Where Perception Meets Reality: The Omni-Channel Retail Customer Experience

Lest there was any semblance of uncertainty concerning consumers’ cross-channel shopping behavior (or perceived lack thereof), allow us to eliminate that doubt. CFI Group survey data reveals that virtually everyone is a cross- channel shopper; 95% of consumers—with very little demographic variance—say they frequently or occasionally shop a retailer’s website and store.

From this ubiquitous cross-channel shopping activity, the consumer’s omni-channel retail expectations are derived. As a case in point, 82% of consumers say the option to place a website order while in the store is at least somewhat important. It’s a simple enough request, but nonetheless exemplary of the incredible change in consumer experience expectations brought about by the omni- channel revolution.

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