For Sue Mackenzie, a Director at System Concepts, a recent Ikea visit provided the perfect reminder of the importance of the omnichannel experience – and of the vital role that research has to play in it.
This year my annual pilgrimage to Ikea started about a month before I actually walked through their doors. My mission when visiting the store is to get in and out as quickly as possible (I’m not a shopping fan). So I looked up everything online from the comfort of my sofa, before braving a visit to the store.
I used my commuting time on the train to compile my Ikea shopping list online on my mobile. Then, the night before I visited the store, I pulled up my shopping list (which told me everything was in stock) and printed it out. Armed with my shopping and aisle specific picking list, the store visit was a breeze – I made it out of the store in under 2 hours, a personal record!
System Concepts’ infographic puts the omnichannel experience in perspective.
Retail shoppers use multiple channels
As you can see from our Infographic, my Ikea shopping experience is nothing unusual. In fact, more than 60% of us use multiple channels to research and understand a retail purchase when spending more than £100*. We expect that what is described online will be what we actually find in the bricks and mortar store – at the same price. And it doesn’t stop there.
We expect to be able to browse the catalogue or search online for voucher codes while we’re in the shop. And if we have a problem when we get home, we expect the customer service line to be able to quickly look up our order. In fact, a good experience allows us to move from one channel to another seamlessly – seeing the same information and experiencing the brand in the way that we expect.
Understanding the customer experience
System Concepts’ research for clients helps them understand what their customers need to do, and how the customer journey can be designed to meet these needs. Whether retail customers want to be inspired, or just to do their shopping in the most efficient way, using different channels well can help.