Shortfacts - November 2017

Channel changers are more dissatisfied

Customers who have switched channels during their purchase decision are more dissatisfied than mono-channel shoppers. This is shown by the results of the new short study "smart.vernetzt.mobil. An outlook on the consumer behavior of tomorrow", which examines aspects of consumer purchasing behavior as well as the use and perception of cross-channel services. To this end, ECC Cologne, in collaboration with SAP Hybris, surveyed over 1,500 consumers on purchases in five sectors. While 75.3 percent of consumers are satisfied with mono-channel purchases in stores, satisfaction drops to 69.8 percent when switching channels from stationary to online. A similar picture can be seen in the other direction: among online-only shoppers, satisfaction is at 72.8%. If consumers switch to the stationary channel after researching online, only around 67% say they are satisfied.