Forrester Analyst: Retailers Are Still Catching Up To Customer Expectations | Retail TouchPoints

3. Omnichannel Fulfillment
Witcher said that 14% of U.S. shoppers use in-store pickup when it’s available. When consumers have both in front of them, a higher percentage will use BOPIS over e-Commerce, according to Witcher.

“This is the new customer journey,” said Witcher. “BOPIS is as important as e-Commerce today and it will just become larger and larger as more companies roll it out.”

4. Product And Price
“This is about customers seeing consistent content and pricing/promotions across channels,” said Witcher. “But the truth of the matter is, most retailers are not doing cross-channel pricing. That’s a reality because they are making too much money on zone pricing.”

Witcher said that retailers must have a pricing policy “because customers want to trust us, and if you break that trust, they will leave you.”

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Forrester Analyst: Retailers Are Still Catching Up To Customer Expectations – Retail TouchPoints.