When it comes to the most important omnichannel capabilities to consumers, price consistency across shopping channels was the most highly prized attribute, followed by the ability to ship items that are out of stock in-store directly to their home.
Rounding out the top five in IBM's survey were the option to track the status of an order; consistent product assortment across channels; and the ability to return online purchases in-store.
"While omnichannel retailing - the practice or providing consumers a connected, personalised experience across online, mobile and in-store channels - is the stated goal of nearly every retailer, consumers aren't asking for it per se," IBM stated. "They simply expect to be able to use their technology in all aspects of their life, including how they shop."
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