ATLANTA--(BUSINESS WIRE)--While the continued growth of ecommerce remains unchallenged, new survey research from Displaydata revealed four key areas in which the rise in ecommerce has created new expectations for omni-channel consumers shopping in stores: consistency, availability, knowledge and personalization.
Although 83% of consumers from the Displaydata survey of 1,000 U.S. respondents reported that most of their shopping takes place in the store, the survey also points out several known disconnects between in-store and online experiences:
- 44% of U.S. consumers think retailers offer different prices online and offline
- 52% of consumers find stock availability an issue compared to online shopping
- 26% think staff are poorly informed
- 42% think the online promotions they are offered are not available through offline channels
“For some time shoppers have regularly mixed their shopping journeys between online, mobile and physical stores. Our research shows that this is putting increasing pressure on stores to deliver a more engaging shopping experience and consistent offers. Delivering rapid product information changes to a website is simple, but this is not so for paper labels in stores,” said Andrew Dark, CEO, Displaydata.
The use of electronic shelf labels (ESLs) to deliver price, promotion and product information consistent with online content is growing rapidly and is supported by a recent report from ABI Research that suggests the market is primed and ready for ESLs to reinvent the store shelf edge in an age of multi-channel shopping. ESLs have reached a tipping point, expected to grow from $268 million in 2013 to $1.7 billion in 2019, according to ABI’s data1.
ESLs have the ability to display dynamic and time-of-day pricing, support accurate pricing across the retail chain, display richer product data, consumer reviews, competitive pricing and even be used to engage consumers at the shelf with personalized offers through their mobile devices. Retailers who have implemented ESL technology in their stores report improved sales conversion rates, increased operational efficiency and improved margin.
“With ESLs, retailers can quickly provide the information and promotions that shoppers expect, creating greater trust that results in stronger customer relationships,” said Dark.
Click here to download the full the results of the study, “Reinventing the Store Shelf Edge in the Age of Omni-Channel Shopping.”
1 ABI Research, “Electronic Shelf Labels (ESL): Improving Retail Margins While Enabling the Future.” Released Q3 2014.