Key Insights
Essential data points from our research
Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers compared to 33% for companies with weak omnichannel strategies
Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
Omnichannel campaigns see an 18.96% engagement rate compared to 5.4% for single-channel campaigns
98% of Americans switch between devices in the same day
73% of consumers use multiple channels during their shopping journey
The average consumer uses almost 6 touchpoints when buying an item with nearly 50% regularly using more than 4
91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
80% of customers say the experience a company provides is as important as its products and services
74% of customers feel frustrated when website content is not personalized
55% of companies have no cross-channel strategy in place
Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels
45% of marketers cite lack of talent as a major barrier to omnichannel adoption
Mobile apps convert at a 3x higher rate than mobile websites
Push notifications have a 7x higher engagement rate than email marketing
46% of email opens now occur on mobile devices
Channel-Specific Integration
- 1Mobile apps convert at a 3x higher rate than mobile websites
- 2Push notifications have a 7x higher engagement rate than email marketing
- 346% of email opens now occur on mobile devices
- 4Integrating user-generated content into cross-channel marketing increases conversion by 29%
- 5SMS marketing campaigns have a 98% open rate compared to 20% for email
- 670% of shoppers want to be able to access their shopping cart across devices
- 7Including a video in an email can lead to a 200-300% increase in click-through rate
- 853% of views on videos are now from mobile devices
- 9Social media posts with images produce 650% higher engagement than text-only posts
- 10Online stores with a social media presence have 32% more sales on average than those without
- 11Websites that load in 2 seconds or less have a 9% lower bounce rate on mobile
- 1273% of consumers describe the integration of mobile into their shopping experience as useful
- 13Abandoned cart emails sent within one hour have a 6.33% conversion rate
- 14Segmented and targeted emails generate 58% of all revenue
- 1565% of all email is first opened on a mobile device
- 16Customers reached via web push notifications deliver 25% higher order values
- 17Retargeting ads combined with email marketing can increase conversion chances by 100%
- 18QR code usage in marketing grew by 443% over the last two years cementing physical to digital connection
- 19Direct mail response rates are 9% for house lists when combined with digital touchpoints
- 2057% of consumers are interested in opting into a brand's location-based notifications whilst in-store
Interpretation
Put simply, these figures prove that brands must meet customers where their thumbs are, on fast-loading apps and mobile channels, pairing high-impact content like video, images and user-generated posts with SMS, push and segmented retargeting, syncing carts and using QR codes and location-based alerts across devices, because otherwise they are practically handing conversions to competitors.
Consumer Behavior & Preferences
- 198% of Americans switch between devices in the same day
- 273% of consumers use multiple channels during their shopping journey
- 3The average consumer uses almost 6 touchpoints when buying an item with nearly 50% regularly using more than 4
- 490% of customers expect consistent interactions across mobile, in-store, and social media channels
- 571% of shoppers who use smartphones for research in-store say that it has become an important part of the experience
- 660% of millennials expect a consistent brand experience whether they are in-store, online, or on a phone
- 756% of consumers have used their mobile device to research products at home
- 875% of consumers expect a consistent experience wherever they engage whether on social networks or in person
- 935% of customers have used a buy online pick up in-store (BOPIS) option
- 1067% of customers start the shopping process on one device and finish on another
- 1154% of consumers say they would consider ending their relationship with a retailer if they are not given tailor-made relevant content
- 1269% of in-store shoppers would prefer to review a product on their phone rather than speak with a store associate
- 13Over 85% of digital consumers have started a purchase workflow on one device and finished it on another
- 1476% of all consumers prefer different commerce channels depending on the context of their purchase
- 1559% of consumers say being able to shop on mobile is important when deciding which brand or retailer to buy from
- 1683% of mobile users say that a seamless experience across all devices is very important
- 1782% of smartphone users consult their phones on purchases they are about to make in-store
- 1840% of consumers say they have purchased a product online after seeing it used on social media platforms
- 1990% of consumers say they move between multiple devices to accomplish a goal
- 2050% of consumers will switch to a competitor after one bad experience across channels
Interpretation
Nearly everyone hops between devices and channels multiple times during a single purchase, consulting phones in-store, using BOPIS and social proof, and they expect seamless, personalized experiences across mobile, social and physical touchpoints or they will defect after just one poor cross-channel interaction.
Customer Experience & Personalization
- 191% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
- 280% of customers say the experience a company provides is as important as its products and services
- 374% of customers feel frustrated when website content is not personalized
- 472% of consumers say they only engage with messaging that is tailored to their interests
- 566% of customers say they are willing to pay more for a great experience
- 683% of customers want their shopping experience to be personalized in some way
- 778% of customers have chosen to recommend a brand to their friends after a personalized experience
- 833% of customers who abandon a business relationship do so because personalization is lacking
- 963% of consumers expect personalization as a standard of service
- 1070% of consumers say a company’s understanding of their personal needs influences their loyalty
- 11Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers
- 1242% of consumers say they are annoyed when content is not relevant to them
- 1384% of customers say being treated like a person not a number is very important to winning their business
- 1459% of customers say that tailored engagement based on past interactions is key to winning their business
- 1548% of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience
- 1663% of consumers see good customer service as a key factor in their loyalty to a brand
- 1754% of customers want companies to change only the channels they use based on their current context
- 1879% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions
- 1988% of marketers say that their customers expect a personalized experience across channels
- 2075% of customers admit being more likely to buy from a retailer that recognizes them by name
Interpretation
These statistics deliver a blunt, slightly cheeky warning: treat customers like remembered people with human, relevant, channel-aware experiences and you win loyalty, higher spend, recommendations and impressive retention, but ignore personalization and you will frustrate, lose and be quietly abandoned.
ROI & Performance Metrics
- 1Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers compared to 33% for companies with weak omnichannel strategies
- 2Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign
- 3Omnichannel campaigns see an 18.96% engagement rate compared to 5.4% for single-channel campaigns
- 4Customers who engaged with an omnichannel experience spent 13% more than those who did not
- 5Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to those that do not
- 6Campaigns using SMS and Email together see a conversion rate that is 47.7% higher than email-only campaigns
- 7The lifetime value of customers who shop across multiple channels is 30% higher than those who shop using only one channel
- 8Brands with a unified omnichannel strategy see a 9.5% year-over-year increase in annual revenue
- 987% of retailers agree that an omnichannel strategy is critical or very important to their business success
- 10Companies with strong omnichannel engagement see a 7.5% year-over-year decrease in cost per contact
- 11Retailers selling on two marketplaces see 190% more revenue than those selling on only one
- 12Integrating paid search and social ads can increase conversion rates by up to 200%
- 13Sending 3 or more channels of communication results in a 250% higher purchase frequency
- 14Omnichannel shoppers have a 23% higher repeat shopping behavior within 6 months of an initial customized shopping experience
- 15Stores with omnichannel capabilities generate 20-30% more sales than single-channel stores
- 16Purchase frequency is 250% higher for omnichannel versus single-channel marketers
- 17Advertisers who use a cross-channel strategy see a 3x higher return on ad spend (ROAS)
- 18Cross-channel marketing can led to a 10% increase in lead generation capabilities
- 19Consistent cross-channel marketing can increase revenue by 23%
- 20Brands that personalize the customer experience across channels report 5 to 8 times the ROI on marketing spend
Interpretation
Stop treating channels like islands and start treating them like an orchestra: companies with strong omnichannel engagement retain 89% of customers versus 33% for weak players, campaigns using three or more channels deliver a 287% higher purchase rate, pairing SMS with email lifts conversions by nearly 48%, omnichannel shoppers spend about 13% more and have roughly 30% higher lifetime value, purchase frequency can rise 250%, and advertisers see roughly three times the ROAS along with double digit revenue and retention gains, so unifying and personalizing experiences across channels is no longer optional but essential.
Strategy & Adoption
- 155% of companies have no cross-channel strategy in place
- 2Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels
- 345% of marketers cite lack of talent as a major barrier to omnichannel adoption
- 461% of marketers struggle to integrate customer data from different channels
- 564% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing
- 6Only 22% of North American retailers consider themselves to be "omnichannel"
- 721% of marketers say that silos within their organization prevent them from having a comprehensive view of the customer
- 846% of marketers refrain from using multi-channel strategies due to the lack of time
- 9Data quality is the biggest challenge for 52% of marketers trying to achieve cross-channel success
- 10Simply 9% of marketers can engage customers across channels on a highly consistent basis
- 1176% of companies describe their customer engagement strategy as "siloed" rather than unified
- 12Only 5% of marketers say their organizations are set up to deliver cross-channel orchestration effectively
- 1330% of marketers cite the inability to attribute value to specific touchpoints as a major challenge
- 14Only 8% of companies have all of their channels connected
- 1567% of marketers say that attribution is the biggest gap in their cross-channel knowledge
- 1649% of marketers say that they need IT support to implement cross-channel marketing
- 17Only 17% of companies are able to integrate customer data across the entire organization
- 1839% of businesses state that legacy systems are a barrier to cross-channel integration
- 1986% of senior-level marketers agree that it’s important to create a cohesive customer journey
- 2051% of companies use at least eight channels to interact with customers
Interpretation
Everyone talks omnichannel, yet despite using many channels and 86% of senior marketers saying a cohesive journey matters, most firms are crippled by silos, bad data, legacy systems, lack of talent and investment, and so omnichannel remains more aspiration than reality.
