Ninety-five percent of US shoppers are 'omnichannel,' frequently or occasionally shopping at retailer's store and website; consumers expect exceptional service, seamless in-store and online shopping: CFI Group/eBay study

Cindy Allen

Cindy Allen

Apr 28, 2014 – CFI Group

ANN ARBOR, Michigan , April 28, 2014 (press release) – The Omni-Channel Retail Customer Experience study shows customers want their products when, where and how they want it.

 CFI Group’s recent study sponsored by eBay Enterprise™, Omni-Channel Insights reveals the rise of cross-channel shopping behavior among consumers and their expectations of retailers. The report found that virtually everyone is a cross-channel shopper: 95 percent of consumers frequently or occasionally shop a retailer’s website and store.

Today, it is easier than ever to receive something quickly. The new study focuses on customers’ expectations and what they are seeking during their shopping experience. The study, involving more than 500 participants, reveals that consumers expect exceptional service, while having the convenience of seamless in-store and online shopping.

“With consumers wanting more options when shopping, especially within the realm of cross-channel shopping, it is important for retailers to increase their customer service standards both online and in-store,” says Terry Redding, vice president of marketing and product development. “Tactics such as staying consistent across channels with stock as well as coordinated cross-channel promotions will help consumers stay loyal to a brand, and stores will gain higher customer satisfaction rates.”

Cross-channel consistency is something shoppers have varying tolerances for. The report finds that 56 percent of consumers will continue shopping with a retailer as long as they receive the best price offered – regardless of channel. What consumers are really paying attention to is the lack of consistent/informed information across channels. Consumers expect store associates to be knowledgeable on all channel promotions, similarly, they expect contact center agents to be aware of both in-store and online promotions and offerings. Consumers revealed that when they asked questions of one channel about the other, 75 percent of respondents indicate they get incorrect information at least occasionally, if not frequently.

The study states clearly that consumers want convenience. Almost all consumers want to be able to return online orders to local stores, or make a purchase online and be able to pick-up that purchase in a local store. CFI Group shares that 78 percent of consumers consider in-store pickup of online orders important, while nearly half consider it extremely important.

The persistence of consumers when it comes to out-of-stock and back-ordered items was revealed by the report. Consumers may want a product, but may not be willing to wait for it for very long. Of those surveyed, 47 percent say they may wait for the products to come back in stock depending on how long it will take the retailer to fulfill a request. Consumers indicated if they want a product badly enough they would not have a problem contacting the retailer’s customer service or contact centers to check on local in-store availability. Not only is in-store availability important to a consumer, but the demand of crosschannel inventory weighs-in heavily as well.

“Consumers have redefined commerce, requiring retailers to respond with more choice, convenience and seamless shopping experiences,” says Tom Barone, head of omnichannel operations with eBay Enterprise. “Implementing omni-channel solutions, like ship-from-store, in-store pickup and in-store associate ordering gives consumers the type of retail service they expect, and helps drive revenue for retailers.”

To obtain the Omni-Channel Insights report and to look more in-depth at cross-channel shopping, visit

About CFI Group (

CFI Group is a global leader in providing customer feedback insights through analytics. CFI Group provides a technology platform that leverages the science of the American Customer Satisfaction Index (ACSI). This platform continuously measures the customer experience across multiple channels, benchmarks performance, and prioritizes improvements for maximum impact. Founded in 1988 and headquartered in Ann Arbor, Michigan, CFI Group serves global clients from a network of offices worldwide. Clients span a variety of industries, including financial services, hospitality, manufacturing, telecom, retail and government.

About eBay Enterprise:

eBay Enterprise is a leading global provider of omnichannel solutions, including Magento opencore technology, retail order management, fulfillment and customer care services and marketing solutions. Our comprehensive and modular solutions enable brands and retailers of all sizes to deliver consistent consumer experiences across digital and physical retail touch points throughout the entire purchase lifecycle. Our expertise in commerce and omnichannel solutions provide our clients with the flexibility and control they need to accelerate sales growth and win with today’s digitally connected consumer. eBay Enterprise is headquartered in King of Prussia, Pa. and has major service offices in Austin, Barcelona, London, Los Angeles and New York. eBay Enterprise is an eBay Inc. (Nasdaq: EBAY) company.
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Media Contact:
Lisa Turner
Airfoil for CFI Group

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