Retailers Struggle with Consistent Omnichannel Experience; Dining Experiences Improved by Tech

RetailTechNews’ weekly roundup brings you up-to-date research findings from around the world. In this week’s edition: Retailers Struggle with Consistent Omnichannel experience; Dining Experiences Improved by Tech; and Sports Influence exteEds Beyond Kit & Clothes. 

Retailers Struggle with Consistent Omnichannel experience

Just 5% of UK consumers say they received a ‘very consistent’ customer experience (CX) when comparing a retailer’s website to its app or shopping in-store, according to a study by PCMS.

A further 30% said CX was only ‘quite consistent’, indicating that retailers have a long way to go to ensure digital routes to purchase meet consumer expectations. When it comes to those retail sectors that shoppers believe best manage the omnichannel experience, grocery and supermarkets came out top of the list (30%), closely followed by fashion & footwear (27%), and electrical stores (26%). Those with a clear need for improvement included bookshops (10%) and phone stores (16%).

When it comes to self-service and independent sales encounters – 17% of respondents said they would like cashless payment, where goods are scanned in-store and paid for later online. A further 12% would like to scan goods using the store’s device, while 14% would like to use an app on their mobile phone; 14% would also like to have the option of having self-scanned goods delivered to their home. The way people interact is also changing, with 10% of shoppers saying they’d like to be able to access help from a digital shopping assistant as they shop in-store via their mobile phone; and a further 11% would like to be able to access historical online purchases and change or add to online orders at the store checkout.

Dining Experiences Improved by Tech

Technology is becoming an increasingly integral part of shopping and dining experiences for Americans, according to data from Boomtown.

Nearly half of consumers say that positive experiences, due to well-functioning technology, lead them to greater brand confidence (46%) and more frequent visits to the business (44%). Conversely, negative experiences, due to malfunctioning technology, result in a decline in brand confidence and less frequent visits to the business for more than a quarter of consumers (28%), the report says.

Consumers who frequent large chain establishments over smaller businesses name technology as one of the key aspects of their in-store experience, highlighting a range of digital payment options (critical to 57% of consumers), online ordering & local pick up capabilities (important to 50%), self checkout options (important to 49%), and other digital offerings like in-store WiFi and real-time order information.

However, over 80% of consumers have encountered technical issues at retail stores and restaurants. The consequences of a failed experience can include complaints, as well as a decline in business and brand reputation.

Sports Influence exteEds Beyond Kit & Clothes

Brands selling everything from recipe books to video games are set to win big during this summer’s sports season, according to new data analysed by The Trade Desk, as major sporting events boost online traffic across a broad range of sites.

Traffic on cooking and recipe sites more than doubled (up 105%) during this year’s Champions League Final, compared to the two weeks before – suggesting that it’s not just brands selling shirts, boots, and balls that are set to benefit from football mania.

Meanwhile, the first few days of the 2018 French Open saw traffic for technology and computer sites increase by a staggering 113% and 158%, respectively, compared to two weeks prior to the event. On this basis, Wimbledon, which kicked off on Monday, could be a grand slam for advertisers targeting a technology audience.

Traffic on travel-related sites rose 36% during May’s Monaco Grand Prix, compared to the previous fortnight, as the glamorous international tour lured spectators into thinking about their next trip abroad.