Omnichannel is changing how companies and businesses worldwide approach their customers.
As an extension of multichannel, omnichannel makes it easier to satisfy customers by providing what they’ve always looked forward to—seamless integration across all platforms a brand is promoting itself on.
Need some more push? Check the following stats.
Omnichannel Marketing Statistics
This section covers the impact of omnichannel on companies that choose to adopt it compared to those that lack it or just weakly embraced it.
1. Companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for companies that don’t have one.
Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies. (Aberdeen Group)
2. Companies with robust omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement. (Aberdeen Group)
3. 77% of strong omnichannel companies store customer data across channels, compared to 48% for weak omnichannel companies. (Aberdeen Group)
4. Businesses that successfully employ a consistent cross-channel marketing strategy enjoy a 14.6% year-over-year increase in annual revenue (Omer Minkara: Customer Engagement: From Interactions to Relationships)
5. 55% of companies have no cross-channel strategy in place. (The CMO Club).
6. The opportunity cost of not being omnichannel is 10% in lost revenue. (Source RIS/EKN Customer Engagement Tech Trends Study VIA VendHQ.com)
7. Companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement. (Source: Aberdeen Group)
8. 50% of Consumers Expect to Buy Online and Be Able to Pick Up In-Store (Source: Business2Community.com)
9. 49% of consumers buy from their favoritefavourite omnichannel brands at least once per week (Marketing Land)
10. 48% of shoppers will share data for more personalized service (Deloitte)
11. Omnichannel customers spend 4% more in-store and 10% more online than single-channel customers. For every additional channel they use, customers spend more money. (Harvard Business Review)
12. Some 60% of companies think they’re providing an excellenta good mobile experience, but only 22% of consumers feel the same. (Temkin Group)
13. The number of companies investing in the omnichannel experience has jumped from 20% to more than 80% since 2012. (PWC)
14. Campaigns integrating four4 or more digital channels will outperform single- or dual-channel campaigns by 300%. (Gartner Research)
15. 70% of marketers lack a consistent or integrated content strategy (Altimeter, via Venture Harbor)
16. Respondents with 7+ marketing channels in their mix are 26% more likely to say it’s producing good or excellent results (PFL)
Omnichannel Customer Experience Statistics (Plus Customer Service)
Omnichannel has CX at its core. Find out how companies are faring in this aspect and what results.
17. Almost three-fourths of all consumers – 71% – want a consistent experience across all channels, but only 29% say they get it. (Gladly)
18. Almost 90% of retail leaders agree a seamless omnichannel strategy is critical to business success. (Research Live)
19. Up to 90% of consumers expect companies to have an online portal for customer service. (Microsoft)
2o. 64% of customers expect to receive real-time assistance regardless of the customer service channel they use. (Zendesk)
21. 89% of customers get frustrated having to repeat their issues to multiple representatives. (Accenture)
22. 61% of customers have not easily switched from one channel to another when interacting with customer service. (Aspect)
23. 71% of in-store shoppers who use smartphones for research say their device has become more important to their in-store experience (Source: Google VIA DialogTech.com).
24. 70% of internet users buy clothing and footwear online, making clothing and footwear the most purchased item online. (Mintel VIA K3 Retail)
25. According to a 2015 study by IDC, shoppers that buy on multiple channels have a 30% higher lifetime value than those who shop using only one channel (IDC VIA ThinkWithGoogle)
26. 45% of brick-and-mortar buyers check online reviews before buying (BazaarVoice)
27. 78% of B2B customers (and 83% of consumers) say fulfillment options – such as next-day delivery – are important or very important. (The Future of Commerce)
28. 98% of Americans switch between devices on the same day. (Google Research)
29. Only 45% of #B2B marketers achieve the goal to build subscribed audiences. (Content Marketing Institute)
30. 52% of consumers polled like it when customer service is personalized to them and their interests. (Opinium Research LLP, Ovum)
31. Customers log 23 percent more visits to a retail store within six months after a successful omnichannel shopping experience.
32. Nine out of 10 customers prefer to shop with brands that provide personalized offers and content.
33. More than 83 percent of shoppers are willing to share their data for a personalized experience.
Omnichannel Ecommerce Statistics and Omnichannel Retail Statistics
E-commerce is undoubtedly the primary foundation of omnichannel. As the volume of e-commerce increases, we can also expect omnichannel to become more and more critical.
34. 50% of retailers say their international sales have increased in a share of revenue since last year. (Source: Retail-Week.com)
35. According to a survey conducted by Retail Systems Research in June 2013, around 84% of the retailers polled worldwide believed that creating a consistent customer experience across channels was very important.
36. It’s estimated that there will be 2.14 billion global digital buyers in 2021.
37. Consumers are most likely to trust a business that makes it easy to contact people at the company.
38. On average, only 1.94 percent of eCommerce website visits convert into a purchase.
39. Only 39% of retailers today have enabled their sales associates to look up product information for them. However, half of all consumers that visit a physical store expect this capability.
40. It is estimated that by 2027, 41 bn IoT devices will take over matters.
41. Over 24% of customer service operations use virtual assistants or chatbots for better customer service.
42. An astonishing 85 percent of users follow the Omni device pattern to finish their online shopping.
Source: (Smart Insights, Kinsta)
43. 93% – Amount of surveyed retailers who cited that enabling ship-from-store had resulted in a positive or significantly positive uplift in online revenue.
44. 77% – Amount of surveyed retailers who cited that enabling ship-from-store had reduced or significantly reduced their fulfillment costs.
45. 81 percent of consumers conduct online research before making a purchase online. (Oberlo.com)
46. 33.6% of shoppers look up price comparisons on their mobile device while in a physical store. (Oberlo.com)
47. On average, only 1.94 percent of eCommerce website visits convert into a purchase. (Oberlo.com)
48. 69.57 percent of shopping carts are abandoned.
49. Users who have a negative experience on a mobile website are 62 percent less likely to purchase from that business in the future.
50. High extra costs are the top reason shoppers abandon carts. (Oberlo.com)
51. 50% of Consumers Expect to Buy Online and Be Able to Pick Up In-Store (Source: Business2Community.com)
52. 71% of in-store shoppers who use smartphones for research say their device has become more important to their in-store experience (Source: Google VIA DialogTech.com).
53. 58% of the time spent in the store during an in-store pick-up is spent at the checkout desk. (Source: StellaService VIA PFSWeb.com)
54. 50% of retailers say their international sales have increased in a share of revenue since last year. (Source: Retail-Week.com).
55. 27% – Amount of consumers who would be very likely to leave and visit another retailer’s store if a product is out of stock with 21% who would buy online from a different retailer and 21% who would simply hold off purchasing the product.
56. 10% of retailers who offer “pick up in-store” orders cannot fulfill those orders due to inaccurate store inventory, while 51% of retailers reported that between 2% and 10% of orders could not be fulfilled; 52% of retailers cited inventory accuracy issues as a significant barrier to the rollout of these programs.
Omnichannel Social Media Statistics
Given that social media is one of the best and most common ways to promote your brand, omnichannel can help you leverage it to the full.
Check out what customers, in general, expect of companies and businesses that employ social media.
57. 90% of customers expect consistent interactions across channels.
58. 73 percent of customers shop across multiple channels (Harvard Business Review).
59. When an e-commerce marketer used three or more channels in their communication workflows, their campaigns outperformed single-channel campaigns in engagement and purchase rate by over 250 percent (Omnisend).
60. When an e-commerce marketer used three or more channels in their communication workflows, their campaigns outperformed single-channel campaigns in engagement and purchase rate by over 250 percent (Omnisend).
61. 87 percent of shoppers think companies need to put more effort into providing a seamless user experience (Zendesk).
62. 60 percent of millennials expect a consistent experience from brands whether they interact online, in-store, or via phone (SDL).
63. 61% of customers admit to having difficulty switching from one brand’s channel to another, making the buying process harder.
64. Customers don’t want to repeat themselves. 89% of customers get frustrated because they need to repeat their issues to multiple representatives. (Freshdesk)
65. Almost three-fourths of all consumers – 71% – want a consistent experience across all channels, but only 29% say they get it. (Gladly)
From the above stats, it’s not hard to see that omnichannel is the future of multichannel. It will take a lot of resources though, to apply it to all your channels. Nevertheless, it’s definitely worth it.