Seamless Cross-Channel Shopping - Enhancing Execution for Customer Efficiency
Featuring the e-tailing group 3rd Annual Buy Online/Pick-Up In-Store Mystery Shopping Study
Description
This report provides a complete analysis of the 2007 Shop Online/Pick-Up In-Store Mystery Shopping Study where our goal was to understand the multi-channel experience based on purchasing online and picking up in-store from a customer experience, merchandising, and systems integration perspective.
BUY THE REPORT
The report includes state of the industry, cross-channel shopping, and in-store pick-up plus over 50 benchmarks with 3-year tracking and new metrics relative to promotion, visibility and communication plus detailed merchant findings, best practices, and top performers; culminating with integrated checklists to ensure a complete cross-channel experience.
Merchants and technologists interested in ensuring a comprehensive cross-channel experience that meets the demands of today's channel-switching customer and those who are thinking about offering or improving their ship-to-store capabilities as well as product locator tools can purchase the downloadable report for $695 via this link to PayPal or by contacting Lauren Freedman for credit card payment (phone 773-975-7280).
What's Included
Buy Online/ Pick-Up In-Store/ Research
Methodology
 Ordered merchandise online from 23 merchants
Shopped twice from each merchant, testing overall customer experience in large and small store formats for comparison and consistency purposes
Designated shipping method as in store pick-up
Once alerted merchandise was available in-store, picked up the merchandise and highlighted the experience
Immediately returned product and documented the experience
2Q'07 Merchants
Research Timeline
2nd Quarter 2007
Expectations of the Cross-Channel Customer:
Convenience and Control from Online to In-Store
Featuring the e-tailing group Buy Online/Pick-Up In-Store Study, 3Q 2006
Description
This report provides an overview of the state of multi-channel shopping highlighted by customer feedback from the Multi-Channel Shopping Transformation Survey. We fielded that study July 2006 in partnership with J.C. Williams Group and Start Sampling by interviewing just under 2,500 online enabled shoppers with the objectives of better understanding their multi-channel shopping behavior and learning how direct feedback correlated with our proprietary research.
It also features a complete review of the 2006 Shop Online/Pick-Up In-Store Mystery Shopping Study where our goal was to understand the multi-channel experience based on purchasing online and picking up in-store from both a customer experience and systems integration point of view.
BUY THE REPORT
The report includes over 50 benchmarks, detailed merchant findings, best practices, and top performers; culminating with integrated checklists to ensure a complete cross-channel experience.
Merchants and technologists interested in meeting the demands of this channel-switching customer and those who are thinking about offering or improving their in-store pick-up process can purchase the report for $695 via Paypal.
What's Included
Buy Online/ Pick-Up In-Store/ Research
Methodology
Ordered merchandise online from 18 merchants
Shopped twice from each merchant, testing overall customer experience in large and small store formats for comparison and consistency purposes
Designated shipping method as in store pick-up
Once alerted merchandise was available in-store, picked up the merchandise and highlighted the experience
Immediately returned product and documented the experience
3rd '06 Quarter Merchants
Title
The 2006 Transformed Multi-Channel Shopper
Description
The e-tailing group, in partnership with J.C. Williams Group and Start Sampling, surveyed 2,472 online enabled shoppers to better understand their multi-channel shopping behavior. Of this group 1,972 had purchased online in past six months (on-line shoppers) and 500 had not made a purchase online (off-line shoppers) in the past six months. The average amount spent online in the past six months was $488; 70% of those surveyed made between 2-10 purchases in that period.
What's Included
Direct quotes and statistics relative to channel preferences and purchasing patterns
Feature importance rankings by consumers vs. merchants
Online, in-store, and catalog shopping experiences and expectations
In-store pick-up and returns data
How multi-channel shopping impacts gift buying
Checklist for multi-channel transformation
Information
The Multi-Channel Gifting Experience
Featuring New Research on Gift Registries
Description
The aim of this report is to help merchants establish or improve multi-channel gifting experiences. To that end we have compiled data from two of our ongoing proprietary research studies and fielded a new research initiative specific to multi-channel gift registries. Our hands-on, cross-channel gifting experiences where we examined twenty-two merchants is the focus, incorporating details and requirements for executing an exemplary experience that meets the needs of today's harried, multi-channel shopper.
Research Timeline
3rd Quarter 2005
BUY THE REPORT
This report includes gift related findings from the most current e-tailing group proprietary research studies plus comprehensive results from our new Gift Registry Mystery Shopping Study, examining the process from information gathering though post-order communication - with insights from both merchant and registrant perspectives. Use it as a roadmap for planning and prioritization of your gifting strategy - $595!
What's Included
State of the Gifting Market
9th Annual e-tailing group Mystery Shopping - Gifting Results
5th Annual e-tailing group Merchant Survey - Gifting Results
Gift Registry Mystery Shopping - Key findings, top experiences, best-in-class checklists and site/email examples based on registering with twenty-two merchant online and, where applicable, in-store
|
 Industry Overview and Goals |
| Methodology |
| Branding |
| The Store Factor |
| The Online Registry Experience |
| Post-Order Review |
| The Online Guest Experience |
| Email Experience |
| Summary Table of all Metrics by Merchant |
Registry Research Methodology
 |
The multi-channel gift registry experience was examined for twenty-two merchants of which two are online only and nineteen also have a store channels |
|
Background Information was gathered by researching online: general customer information, registry how to's and benefits, customer service access, gift return policies; portal relationships and affiliations |
|
Where applicable each online experience was followed up with a store visit, registering for a selection of event-appropriate items (wedding, baby shower, general gifting) with a comprehensive review of the experience including: branding, technology, self-service versus staffed model, registry collateral, promotional offers; completion plan |
|
The online registry experience was assessed from the registrant's perspective by registering at web-only merchants and stores with limited in-store capabilities, adding product to existing store registries, and detailing the complete experience including: on-site registry experience, registry merchandising tactics, product/category content, registry promotions; gift cards as part of registry shopping |
|
The post-order review was examined by logging-in to newly created registries to explore how merchants communicate with both registrants and guests throughout the process including: post order confirmation, email confirmation, promotional offers |
|
The online guest shopping experience was evaluated by purchasing one item from each established registry to understand the overall experience from the guest's perspective including: search and sort functionality, gift services, free shipping, inventory stock status, placing an order; shipping options and related charges |
Research Goal
|
Understand the current state of multi-channel registries from setup to shopping and subsequent merchant communication patterns |
|
Explore a variety of registries including wedding, baby, and general gift options |
|
Survey multi-channel scenarios where some are available for in-store registry while others are only accessible via online means |
|
Gain the consumer perspective by participating in a multi-channel registry experience where a combination of available channels intertwined for registry research, setup, and shopping |
|
Explore the relationship between the store and the online world including available consumer choices for building and buying from registries and the variances in the experience |
|
Highlight all best practices and experiences to foster best-in-class execution across the merchant landscape and to underscore consumer demand for a robust registry experience |
|
Address any challenges and poor experiences that suggest room for improvement |
Research Timeline
3rd Quarter 2005
The Buy Online / Pick-up In-Store Process
Description
We set our mystery shoppers to the task of completing the buy online/pick-up in-store process, diligently recording every step from how the process is promoted on a website, to the shopping cart details and post-order communication through what transpires in-store. Comparisons have been included to a similar endeavor in 2004, where applicable.
BUY THE REPORT
A complete review of the shop online buy in-store survey process, best practices, top performers, and room for improvement recommendations for just $495!
What's Included
The state of multi-channel shopping
Trends in the web as a research destination
Related findings from our consumer survey, The Evolution of the Multi-channel Customer
Best-in-class store locator features and checklist
Benchmarks and metrics from the 30 site in-store pick-up experience
Detailed merchant findings and best practices
Feature penetration tables
Research Methodology
Ordered merchandise online from 15 merchants
Shopped twice from each merchant, testing overall customer experience in large and small store formats for comparison and consistency purposes
Related findings from our consumer survey, The Evolution of the Multi-channel Customer
Designated shipping method as in store pick-up
Once alerted merchandise was available in store, picked up the merchandise and highlighted the experience
Immediately returned product and documented the experience
Research Goal
Understand the multi-channel experience based on purchasing online and picking up in-store from both a customer experience and systems integration point of view. As retail store locators are the starting point for many multi-channel experiences, they were a critical component of our in-store pick-up experience.
The Evolution of the Multi-Channel Consumer Study (EMC2)
Description
A survey of 900 US online consumers to understand their attitudes, experiences, and expectations relative to shopping online in conjunction with a catalog or store visit
What's Included
Consumer trends and general background
Shopping process and patterns
Shopper types and behavior
Multi-channel behavior and channel preferences by product category
Cross-channel conveniences including in-store pick-up and return findingsmerchants
The impact of gifting tools, loyalty programs, and kiosks
Best practices and opportunities
Research Methodology
Online questionnaire fielded to a random sample of US consumers within comScore Networksą global panel; pre-qualified as having cross-channel shopping experience online as well in-store and/or via catalog
Research Goal
Develop a broad base of insight, across retail categories, into customers shopping multiple channels
Contextual online sales, buyers and search data observed and projected via comScore measurement technology
Research Timeline
December 2004
Research Partners
This study was jointly sponsored by the e-tailing group, Inc., Fry, Inc., and comScore Networks
 |
New Research - The Buy Online for In-Store Pick-Up Experience, July, 2007 |
|
The Buy Online/In Store Pick Up In Store Experience, September, 2006 |
|
The Buy Online/In Store Pick Up Process Part II, October, 2005 |
|
The Buy Online/In Store Pick Up Process, September, 2005 |
|
The Evolution of the Multi-Channel Consumer (EMC2) Study, January, 2005 |
|
