Analyzing the Customer Journey: Part 2

Last updated on July 25th, 2024 at 02:59 pm

This is part two of a five-part series about the omnichannel customer journey.

The customer journey encompasses several key points retailers can leverage to win. Recently, we analyzed part 1 of the customer journey: discovery, which underscores why retailers must live and breathe their customers’ shopping habits. Now, we’re breaking down part 2 of the journey: purchase. 

Defining Purchase

In the context of our Omnichannel Leadership Report, the purchase experience examines how retailers remove friction by simplifying the checkout process in-store, online and on mobile. It’s critical that brands continue improving their purchase processes, which are a make-or-break aspect of a successful shopping trip. It’s also imperative retailers realize that customers don’t see in channels—they expect a checkout experience with a minimal number of steps whether they’re shopping in-store or digitally.

What Brands Are Getting Right

Most retailers offer adequate in-store and online checkout options. However, success lies in leveraging an omnichannel approach. These days, shoppers carry their items in one hand and their smartphone in the other. Brands that are able to maximize this always-on mobile approach, especially in their brick-and-mortar locations, will be much better positioned to provide a seamless experience. According to the report:

• 100% of associates can add products to a shopping bag and during checkout via scan or search
• 74% of customers can pay with mobile payments (i.e., Apple Pay or Google Pay)

Shopping inspiration hits consumers at different places and times. The ability to add products to a digital wish list by scanning the item’s barcode or searching for it on a mobile site is a service that’s now expected. And, brands are delivering. They’re also aware of today’s cashless environment. Customers are always within reach of their mobile wallets and favorite apps.

Where There’s Room for Improvement

• 30% of associates still need to be at a counter to complete checkout
• 25% of associates can combine an in-store order with an endless aisle order in the same transaction (mixed cart)
• 25% of customers can place an order through a call center and pick up from a local store
• 23% of stores advertise their ability to accept Apple Pay and other digital payments

A majority of retail brands haven’t quite reached the crossroad of combining their physical and digital checkout experiences into an omnichannel solution. More than a quarter of stores require in-store associates to be stationed at a checkout counter. This means they aren’t able to complete a purchase wherever it is most convenient for the shopper.

Additionally, customers need to be able to purchase a physical item and buy a product from the online inventory in the same transaction if they so choose. If a small store doesn’t have a lot of inventory, it must offer options— including ordering a certain size or style from another location and having it shipped to customers’ home…free of charge.

Where There Are Significant Gaps

• Only 4% of brands’ checkout feature will autofill commonly entered info (i.e., name, address, credit card)
• 1% of retailers offer self-checkout options

The advent of counter-less stores—in particular, Amazon Go—will likely help raise the percentage of retailers offering self-checkout options. But in the meantime, only 1% enable customers to visit a checkout kiosk and complete the purchasing process themselves. Another checkout faux pas? Not offering an autofill feature for mobile shoppers. While most smartphones have an ergonomic keyboard, not everyone has the time or patience to fill out the many fields of information required to complete a purchase. The fix for this is simple—it’s just another additive feature in which retailers must invest.

Ultimately, retailers are making good improvements to their purchasing processes. This is especially apparent with brick-and-mortar retailers, which are using mobile point-of-sale systems to cut down on long lines and provide digital payment options. Nevertheless, plentiful opportunities remain to make the purchasing journey even more frictionless. Buy online pick up in-store (BOPIS), self-checkout and mobile payments are just a few of the available solutions.

Next time, we’ll examine how retailers can maximize the subsequent step of the customer journey: fulfillment.

For more statistics—and to find out which retailers are bringing their A-game when it comes to discovery—download our Omnichannel Leadership Report.