated consumer shopping experience that includes loyalty programs, social media and digital marketing.

According to a study by Retail Systems Research, 100% of responding retailers believe the multi-channel shopping experience should be converged for a consistent experience. However, only 32% have achieved this goal.

Five service attributes are changing the game.

Now, retailers must jump in or lose out.

To gain insight into the state of omni-channel, JDAI conducted consumer surveys and grocery retailer observations in North America, the United Kingdom (UK)/Europe and Japan.

Global Consumer Insights Survey and JDAI Retailer Benchmark Study—revealed which top five retail service attributes mattered most to consumers and how well retailers are providing those capabilities.

Five service attributes are changing the game. Now, retailers must jump in or lose out. For retailers ready to respond to consumer demand for a converged retailing experience, there is a roadmap.

It’s clear the omni-channel shopper has changed the game, and a new paradigm has been introduced in the general merchandise retailer consumer relationship.

What’s next? Retailers must act quickly to align their operations with the new reality of converged retailing.

Case #1

Purchase Online, Return in Store

In today’s retail environment, brick-and-mortar businesses can’t compete without an online presence. But this feature alone isn’t enough.

The importance of retailers accepting returns in-store for purchases made online ranked high among the consumers surveyed.
Clearly, retailers are paying close attention to this growing consumer demand. According to a 2012 Aberdeen Group study, an increasing number of retailers are accepting in-store returns for items purchased online.

A “buy online, return to store” service offers benefits to both the retailer and the shopper. Retailers can make additional sales once the consumer is in the store, and the shopper can avoid the cost of return shipping.

Keep in mind that in-store returns need to be easy. A recent multi-channel report from GSI Commerce
indicated that 76% of consumers cited expensive or lengthy online return or refund procedures as a
reason for not making a repeat purchase.

Where do I begin?

Retailer Roadmap Starting Point #1: In-store returns for online purchases with JDAI Advanced Store Enterprise Returns Management

JDAI Advanced Store and Enterprise Returns Management integrate with the retailers’ online web store application, so associates have a consistent and efficient experience when accepting a return that was ordered online.

the Consumer-retailer gap

78%of shoppers

surveyed in North America and 73% in the UK/Europe stated that “buy online, return to store” was a highly valued retailer attribute.#

This demand hits home among the “favorite retailers” identified by consumers participating in the JDAI survey: 82% in North America and 52% in the UK/Europe offered this option versus 26% of retailers that did not.± Retailer Roadmap Starting Point #1: In-store returns for online purchases with NCR Advanced Store Enterprise Returns Management

JDAI POS is taking in-store returns a step further by adding a drive-through service that allows customers to return or exchange purchases without leaving their cars.

Case #2

Personalized In-Store E-Coupons

More than ever, consumers are cost-conscious and time-strapped. The faster shoppers can receive money-saving communications from their favorite retailers the better. Most of the surveyed consumers would opt-in for the delivery of personalized coupon offers to their email inbox or mobile devices while shopping
in the store

Retailers have opportunities both inside the store and outside their walls to demonstrate that they
know what their individual consumers want and how to deliver it. In fact, 20% of retailers are now
using mobile technology as a marketing channel for streaming promotional content, coupons, ads and
other marketing messages via SMS and MMS