"Retail shopper journeys are increasingly fluid, with consumers going across online and offline channels on the path to purchase. As they move through this journey, they expect to find information, buy/order, and receive products in their channel of choice, with no friction or disruption from discovery to receipt. Retailers must ensure this journey is seamless if they want to keep shoppers satisfied and loyal, or they risk losing business and market share to competitors who do provide this.
In November 2019, Proximis commissioned Forrester Consulting to identify shopper expectations and experiences across online and offline channels and assess retailer capabilities around providing frictionless cross-channel journeys. To evaluate this, Forrester conducted two global surveys: one with retailers and one with shoppers who have made a recent online purchase."