The advent of e-commerce has elevated consumers’ expectations of the shopping experience, and retailers must now provide service anytime, anywhere and any way customers desire. This makes the customer journey more complicated than ever before.

“Since consumers use digital devices throughout the shopping journey to research product information, compare prices and read consumer reviews, providing as much relevant information via the retailer’s website helps keep customers loyal to the brand,” says Jeffrey Neville, senior vice president and practice lead at BRP, Boston, Mass. “As e-commerce continues to represent a greater share of retailers’ revenue mix, it is imperative that retailers continue to enhance their online capabilities to keep up with their competitors that are just a click away.”

Consumers now start and stop their shopping journey in different channels and frequently shop for the same product across different retailers, via mobile, online or in store.

While 59% of retailers are focused on creating a consistent brand experience across channels, only 18% are focused on increasing the convergence of physical and digital shopping environments. This seems like a disconnect, as converged physical and digital shopping environments are necessary to create a consistent brand experience across channels. 

According to BRP’s report, “SPECIAL REPORT: The E-Commerce Effect,” retailers indicate the following are top unified commerce priorities:

  • Create a consistent brand experience across channels (59%).
  • Improve the online experience (52%).
  • Improve personalization (45%).
  • Improve the mobile shopping experience (41%).