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25+ Omnichannel Statistics In 2022

Written by, Sandeep Kumar

Updated April, 11, 2022

Omnichannel marketing strategies let a business use multiple ways of representing themselves in front of the target customer.

Ten Fascinating Omnichannel Facts (Editor’s Pick)

  • More than 65% of consumers use various platforms before their purchase.
  • Omnichannel strategies generate store visits of up to 80% than usual.
  • Omnichannel involving SMS campaigns have a conversion rate of almost 50%.
  • Nearly 80% of users prefer omnichannel strategies due to the seamless communication experience.
  • Almost all (ninety percent) of customers prefer online customer services.
  • Omnichannel consumers are more beneficial rather than single-channel consumers.
  • Eighty-five percent of consumers follow the Omni device pattern to conclude their online shopping.
  • By 2027, there will be 41 billion IoT devices in use.
  • No less than 74 percent of consumers are ready to switch a brand if the buying process becomes back-breaking.
  • Sixty-four percent of customers prefer good customer service over a budget-friendly price.

Omnichannel statistics, which we will talk about below, will help understand the impact of the omnichannel communication approach for brands. But, before we focus on statistics, let’s understand the term “omnichannel marketing trends.”

It’s simple; omnichannel marketing strategies let a business use multiple ways of representing themselves in front of the target customer. In other words, using different types of media to showcase your products or services is called an omnichannel marketing approach.

The purpose is to make shopping easy and increase customer retention percentage. Omnichannel marketing also comes in handy when businesses have to deal with different target groups of customers.

Let’s go ahead and find out more about these amazing multichannel marketing statistics.

Important Omnichannel Statistics

1. More than 65% of consumers use various platforms before their purchase.

Sources: (E-commerce Germany News, Zendesk)

A global survey by Zendesk revealed sixty-seven percent of customers had visited multiple platforms before making an actual purchase.

For instance, the most common steps for deciding include

  • researching online,
  • contacting stores via phone,
  • looking for a store on the internet to visit personally,
  • and ordering online.

2. 70+% of buyers tend to use numerous channels throughout their purchase journey.

Sources: (bloomreach, v12data)

Following the results from a Harvard Business review, precisely 73 percent of customers are using more than one-two channels in the course of their shopping journey.

 

Further results indicate that half of the buyers (50 percent) hope to buy online and pick up in-store. At the same time, over 35 percent will be less likely to visit a store if the same does not provide physical inventory data.

3. Omnichannel strategies generate store visits of up to 80% more than usual.

Sources: (Think with Google)

Data collected by Think with Google indicated that omnichannel strategies help generate around 80 percent of the in-store visits by customers. Consequently, precisely 74% of consumers do online research prior to visiting a physical store. Alongside the online search, they also look for information like opening hours, locations, time waiting, etc.

4. The conversion rate of SMS marketing campaigns that include omnichannel capabilities is around 50%.

Sources: (Omnisend, Omnisend What we can learn from Omnichannel Statistics)

The following omnichannel data were concluded after having observed roughly five million SMS campaigns. That being said, the data released by Omnisend on omnichannel statistics revealed there are almost 50% (or precisely forty-seven percent) of SMS campaigns resulted in conversions.

Omnichannel Customer Service Statistics

5. Nearly 80% of users prefer omnichannel strategies due to the seamless communication experience.

Sources: (Commbox, Maxicus, CX Today)

As Paul Jarman, the CEO of NICE InContact, shared on his guest blog on UC Today, as much as seventy-nine percent of users wouldn’t interact with any organization even if there’s just one bad experience. Consequently, this should be and is a wake-up call for many organizations.

In other words, by adopting omnichannel trends like keeping up a consistent customer experience throughout multiple channels—organizations can help themselves.

6. No less than 73 percent of users prefer shopping through different channels.

Sources: (Harvard Business Review, Zoominfo, Freshdesk)

A study by Harvard Business Review had been observing the behavior of over 40.000 customers, and this is what it came up with:

  • 73 percent of customers preferred Omni channels.
  • However, 7 percent of customers were shopping online exclusively.
  • And 20 percent of customers were just in-store customers.

7. Omnichannel consumers are more beneficial rather than single-channel consumers.

Sources: (Harvard Business Review, Contentor, Business Insider)

A recent study indicated that consumers using multiple channels for their research before shopping spend ten percent more than single-channel consumers. Further data revealed that those who are checking on more than 4 channels are inclined to spend more in-store, in this case, nine percent more, opposed to those who look up just a single channel.

In addition to this, another set of omnichannel data revealed that over 70% of B2B businesses also come up with the conclusion that omnichannel users are more valuable than single-channel users. Thus, more or less, 75% of the omnichannel users eventually end up going for e-platforms that fully support omnichannel as such.

8. Almost all (ninety percent) of customers prefer online customer services.

Sources: (Hubspot, Microsoft, Customer Thermometer)

Following Microsoft’s data results, it turns out that ninety percent of customers first look for a website or a portal to contact customer service. It’s more than obvious that telephone-based customer service is on its way to history.

It looks more and more outdated, it’s hard to say the exact prognosis, but it certainly isn’t the most preferred communication method anymore.

9. Nearly 15% of consumers won’t shop from a business that doesn’t give them the desired shopping experience across various platforms.

Source: (Content Stack)

Content Stack’s survey on digital experience revealed some interesting results. Let’s have a look at them:

  1. Around 5% of buyers will certainly come back to shop at a business where they had a poor experience.
  2. Slightly more than 34% of them will consider giving these shops a second chance.
  3. Approximately 47% of consumers aren’t likely to return to a business where they don’t get the desired shopping experience.

10. On average, 89 percent of customers are retained through omnichannel customer engagement methods.

Sources: (Gurus Coach, v12 data, Invespcro)

Following Aberdeen Group’s recent reports, businesses that have strong omnichannel customer engagement maintain exactly 89 percent of their consumers. This is an incredibly high percentage compared to the 30+ percent facing inconsistent and shaky customer engagement.

Further reports also indicate that companies with strong omnichannel customer engagement generate roughly 10 percent more yearly revenue than those without (3.4 percent).

11. Target and Walmart are the leaders when it comes to omnichannel customer service.

Sources: (SN Supermarket News, Incisiv)

Following the omnichannel report (2022) by Incisiv on grocery chains that excel in omnichannel services, we found out that giants, Walmart and Target, are between the sixteen best.

Here are some of the names you’ll encounter on the list of the best grocery chain omnichannel customer services:

  • Albertsons Cos.
  • The Kroger Co.
  • Saks Fifth Avenue
  • Macy’s
  • Ulta Beauty
  • Best Buy
  • Bed Bath & Beyond
  • Sephora
  • Belk
  • Dick’s Sporting Goods
  • REI
  • Lane Bryant, and others.

Omnichannel Benefits Statistics

12. Almost 19% of customers engage through omnichannel trends compared to nearly 6% engagement rate of single-channel trends.

Source: (Clickz)

The omnichannel data collected through the automation process by Clickz showed nearly 19% of customers engaged through three or plus channels. Whereas single-channel marketing engagement rates made up about 6%. Or let’s take a look at some other omnichannel stats on purchase rate and engagement rate (based on people using 3+ channels):

The purchase rate on those using 3+ channels is around 9%, opposed to 3% of single-channel users.

Simultaneously, the engagement rate depicted quite a difference too. People using more than three channels reached nearly 19%, compared to those using a single channel and reached only 6%.

13. Customer retention rates are ninety percent higher for omnichannel campaigns than those whose focus is on single-channel marketing.

Sources: (Omnisend, Campaign Monitor, Retail Dive)

Omnichannel facts give us a basic idea about the most crucial aspect of marketing today – customer retention rates. The difference in the data drawn makes it clear the winner is the usage of omnichannel marketing trends.

Further data also points out that omnichannel marketing has a retention rate of over 66% compared to the 34% retention rate of a single channel.

14. Over 21% of omnichannel consumers made a comeback to their favorite shops.

Sources: (Oracle, Bloomreach)

Based on answers gathered from more than 44.000 customers, the results concluded that no more than 23% of customers revisited the same retail store they found through omnichannel marketing strategies (in the first 6 months). It is widely known that a repetitive customer will more likely spread the word about your business with their family and friends.

15. Brand consistency marks an increase in revenue from ten to twenty percent.

Sources: (Wix eCommerce, Marketing Evolution, salesforce)

Most businesses now agree that an omnichannel approach is the best method to achieve success. While putting in place an omnichannel strategy isn’t easy, it does have several advantages.

Here are some of the most significant omnichannel benefits:

  • Consistency – the foundation of trust and sales.

Most recent stats on omnichannel benefits indicate that businesses that adopt usable designs are followed by a robust potential of 30+ percent revenue boost.

  • Personalized experiences lead to an increase in profits.

No wonder why stats show that more than 75% of customers are more willing to buy from brands that are tailoring the shoppers’ experience. Moreover, successful personalization leads to businesses making as much as 40% more profits than those who aren’t using it.

  • Integrations smoothen and level up efficiency.
  • Omnichannel retail data can provide comprehensive analytics.
  • Expand your customer base.

One of the best omnichannel advantages is the mere fact that it can assist you in broadening your customer base for up to 50%.

Omnichannel Ecommerce Statistics

16. Not getting the preferred shipping method is a significant problem for no more than 6 out of 10 consumers.

Source: (American Express)

A survey published by Kibo Software indicated a high probability of consumers moving further away from their regular retailer if the retailer doesn’t offer their preferred shipping option. Consider this to be one of the most critical factors caused by omnichannel retail trends. For a simple reason—There’s always an alternative!

17. By 2027, there will be 41 billion IoT devices in use.

Sources: (Business Insider, Check Point Software, VXChnge)

With the rapid growth we are witnessing, it is quite predictable that soon the world will be more tech-obsessed than what already is. And when that happens, digital marketing will no longer be an option but a necessity for businesses.

For instance, let’s think about the recent data Business Insider revealed to us—41 bn IoT (Internet Of Things) devices will represent a bridge between consumers and organizations or retailers.

But, then what about this following information: more than 60% of vehicles will ‘’fasten’’ their seatbelts to the Internet by the not that far away 2023. This, however, shouldn’t be jaw-dropping information since it’s no secret that the automobile industry is infusing more or less a 100 bn on development and in-depth research on cars that drive on their own.

18. Eighty-five percent of consumers follow the Omni device pattern to conclude their online shopping.

Sources: (Smart Insights, Kinsta)

The latest omnichannel facts released by Google stated that users commonly use multiple devices while making an online purchase.

For example, some users might use their work computers to browse a specific product and order the same product from their mobile app after a long thought process. Hence, it’s because of situations like these that retailers should be equipped to save sales.

19. Nearly half (49%) of buyers make impulsive purchases after a positive consumer experience.

Sources: (SuperOffice, GlobesNewswire)

Following a report shared by SuperOffice, customer experience seems to be one of the most important factors affecting the consumer’s buying behavior. With that being said, forty-nine percent of buyers underlie impulsive purchases due to a good experience with a retailer.

20. Over 24% of customer service operations are using virtual assistants or chatbots for better customer service.

Sources: (Gartner, ET CIO)

Gartner reported that exactly 25 percent of customer service operations are already incorporating and using virtual assistants or chatbots to serve customers faster and more efficiently.

This is quite a percentage increase if looking back to 2017 when this number was a mere two percent.

21. No less than 74 percent of consumers are ready to switch a brand if the buying process becomes back-breaking.

Sources:  (Hubspot Microsoft Word Transcript, HelpScout)

Yes, confusing and difficult to go through purchasing processes are a big issue. According to a report published by Help Scout, 74 percent of consumers will end their loyalty towards you if they find the buying process too difficult. This won’t only make companies lose profit, but it will also reduce the organization’s goodwill for long-term stability.

22. Sixty-four percent of customers prefer good customer service over a budget-friendly price.

Sources: (HelpScout, Fortunly)

HelpScout stated sixty-four percent of customers prefer smooth and polite customer service while making their purchases.

Moreover, in some cases, it has been reported that customers are ready to pay even more to have excellent customer service.

Omnichannel Marketing Facts and Trendings 2022

23. Starbucks is the best omnichannel retailing example among brands.

Sources: (Marketing Evolution, The Future Of Ecommerce, HubSpot)

Following the latest omnichannel examples like

This is because these businesses have figured out how to seamlessly integrate their consumers’ experiences into their lives on a vast range of platforms through branded touchpoints.

24. The smooth shopping experience is one of the top five omnichannel retail sales trends for 2022.

Source: (Widen)

The customer is currently at the center of omnichannel retail, which is culminating in a more personalized experience for each customer.

Following the 2021 report by Acquia CX, almost half (50%) of marketers are employing methods to integrate the digital experience across platforms.

And among other omnichannel retail sales trends you’ll find the following:

  • Window shopping using social media platforms.
  • Personable vs. personalized shopping experience.
  • A more conscious and calculated approach to acquiring first-party info.

Over 30% of marketers say that the quality of customer information is a sustainable problem to overcome to satisfy their marketing goals over the next two years.

  • Supply chain collaboration (a business model where organizations work together to improve the efficiency and effectiveness of the entire supply chain).

Following Forrester’s data, as much as 72% of content marketers utilize product information management (PIM) tools to link product data with customer experiences.

25. With more than 30% ecommerce market share, Shopify is the lead omnichannel ecommerce platform in the US (2022).

Sources: (Oberlo, Magestore, CC Bill)

According to Oberlo’s stats from 2022, Shopify (32 percent) represents the most significant portion of the ecommerce market share in the USA. Shopify is a cloud-based, multichannel corporate application designed for small and medium-sized businesses.

Furthermore, among the best omnichannel ecommerce platforms, you’ll find these next ones:

  • Magento
  • Big Commerce
  • Cin7, and others.

Conclusion

The omnichannel statistics mentioned above prove that it is high time for retailers and companies to adopt new business techniques. Instead of using a single-channel network, investing a little more in omnichannel marketing trends will help them in expanding their growth rapidly.

Moreover, omnichannel practices will help increase profit and boost retailers’ or companies’ permanent goodwill.

FAQs

What is an omnichannel strategy?

Omnichannel strategy is a combined process of designing a plan to cover various touchpoints. For example, designing a mobile app can help provide showtime information, ticket booking facilities, customer service, and issues resolving.

In short, omnichannel is about using multiple platforms of communication to assist customers.

Is omnichannel the future?

Forty-one billion IoT devices are estimated to be taking over by 2027 worldwide. It will demand technological growth to survive in the market. Hence, companies and retailers will have to adapt to the change to beat the competition.

What does omnichannel mean in retail?

Since 80% of consumers use their smartphones to read reviews, check prices, and look for information while buying from physical stores. Therefore, this means that businesses will expect retailers to sell these products online as well, or perhaps customers will start looking for alternatives to make purchases from other stores.

Why is omnichannel important?

With the rapid digitization, companies are rapidly growing too. Within the next year or so, nearly 35% of companies will be digitized to beat their competitors in the market.

If we observe the present scenario, we can see how businesses transform themselves to survive the competition. And if we talk about customer services, more than 60% of Americans prefer websites or apps to resolve their customer service requirements.

This data is not solely based on customers making online purchases but also in-store purchases. Ultimately, this is how and why omnichannel is vital to organizations and businesses across the globe.

What is omnichannel commerce?

Omnichannel commerce is a multichannel sales approach that emphasizes providing a consistent customer experience, whether the client shops online via a mobile device, a laptop, or in a physical store.

Multichannel marketing vs. Omnichannel

Multichannel marketing and communication refer to the use of more than one channel to promote and convey information about a business. Moreover, these channels are not linked together.

On the other hand, the term omnichannel refers to utilizing more than one channel to interact with consumers.

The table below shows the most significant differences between multichannel marketing and omnichannel:

Main Differences
Multichannel marketing Omnichannel
Customer experience Customer engagement
Customer-focused Channel focused
The quality of customer support The quality of channels