Neither past experience with a brand nor its track record matters.
Omnishoppers are defined as the consumers who transcends channels—and in some cases borders. To better understand their behaviors, Mastercard conducted a survey. Interestingly, it found that omnishopper’s affinity for in-store retailing has checked overall eCommerce growth as a percentage of total retail sales.
The benefits of in-store shopping, according to MasterCard’s most recent survey, are: it’s fast (59%), the customer can get advice (54%), and there is a social experience (53%).
The survey also found that the omnishopper has become smarter and more discerning in behavior and in mapping the path to purchase. Eight out of 10 consumers say they are better shoppers now than they were two years ago.
Here are other interesting findings:
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