PFS Research Finds Omnichannel Fulfillment is Key to Brand Loyalty in a “Digital-First” Era
06 Maggio 2021 - 2:30PM
A new survey of UK consumers, conducted by PFS, the operations
business unit of PFSweb, Inc. (NASDAQ: PFSW), reveals that as
consumers head into an increasingly “digital-first” era, customer
loyalty will hinge on a brand’s ability to bridge the disconnect
between the physical and eCommerce channels.
With 80% of all respondents in the survey confirming they missed
at least one aspect of the traditional shopping experience while
perusing online, brands have been hard-pressed to replicate
tangible in-store elements digitally during the pandemic.
The research has uncovered that to form new brand connections
online, fulfillment will serve as a key differentiator, with
omnichannel fulfillment offerings such as buy online, pick-up
in-store (BOPIS) or buy online, ship-from-store models acting as
the linchpin, bridging the gap between the two channels.
Key findings from the research include:
- 43% of consumers have missed being
able to touch products while shopping online
- 41% missed testing products for
size, color, etc., as they would in-store
- 21% reported that online customer
service is not as good as in-store assistance
- 46% of millennial consumers, and 35%
of respondents overall, admitted that they have had such an
unsatisfactory shopping experience with a previously trusted brand
this past year that they have gone on to look elsewhere
- Slow delivery (18%), lack of
available stock (17%) and difficult returns processes (14%) were
all listed as potential factors behind reduced interest in using a
previously preferred brand
- Strong fulfillment parameters of
interest include packaging choices (37%), delivery timeframe choice
(64%), carbon footprint reduction (52%), and packaging minimization
(70%)
Though the last few months have been turbulent, the reopening of
the high street will be the true test for online brands when it
comes to loyalty. Additional findings in the research revealed
that:
- While as many as 40% of consumers
still claim that their loyalty will revert to retail brands that
have a high street presence, more than one-third (34%) expect to
return to online shopping after the initial buzz has died down
- More than one-third (37%) of Gen Z
consumers expect retailers to offer more of an in-store
‘experience’ than they did before lockdown
- More than half (51%) of Gen Z
consumers expect shops to become more of a space for browsing in
the future
Christophe Pecoraro, Managing Director of PFS Europe, commented,
“While the flagship store has moved online, this does not spell the
end for the high street. What our data tells us is that we are
heading towards an omnichannel future based on in-store
experientialism, in support of online points of sale. This will see
a demand for offerings such as buy online, pick-up in-store models
(BOPIS) or buy online, ship from store, to bridge the gap between
the two channels. Omnichannel optimization is how retailers should
be looking to establish loyalty. Underpinning and critical to the
success of this transition will be an effective fulfillment
strategy and intuitive distribution network that can flexibly
support this future of retail.”
To find out more about the research, read the “Physical
Disconnect: How Retailers Can Maintain Customer Loyalty in an
Omnichannel World” report here.
About the Research
PFS commissioned research agency, Arlington Research, to survey
2,000 UK consumers about brand loyalty in an increasingly digital
era and how this may have evolved throughout the pandemic. They
were asked about shopping experiences, what’s missing, and their
thoughts on the future relationship between physical and online
retail.
Nationally representative interviews were carried out with
adults aged 18+, with nationally representative quotas set on
gender and age at a country-wide level. Fieldwork took place
between March 4-8, 2021.
About PFSweb, Inc.PFSweb (NASDAQ: PFSW) is a
global commerce services company that manages the online customer
shopping experience on behalf of major branded manufacturers and
retailers. Across two business units – LiveArea
for data-driven marketing and omnichannel experience design through
technology selection, platform implementation and orchestrated
services, and PFS for order fulfillment, contact
center, payment processing/fraud management, and order management
services – they provide solutions to a broad range of Fortune 500®
companies and household brand names such as Procter & Gamble,
L’Oréal USA, Champion, Pandora, Ralph Lauren, Shiseido Americas,
the United States Mint, and many more. PFSweb enables these brands
to provide a more convenient and brand-centric online shopping
experience through both traditional and online business channels.
The company is headquartered in Allen, TX with additional locations
around the globe. For more information, visit www.pfsweb.com.
Investor RelationsCody Slach and Jackie
KeshnerGateway Investor
Relations1-949-574-3860PFSW@gatewayir.com
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