PFS Research Finds Omnichannel Fulfillment is Key to Brand Loyalty in a “Digital-First” Era
With 80% of all respondents in the survey confirming they missed at least one aspect of the traditional shopping experience while perusing online, brands have been hard-pressed to replicate tangible in-store elements digitally during the pandemic.
The research has uncovered that to form new brand connections online, fulfillment will serve as a key differentiator, with omnichannel fulfillment offerings such as buy online, pick-up in-store (BOPIS) or buy online, ship-from-store models acting as the linchpin, bridging the gap between the two channels.
Key findings from the research include:
- 43% of consumers have missed being able to touch products while shopping online
- 41% missed testing products for size, color, etc., as they would in-store
- 21% reported that online customer service is not as good as in-store assistance
- 46% of millennial consumers, and 35% of respondents overall, admitted that they have had such an unsatisfactory shopping experience with a previously trusted brand this past year that they have gone on to look elsewhere
- Slow delivery (18%), lack of available stock (17%) and difficult returns processes (14%) were all listed as potential factors behind reduced interest in using a previously preferred brand
- Strong fulfillment parameters of interest include packaging choices (37%), delivery timeframe choice (64%), carbon footprint reduction (52%), and packaging minimization (70%)
Though the last few months have been turbulent, the reopening of the high street will be the true test for online brands when it comes to loyalty. Additional findings in the research revealed that:
- While as many as 40% of consumers still claim that their loyalty will revert to retail brands that have a high street presence, more than one-third (34%) expect to return to online shopping after the initial buzz has died down
- More than one-third (37%) of Gen Z consumers expect retailers to offer more of an in-store ‘experience’ than they did before lockdown
- More than half (51%) of Gen Z consumers expect shops to become more of a space for browsing in the future
To find out more about the research, read the “Physical Disconnect: How Retailers Can Maintain Customer Loyalty in an Omnichannel World” report here.
About the Research
PFS commissioned research agency,
Nationally representative interviews were carried out with adults aged 18+, with nationally representative quotas set on gender and age at a country-wide level. Fieldwork took place between
Gateway Investor Relations
Source: PFSweb, Inc.