Magazine Article | July 19, 2013

Omni-Channel Logistics: How Retailers Can Win

Source: Innovative Retail Technologies

August 2013 Integrated Solutions For Retailers

By Melanie Alavi, UPS retail manager

As more consumers shop online with smartphones and tablets, they expect to interact with their favorite retailers on their terms — and they want those interactions to be seamless.

According to the 2013 UPS Pulse of the Online Shopper, a customer experience study developed with comScore, 62 percent of shoppers want to buy items online and make returns in-store. Convenience is also important, as 44 percent want to be able to buy online and pick up their purchases in-store. Online shoppers also have an insatiable desire for information — 47 percent said they want a retailer to send a coupon to their smartphone when they are in-store or nearby.

We’re using the findings from the second edition of the study to advise our retail customers on how to boost sales and, more importantly, drive customer loyalty. While customer satisfaction with online shopping is high at 83 percent, retailers have room for improvement, especially when it comes to shipping and delivery. According to the survey, consumers want the flexibility to choose delivery dates and times and the ability to reroute a package. In 2013, 44 percent of shoppers have abandoned carts due to an estimated delivery time, an increase over 2012.