Consumers feeling in a dilemma over Omnichannel

Over half want to bridge the instore and online experience, but over 60 percent have data concerns

Periscope, By McKinsey, has released the findings of new research conducted with US & UK consumers that explores their attitudes and expectations of the online shopping experience. The survey also looked at attitudes towards Omnichannel experiences, finding that, while consumers want these features, they are concerned about whether retailers can be trusted with data.

Asking first how consumers shop, the survey found that in-store shopping still dominates (83% US, 77% UK) with consumers saying it is one of their top ways to shop, followed by ordering online via a computer (59% US, 55% UK). Whilst the US and UK may be similar in terms of how they use technology to shop, only 2% of US respondents consider ‘buy online, pick up in store’ one of their top two shopping methods, compared with 15% in the UK (where it is known as ‘Click & Collect’).

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