25 Amazing Omnichannel Statistics Every Marketer Should Know
Did you know that companies with omnichannel customer engagement strategies retain on average 89% of their customers? This is compared to a 33% customer retention rates for companies with weak omnichannel strategies. (Invesp)
What Exactly Does it Mean to be Omnichannel?
Today’s consumers shop across multiple channels and multiple devices. They may find something online and then head into the store to make the purchase. Or conversely, they may be at a brick-and-mortar location, see an article of clothing they like but not in the correct size, and then pull out a tablet to check inventory and make the purchase. Any number of scenarios like this exist but the most important aspect of omnichannel is that each of these channels are interconnected to provide a seamless experience and connected purchase journey.
In multichannel marketing, a company may use different channels to interact with the customer but each channel is managed separately with a different strategy. Omnichannel is centered around the customer and ensuring that customers can easily and seamlessly navigate between each company touchpoint to make a single purchase.
Check out these 25 amazing statistics on the benefits of being an omnichannel brand:
- Businesses that adopt omni-channel strategies achieve 91% greater year-over-year customer retention rates compared to business that don’t, according to a survey conducted by Aspect Software.
- 98% of Americans switch between devices in the same day. (Google Research)
- 15 years ago the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points with nearly 50% regularly using more than four. (Marketing Week)
- Over 35% of customers expect to be able to contact the same customer service representative on any channel. (Zendesk)
- 87% of customers think brands need to put more effort into providing a seamless experience. (Zendesk)
- 64% of customers expect to receive real-time assistance regardless of the customer service channel they use. (Zendesk)
- Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement. (Aberdeen Group)
- 89% of customers get frustrated having to repeat their issues to multiple representatives. (Accenture)
- 77% of strong omnichannel companies store customer data across channels, compared to 48% for weak omnichannel companies. (Aberdeen Group)
- 61% of customers have not been able to easily switch from one channel to another when interacting with customer service. (Aspect)
- By 2020, the demand for an omnichannel customer experience will be amplified by the need for nearly perfect execution. (PricewaterhouseCoopers)
- 55% of companies have no cross-channel strategy in place. (The CMO Club)
- 64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing. (The CMO Club)
- 90% of customers expect consistent interactions across channels. (SDL)
- 71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience.(Google)
- Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. (Google)
- Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies. Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies. (Aberdeen Group)
- Of those companies identified by Aberdeen Group as being top-performers in omni-channel strategy, 85% conduct regular training of customer care agents in the handling of omnichannel communications, and 77% store customer contact data across multiple channels. (Aberdeen Group)
- 45% of shoppers in-store expect sales associates to be knowledgeable about online-only products. (Forrester)
- 71% of shoppers agree that it is important or very important to be able to view inventory information for in-store products. (Forrester)
- 50% of shoppers expect that they will be able to make a purchase online and pick up in-store. (Forrester)
- 39% of consumers are unlikely or very unlikely to visit a retailer’s store if the online store does not provide physical store inventory information. (Forrester)
- 56% of consumers have used their mobile device to research products at home with 38% having used their mobile device to check inventory availability while on their way to a store and 34% who have used their mobile device to research products while in a store. (Forrester)
- 69% of consumers who that store associates be armed with a mobile device — in order to perform simple and immediate tasks such as looking up product information and checking inventory.
- 27% of consumers would be very likely to leave and visit another retailer’s store if a product is out of stock with 21% stating they would buy online from a different retailer and 21% who would simply hold off buying the product.