JRNI research highlights continued demand for omni-channel shopping experiences


JRNI, formerly BookingBug, the enterprise SaaS scheduling platform for optimizing the customer journey, has released new research that identifies continued growth in online shopping and strength in omni-channel shopping. According to JRNI’s Third Annual Modern Consumer Research Report, US and UK customers continue to research and shop on multiple channels, further blurring the lines between online and in-store shopping. 

The results demonstrate global consistency across nearly all product categories (electronics, clothing, gifts, household, beauty and health, and DIY) – except furniture – illustrating that omnichannel shopping is increasing globally: 

  • The growth of webrooming: On average, 74% of consumers webroom (researching online, purchasing in-store) predominantly for electronics, clothing, and household items. 
  • The rise of showrooming: On average, 57% of consumers showroom (researching in-store, purchasing online) primarily for clothing, gifts, and electronics. 
  • The expansion of Click and Collect: On average, 54% of consumers click and collect (purchasing online, retrieving in-store) mostly for clothing, electronics, and household items. 

The research also uncovers areas where consumers want retailers to further enhance their in-store experiences. The majority of respondents say they will visit physical stores more often if they can access well-trained staff, spend less time standing in lines, and experience products in better ways: 

  • The refinement of in-store experiences: On average, 22% of consumers, up from 14% in 2017, rate in-store experiences as “excellent.” 
  • The desire for scheduling appointments: On average, 57% of consumers, up from about 50% in 2017, want to schedule appointments with expert staff, indicating that they want more face-to-face conversations with retailers. 
  • The opportunity for hosting in-store events: On average, 64% of consumers want to attend in-store events to enjoy early access to products. Additionally, 61% of consumers, on average, want to attend in-store product demonstrations, and 57% of consumers, on average, want to attend DIY workshops – experts who show customers how to use products.

“It’s clear from the research that consumers demand omni-channel experiences from their preferred retailers, and face-to-face interaction has emerged as one of those channels,” said John Federman, JRNI’s CEO. “When retailers use an omni-channel approach to engage consumers and drive them in-store, basket size significantly increases because customers are exposed to complementary or ancillary items. Retailers must engage customers in an omni-channel way to establish stronger relationships, greater loyalty, and more conversions.” 

As consumers’ shopping preferences continue to evolve, so too has the profile of Modern Retail Consumers. In the US, Modern Retail Consumers are males less than 50 years old, while they are equally male and female in the U.K. They also tend to be much younger in the UK., usually less than 30 years old, and are located in the south, closer to London. In both countries, they are higher income earners, making more than $90,000 per year in the U.S. and more than £50,000 per year in the UK.