The other day, I stopped by my bank’s ATM to get some cash. After entering my card and PIN and while waiting for my money (during which I was a captive audience), I was presented with an ad for a new service from the bank. Unfortunately, the ad’s call-to-action was a message telling me to call the bank’s 1-800 number to find out more.
I had just encountered one of the broken or inadequate cross-channel experiences that millions of customers face every year.
This is a lose-lose situation: In this case, the bank knew — or should have known — a heck of a lot about me as a customer, yet it failed to use context* to design a better experience and guide me seamlessly across touchpoints. And as a result, the bank also failed to cross-sell me any products or services.
Forrester defines cross-channel behavior as any instance in which a customer or prospect moves from one touchpoint to another when completing an objective. Today, cross-channel goes way beyond online-to-offline transitions; going forward, these interactions will only increase in frequency and importance. Digital executives at banks are left with a tangle of customer journeys across various touchpoints (see image below).
Although 91% of retail sales in EU7 were offline in 2014, online presence is critical to retailer success, as nongrocery web-influenced sales were three times larger than online sales. EU7 includes the UK, Germany, France, Italy, Spain, the Netherlands, and Sweden. A soon-to-be-published report, Forrester Research Web-Influenced Retail Sales Forecast, 2015 To 2020 (EU-7), shows why the majority of nongrocery offline retail sales will be influenced by the Internet as early as 2017; why this influence is dependent on country, category, and consumer age and gender; and why a consistent consumer experience across all multichannel touchpoints is critical for retailer success.
How consumers are influenced by the Web depends on many factors:
Online behaviors. Price and consumer ratings are the most important online factors influencing retail sales. Online behaviors are more embedded than ever into the consumer purchase journey, as online buyers and online spend per buyer continue to grow in Western Europe. Offline populations continue to decrease, although at different rates across Europe: almost a third of Italians and a fifth of Spaniards are still not online.