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The Omni-Channel Shopper

Posted in Analytics, Brand, Customer Experience, Experience Design, and Service Design

According to IDC Retail Insights report “Satisfying the Omni-channel Consumers Whenever and Wherever They Shop” , Multi-Channel Shoppers spend, on average, 15% to 30% more with a retailer than a Single Channel Shoppers – which makes sense, since there are more channels from which to purchase. But the report goes on to state that Omni-Channel Shoppers will spend 15% to 30% more than Multi-Channel Shoppers… and that makes sense, too, because the Omni-Channel Shopper is “always on” and the Omni-Channel Shopping Experience provides a seamless approach to the consumer experience through all available shopping channel.

According to the report, Omni-Channel Shoppers are more likely to influence others via their social networks and online activity and exhibit strong loyalty – Omni-Channel Shoppers are more likely to be your brand’s Influencers and your NetPromoter Advocates.

The report identifies three types of Omni-Channel Shoppers:

Omni/Integrated – Affluent, home-oriented but well connected on the move and at the office, 30 to 50 years old.

Young Mobile – Shoppers younger than 30 who are constantly on the move, but who primarily text and rarely email.

Social Networker – Primarily young but span all age groups that are connected by interest rather than age or location.

More importantly, the report states that Omni-Channel Shopping requires an immersive and superior customer experience regardless of channel and merchandise that is customer-centric and is not specific to any channel.

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