Retailers have been urged to "think like shoppers" in order to give their customers the best possible experience.
That advice came from Paul Bolton, director of product and corporate strategy at IVIS Group, as the company's first annual multi-channel maturity benchmark report analysed the services offered by the top 50 retailers by turnover across the grocery, department store, clothing, general merchandise and home improvement sectors. "Running a unified operation means the customer gets the best experience," Mr Bolton added. The research revealed that less than half (44%) of the top retailers offer a so-called click and collect service enabling consumers to reserve or pay online before collecting products in store. All 50 retailers are accessible to customers via smartphones or tablets such as the iPad and, while more than a third (38%) of top retailers have not yet optimised their websites for such channels, more than half (54%) now have a mobile app.