Less than a quarter of channel switching behaviour is planned

Keywords: e-commerce , latest , members , omnichannel , opinion , customer experience , multichannel

Given the challenges channel switching brings, and the insight that this behaviour is largely unplanned, a natural and highly valuable question is to consider what retailers can do to stop forcing consumers to switch channels. The good news is that in most cases, the answer simply comes down to getting the fundamentals right. One of the most common drivers of channel switching, particular from store to online, is products simply not being available in store. This leads to a few fundamental strategies that retailers should consider adopting to reduce unintentional channel switching behaviour:


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