1、The state of omnichannel retailHow to influence shoppers researching online,buying offline,and everything in betweenIntroduction 3 The omnichannel shopper 4 Shopping preferences Research behaviors How omnichannel shopping influences sales 11 What drives shopping online vs.in-store?13 Omnichannel str

2、ategy prioritization 15Capitalize on your omnichannel retail strategy 20Key takeaways 21Whats inside 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 2 IntroductionTheres no denying it.The shopping landscape has changed.Consumers are savvier than ever,researching items before they commit to buy

3、ing them so they can feel confident in their decisions.But that research isnt only being conducted at home prior to purchase.Shoppers are also researching in-store at point of sale.The result?Omnichannel shopping.The question is,are you providing consumers with the seamless experiences theyre lookin

4、g for across all channels online,in-store,in-app,or on social?In order to win in this new competitive environment,brands need to understand the ROBO(research online,buy offline)economy and how to scale user-generated content across all relevant areas their audience is researching.2022 BAZAARVOICE,IN

5、C.|THE STATE OF OMNICHANNEL RETAIL 3 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 3 The omnichannel shopperWe asked shoppers what mode of shopping they felt happiest in:online,in-store,or a hybrid of both.Nothing proves omnichannel more than these numbers.Two-thirds of respondents prefer a

6、hybrid type of shopping.At a macro level,we are witnessing“the new norm,”with shopping preferences shifting as we move from a post-pandemic phase to an endemic new norm.Both(Hybrid)66%In-store only25%Online only8%2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 4 By age Shopping preferences dif

7、fer by age group,with younger generations buying more online.By industry And shopping preferences differ dramatically by industry.By country Preferences also differ by country,with 3 of 4 German shoppers preferring a hybrid shopping mode.Shopping preferences020406080100Percent of shoppers12%9%10%7%7

8、%7%21%16%18%23%31%37%67%75%72%69%61%56%7%10%9%7%10%7%18%20%25%28%29%32%75%70%66%65%61%62%42%31%28%29%39%32%17%50%33%12%58%29%8%73%19%Online onlyIn-store onlyBoth(Hybrid)18-2425-3435-4445-5455-6465+GermanyElectronicsU.K.Apparel/AccessoriesFranceHealth/BeautyAustraliaHome/GardenU.S.Food/BeverageCanada

9、 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 5 Researches prior to purchasing onlineResearchs prior to purchasing in-store 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 6 50%70%90%30%Sporting GoodsSoftwareElectronicsCameras andOpticsBusiness andIndustryFurnitureArts andEntertainmen

10、tMediaVehiclesand PartsHealth andBeautyToys and GamesLuggage and BagsHome andGardenOffice SuppliesFood andBeverageApparel andAccessoriesBaby andToddlerAnimalsand Pet CareLOWMODERATEHIGHVERY HIGHResearch behaviorsResearch is a key factor in a shoppers journey,with three-quarters of online shoppers co

11、nducting research prior to making a purchase and 3 in every 5 in-store shoppers showing the same behavior.59%of in-store shoppers often research prior to purchasing74%of online shoppers often research prior to purchasing 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 6 Research prior to purch

12、asingWe live in the world of the“messy middle”where the route to the checkout for in-store shoppers often involves research online,and the route to the online checkout can involve a trip in-store or a search on social media before a decision is made.But most product research is conducted online whet

13、her a purchase is made online or in-store.Shopper research behavior prior to purchasingOnline shoppersIn-store shoppersPercent of shoppers02040608069%23%19%Online researchIn-store researchWord of mouth48%30%17%2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 7 2022 BAZAARVOICE,INC.|THE STATE OF

14、 OMNICHANNEL RETAIL 7 Online research toolsWeb browser searchOnline research among Gen Z and millennials Online shoppers preferencesAmong those that shop online,research is typically conducted via a web browser search,closely followed by specific brand websites.Just under a third of shoppers use soc

15、ial media for research,with Facebook and Instagram as the key platforms.Web browser search is increasingly important for younger generations like Gen Z and millennials,where the gap between web browser searches and brand websites closes considerably.The majority of this audience now also turns to so

16、cial media platforms to inform their research journey.For social media,Facebook leads the way,particularly in Australia where three-quarters of social media shoppers turn to the platform.Instagram,although still key,is secondary.Despite Facebook being a clear front-runner,other social media platform

17、s should not be ignored.TikTok and Snapchat play particularly key roles in the U.S.market(51%and 33%,respectively),significantly ahead of most other markets on both platforms.Gen Z(ages 18-24)Millenials(ages 25-34)Web browser searchBrand siteSocial mediaAdvertisingPercent of shoppers6040200806040200

18、80Percent of shoppersBrand site60%Retailer site55%Review site50%Social media29%64%26%19%68%37%62%51%44%47%51%58%57%68%60%2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 8 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 8 In-store shoppers preferencesIn-store shoppers show similar researc

19、h trends,choosing web browser searches considerably ahead of other search platforms.Three-quarters(74%)of these shoppers conduct their research while at home,prior to going in-store to make a purchase.Among in-store shoppers,web browser searches are consistently the most frequently used source of in

20、formation across all markets,particularly so in Canada(60%).Other sources of information also play a key role in enabling in-store shoppers to make informed purchase decisions.In France and Australia,2 in every 5 in-store shoppers turn to brand websites.And in the U.S.,15%of in-store shoppers look f

21、or product information on social media prior to purchase.In-store shoppers research trendsWeb browser searchIn-store shoppers research trends among Gen Z and millennials Gen Z(ages 18-24)Millenials(ages 25-34)Web browser searchBrand siteSocial mediaAdvertisingPercent of shoppers604020080Percent of s

22、hoppersBrand siteSocial mediaAdvertisingPercent of shoppers60402008055%37%11%6%70%75%67%62%53%44%33%27%2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 9 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 9 Online shoppersIn-store shoppersVisual reviews from verified buyersPercent of shopper

23、sShopper photos of the productProduct demonstrationsProduct questions and answersPrice comparisonsWritten reviews from verified buyersProduct ratingsExpert reviewsRecommendations from friends or familyIngredients/materials Professional photos of the productShoppers research preferences02550 2022 BAZ

24、AARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 10 60%63%57%55%47%44%39%37%35%32%29%30%26%28%26%31%26%23%26%25%26%26%75User-generated content,like reviews and shopper photos,play a key role in the research process for both online and in-store shoppers.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RET

25、AIL 11 How omnichannel shopping influences salesWith a mobile phone in every pocket and the rise of social commerce,brands and retailers are increasingly growing their presence online.But for some industries,in-store is still the primary path to purchase further highlighting the need for a transpare

26、nt and user-friendly omnichannel shopping experience.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 11 19%of online shoppers purchase via social media37%Influencers Instagram Stories41%Facebook Shops76%of online shoppers shop via retail sitesThe vast majority of online shoppers purchase from

27、online retailers(76%)rather than directly from brands.And while still relatively new to the buyers journey,shopping on social platforms is also on the rise,with 1 in 5(19%)purchasing items on social media Facebook shops(41%)and Instagram stories(37%)being the top channels.Nearly half(41%)of shoppers

28、 research products online and still go in-store to make the purchase.Why?To see or feel the quality of the product in person.A majority(63%)of in-store shoppers use their phone in-store for research purposes,mainly to determine the best deal available(69%).Access to better deals also drives online p

29、urchases while in-store(61%),with 36%of in-store shoppers claiming to have purchased a product online while actually in the store.Interestingly,the use of smartphones in-store is more prevalent among U.S.in-store shoppers(70%),while in-store shoppers in Canada are significantly more likely not to sh

30、ow this same behavior compared to other markets.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 12 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 12 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 13 What drives shopping online vs.in-store?The main drivers for shopping online are

31、access to home delivery(60%)and the ability to conduct direct product searches(58%).While in-store,shoppers are most put off by the inability to determine a products quality(56%),with three-quarters wanting to see the quality of a product before purchasing(75%).2022 BAZAARVOICE,INC.|THE STATE OF OMN

32、ICHANNEL RETAIL 13 Importance of testing products prior to purchaseReasons in-store shopping is popular for food and beverages64%65%Unsurprisingly,the ability to determine the quality of a product is the main draw for in-store shoppers.To try and test a product prior to purchase is also vitally impo

33、rtant to in-store shoppers,significantly so for those in France(55%),Germany,(57%)and Australia(56%)compared to the total level(51%).Similarly,in-store shoppers in France and Australia also place more importance on interactions with store assistants than other markets.Buyers find it more convenient

34、to shop online for products that dont require checking the quality and fit in real life,such as media and software.In-store shopping for food and beverages is popular,particularly because shoppers want to see the products value for money(64%)and sustainability(65%)in real life.Meanwhile,shoppers are

35、 less likely to shop in-store for categories like software,toys,and games since its more convenient and easier to save online.Value for moneySustainability55%46%56%45%57%49%FranceU.K.GermanyCanadaAustraliaU.S.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 14 2022 BAZAARVOICE,INC.|THE STATE OF

36、 OMNICHANNEL RETAIL 15 Omnichannel strategy prioritizationTheres no denying that as a retailer,an omnichannel retail experience is crucial half of retailers are currently researching or planning this strategy.Another 42%already have it as an established strategy,or are at least actively executing on

37、e.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 15 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 16 60%of companies in CanadaCompanies in Canada and Australia are researching and planning omnichannel retail strategies57%of companies in Australia51%of companies in Germany are prioriti

38、zing innovation54%of companies in the U.K.are prioritizing brand awareness16%of companies in the U.S.are prioritizing omnichannel retail strategyA quarter of companies say that up to 80%of omnichannel shoppers making repeat purchases and are extremely valuable and loyal.France is significantly ahead

39、 of most other markets in having an established omnichannel retail strategy(34%),while companies in Canada(60%)and Australia(57%)are more likely to be researching or planning their strategy.The U.S.(16%)and Germany(15%)place the greatest emphasis on prioritizing an omnichannel retail strategy compar

40、ed to the market set,with only innovation ahead as a primary business focus.However,retailers in the U.S.,Canada,France,and Australia plan to invest the most in developing customer loyalty.In Germany,innovation is the primary focus for increasing investment(51%),and brand awareness is the greatest p

41、riority for future investment strategies in the U.K.(54%).While the importance of an omnichannel shopping experience is recognized,the investment plans arent necessarily in place to achieve a successful and seamless experience across all markets.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL

42、16 When looking at current focuses,half of companies want to develop“community and connection”(influencer marketing,connection with communities around passions or shared interests and brands with similar views)to drive social interactions between those with similar interests.Brand websites are cruci

43、al to the omnichannel shopping experience,with almost half using this channel ahead of advertising and web browsers.Among those who do provide an omnichannel shopping experience,advertising is a prime channel used in the U.K.(53%)and France(53%),ahead of company websites.In Germany,social media is a

44、 more significant channel(49%)used to provide omnichannel experiences.However,advertising is key in the U.K.(23%),while social commerce is more of a priority in Germany(25%).With social media playing an important role in the consumer shopping journey,two-thirds of retailers are using Instagram Shopp

45、ing as a central element to their social commerce strategy ahead of Facebook Marketplace and other social platforms.of companies in Germany use social media as a key channel49%of companies in the U.K.and France use advertising as a key channel53%2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL

46、17 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 17 Use QR codes to help consumers complete their journey in-storeAlmost all retailers(96%)claim that customer ratings and reviews are important to providing a successful omnichannel retail experience that aligns with consumers views and how th

47、ey research online.Three-quarters use their own website to facilitate ratings and reviews as part of their omnichannel shopping experience,helping drive traffic to their site and making the purchase journey feel more seamless for consumers particularly as website traffic and analytics are currently

48、the primary methods used to measure omnichannel retail experiences.96%of retailers say that customer reviews are important to providing a successful omnichannel retail experienceWith 2 in 3 consumers saying they research online while in-store,retailers are displaying QR codes either on shelves or pa

49、ckaging,alongside on-shelf digital displays.Clearly signposting QR codes could help consumers complete their journey while in-store.Shoppers in Canada are considerably more likely to use on-shelf digital displays,while shoppers in Germany focus more on display QR codes on packaging.However,shoppers

50、in Australia would rather sales assistants directly share QR codes via their mobile devices,preferring this over all other in-store research methods.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 18 Most brands and retailers in Canada(90%)and Australia(93%)believe theyre successfully providin

51、g a true omnichannel shopping experience,ahead of all other markets,particularly the U.K.where only 66%agree.Similarly,most brands and retailers in the U.S.(87%)and Australia(93%)agree theyre successfully bridging the gap between shopping online and offline,while in France,14%disagree,significantly

52、more than the total market level.While many global companies feel confident about their omnichannel strategy,barriers like cost,expertise,and resourcing are making it difficult to scale growth.Key factors important to retailers when creating an omnichannel shopping experienceBarriers that come with

53、developing an omnichannel shopping experience48%Feedback from customers44%Brand consistency across channels42%Personalization of the shopping experience39%High costs37%Lack of skills and expertise36%Lack of resources 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 19 2022 BAZAARVOICE,INC.|THE

54、STATE OF OMNICHANNEL RETAIL 19 Online salesIn-store salesCapitalize on your omnichannel retail strategyNow that social media is a primary channel for product research and discovery,content,especially user-generated and influencer content,have become an even more critical part of the marketing mix.Bu

55、t how can you quantify how much online user-generated content influences offline sales?By calculating the impact that shoppers researching online and buying offline(ROBO)has on sales at Bazaarvoice,we call this your ROBO multiplier.Every company has a unique ROBO multiplier depending on your industr

56、y and your online and in-store revenue split.ROBO multipliers by product categoryBased on the assumption that across Bazaarvoice retailers studied,17.8%of revenue comes from online sales and 82.2%offline.If you have a ROBO multiplier of 4,for every$1 of sales influenced online,there is an addivtiona

57、l$4 of sales influenced in-store.Calculate nowFood/Beverage$1$2.72Apparel/Accessories$1$2.31Electronics$1$2.50Health/Beauty$1$4.09Home/Garden$1$3.54Baby/Toddler$1$3.50Animals/Pet Care$1$2.69 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 20 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAI

58、L 20 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 21 Key takeawaysROBOThe line between online and offline shopping continues to blur and become more fractured.Work out your ROBO multiplier to help make the case for omnichannel resources.Social proofOnline social proof informs both in-store

59、and online shoppers.Ensure your content mix provides the guidance shoppers are looking for.In-storeMobile phone usage is an active part of the in-store shopper journey.Make it easy for shoppers to find the right information fast while in the aisle.Value optimizationInability to scale omnichannel is

60、a key barrier to success.Find the right partner to realize productivity gains at speed.Calculate nowUse our ROI calculator to learn the impact user-generated content can have on retail sales online and in-store.2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 21 Total samplen=6165DemographicsCo

61、nsumer sample profilesCountryGenderAgeNote:Respondents were allocated to 3 categories that theyd purchased from in the last 6 months and their shopping preferences for that category(either online,in-store,or both).Therefore,throughout,the base sizes represent only respondents who saw each category i

62、n the relevant online and in-store sections,regardless of their shopping preferences across other categories,rather than the total sample.Those who have purchased from a specified category in the last 6 months and prefer to purchase that category onlineOnline shoppersn=3521Those who have purchased f

63、rom a specified category in the last 6 months and prefer to purchase that category in-storeIn-store shoppersn=4706U.K.n=1031U.S.n=1026Francen=1058Canadan=1025Germanyn=1010Australian=101565+23%55-6416%45-5416%35-4416%25-3417%18-2411%Female 50%Male 48%2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RET

64、AIL 22 DemographicsBrand and retailer sample profilesAge65+1%55-642%45-5418-2411%9%25-3427%35-4450%CountryU.K.n=50U.S.n=70Francen=65Canadan=84Germanyn=93Australian=61Decision-making authoritySolely/ultimately responsiblePart of a core team responsible for decisionsSome influence,but not ultimately r

65、esponsible60%27%13%Company typeRetailer 8%Brand 89%GenderFemale 30%Male 69%6%VP of Marketing4%General Manager4%E-commerce Manager4%Customer Sales3%Social Media Director14%Chief Marketing Officer9%Other C-Level Marketing Executive9%Marketing Director11%Marketing Manager15%PR/Influencer ManagerNote:Wh

66、en interpreting the data,keep in mind the base sizes among retailers are considerably lower than among brands.Total samplen=423 2022 BAZAARVOICE,INC.|THE STATE OF OMNICHANNEL RETAIL 23 Making shopping smarter.2022 BAZAARVOICE,INC.Thousands of the worlds leading brands and retailers trust Bazaarvoice

67、 technology,services,and expertise to drive revenue,extend reach,gain actionable insights,and create loyal advocates.Bazaarvoices extensive global retail,social,and search syndication network,product-passionate community,and enterprise-level technology provide the tools brands and retailers need to create smarter shopper experiences across the entire customer journey.BAZAARVOICE.COM