By Matt Pillar, chief editor
I had the benefit of getting a sneak peek at some brand new retail customer research released by CFI Group last week. One consumer stat that jumped out clearly underscores just how “omni-channel” shoppers really are, and just how much an unprepared retailer stands to lose by meeting cross-channel customer demands.
In concert with its industry-leading Call Center Satisfaction Index survey, CFI Group asked a series of cross-channel retail customer experience and preference questions of more than 500 survey takers. A staggering 93 percent said it’s important to be able to return merchandise to the store, regardless of which channel fulfilled it.
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