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Shopping has come a long way. It’s no longer just about strolling through the high street or flipping through catalogues. Today, we also shop on websites, marketplaces, social media, as well as in-store, all in a single buying journey.
The recent Capital One Shopping report highlights some fascinating trends in how customers are blending these channels to shop on their own terms. For retailers, this shift represents both an incredible opportunity and a challenge.
In this article, we’ll break down the key insights from the report and explore how retailers can stay ahead of the game. Plus, we’ll share how ShopTill-e helps retailers make multichannel selling a breeze and how it can help you.
The Capital One Shopping report offers a deep dive into the world of multichannel shopping. Here are some of the highlights:-
Think about the last time you bought something. Chances are, you didn’t just walk into a shop and buy it straight-away. Maybe you searched for reviews online, compared prices on a marketplace, or asked for opinions on social media.
That’s exactly how 73% of shoppers behave, they use multiple channels before making a purchase.
According to the research 37% of shoppers research online before purchasing in-store and 59% visit shops to see and touch the products they plan to buy online.
Shoppers will also interact with their chosen brands an average of six touch points in their typical purchase journeys.
What does this mean for retailers? You need to be visible wherever your customers are. If you’re only selling in-store or on a single platform, you’re missing out on a huge audience.
Here’s a stat that’ll make retailers sit up and take notice: retailers using 3-or-more channels increase consumer engagement 250% more than single-channel retailers.
But it doesn’t stop there. The report also highlights that companies that sell multichannel increase sales revenue an average of 179% more than companies that do not implement similar strategies and that multichannel retail strategies can boost in-store customer visits by 80%.
For businesses, this highlights the importance of creating a cohesive shopping experience across all channels.
Why is this the case? When they interact with your brand across different touchpoints, they’re more likely to trust you and, ultimately, spend their hard-earned money with you.
The above figures show that multichannel browsing and ordering increases conversion rates and engagement as well as customer retention.
We know the modern shopper has high expectations, but as far back as 2013, studies showed that retailers selling multichannel retained 89% of customers compared to an average customer retention rate of 33% for businesses with fewer points of engagement.
Why? Offering a consistent, easy and reliable shopping experience, no matter where the interaction occurs with your brand, the more likely they are to stick with you.
For retailers, this means investing in technology and processes that streamline the shopping experience is no longer optional, it’s essential.
Of course, embracing a multichannel shopping strategy isn’t always straightforward. Retailers often run into a few challenges along the way:
Unified Inventory Management -
Selling across multiple platforms can get messy if your inventory isn’t synced in real-time. Overselling or disappointing customers because an item isn’t actually in stock can be a risk many retailers face with unhappy customers.
Consistency Across Channels -
With customers using multiple channels to shop with you consistent pricing, branding, and service must be maintained.
Integrating Technology Systems -
Synchronising multiple systems (e.g., point of sale, eCommerce, marketplace integrations) to work seamlessly can be complex. If your systems don’t talk to each other, it can lead to delays, mistakes, and alot of extra work behind the scenes.
Making Sense of Customer Data -
Gathering, analysing and using customer data effectively is challenging when it’s scattered across multiple channels. With the information is all over the place, it’s harder to offer them the personalised experience they want and have come to expect.
Despite these challenges, the benefits of multichannel selling far outweigh the hurdles. Retailers who embrace this approach, according to research, are seeing increased customer loyalty, higher sales, and better brand recognition.
And this is where ShopTill-e can help....
ShopTill-e takes all the hard work out of selling multichannel. Whether you’re a small boutique or a larger retailer with multiple locations, ShopTill-e's all-in-one retail platform is designed to help you save time, boost sales, and keep your customers coming back, whilst saving you money in the process.... Here's how:-
Wherever you wish to sell, ShopTill-e provides all the platforms you need - it includes an ePOS till system for in-store sales and an ecommerce platform for online sales, both of which allows for marketplace integration to sell on Amazon, eBay, Etsy etc. Using one system means everything is in one place, fewer headaches for you and more time to focus on growing your business.
ShopTill-e's ePOS till system and ecommerce platform are seamlessly integrated, so you can say goodbye to juggling multiple systems - your in-store sales and online sales are now fully connected. Sales, customers, products, stock levels, pricing, promotions, gift vouchers and more - across every sales channel - are all synchronised ensuring consistency. Plus, there's no admin duplication, saving you huge amounts of time and reducing any stress.
Everything is synchronised but the added benefit is that it is synchronised in real-time! There's no need to sync the systems yourself, it all happens automatically, as soon as you make an update or make a sale. With stock levels updated across all channels in real-time, you always know what’s available and need never worry about overselling again.
You don't need to pay for extras or add-ons with ShopTill-e as all the customer-focused features come as standard. Flexible checkout options, personalised promotions, tiered pricing, customer loyalty programmes, bundles, discounts, gift vouchers and more - it’s packed with tools to create a smooth and enjoyable customer shopping experience.
Understanding your customers is key to success and ShopTill-e provides detailed reports and analytics, helping you spot trends and make smarter decisions.
It’s all about keeping things simple and flexible. We know running a retail business is tough, but selling multichannel doesn’t have to mean endless admin, technical headaches, or scattered customer data. ShopTill-e can transform the way you sell, making multichannel retailing seamless and stress-free.
ShopTill-e's all-in-one retail system lets you manage your entire retail operation - your in-store point of sale system, online shop and marketplace sales - all from one centralised platform. This isn’t just about saving time (though it will); it’s about ensuring every element of your business works in harmony
Real-time inventory updates? Sorted. Consistency across channels? Simplified. Managing sales and customers with one system? Effortless. Your pricing, promotions, and customer experience will always be aligned, wherever your customer shops - in-store, online, or through marketplaces.
The research from Capital One Shopping leaves no room for doubt, multichannel is where it's at and retailers delivering a seamless shopping experience come out on top.
ShopTill-e gives you the tools you need to be successful when selling across muliple channels, all while saving time, money, and effort.
Book a walk-through of ShopTill-e with one of our retail experts and see how we can help your business thrive.
