How consumers still believe retailers are dual pricing

How consumers still believe retailers are dual pricing

In the early days of e-commerce having price differentials between online and physical stores was a common practice. However, in today's omnichannel world, it can be extremely harmful for a brand to charge different prices across different channels and therefore many retailers have abandoned this strategy.

A report from Displaydata suggests that more than 76% of the shoppers research online before buying in a physical store. The report also showed that 48% of shoppers perceived that promotions offered online were not available instore. In an effort to build a seamless approach to omnichannel, retailers need to aligned  the consumer experience through all the available shopping channels. Particularly, two factors have to be revisited:

1. Pricing strategy in offline and online channels
2. Product information: 28% of shoppers want more information about the product and stock availability in physical stores.

In a fast-paced retail industry, players have to quickly adapt to costumer's needs or face the risk to loose market share.  Due to e-commerce growth and the industry's competitive context, creating a differentiated, valuable and coherent shopping experience in all channels must be retailers' priority.

Read complete article: How consumers still believe retailers are dual pricing
Source: Morrell, L. (Nov, 7 2014).  "How consumers still believe retailers are dual pricing". Marketing Tech