Contact Center White Papers
The Intelligent
Contact Center
Security Considerations
For an IP PBX and Contact Center
Application Server
Recording and Quality Monitoring
for Regulatory Compliance
INTERNET PROTOCOL COMMUNICATIONS ON THE BRAIN
Research Report All-in-One versus Multi-Point Contact Center Solutions
Security Considerations For an IP PBX and Contact Center
Webinars
Archived: Harnessing Loyalty-Producing Customer Feedback Using Your IP Communication Solution
Archived: The Transition to VoIP: Five Business Signs that Indicate it’s Time
Archived: Remote Agents: Taking Full Advantage of the IP Contact Center 
Contact Center Analysis Featured Article
By Susan J. Campbell, TMCnet Contributing Editor
» More Contact CenterCommunity Stories
February 04, 2008
Study Finds Cross-Channel Execution Key to Increasing Consumer Loyalty and Wallet Share
By Susan J. Campbell, TMCnet Contributing Editor
Sterling Commerce, a subsidiary of AT&T (News - Alert) Inc., has released the results of a recent survey that shows how consumers want to interact with retailers across channels.
According to survey results, high-value consumer groups – higher-income consumers, college graduates and younger consumers – have made cross-channel shopping a standard.
These results indicate to retailers that achieving cross-channel execution can increase consumer loyalty and share of wallet. Consumers are also increasingly using the Web as a first touch-point and want to channel-hop to complete their purchases, making integration across channels essential to retail success.
The survey found that 64 percent of all respondents went online before making a purchase in the past three months. That percentage proved to be even higher for “high value” consumers, such as those with household incomes of about $75,000, college graduates and consumers age 25 to 34.
Sterling also discovered the top three cross-channel activities that respondents deemed to be the most important, including the ability to return merchandise to a store even if it was purchased via telephony or online; the ability to pick up merchandise at a store when ordering online; and the availability of gift registry information in the store, online or over the telephone.
"Leading retailers are spoiling consumers with cross-channel capabilities -- such as returning online purchases to a store, or in-store pickup for purchases made online -- and reaping the rewards of the customer loyalty these capabilities engender," said Jim Bengier, global retail industry executive for Sterling Commerce (News - Alert), in a Monday statement.
"As this survey shows, consumers are demanding new levels of convenience only found when different shopping channels support each other seamlessly."
Shoppers are seeking to gain more value out of their interactions with a retailer by hopping channels. The Web is becoming an important first touch-point, often serving as a research tools before a store purchase. In fact, more than half, or 57 percent, of survey respondents shop this way.
In addition, 24 percent of respondents reported using a coupon or rebate offer found online. Another 18 percent of consumers checked an online gift registry as part of the purchase process.
Among those with incomes of $75,000 or more, 77 percent conducted research online before making an in-store purchase. Another 32 percent used a coupon or rebate found online and 25 percent checked an online gift registry within the past three months.
For those who are college graduates, 74 percent conducted online research in advance of an in-store purchase, 31 percent used a coupon or rebate found online, and 21 percent checked an online gift registry within the past three months.
Consumers are also expecting away-from-home access to the Web to enhance their shopping experience. One-third of consumers consider it important to have access to an online kiosk while shopping in the store; 36 percent want to have access to their online account while shopping in a store to view items they have tagged; and 32 percent want call center personnel to have a record of what they have been researching online.
This research indicates the important connections in the channels. In order to promote increased revenues, a company must be able to equip all channels to support the needs of its consumer base. Failure to do so will send that customer to another company that can meet its needs.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
Want to learn more about call centers? Then be sure to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. The papers are authored by industry leaders, who, in turn, receive qualified sales leads from interested parties. Check here for the latest in CRM information.
According to survey results, high-value consumer groups – higher-income consumers, college graduates and younger consumers – have made cross-channel shopping a standard.
These results indicate to retailers that achieving cross-channel execution can increase consumer loyalty and share of wallet. Consumers are also increasingly using the Web as a first touch-point and want to channel-hop to complete their purchases, making integration across channels essential to retail success.
The survey found that 64 percent of all respondents went online before making a purchase in the past three months. That percentage proved to be even higher for “high value” consumers, such as those with household incomes of about $75,000, college graduates and consumers age 25 to 34.
Sterling also discovered the top three cross-channel activities that respondents deemed to be the most important, including the ability to return merchandise to a store even if it was purchased via telephony or online; the ability to pick up merchandise at a store when ordering online; and the availability of gift registry information in the store, online or over the telephone.
"Leading retailers are spoiling consumers with cross-channel capabilities -- such as returning online purchases to a store, or in-store pickup for purchases made online -- and reaping the rewards of the customer loyalty these capabilities engender," said Jim Bengier, global retail industry executive for Sterling Commerce (News - Alert), in a Monday statement.
"As this survey shows, consumers are demanding new levels of convenience only found when different shopping channels support each other seamlessly."
Shoppers are seeking to gain more value out of their interactions with a retailer by hopping channels. The Web is becoming an important first touch-point, often serving as a research tools before a store purchase. In fact, more than half, or 57 percent, of survey respondents shop this way.
In addition, 24 percent of respondents reported using a coupon or rebate offer found online. Another 18 percent of consumers checked an online gift registry as part of the purchase process.
Among those with incomes of $75,000 or more, 77 percent conducted research online before making an in-store purchase. Another 32 percent used a coupon or rebate found online and 25 percent checked an online gift registry within the past three months.
For those who are college graduates, 74 percent conducted online research in advance of an in-store purchase, 31 percent used a coupon or rebate found online, and 21 percent checked an online gift registry within the past three months.
Consumers are also expecting away-from-home access to the Web to enhance their shopping experience. One-third of consumers consider it important to have access to an online kiosk while shopping in the store; 36 percent want to have access to their online account while shopping in a store to view items they have tagged; and 32 percent want call center personnel to have a record of what they have been researching online.
This research indicates the important connections in the channels. In order to promote increased revenues, a company must be able to equip all channels to support the needs of its consumer base. Failure to do so will send that customer to another company that can meet its needs.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
Want to learn more about call centers? Then be sure to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users. The papers are authored by industry leaders, who, in turn, receive qualified sales leads from interested parties. Check here for the latest in CRM information.» More Contact CenterCommunity Stories