Consumers' expectations of a multichannel shopping experience are high, according to a survey from Sterling Commerce, which is a unit of AT&T, Inc. Among 5,000 consumers polled, 57 percent said they want to return or exchange items at a store, regardless of whether they bought the item online, in a store or from a catalog.
Nearly two thirds, 65 percent, expect to be able to cancel or modify an order via a store, the website or a call center regardless of which channel they used to place the order. More than half, 55 percent, believe that it is important to be able to complete an order via a store, the website or a call center regardless of which channel they used to place the order.
"As retailers ramp up for the biggest shopping event of the year, the holidays, their readiness to address today's cross channel customer's expectations could decide their success," said Jim Bengier, global retail industry executive for Sterling Commerce. "The cross channel experience has created today's 'spoiled consumer,' and it raises the bar for every retailer. Retailers who are able to meet and exceed these needs will maintain a loyal customer base and ensure future purchases."
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