Our recent State of Omnichannel 2023 report—The devil’s in the retail—found all retailers have much further to go when it comes to omnichannel. We partnered with YouGov to survey over 2000 UK shoppers and found just 37% of UK customers believe retailers are doing a good job at connecting in-store and online experiences.
Creating joined-up experiences requires a deep understanding of both customer needs and data, but the rewards of getting them right are huge. Our survey discovered that 66% of consumers have spent more time and/or money than intended in a retail store that gave them an immersive experience.
What’s the answer? How can retailers join the dots to deliver the multilayered digital and physical experiences that retail consumers love? The answer to this very modern question may start with a traditional marketing tool—the loyalty scheme. Our report found that a huge 88% of British shoppers are already part of a loyalty scheme, with many having multiple cards or apps —18% have five or more. But these schemes must offer more than somewhere to access receipts or provide irregular, low-value, one-size-fits-all offers. Retailers must optimize loyalty schemes to harness the behavioral and consumer insights and data they contain. Those who use loyalty app data effectively are likely to build deeply connected, personalized consumer experiences that empower them to bring omnichannel to life.
Our omnichannel research highlights the value of loyalty schemes and offers unique insights into the ways they can drive omnichannel success. Below we dive deeper into some of these findings and what they mean for retailers today.